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BMF has been named Effective Agency of the Year at the 2019 Australian Effie Awards, scooping two Gold, three Silver and three Bronze awards across three clients, ALDI Australia, Department of Social Services and George Weston Foods.<\/p>\n
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Two Golds were presented to The Brand Agency for Foodbank WA for \u201cTurning a box of nothing into breakfast for WA kids\u201d.<\/p>\n
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Two Golds were also presented to News Corp Australia for The Heart Foundation Australia for \u201cAustralia\u2019s Worst Serial Killer\u201d.<\/p>\n
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One Gold went to Clemenger BBDO Melbourne for Carlton & United Breweries\u2019 campaign \u201cOvertaking the Classics to become Australia’s favourite beer\u201d, which also went on to claim the coveted Grand Effie.<\/p>\n
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The Judges commented that \u201cthis is a classic case of how good marketing and advertising can still build a minor brand into a market leader.\u201d<\/p>\n
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\u201cIn 2015, XXXX Gold outsold Great Northern by a factor of six to one. Four years later, Great Northern became Australia\u2019s top-selling beer. This was achieved through well-considered insight, strategy and execution.\u201d<\/p>\n
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\u201cThe Great Northern case study is a model for all students of advertising.\u201d<\/p>\n
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The ceremony, which took place at ICC\u2019s Parkside Ballroom in Darling Harbour in Sydney on Thursday night, delivered a further 16 Silver and 14 Bronze awards. This brings the total number of agencies awarded for outstanding measurable results to 15 and the number of clients to 19.<\/p>\n
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Additional Gold winners include:<\/p>\n
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Commenting on the Effective Advertiser Award which was presented to ALDI Australia, the judges said: “Good different is not just an advertising mantra, it is embedded in ALDI\u2019s DNA. It is extraordinary that a German retailer is regarded as Australia\u2019s most trusted brand.<\/p>\n
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\u201cAs an advertiser, ALDI has trusted their agency, BMF, for many years to create good different campaigns. And, as their Effie awards record shows, they work\u201d.<\/p>\n
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Mark Green, Chair of The Communications Council, said that each year the quality of the Effies cases raises the bar for creatives and strategic thinkers, and delivers increasing value to clients\u2019 businesses.<\/p>\n
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\u201cEleven years on, the Effies remain one of the most important dates in our industry\u2019s calendar. These awards have one of the most rigorous judging processes, so even to become an Effies finalist is a huge achievement. Congratulations to all our winners and finalists,\u201d he added.<\/p>\n
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The full list of Gold Effie Winners by Category is as follows:<\/p>\n
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Food, Confectionery & Snacks\u00a0<\/strong> <\/p>\n Financial Services<\/strong> <\/p>\n Best Smaller State Campaign\u00a0<\/strong> <\/p>\n Short Term Effects\u00a0<\/strong> <\/p>\n Most Original Thinking\u00a0<\/strong> <\/p>\n Brand Value\u00a0<\/strong> <\/p>\n Not For Profit Organisations\u00a0<\/strong> <\/p>\n
DDB Sydney – McDonald\u2019s Australia – I’m lovin’ the short of it (as much as the long)<\/p>\n
The Monkeys – NRMA Insurance – How reviving its original purpose reversed 8 years of decline for NRMA Insurance<\/p>\n
The Brand Agency – Foodbank WA – Turning a box of nothing into breakfast for WA kids<\/p>\n
News Corp Australia – The Heart Foundation Australia – Australia’s Worst Serial Killer<\/p>\n
BMF – ALDI Australia – Good Different Phase 2: Questioning the cult of Loyalty<\/p>\n
BMF – ALDI Australia – How a German supermarket became Australia’s most trusted brand<\/p>\n
The Brand Agency – Foodbank WA – Turning a box of nothing into breakfast for WA kids<\/p>\n