Effie Awards 2014 saw Ogilvy & Mather India (0&M) walk away with Agency of the Year Award, a title that Lowe Lintas + Partners had won in the previous year. O&M had 44 case studies shortlisted, whereas Lowe Lintas had of 30 case studies shortlisted this year. The Grand Effie of the Year went to Soho Square Advertising & Marketing Communications for the BJP ‘The Political Campaign That Created History’ campaign. Hindustan Unilever was declared Client of the Year yet again.
This year, 56 agencies took part in the Awards and also saw a good increase in the number of entries from last year.
O&M maintained its winning spree from the start and ended up with a total of 173 points, which included two Gold, eight Silver and sixteen Bronze metals. 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 medals for the agency.
Lowe Lintas came in second place with 142 points, they however managed to get seven Gold’s, six Silver and eight Bronze metals. The Gold medals include from Havells Appliances ‘#Respect Women’ campaign, Idea ‘No Ullu Banaoing’ campaign that won two Gold medals, Tanishq ‘Remarriage’ campaign, HUL’s Kan Khajura Tesan ‘From Dark to Connectivity’ campaign that won two Gold medals, Idea ‘An Idea Can Change Your Life’ campaign and Tata Tea ‘Jaago Re’ campaign. Despite winning more amount of Gold awards the agency wasn’t able to generate enough points in the final tally as O&M managed to gain more Silver and Bronze awards over it.
McCann Worldgroup India was in the third position with 90 points, which included two Gold, five Silver and eight Bronze metals.
JWT India stood fourth with a tally of 34 points and two Silvers and four Bronzes, followed by Soho Square Advertising that also scored 34 points, winning the Grand Effie award along with three Silvers and one Bronze. The sixth place was occupied by DDB Mudra, followed by Creativeland Asia, Publicis, Contract Advertising and FCB Ulka at seventh, eighth, ninth and tenth positions, respectively.