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Superior Campaigns Recognised At 2011 CAANZ EFFIE® Awards

Page 1 of 1 ** EMBARGOED UNTIL 10.45PM, OCTOBER 6, 2011

Media Release Thursday, 6 October 2011

Superior Campaigns Recognised At 2011 CAANZ EFFIE® Awards

The best marketing and communications campaigns of the past year were recognised at the 2011 CAANZ EFFIE Awards held at Skycity Convention Centre on Thursday, 6 October. This year, the judges awarded eight Gold, nine Silver and 16 Bronze EFFIEs.

CAANZ CEO, Paul Head, says the EFFIE Awards are the pinnacle event to showcase the most effective marketing and communications campaigns.

“As such, we must continuously strive to raise the bar. Proving to client’s senior management that the work our industry does has a demonstrable and measurable impact on the bottom line of their business is a key step on the journey to being seen as a true strategic partner.

“That’s why the EFFIE Awards are so important for agencies and their clients alike. They aim to recognise, educate and encourage effectiveness among the marketing communications industry and clearly prove the value that effective creative ideas deliver,” says Mr Head.

This year, more than 150 judges from the advertising, marketing and research professions spent almost 1000 hours reviewing the 207 entries.

“Judges were particularly interested to see clear proof that the results were the outcome of the campaign. Those entries that didn’t make their case, didn’t make the cut” says Mr Head. “It’s getting harder to win an EFFIE – and that’s a good thing,” he says.

The international guest judge was Gareth Kay, Director of Brand Strategy and Associate Partner at Goodby Silverstein and Partners, San Francisco. Gareth brought an international perspective and a high degree of rigour to the final round of judging. His view was that the gold winners were genuinely word class.

DraftFCB was awarded the Most Effective Agency of the Year in recognition of the most significant contribution made by an agency to the success of its clients.

“DraftFCB’s eight EFFIE awards, including five golds, reflect an enduring partnership approach and focus on campaign results for its clients,” says Mr Head.

The Ministry of Health was awarded the Most Effective Client of the Year for the second consecutive year for its collaboration with agency DraftFCB on the long term National Depression Initiative. This work includes “The Journal: sooner, better, more convenient treatment for depression” and “Getting through Depression” campaigns.

“The fact the Ministry of Health has won this category for this campaign a second year in a row, demonstrates how great communication campaigns can evolve to keep at the forefront,” says Mr Head.


Most Effective Campaign of the Year Agency: DraftFCB Client: Ministry of Health Campaign Title: The Journal: sooner, better, more convenient treatment for depression Most Effective Agency of the Year Winner: DraftFCB Most Effective Client of the Year Winner: Ministry of Health Agency: DraftFCB GOLD EFFIE® AWARD WINNERS Category: Social Marketing/Public Service Agency: DraftFCB Client: Alcohol Advisory Council of New Zealand (ALAC) Campaign Title: Influencers Category: Social Marketing/Public Service Agency: DraftFCB Client: Ministry of Health Campaign Title: The Journal: sooner, better, more convenient treatment for depression Category: Sustained Success Agency: DraftFCB Client: Ministry of Health Campaign Title: Getting through Depression Page 3 of 3 Category: Sustained Success Agency: Colenso BBDO Client: Frucor Beverages NZ Campaign Title: V The Energy to do Extraordinary Things Category: Most Effective Integrated Campaign Agency: Colenso BBDO Client: DB Breweries Campaign Title: Beer – The Untold Story Category: Limited Budget: Less than $300k Agency: Republik Client: Fuji Xerox Campaign Title: Fujikistan Category: Most Effective Digital or Social Media Campaign Agency: DraftFCB Client: Ministry of Health Campaign Title: The Journal: sooner, better, more convenient treatment for depression

2011 EFFIE® Awards proudly brought to you by CAANZ and ANZA in association with TVNZ & sponsors: Admedia & Fastline, Experiential Marketing Association of NZ (EMANZ), Fairfax Media, JobMedia, Nielsen Media Research, NZ Marketing & StopPress, The National Business Review, The New Zealand Herald, The Radio Bureau and Web Drive For a full list of award winners, award winning case studies and images, please visit the CAANZ website -


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