SYDNEY: JWT scooped the top prize at the second Australian Effie Awards last night for a campaign which reignited consumer interest in Allen's Jellies brand.
The agency won the Grand Effie for the Nestle-owned brand after producing a campaign with an ad featuring a giant doll walking through a city, blowing bubbles and showering the streets with lollies.
The judges said JWT faced a daunting challenge, but produced “outstanding quantified results in a tough environment which created long term sustainability for an iconic brand".
Clemenger BBDO Proximity Melbourne took out the award for the inaugural “Effective Agency of the Year” award, winning six EFFIES in total.
Chairman of the Australian Effie Awards, Matthew Melhuish, said: “This year's record entries and the big turnout for this year's gala evening is a huge vote of confidence.
"It is great to see that our industry is so committed to justifying and proving their campaigns' worth to clients.”
In total, 17 gold EFFIES were awarded across 17 categories. Together with JWT and Clemenger, gold Effie winners included M&C Saatchi, BMF, The White Agency, Ikon, The Campaign Palace, MediaCom, Ward 6, BWM, Naked, Lowe Sydney, DDB, phdcreative and The Brand Agency.
The EFFIE Awards are jointly staged by the Communications Council, and the AANA in association with Telstra.
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