O&M picked up the trophy at the 38th Annual Effie Awards ceremony at the Marriott Marquis in New York.
Ty Montague, chief creative officer and co-President of JWT New York, who chaired the judges, said: "The Dove campaign was the clear Grand Effie winner. It is a successful campaign rooted in a powerful human and cultural insight: that beauty has heretofore been defined by the media and is actually defined much differently by real women."
O&M saw off competition from: "Bathroom moments", created by DDB New York for Georgia-Pacific Corporation's Angel Soft; Pontiac Solstice launch "Apprentice", created by Leo Burnett Detroit for General Motors Corporation's Pontiac Solstice; "Raising the bar", created by BBDO North America for Cingular; "Showerhead" created by Fallon Worldwide for Holiday Inn Express; and "Working with monkeys", created by Cramer-Krasselt for CareerBuilder.com.
This year, the most effective advertising holding companies included Omnicom with 31 Effie wins overall, Publicis Groupe with 23 wins and WPP Group with 17 wins.
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