• by Tanya Gazdik , April 18, 2012

Ikea, Henkel, and Procter & Gamble are the top winners of the 2^nd annual Shopper Marketing Effie awards.

Shopper Marketing Effie awards focus on integrated marketing campaigns specifically designed to engage the shopper and guide the purchase process toward a desired end result. The agencies behind the winning brands are Saatchi & Saatchi X, Ogilvy & Mather, MEC North America and Zooka Creative.

In the manufacturer, loyalty, awareness, sales, trial category, two gold Effies went to Procter & Gamble and Saatchi & Saatchi X, including one for Swiffer "Swiffer Project Jack Co-Marketing Campaign" and a Gold for Always and Tampax "Every Day is Different."

In the retailer, re-staging category, a gold Effie went to IKEA, Ogilvy & Mather and MEC North America for "Ikea: The Life Improvement Store." In the same category, the United States Postal Service and Draftfcb won a Silver Effie Award for "Your Other Address."

In the manufacturer, single-retailer rollout category there were two gold Effie winners, Henkel and Zooka Creative for Purex "The Art of Shopper Marketing: Purex's Shock and Awe at Walmart" and Procter & Gamble and Saatchi & Saatchi X for Always and Tampax "Every Day is Different."

Also in the single-retailer rollout category, a silver Effie went to Procter & Gamble and Saatchi & Saatchi X for Swiffer's "Swiffer Project Jack Co-Marketing Campaign."

"The most common thread of the winners was not only solid consumer/shopper insights, but the ability to express need in a way that rings true with the shopper," said Jim Lucas, EVP, global retail insight and strategy, Draftfcb and Shopper Marketing Effie final round judge, in a release.

In the manufacturer, multi-brand shopper solution, a silver Effie went to Procter & Gamble along with agency partner Leo Burnett/Arc Worldwide for The Best in Beauty 2011" on behalf of P&G Beauty Scale (Olay, Pantene, Clairol, Venus, Secret, CoverGirl, Fekkai brands).

In the manufacturer, multi-retailer rollout category, a silver Effie went to Lifescan Canada Ltd and The Integer Group for "The Power of Knowing" for OneTouch.

In the manufacturer, new product/service introduction category, a silver Effie went to Gatorade and TracyLocke for "'Find Your Fit' G Series FIT new product launch at Walgreens."

In the retailer, multi-manufacturer shopper solution, a bronze Effie went to Walmart, Procter & Gamble and The Martin Agency for "Walmart and P&G Family Movie Night".

In the retailer, shopper loyalty program, Walgreens Co. and agency partners Leo Burnett/Arc Worldwide and Starcom (SMG) won a silver Effie award for "Walk with Walgreens."

A summation of total points earned by both the evening¹s winners & 2012 Effie Finalists will be factored into the Effie Effectiveness Index which ranks the most effective advertisers, brands, holding companies and agencies in the world. North American Effie Effectiveness rankings will be announced at the Effie Awards Gala in New York May 23. Complete worldwide rankings by region will be revealed in June.