“It’s a Tide Ad” by Procter & Gamble & Saatchi & Saatchi New York wins Grand Effie at the 2019 Effie Awards U.S.

Apple, Dove, IBM, Mastercard and Nike honored as part of Effie’s 50th
Anniversary with Media Arts Lab, Ogilvy, McCann
Worldgroup and Wieden

NEW YORK–(BUSINESS WIRE)–Effie celebrated its 50th year as the global authority on
marketing effectiveness by announcing the recipients of its anniversary
‘5 for 50’ Award and the winners of the 2019 Effie Awards U.S. and
Global Effie competitions at its annual gala last night at Cipriani 42nd
Street. The coveted Grand Effie (best in show) was presented to Procter
& Gamble and Saatchi & Saatchi New York, along with contributors
Hearts & Science, Taylor Strategy, MKTG and MMC for “It’s a Tide Ad.”

“‘It’s a Tide Ad’ had insight, magic, effervescence, surprise,
extraordinary execution and great numbers,” said Grand Effie Juror,
David Lubars, Chief Creative Officer BBDO Worldwide and Chairman
BBDO North America. “When all of these things come together in a
seemingly effortless way, it’s a winner.”

Grand Effie contenders (top scoring Gold Effie winners) also

  • Chicago Sun-Times & Ogilvy “The Blank Page”
  • Diageo North America & TracyLocke “Diageo Pretty
    Simple Drinks”
  • Gerber & co-lead agencies Terri & Sandy and Ogilvy
    Anything for Baby” with Edible, Hornall Anderson and Hogarth
  • Kellogg’s Rice Krispies Treats & co-lead agencies Leo
    and Starcom “Write-on Wrappers” with
    Google and Krispr
  • National Safety Council & Energy BBDO “Prescribed
    to Death”
    with PHD and Ketchum
  • Tourism Australia & Droga5 “Dundee: A tourism
    campaign in disguise”
    with UM and Kovert Creative
  • Unilever’s Axe & co-lead agencies Team Unilever Shopper and
    “Axe Start His Journey” with Mirum Shopper
  • WeCounterHate and POSSIBLE-Seattle for “Life After
    with Spredfast and Hearby Sound

‘5 for 50’ winners
The ‘5 for
50’ Effie was created to mark Effie’s 50th Anniversary.
Entrants were required to have won more than one Effie Award over more
than one year and demonstrated that they most effectively adapted,
stayed relevant and sustained business success for the brand over time.

The five 5 for 50 Effie Award recipients are:

  • Apple & Media Arts LabFrom the brink of bankruptcy to
    one of the world’s most beloved brands”
    with OMD USA
  • Unilever & Ogilvy “Dove – Campaign for Real Beauty”
    with Edelman USA
  • IBM & Ogilvy “IBM. A leading brand. A lasting brand.”
  • Mastercard & McCann Worldgroup “22 Years of Priceless”
  • Nike & Wieden+Kennedy “NIKE JUST DO IT”

“Congratulations to all of this year’s Effie winners, who are now a part
of Effie history,” said Traci Alford, President & CEO of Effie
Worldwide. “We are proud to celebrate the success of such great brands
and teams as Effie continues to evolve with the industry to ensure that
effectiveness sits at the heart of what marketers do best, which is
deliver growth.”

Global Effie Winners
Effie Award winners
for the year’s most effective marketing ideas that worked in
multiple markets worldwide were announced at the Gala. Dubai Properties
and co lead agencies FP7/McCann Dubai and Magna Global UAE won a Silver
Global Effie, Apple and TBWAMedia Arts Lab won a Bronze Global Effie
with OMD Worldwide, and Arla Foods’ Puck with co-lead agencies FP7
McCann Dubai and PHD (UAE) won a Bronze Global Effie.

To deliver on its education mission, Effie held its first-ever Summit in
the U.S. on the drivers of marketing effectiveness today, launched the
Effie Academy certification program earlier this year, and enjoyed
increased engagement of college students participating in the 2019 Effie
Collegiate Brand Challenge, sponsored by Subaru of America, Inc. The
organization expanded to 53 programs worldwide and benchmarked the most
effective marketers in the world for its 9th annual Effie
Index rankings.

Effie United States rankings reflect points accumulated from finalist
and winning cases from the 2019 Effie Awards U.S. competition and will
be factored into the 2020 Global Effie Index. The most effective
marketers from the 2019 Effie Awards U.S. competition are:

  • Marketers: 1st Procter & Gamble, 2nd
    Mondelez International, 3
    rd Diageo,
    McDonald’s & Tourism Australia (three way tie)
  • Brands: 1st McDonald’s & Tourism
    Australia (tie), 2
    nd National Safety Council,
    rd Tide
  • Holding Companies: 1st IPG, 2nd
    WPP, 3
    rd Omnicom
  • Agency Networks: 1st McCann
    Worldgroup, 2
    nd Ogilvy, 3rd
  • Agency Offices: 1st Droga5 (NY), 2nd Ogilvy
    (NY), 3
    rd Geometry (NY)
  • Independent Agencies: 1st Droga5, 2nd
    Terri & Sandy, 3
    rd 22squared & Swellshark

Effie case studies are rigorously examined, debated and evaluated by
seasoned industry leaders over at least two rounds of judging. A
complete list of Gold, Silver and Bronze winners
for the Effie Awards U.S., as well as the opportunity to read the
winning case studies, is available on www.effie.org.

About Effie
Effie is a global
501c3 non-profit whose mission is to lead and evolve the forum for
marketing effectiveness. Effie leads, inspires and champions the
practice and practitioners of marketing effectiveness through education,
awards, ever-evolving initiatives and first-class insights into
marketing strategies that produce results. The organization recognizes
the most effective brands, marketers and agencies, globally, regionally
and locally through its 50+ award programs across the world and through
its coveted effectiveness rankings, the Effie
. Since 1968, Effie is known as global symbol of
achievement, while serving as a resource to steer the future of
marketing success. For more details, visit effie.org.


Rebecca Sullivan

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