The Effies 2014 was a night of surprises wherein last year’s winner of Agency of the Year Lowe Lintas and Partners won 7 Golds but finished as runner up whereas Ogilvy India bagged the agency of the year award despite bagging only 2 Golds on but bagged the Agency of the Year title on the back of a 8 Silvers versus Lowe’s 6 Silvers, 16 Bronze metals versus Lowe’s 8 and double the numbers of finalists that is 18 versus 9.
Ogilvy ‘s sheer volume of shortlisted work 44 versus Lowe’s 30 gave the former an edge, resulting in Lowe India finishing as runner up despite winning the highest number of Golds for work which included Kan Khajura Tesan which has won India global recognition at Cannes last year as well as Tanishq’s celebrated ‘Remarriage’ campaign.
The agency other Golds include Havells Appliances ‘#Respect Women’ campaign, Idea ‘No Ullu Banaoing’ campaign that won two Gold metals, Idea’s ‘An Idea Can Change Your Life’ campaign and Tata Tea ‘Jaago Re’ campaign.
Ogilvy India’s Gold metals included, Google India’s ‘Google Reunion’ digital (online/mobile communication) and Bournvita ‘Tayyari Jeet Ki’ Best on-going ad campaign fetched the agency the only two Gold metals.
HUL once again bagged client of the year repeating its 2013 win, similarly McCann Worldgroup retained its position of number 3. JWT followed Mc cann WorldGroup with two Silvers and four Bronzes. The Grand Prix was won by Soho Square for the 'Political Campaign That Created History' campaign for Bharatiya Janata Party in the 'Integrated Advertising Campaign' category.
The Ad Club received 465 entries, representing work from over 60 agencies, in spite of an increased fee of Rs 25,900 entry fee, from last year’s Rs 23,000.