Effie UK, which recognises and celebrates the most effective marketing work of the year, has awarded a record eight Golds among the 15 winners of the 2022 Effie Awards.
BBH has won the Grand Effie for Tesco’s Wearing in, not Wearing out: Six Years of Food Love Stories (and counting). The judges praised the marketing team and agency for creating a rich and flexible platform that delivers a tangible impact to the brand and the wider business year after year.
Gold awards also went to McCann Manchester & UM Manchester with Aldi UK, MSQ Partners with Anusol, adam&eveDDB with ITV, Mother London with KFC, Leo Burnett with McDonald’s, TBWA London with Mini Cheddars and Grey London & DentsuX with Very.
Several winners were noted for making great use of humour to connect with audiences. These included ITV and Veg Power’s Eat Them To Defeat Them and Anusol’s taboo-smashing and growth delivering, Bum’s the Word.
Here are the winners in full:
GOLD
- Category: Sustained Success – Services
- Brand: Tesco. Lead agency: BBH, MediaCom
- Category: Positive change: Social Good – Brands
- Brand: ITV; VegPower. Lead agency: adam&eveDDB. Contributing companies: Goodstuff, Essence
- Category: Food
- Brand: Mini Cheddars. Lead agency: TBWA London. Contributing companies: Manning Gottlieb OMD
- Category: Seasonal Marketing
- Brand: Very. Lead agency: Grey London, DentsuX
- Category: Sustained Success – Products
- Brand: Anusol. Lead agency: MSQ Partners. Contributing companies: Wavemaker
- Category: Sustained Success – Products
- Brand: KFC. Lead agency: Mother London. Contributing companies: Mindshare UK
- Category: Sustained Success – Services
- Brand: Aldi UK. Lead agency: McCann Manchester, UM Manchester. Contributing companies: Gain Theory
- Category: Sustained Success – Services
- Brand: McDonald’s. Lead agency: Leo Burnett. Contributing Companies: OMD
SILVER
- Category: Positive Change: Social Good – Brands
- Brand: Naloxone, Ethypharm. Lead agency: Havas Lynx Group.
- Category: Seasonal Marketing
- Brand: B&Q. Lead agency: Uncommon Creative Studio.
- Category: Small Budgets
- Brand: Brook. Lead agency: Grey London. Contributing companies: Jelly London
- Category: Sustained Success – Services
- Brand: Long Live the Local, British Beer and Pub Association. Lead agency: Havas London. Contributing companies: One Green Bean, Ekino, Havas Media
- Category: Sustained Success – Services
- Brand: Ancestry. Lead agency: Anomaly, the7stars. Contributing companies: Performics
BRONZE
- Category: Finance
- Brand: The AA. Lead agency: adam&eveDDB. Contributing companies: Goodstuff
- Category: Positive Change: Social Good – Non-Profit
- Brand: NHS England. Lead agency: MullenLowe Group UK. Contributing companies: Freuds, 23Red, Manning Gottlieb OMD, MMC
Karin Wilsher, chair of the Effie UK Council and partner and global chief executive officer at Anomaly, stated, “This year we had more entries and winners from Sustained Success and Positive Change than ever before. This highlights more than ever the crucial role marketing can play, particularly during testing times. The UK industry has proved that even as we head into another challenging period, it is delivering ideas that work and showing innovation and resilience.”
Juliet Haygarth, managing director, Effie UK, added, “The UK Effie judges are considered the toughest across our 56 international programmes, so to have awarded a record eight Golds says so much about the high standard of entries we received. It is even more fantastic given many of the campaigns launched during the tough second year of the pandemic.”
