The Interpublic agency picked up three out of 14 awards at this week’s ceremony in London, including a gold in Small Budgets for charity Inspiring the Future’s "Redraw the balance" campaign around gender stereotypes.
MullenLowe also claimed two silver awards for Unilever brand Knorr’s "Love at first taste" – one in each of the Brand Experience and Food categories. Ikea was named Effie UK’s "most effective brand" after winning gold in the Renaissance and Retail categories, with ads by Mother London.
Unilever was named "most effective marketer" for its Knorr work; Persil’s "Free the kids", a MullenLowe campaign that was shortlisted twice; and Hellmann’s "Firing up to recruit a new audience" by Ogilvy & Mather London, which had one nomination.
John Lewis’ 2015 Christmas ad "Man on the moon", created by Adam & Eve/DDB, won gold in the Seasonal Marketing category.
Public Health England’s Sugar Smart app for Change4Life picked up gold in Social Good – Non-Profit, in work devised by MEC UK (the lead agency), M&C Saatchi, 23Red, OgilvyOne and Freuds. The same accolade went to FCB Inferno’s "Apprenticeships" work for the Department of Business, Energy & Industrial Strategy in the Government, Institutional & Recruitment category.
Nina Bibby, chief marketing officer of O2 and the jury chair, told ±±¾©Èü³µpk10 this year's entries stood out for being focused on work that promotes good in society and campaigns which aim to be relevant for customers.
For her, this was part of an ongoing trend in marketing rather than being particular to recent efforts by brands, adding she was that she was "surprised" with the high standard of entries.
"Customers expect us to be more relevant to them because that is what they are seeing in their daily lives," Bibby said. "They are able to engage in more varied and increasingly personalised ways."
Full list of gold, silver and bronze award winners and finalists:
Beverages (non-alcohol)
Bronze: Tropicana/PepsiCo "How a little glass created a lot of growth" by AMV BBDO (* = lead agency).
Brand experience
Silver: Knorr/Unilever "Love at first taste" by MullenLowe London*; Edelman; PHD; Mindshare; IBMiX
Finalist: Bisto/Premier Food "From brand platform to lived experience: How Bisto brought strangers together for Sunday lunch" by McCann London*; Carat UK; Weber Shandwick London.
Finalist: McDonald’s "McDonald’s Monopoly 2016" The Marketing Store*; Leo Burnett London; OMD UK, Armadillo.
Finance
Finalist: Nutmeg Saving & Investment Limited "No nonsense investing" by AMVBBDO*
Food
Silver: Knorr/Unilever "Love at First Taste" by MullenLowe London*; Edelman; PHD; Mindshare; IBMiX
Finalist: McDonald’s "McDonald’s Monopoly 2016" The Marketing Store*; Leo Burnett London; OMD UK, Armadillo.
Government, instituitional and recruitment
Gold: Apprenticeships/department for business, energy and industrial strategy "Apprenticeships: In their own words..." by FCB Inferno*; Mindshare UK.
Media idea
Silver: Public Health England "Change4Life Sugar Smart" by MEC UK*; M&C Saatchi; 23Red; Ogilvy One; Freuds
New product or service
Finalist: Hellmann’s/Unilever "Firing Up to Recruit a New Audience" Ogilvy & Mather*; PHD
Olympics and Paralympics
Finalist: Maltesers/Mars "Looking on the light side of disability" by AMVBBDO*
Renaissance
Gold: Ikea "Ikea" by Mother London
Finalist: DiG/Unilever "Free the Kids" by MullenLowe London*; MullenLowe Profero; PHD; Edelman; Project Dirt
Retail
Gold: Ikea "Ikea" by Mother London
Bronze: John Lewis "The man on the moon" by Adam & Eve/DDB*; Manning Gottlieb OMD
Bronze: Sainsbury’s "Sainsbury’s – Mog’s Christmas Calamity" by AMV BBDO*
Seasonal marketing
Gold: John Lewis "The man on the moon" by Adam & Eve/DDB*; Manning Gottlieb OMD
Bronze: The Royal British Legion "The Story Behind the Poppy" by Y&R London*
Small budgets
Inspiring the future/Education & Employers "Redraw the balance" by MullenLowe London*
Social good - brands
Finalist: DiG/Unilever "Free the Kids" by MullenLowe London*; MullenLowe Profero; PHD; Edelman; Project Dirt
Finalist: John Lewis "The man on the moon" by Adam & Eve/DDB*; Manning Gottlieb OMD
Finalist: Pearson "The Alphabet of illiteracy" by FCB Inferno*; Weber Shandwick UK
Finalist: Bisto/Premier Foods "Using a brand platform for good: Sparing a thought – and a chair – for the elderly" by McCann London*; Carat UK; Weber Shandwick London
Social good - nonprofit
Gold: Public Health England "Change4Life Sugar Smart" MEC UK*; M&C Saatchi; 23Red; Ogilvy One; Freuds
Bronze: The Big Issue/Change Please "Change where you buy your coffee, change the world" by FCB Inferno*; Mongoose
Finalist: Inspiring the future/Education & Employers "Redraw the balance" by MullenLowe London*
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