Effie Awards 2013 saw Lowe Lintas walk away with Agency of the Year Award, a title that Ogilvy India has been winning in the past four years. Lowe Lintas had 31 case studies shortlisted, whereas Ogilvy India had the highest number of case studies shortlisted this year at 51. The Grand Effies of the Year went to Ogilvy India for the Lifebuoy ‘Roti’ campaign. Hindustan Unilever was declared Client of the Year.
This year, the Effie Awards saw a 20 per cent increase in the number of entries at 419, up from last year’s 357 entries. The entry fee has been kept at Rs 21,000. This year, 50 agencies took part in the Awards.
Lowe Lintas maintained its winning spree from the start and ended up with a total of 165 points, which included six Gold, five Silver and five Bronze metals. Idea Cellular’s ‘Telephone Exchange’ campaign and ‘Honey Bunny’ ad fetched the agency two Gold metals. ‘Help a Child Reach 5’ also bagged two Gold metals, while Tanishq’s ‘Tanishq and Sridevi’ campaign and HUL’s Kissan campaign took the agency’s Gold tally to six.
Speaking on the occasion, Joseph George, CEO, Lowe Lintas and Partners said, “The Effies is the only award we enter in India because they reward true creativity; which in our book, is one that takes on the responsibility to provide brands disproportionate return on the money spent by them. This performance of ours is an endorsement of this belief that we and our clients hold dear.”
Amer Jaleel and Arun Iyer, National Creative Directors, Lowe Lintas and Partners added here, “We knew we had a great body of work this year, but to max the Effies is a happy high after long. It’s a fantastic feeling to revive the nostalgia around the cracking of ideas with the legit excuse of a legit awards night. The best part was we came together and made it a grand evening.”
Ogilvy India was placed second with 130 points, which included three Gold, three Silver and seven Bronze metals, besides the Grand Effie.
McCann Erickson was in the third position with 60 points, which included one Gold, two Silver and five Bronze metals.
JWT India stood fourth with a tally of 40 points and three Silvers and two Bronzes, followed by Publicis Communications with 35 points in the fifth place, with three Silvers and one Bronze. The sixth place was occupied by Grey Worldwide India, followed by Contract Advertising and DDB Mudra at seventh and eighth positions, respectively.