BMF named Effective Agency of the Year for 2017

By AdNews | 1 September 2017
BMF's Aldi Christmas campaign

BMF​ ​has​ ​been​ ​named​ ​Effective​ ​Agency​ ​of​ ​the​ ​Year​ ​at​ ​the​ ​2017​ ​Australian​ ​Effie​ ​Awards,​ scooping nine awards overall. 

The agency scored a gold, silver and bronze for its work for Football Federation Australian, three silver for its anti-violence campaign for the Australian government, two silver for its Aldi Christmas campaign and a silver for is TAL​ ​Insurance​ ​campaign​

The awards are more than just creative awards. They recognise the effectiveness of campaigns – both short and long term.

Two​ ​golds​ ​were​ ​presented​ ​to​ ​Leo​ ​Burnett​ ​Melbourne​ ​for​ ​​Headspace's Reword, ​one​ ​gold​ ​to​ ​Affinity for​ ​its Flordis campaign​ ​and​ ​one​ ​gold​ ​to​ ​AJF​ ​Partnership​ ​for​ ​​its Dare Ice Coffee work, which​ ​also​ ​went​ ​on​ ​to​ ​claim​ ​the​ ​coveted​ ​Grand​ ​Effie.

Of the Dare Ice Coffee work, the judges​ ​said​ ​the​ ​strategic​ ​challenge​ ​was​ ​significant​ ​given​ ​the​ ​breadth​ ​and​ ​strength​ ​of​ ​competition​ ​in​ ​the category.​ ​The​ ​objective​ ​was​ ​both​ ​clear,​ ​ambitious​ ​and​ ​delivered​ ​outstanding​ ​growth​ ​and​ ​ROI.

The​ ​ceremony​, ​which​ ​took​ ​place​ ​at​ ​ICC’s​ ​Parkside​ ​Ballroom​ ​in​ ​Sydney​ ​last​ ​night, delivered​ ​a​ ​further​ ​22​ ​silver​ ​and​ ​15​ ​bronze​ ​awards,​ ​bringing​ ​the​ ​total​ ​number​ ​of​ ​agencies​ ​awarded​ ​for outstanding​ ​measurable​ ​results​ ​to​ ​25​ ​and​ ​the​ ​number​ ​of​ ​clients​ ​to​ ​24.

The​ ​Effective​ ​Advertiser​ ​of​ ​the​ ​Year​ ​award​ ​was​ ​presented​ ​to​ ​ANZ​ ​Australia.​ ​

The​ ​jury​ ​said: "​​ANZ’s​ ​entry very​ ​clearly​ ​expresses​ ​the​ ​steps​ ​they​ ​take​ ​to​ ​achieve​ ​advertising​ ​effectiveness.​ ​There​ ​may​ ​be​ ​nothing unique​ ​in​ ​their​ ​processes​ ​but​ ​ANZ​ ​is​ ​a​ ​great​ ​example​ ​of​ ​a​ ​large​ ​Australian​ ​marketing​ ​team​ ​intent​ ​on achieving​ ​best​ ​practice.The​ ​effectiveness​ ​and​ ​creative​ ​awards​ ​they​ ​have​ ​achieved​ ​are​ ​testament​ ​to​ ​the culture​ ​and​ ​approach​ ​of​ ​the​ ​team​ ​at​ ​ANZ."

The Communications Council chair and M&C Saatchi CEO Jaimes​ ​Leggett​ ​congratulated all the winners and finalists.

“Now​ ​in​ ​their​ ​ninth​ ​year,​ ​the​ ​Effies​ ​have become​ ​one​ ​of​ ​the​ ​most​ ​important​ ​dates​ ​in​ ​our​ ​industry’s​ ​calendar.​ ​Each​ ​year,​ ​the​ ​quality​ ​of​ ​the​ ​cases raises​ ​the​ ​bar​ ​for​ ​great​ ​creative​ ​and​ ​strategic​ ​thinking​ ​that​ ​delivers​ ​real​ ​value​ ​to​ ​clients’​ ​businesses," Leggett said.

