• by Joe Mandese  @mp_joemandese, June 8, 2006

Ogilvy & Mather Chicago's campaign for Unilever's Dove brand, "The Campaign for Real Beauty," was awarded the Grand EFFIE Wednesday night during the 38th Annual EFFIE Awards ceremony at the Marriott Marquis in New York. The awards--which are highly regarded by marketers and Madison Avenue because they recognize not just creativity, but the effectiveness of advertising campaigns--added several media-related categories this year, including Media Strategy, Third Screen, and Anything Goes, the winners of which have been featured as briefs in MediaDailyNews over the past two weeks.

Despite the inclusion of new media categories, and a greater focus on the contribution of media in the overall effectiveness of campaigns in other categories, only two dedicated media shops were recognized explicitly in this year's awards: Publicis' GM Planworks and MDC's The Media Kitchen. GM Planworks, along with Leo Burnett Detroit and Vigilante, were winners of the Gold EFFIE in the Media Strategy category for their work on Pontiac-GMC's "G6 Launch" campaign. GM Planworks, Leo Burnett Detroit, and Arc Worldwide also won a Bronze EFFIE in the Media Strategy category for their work on Cadillac's "Under Five" campaign.

McKinney took the Silver EFFIE in the Media Strategy category for its "The Art of the Heist" campaign for Audi of America.

The Media Kitchen was recognized along with PBS' in-house unit with a Bronze EFFIE in the "Anything Goes" category for their "The Greatest Boxer You Never Knew" campaign. WongDoody took the Gold EFFIE in that category for Tully's Coffee Corporation's "Tully's 3:21 Wake-Up Call" campaign, while McKinney won a Silver EFFIE for the Full Frame Documentary Film Festival's "Realitywood" campaign.

In the Third Screen category, Goodby Silverstein & Partners won a Gold EFFIE for its "Curious Britney Spears" campaign for client Elizabeth Arden.

Other Grand EFFIE campaign finalists included: "Bathroom Moments," created by DDB New York for Georgia-Pacific Corporation's Angel Soft; "Pontiac Solstice Launch: Apprentice," created by Leo Burnett Detroit for General Motors' Pontiac Solstice; "Raising the Bar," created by BBDO North America for Cingular; "Showerhead Campaign," created by Fallon Worldwide for Holiday Inn Express; and "Working with Monkeys," created by Cramer-Krasselt for CareerBuilder.com.

The most EFFIE awarded agency holding company was Omnicom, with 31 wins, followed by Publicis (23 wins) and WPP Group (17 wins).