- Grand Effie to Clemenger BBDO Melbourne for “Overtaking the Classics to become Australia’s favourite beer” - Carlton & United Breweries
- BMF is Effective Agency of the Year
- Effective Advertiser Award to ALDI
- Nine Gold Effies awarded
BMF has been named Effective Agency of the Year at the 2019 Australian Effie Awards, scooping two Gold, three Silver and three Bronze awards across three clients, ALDI Australia, Department of Social Services and George Weston Foods.
The Brand Agency got two golds for Foodbank WA for “Turning a box of nothing into breakfast for WA kids”.
News Corp Australia also picked up two golds for The Heart Foundation Australia's “Australia’s Worst Serial Killer”.
One Gold went to Clemenger BBDO Melbourne for Carlton & United Breweries’ campaign “Overtaking the Classics to become Australia's favourite beer”, which also went on to claim the Grand Effie.
"This is a classic case of how good marketing and advertising can still build a minor brand into a market leader," say the judges.
“In 2015, XXXX Gold outsold Great Northern by a factor of six to one. Four years later, Great Northern became Australia’s top-selling beer. This was achieved through well-considered insight, strategy and execution.
“The Great Northern case study is a model for all students of advertising.”
The ceremony, at ICC’s Parkside Ballroom in Darling Harbour in Sydney, delivered a further 16 Silver and 14 Bronze awards. This brings the total number of agencies awarded for outstanding measurable results to 15 and the number of clients to 19.
Other Gold winners:
- The Monkeys for NRMA Insurance for “How reviving its original purpose reversed 8 years of decline for NRMA Insurance”
- DDB Sydney for McDonald’s Australia for “I'm lovin' the short of it (as much as the long)”
- BMF for ALDI Australia for “Good Different Phase 2: Questioning the cult of Loyalty”
- BMF for ALDI Australia for “How a German supermarket became Australia's most trusted brand”
The judges, commenting on the Effective Advertiser Award which presented to ALDI Australia, say: "Good different is not just an advertising mantra, it is embedded in ALDI’s DNA. It is extraordinary that a German retailer is regarded as Australia’s most trusted brand.
“As an advertiser, ALDI has trusted their agency, BMF, for many years to create good different campaigns. And, as their Effie awards record shows, they work."
Mark Green, Chair of The Communications Council, says the quality of the Effies cases raises the bar each year for creatives and strategic thinkers, and delivers increasing value to clients’ businesses.
“Eleven years on, the Effies remain one of the most important dates in our industry’s calendar. These awards have one of the most rigorous judging processes, so even to become an Effies finalist is a huge achievement. Congratulations to all our winners and finalists,” he says.
The full list of Gold Effie Winners by Category:
Food, Confectionery & Snacks
DDB Sydney - McDonald’s Australia - I'm lovin' the short of it (as much as the long)
Financial Services
The Monkeys - NRMA Insurance - How reviving its original purpose reversed 8 years of decline for NRMA Insurance
Best Smaller State Campaign
The Brand Agency - Foodbank WA - Turning a box of nothing into breakfast for WA kids
Short Term Effects
News Corp Australia - The Heart Foundation Australia - Australia's Worst Serial Killer
Most Original Thinking
BMF - ALDI Australia - Good Different Phase 2: Questioning the cult of Loyalty
Brand Value
BMF - ALDI Australia - How a German supermarket became Australia's most trusted brand
Not For Profit Organisations
The Brand Agency - Foodbank WA - Turning a box of nothing into breakfast for WA kids
Media Led Idea or Media Partnership
News Corp Australia - The Heart Foundation Australia - Australia's Worst Serial Killer
Long Term Effects
Clemenger BBDO Melbourne - Carlton & United Breweries - Overtaking the Classics to become Australia's favourite beer
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