"​These awards​ ​have​ ​one​ ​of​ ​the​ ​most​ ​rigorous​ ​judging​ ​processes,​ ​led​ ​by​ ​Chairman​ ​of​ ​Judges,​ ​Colin​ ​Wilson-Brown through​ ​three​ ​stages​ ​of​ ​judging​ ​with​ ​175​ ​agency​ ​and​ ​marketing​ ​leaders.​ ​So,​ ​even​ ​to​ ​become​ ​an​ ​Effies finalist​ ​is​ ​a​ ​huge​ ​​achievement​ ​–​ ​to​ ​​take​ ​home​ ​metal​ ​is​ ​outstanding."

See all the winners here:

The Effective Advertiser of the Year

ANZ

Effective Agency of the Year

BMF

The Grand Effie

AJF Sponsorship – Lion, Dare Ice Coffee

Retail

BMF – Aldi Australia – The Aldi Christmas campaign: Silver

Food, Confectionary & Snacks

The Monkeys – MLA – Bloody Idiots and Ratbags: Silver

Clemenger BBDO Melbourne – MARS – Hungerithm: Bronze

Beverages

TBWA\Integer – Hahn – Ultra Launch: Silver

Clemenger BBDO/TKT Sydney – Frucor, V Energy – The Massive Hit: Silver

Vizeum\The Story Lab – Vodka Cruiser – TV Live on Facebook: Bronze

TKT Sydney – Frucor Beverages, OVI Hydration – Finding the Truth in Fridges of Australia: Bronze

Other Consumer Goods

BWM Dentsu – Toyota – Anything goes: Silver

The Works – Black Hawk – Premium dog food: Bronze

Health and Wellbeing

Leo Burnett – Headspace – Reword: Silver

Affinity – Flordis – Don’t ignore a cough: Silver

Ogilvy Sydney – Nestle – Achilles Heel: Bronze

Other Services

whiteGREY – GHMBA – Enough to make you sick: Silver

Financial Services:
BMF TAL Insurance “Launching a brand nobody had heard of… in a category nobody likes”
Silver
 
Travel, Leisure and Media

BMF – Football Federation Australia – You’ve gotta have a team: Silver

Government

BMF – Australian Government, Department of Social Services – Anti domestic violence: Silver

Not for Profit & Cause Related Marketing

BMF – Australian Government, Department of Social Services – Anti domestic violence: Silver

Return on Investment

GTB – Ford Motor Company – The Science of Truck: Silver

Short Term Effects

BMF – Aldi Australia – The Aldi Christmas campaign: Silver

The Monkeys – MLA – Bloody Idiots and Ratbags: Silver

Most Original Thinking

Leo Burnett Melbourne – Headspace – Reword: Silver

New Product or Service

Leo Burnett Melbourne – Headspace – Reword: Silver

Small Budget

Leo Burnett Melbourne – Headspace – Reword: Silver

Host - #redefinewomen: Silver

Affinity – Flordis – Don’t ignore a cough: Bronze

Digitally Led Idea

Affinity – Flordis – Don’t ignore a cough: Silver

PR Led Campaign

BMF – Football Federation Australia – You’ve gotta heave a team: Bronze

Insight & Strategic Thinking

BMF – Football Federation Australia – You’ve gotta heave a team: Gold

Leo Burnett Melbourne – Headspace – Reword: Gold

BMF – Australian Government, Department of Social Services, Anti violence: Silver

The Monkeys – MLA – Bloody Idiots and Ratbags: Silver

On-line Brands

Host - #redfinewomen: Bronze

Use of data

Affinity – Flordis – Don’t ignore a cough: Gold

Wunderman Bienalto/Quantium – Woolworths Rewards – Project Segment of One: Bronze

Media-Led Idea

Vizeum/The Story Lab – Vodka Cruiser – TV Live on Facebook: Bronze

Clemenger BBDO Sydney – Wrigley Pacific – Extra: Silver

Long Term Effects

AFJ Parntership – Lion Dare Iced Coffee: Gold

GTB – Ford Motor Company – Tough is not enough: Silver

The Monkeys – MLA – You Never Lamb Alone: Silver

JWT Sydney – Bayer Customer Care – From Big Nights to Big Days: Bronze

Redhanded – Kubota Tractor Australia – This is Life: Bronze

 

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