The Monkeys named effective agency of the year 2016

Rosie Baker
By Rosie Baker | 9 September 2016
Scott Nowell, Mark Green and Justin Drape

It's a good year to be a Monkey. Or should that be The Monkeys. The independent agency was crowned the Australian Effective Agency of the Year 2016 at the Effies last night (8 September) and also took home the Grand Effie for its Operation Boomerang campaign for Meat & Livestock Australia.

Overall, six Gold Effies were handed out. Four of them went to The Monkeys. One for its work with Blackmore’s on ‘The power of knowledge: How an 80-year-old reclaimed thought leadership’ and three for ‘Operation Boomerang’.

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

Speaking to AdNews, agency co-founder Mark Green says The Monkeys has always managed to maintain a high standard - from the Richie Benaud ad, Operation Boomerang and more recently, its Spring Lamb ads.

“Already we are seeing our Spring Lamb campaign overtake Operation Boomerang, just looking at things like earned media, shares, trending on Twitter and views,” Green says.

“Our culture drives ambition and the desire to do interesting things - which then becomes infectious and the enthusiasm then catches.”

Green says the agency has plenty more great work in the pipeline, but despite this year's many accolades – including the AdNews Agency of the Year Award - they “don't let it go to their heads” and keep their feet firmly on the ground.

The Monkeys founders Green, Justin Drape and Scott Nowell told AdNews earlier this year that making great creative work that works has been key to the shop's success over the last 10 years. You can read a profile feature of The Monkeys to mark 10 years of the agency in the current issue of AdNews. Download a digital version of AdNews on desktop, Apple or Android here for $5.99. You can also subscribe to the premium print edition here.

Operation Boomerang – while controversial – has been described as MLA's “most successful” Australia Day lamb campaign ever and was highly rewarded because it “demonstrated “a very compelling and clear business case, with a high degree of difficulty”.

Judges said the strategy was “bold, disruptive, and extremely effective”.

MLA marketer Andrew Howie is also a strong proponent for great creative work, being the best way to deliver return. MLA was last year's Effective Advertiser. MLA and The Monkeys have just launched the latest spring lamb campaign - and it's being touted as possibly the most inclusive ad ever made. Check it out.

This year, Officeworks was named Effective Advertiser of the Year. The judges said the Officeworks marketing team has an “impressive case history and set of results, and a great argument for the science and art of marketing over simple merchandising”.

The team was praised for a consistent approach and long-term commitment to effectiveness and agency partners.

Affinity also won a Gold Effie for its data project with Narellan Pools ‘Diving into data for Narellan Pools’, and Whybin\TBWA Melbourne was awarded a Gold for ‘Owning the First Job Trigger’ for ANZ.

Anthony Freedman, chairman of The Australian Effie Awards, said: “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.”

UK-based effectiveness expert Peter Field spoke at the event at Doltone House on the importance of long-term effectiveness and the dangers of taking a short-term tactical approach to advertising and marketing. The CommsCouncil handed out 13 silver and 20 bronze Effie awards on the night.

Check out the full list of Gold Effie winners below:

Food, Confectionery & Snacks:

The Monkeys – Meat & Livestock Australia – Operation Boomerang

Health & Wellbeing:

The Monkeys – Blackmores - The power of knowledge: How an 80-year-old reclaimed thought leadership

Financial Services:

Whybin\TBWA Group Melbourne – ANZ – Owning The First Job Trigger

Short Term Effects:

The Monkeys – Meat & Livestock Australia – Operation Boomerang

Most Original Thinking:

The Monkeys – Meat & Livestock Australia – Operation Boomerang

Use of Data:

Affinity – Narellan Pools – Diving into Data for Narellan Pools

Other winners:

Retail/Etail: Sponsor Think TV:

BMF – Aldi Australia – The Christmas campaign that was so effective, we had to pull it off air: Silver

BMF – Aldi – Australia On for the Retail Brave: Converting the Haters: Bronze

Food, Confectionery and Snacks:

BMF – Meat & Livestock Australia – Turning the Corner on a Forty Year Decline: Bronze

Beverages:

Mr Wolf – Taylors Wines – How cooling things down can heat things up: Bronze

Other Consumer Goods:

Leo Burnett Sydney – Samsung Electronics Australia – Samsung Galaxy Tab S2: A data love story: Bronze

Financial Services:

Whybin\TBWA Sydney – RaboDirect – Shonky Savers: Bronze

Travel, Leisure and Media Sponsor: B&T:

Affinity – Narellan Pools – Diving into Data for Narellan Pools: Silver

Government:

J. Walter Thompson Sydney – NSW Rural Fire Services – From Apathy to Action: Silver

The Brand Agency – Water Corporation – Drop 2: How one small action helped a city save water: Bronze

Not For Profit & Cause Related Marketing Sponsor UnLtd:

J. Walter Thompson Sydney – NSW Rural Fire Services – From Apathy to Action: Silver

J. Walter Thompson Melbourne – Beyondblue – It’s not you, it’s your brain: encouraging young people to seek support for mental illness: Bronze

McCann Melbourne – Seeing Eye Dogs Australia (Vision Australia) – Free Puppies Forever: Bronze

Best State Campaign:

Meerkats Brand Leadership Company – Brownes Dairy – Don’t lie to your Mum: How honesty turned the tide for Brownes Yoghurt: Silver

J. Walter Thompson Sydney – NSW Rural Fire Services – From Apathy to Action: Bronze

Return on Investment Sponsor ThinkTV:

Red Planet – Qantas – Turning retail conventions on their head for the Qantas Wanderlust sale: Silver

Affinity – Narellan Pools – Diving into data for Narellan Pools: Bronze

Short Term Effects:

BMF – Aldi Australia – The Christmas campaign that was so effective, we had to pull it off air: Silver

Clemenger BBDO Melbourne –  Myer – Wonderful Hold Music: Bronze

Most Original Thinking Sponsor Shootsta:

303 MullenLowe -Budget Direct – Captain Risky: Bronze

Grey Melbourne – MS Limited Australia – This Bike has Multiple Sclerosis: Bronze

New Product or Service Sponsor The Monkeys Cobbler:

DDB Sydney – Westpac – Culture eats category for breakfast: Silver

Atomic 212° Group – Double Robotics – Lucy the Robot: Bronze

183 gyro – USG Boral – Next Generation: Bronze

Small Budget:

J. Walter Thompson Melbourne – Beyondblue – It’s not you, it’s your brain: encouraging young people to seek support for mental illness: Bronze

Leo Burnett Melbourne – SPC Ardmona – #MyFamilyCan: Bronze

Digitally Led Ideas:

Affinity – Narellan Pools – Diving into Data for Narellan Pools: Silver

PR Led Campaign:

Whybin\TBWA Group Melbourne – ANZ Push for an Equal Future: Bronze

Insight & Strategic Thinking:

Affinity – Narellan Pools – Diving into Data for Narellan Pools: Silver

Whybin\TBWA Group Melbourne – ANZ – Push for an Equal Future: Silver

J. Walter Thompson Sydney – NSW Rural Fire Services – From Apathy to Action: Bronze

Online Brands:

BMF – Sportsbet – The Idea that cost Sportsbet Millions: Silver

Use of Data:

Red Planet – Qantas – Turning retail conventions on their head for the Qantas Wanderlust sale: Silver

Leo Burnett Sydney – Samsung Electronics Australia – Samsung Galaxy Tab S2: A data love story: Bronze

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au

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