Wellcome takes top Effie award

AWARDS   EFFIE AWARDS   ADVERTISING

Hong Kong - McCann Erickson and Ogilvy & Mather have walked away with the lions share of awards at last night's sixth annual Effie awards, which celebrates the best effective advertising.

Wellcome Supermarket and its agency partners McCann Erickson Guangming and Universal McCann (pictured) were awarded the Grand Effie for the "One Dollar Does Matter" campaign against a field of that included Volkswagen, American Express and Kimberly-Clark.

On top of the Grand Effie Wellcome was also awarded a Gold in the supermarket/restaurant/fast food/shops and stores category.

The win caps off a big week for McCann, which this week took Hong Kong's first ever Grand Prix at Cannes Advertising festival. The agency bagged the Grand Prix top prize in the Design category, for its "Paper Battlefield" poster campaign for Nike Hong Kong.

In the banking and financial services category, OgilvyOne Worldwide took Gold award with its sister agency Ogilvy & Mather winning two Gold awards for Pizza Hut "Rediscover the kid in you" campaign and for its work for Kimberly-Clark.

Other Gold winners included WWF and Leo Burnett for the Earth Hour campaign and Volkswagen and DDB for "Engineered by Germans. Loved by Everyone." campaign.

This year the Effie Awards received a record 47 entries, with a significant increase from 2A agencies and client marketers. This year also saw the judging panel hand out six Gold awards, again a record in its six-year history.

Lilian Leong, chairman of Effie Awards, said the increasing localisation of the awards in Hong Kong was testament that the local industry was "determined" to hold itself up to international standards.

"The Effie awards ceremony is a celebration of effectiveness - a definitive measurement of exceptional performance and the Hong Kong Effie awards this year has been exceptional, as 2009 was a record-breaking year," she said.

A full list of Effie 2009 winners and finalists can be found here. 

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