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O&M shines brightest at Effies 2004

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O&M shines brightest at Effies 2004

The Effies 2004 – the last major awards of the year from the Bombay Ad Club, as anticipated, turned into a battle to the finish and the club officials boasted, it could only get bigger and better every year. The occasion was graced by the who’s who of the ad world.

MG Parameswaran, President, Bombay Ad Club, announced in his opening speech that the organisation was planning to expand its operations in days to come and in essence, transform the Ad Club into a creative hub in collaboration with bodies like the IBF and INS. He also said, “The Ad Club is moving from strength to strength and in 2005, we are aiming at a membership of 5000.”

Kalpana Rao, Chairperson of the Effies, shed light on the background of the awards, saying, “It was in 2001 that the New York Ad Club chose to partner with the Bombay Ad Club for this initiative and since then the institution has grown in strength. Merely in terms of entries, where we began with 44 entries, we moved to 62 to get an unprecedented 79 this year and I am sure that next year it will cross 100.”

She further went on to explain that the entries this year had indeed improved in quality and that participation had come from across agencies and brands.

The Club had put in place a team of 23 judges who evaluated the entries in two rounds taking the number from 79 to 22 in round one. Of these 14 were selected in round two, who made the case study presentations just before the awards ceremony.

The Case Study Presentations

The Effies were divided in four categories – brand, consumer durables, services and corporate. With seven case studies under brand, three under consumer durables, three under services and one in the corporate category, there were a total of 14 presentations.

Each presentation stood differentiated from the other on the basis of the style of presentation as well as the strategies adopted. For the judges, this might have made the task difficult but for the audience, the presentations, barring a few, were an informative treat.

Who Won What

Let’s look at the players who took home the laurels. In the Consumer Products category, of the seven nominations, McCann bagged gold for the ‘Paanch’ entry of Coca-Cola. There were two silvers – Lowe for Lifebuoy and McCann again for Chlor-mint. The category threw four Bronze awards. O&M bagged two of these for Cadbury’s Five Star and Huggies Dri-Fit Diapers. Lowe won another here for Pepsodent and RMG David for Alpenliebe.

The next category was Consumer Durables. Though none of the entries managed a gold here, there were two silvers and one bronze. JWT bagged silver for Philips and FCB Ulka for Tata Indigo. Contract got itself a bronze for Royale Luxury Emulsion.

In the services category, O&M clinched a gold for Hutch. There were two silvers in the category – FCB Ulka for and Contract for Franklin Templeton Investments.

The corporate category threw only one award – gold for O&M’ entry of Cadbury’s. In essence, O&M got itself two of the three gold awards given and perhaps this is a reason why it also was awarded the Grand Effie, again for its most-winning client Hutch. And, the viewers too had a choice and that went in favour of RMG David for Alpenliebe.


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