{"id":26807,"date":"2022-02-10T12:51:16","date_gmt":"2022-02-10T01:51:16","guid":{"rendered":"https:\/\/advertisingcouncil.org.au\/effies\/?p=26807"},"modified":"2023-11-08T15:51:07","modified_gmt":"2023-11-08T04:51:07","slug":"2021-australian-effie-award-winners-announced","status":"publish","type":"post","link":"https:\/\/advertisingcouncil.org.au\/effies\/news\/2021-australian-effie-award-winners-announced\/","title":{"rendered":"2021 Australian Effie Award winners announced"},"content":{"rendered":"<div class=\"et_pb_module et_pb_text et_pb_text_3_tb_body et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\"><\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_divider et_pb_divider_1_tb_body et_pb_divider_position_ et_pb_space\">\n<div class=\"et_pb_divider_internal\"><\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_post_content et_pb_post_content_0_tb_body\">\n<ul>\n<li>The Monkeys named Effective Agency of the Year<\/li>\n<li>The Monkeys awarded Grand Effie for its entry \u2018<em>How reinventing \u2018HELP\u2019 added record value to the NRMA Insuranc<\/em><em>e Brand\u2019<\/em><\/li>\n<li>NRMA Insurance awarded Effective Advertiser Award<\/li>\n<li>Five Gold Effies awarded overall<\/li>\n<\/ul>\n<p>The Monkeys has been named Effective Agency of the Year at the 2021 Australian Effie Awards, scooping The Grand Effie, four Golds, two Silvers and one Bronze across three clients, Beam Suntory, Meat &amp; Livestock Australia and NRMA Insurance.<\/p>\n<p>According to the judging panel, The Grand Effie, which was awarded to The Monkey\u2019s entry\u00a0<em>\u2018How reinventing \u2018HELP\u2019 added record value to the NRMA Insurance brand\u2019<\/em>, was an excellent entry from start to finish from both content and story articulation perspectives.<\/p>\n<p>The judges relayed that the entry \u201chad a strong adherence to an evidence-based approach and measuring brand value \u2013 a great example of how advertising can drive brand value, and how to set up the metrics to evaluate this,\u201d they said.<\/p>\n<p>A Gold Effie was also awarded to CHE Proximity for its \u2018Where babies come from\u2019 entry for Genea.<\/p>\n<p>The virtual Effie Awards show was held on Wednesday afternoon, delivering a further 17 Silver, 24 Bronze awards and one Highly Commended award, bringing the total number of agencies awarded for outstanding, measurable results to 20 agencies and the number of clients to 24.<\/p>\n<p>Commenting on the Effective Advertiser Award, which was presented to NRMA Insurance, the judges said the company\u2019s submission was outstanding.<\/p>\n<p>\u201cThe results of NRMA\u2019s campaigns have been applauded elsewhere, but they do not come from a leap in the dark,\u201d the judges said.<\/p>\n<p>\u201cBehind the \u2018HELP\u2019 campaign is a four-year journey towards marketing excellence. Adoption of the theories of Binet &amp; Field (<em>Long and Short<\/em>) and Byron Sharp (<em>Mental Availability<\/em>) and hard-wiring the best creative and effectiveness brains into the team has enabled Brent Smart, Chief Marketing Officer, to prove the power of advertising to the whole IAG organisation from the CEO down.<\/p>\n<p>\u201cThis is best practice at work \u2013 and it works,\u201d the judges concluded.<\/p>\n<p>CEO of Advertising Council Australia, Tony Hale, said: \u201cOnce again we have seen how the power of great creative ideas can translate into outstanding commercial success stories.\u201d<\/p>\n<p>\u201cAustralia\u2019s advertising agencies and marketers have continued to overcome the challenges thrown their way over the last year, and with zeal, adhering to highly held standards of advertising and marketing effectiveness and making sure every advertising dollar contributes to driving the bottom line,\u201d he said.<\/p>\n<p>\u201cWith that in mind, we applaud all of this year\u2019s winners and finalists who deserve the industry\u2019s congratulations.\u201d<\/p>\n<p>The full list of Gold Effie winners by category is as follows:<\/p>\n<p><strong>Insight &amp; Strategic Thinking<\/strong><strong><br \/>\n<\/strong>CHE Proximity \u2013 Genea \u2013 Where babies come from<\/p>\n<p><strong>Outsmarting COVID<\/strong><strong><br \/>\n<\/strong>The Monkeys, UM &amp; OGB \u2013 Meat &amp; Livestock Australia \u2013 How Lamb reunited Australia after our most divided year ever<\/p>\n<p><strong>Brand Value<\/strong><strong><br \/>\n<\/strong>The Monkeys \u2013 NRMA Insurance \u2013 How reinventing \u2018HELP\u2019 added record value to the NRMA Insurance brand<\/p>\n<p><strong>Long Term Effects<\/strong><strong><br \/>\n<\/strong>The Monkeys \u2013 Beam Suntory \u2013 How long term brand building led to the three most successful years in Canadian Club history<\/p>\n<p>The Monkeys \u2013 NRMA \u2013 How a commitment to brand building drove one of the markets greatest comebacks<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<p><a class=\"button gray et_pb_button\" href=\"https:\/\/advertisingcouncil.org.au\/effies\/wp-content\/uploads\/2023\/11\/The-2021-Australian-Effie-Awards-Winners.pdf\" target=\"_blank\" rel=\"noopener\">FULL LIST OF WINNERS<\/a><\/p>\n<div class=\"et_pb_module et_pb_post_content et_pb_post_content_0_tb_body\">\n<p>&nbsp;<\/p>\n<p>The Advertising Council Australia would like to thank all of its sponsors and supporters for their generous support, including Marquee Sponsor Think TV, Ad Standards, Google, UnLtd and Youtube.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":12,"featured_media":26808,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-26807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"_links":{"self":[{"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/posts\/26807","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/comments?post=26807"}],"version-history":[{"count":0,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/posts\/26807\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/media\/26808"}],"wp:attachment":[{"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/media?parent=26807"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/categories?post=26807"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/tags?post=26807"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}