The Monkeys has been named Effective Agency of the Year at the 2020 Australian Effie Awards, with four Golds (of five presented), two Silvers and one Bronze for three clients, Beam Suntory, NRMA Insurance and Telstra.

The Grand Effie was won by BMF for Aldi Australia’s ALDI Good Different.  It also won the other Gold award.

The judges commented that it represented “the gold standard of a long idea that has driven impressive results over the long term…It’s a masterclass in explaining the business challenge and objective setting,” the judges said, adding “but most of all, Aldi Good Different is bigger than an advertising idea, it works all the way down to a retail press ad, the idea and personality is always present and always working hard.”

ALDI Australia won the Effective Advertiser Award. The judges commented that its submission was “extremely impressive on all counts of creativity, courage and consistency, year-in, year-out in a very competitive industry…Aldi Good Different is a business and brand philosophy that shines through the huge body of short and lon- term advertising work.”

An extra eight Silver and twenty-two Bronze awards were awarded in the virtual presentation on October 30.

Mark Green, chairman of Advertising Council Australia, stated, “Once again this year we’ve seen how the power of great creative ideas can translate into outstanding commercial success stories.

“And with the onset of an Australian recession in the wake of the COVID pandemic, the Effies have taken on even more significance as agencies and clients deal with the increasing challenge of making sure every advertising dollar contributes to driving the bottom line. More than ever, all the winners and finalists deserve huge congratulations.”

The Gold Effie winners by category are:

Beverages
The Monkeys for Beam Suntory: How Canadian Club became the boss of summer

Financial Services
The Monkeys for NRMA Insurance: Every Home is Worth Protecting

Return on Investment
The Monkeys for Beam Suntory: How Canadian Club’s Greatest Challenge delivered its Greatest ROI

Insight & Strategic Thinking
The Monkeys for NRMA Insurance: Snapping Australians out of their home apathy

Long Term Effects
BMF for Aldi Australia: Aldi Good Different

Full list of winners here:

The Advertising Council Australia’s Effie sponsors were marquee sponsor, Think TV; Ad Standards; Google; Primerchord Production Music; UnLtd; and YouTube.