Apple Inc.’s “Get a Mac” campaign, created by Media Arts Lab\TBWA was awarded the Grand Effie at the 39th Annual Effie Awards gala last night at the Metropolitan Pavilion in New York. The Effie Awards honor the most significant achievement in the business of marketing communications: ideas that work. Results from the “Get a Mac” campaign included market share growth of 42%, record sales and cultural influence.
“After much spirited discussion, the jury unanimously awarded Apple the Grand Effie for its portrayal of the Mac/PC rivalry. They managed to do it with humor, class, and honesty without falling into the trap of overtly negative competitive advertising,” said John Butler, Co-Creative Director of Butler Shine Stern & Partners and the 2007 Grand Effie Jury Chair, in the press release.
The most effective marketing communications holding companies capturing the most Gold, Silver and Bronze Effies include WPP (27), Omnicom, (Media Arts Lab\TBWA’s holding company) with 26, and Publicis (20). Twenty- four Effie Award winning entries came from independent agencies.
The six Grand Effie Finalist campaigns, which were deliberated by a panel of leaders from the marketing industry included the Grand Effie winner Apple Inc. “Get a Mac” (Media Arts Lab\TBWA and OMD), American Express “My Life. My Card.” (Ogilvy & Mather and Mindshare), California Milk Processor Board “Got Milk?” (Goodby Silverstein & Partners), Montana Meth Project “Not Even Once” (Venables Bell & Partners and OMD), Pedigree “Pedigree Adoption Drive” (TBWA\Chiat\Day and Grey Interactive) and Philips Norelco “Bodygroom” (Tribal DDB, DDB New York, MS&L and Carat USA ).
Agencies with the most Effie wins this year include Leo Burnett with 11 wins, JWT with 9 wins and DDB with 6 wins. TBWA landed the most Gold Effies of any agency (3). OMD and Starcom MediaVest tied as the most effective media agencies (10 wins each) with MindShare closely following (8 wins).
The Effie Awards honor the most significant achievement in the business of marketing communications: ideas that work. Known by advertisers and agencies globally as the pre-eminent award in the industry, the Effies recognize any and all forms of consumer engagement that contribute to a brand’s success. Any marketing medium is eligible for an Effie, as long as results are proven, including Print, TV, Radio, Outdoor, Internet, Guerrilla, Digital, Package Design, Events, Street Teams, PR, Paid or Unpaid Media. For more details, visit http://www.effie.org. The 2007 Effies are sponsored by Yahoo, Millward Brown, Best Buy, Bloomberg, Reuters, Wall Street Journal, Catalina Marketing, CEMUSA, Discovery Networks, Advertising Age and Sappi.
[Thanks to MacDailyNews Reader “Mac User Since 1984” for the heads up.]