The Australian Effies has presented 5 Special Awards, 4 Gold, 14 Silver and 25 Bronze awards this year.
CHEP Network has won Effective Agency of the Year at the 2023 Australian Effie Awards, with 1 Gold, 3 Silvers and 4 Bronze for three clients, Curing Homesickness, Nutricia and Samsung.
CHEP’s Gold win was for Samsung Flipvertising campaign, applauded by the judges for its innovative idea, compelling case and strong commercial results. They added that the evidence was clearly presented, with the use of independent mix-modelling isolating the effects of the work and defining its impact.
Saatchi & Saatchi, part of The Neighbourhood, was awarded The Grand Effie for How little moments made big bickies for Arnott’s. According to the judging panel, the case showed how Arnott’s comprehensive marketing, media and creative strategies combined to deliver an impressive return on investment in a difficult and competitive sector. The case was succinctly written, with data that clearly highlighted the power of emotive brand advertising to drive sales in a price-sensitive sector.
BMF won a Gold Effies for its entry, How anti-ordinary thinking drove anti-ordinary results for Tasmania’s ‘off season, for Tourism Tasmania.
The judges commented, “This case is a great demonstration of how marketing can influence attitudes and behaviour when well-thought-through strategy leads to authentic and compelling creative. It’s great to see a brand continuing to find insights to unlock business solutions and deliver impressive ROI.”
M&C Saatchi also won a Gold for Every day’s a big day for Big W, which the judges noted was delivered in a very competitive and challenging category. “The campaign has proven to be a big platform that stretches across multiple retail occasions and with continued investment, has delivered a solid discount retail ROI,” they commented.
KFC Australia won Effective Advertiser of The Year Award, for numerous campaigns with Ogilvy Australia over a three-year period. The judges unanimously voted for its ‘brave creativity that works’, with the case demonstrating a clear link between creativity and effectiveness. “With ROI foremost in the success criteria, the organisation’s culture clearly enshrines effectiveness within its marketing team and agency partners,” they noted.
Arnott’s Group and Saatchi & Saatchi, part of The Neighborhood; Beam Suntory and The Monkeys, part of Accenture Song, were also highly commended for Effective Advertiser.
Effies chair, Colin Wilson-Brown, was formally thanked for a lifetime of achievement and dedication to effectiveness. A new award, the Colin Wilson-Brown Chairman’s Award, was created in his honour, and was presented to The Monkeys for the Government of Tuvalu entry, How can a country exist without land?
The Gold Effie winners are:
- Saatchi & Saatchi for Arnott’s How little moments made big bickies for Arnott’s in Food and Beverage Brands
- CHEP Network for Samsung From Hunted to Hunter: How ‘Flipvertising’ Revolutionised a Digital Advertising Adventure and Captured Gen Z’s Attention in Innovative Media or Channel Solutions
- BMF for Tourism Tasmania How anti-ordinary thinking drove anti-ordinary results for Tasmania’s off season in Insight & Strategic Thinking
- M&C Saatchi for BIG W Revitalising BIG W by celebrating the real every day of modern families in Long-Term Effects
