The Effies MENA Awards 2015, held in partnership with Communicate’s sister title Gulf Marketing Review, celebrated the marketing and advertising industry’s best and most effective in a high-spirited night of celebrations on November 18. Out of 326 shortlisted entries, 79 made the cut. Twenty-three walked away with Golds, 26 with Silvers and 30 with Bronzes.
This year, again, FP7 swept away 22 awards in total, of which ten were Golds, seven Silvers, and five Bronzes. Moreover, it was also awarded the Most Effective Agency Network of The Year, while its Dubai office FP7/DXB was chosen as Most Effective Agency Office of The Year. On the media side, OMD Dubai was awarded Most Effective Media Agency of the Year.
The Most Effective Marketing Team of the Year was awarded to The Coca-Cola Company.
The Grand Prix of the night went to Impact BBDO Cairo and OMD Media Direction for the “Sting Launch Campaign” for Sting. It was a big night for the duo with a Gold for the same campaign in the Best Youth Marketing Campaign category, and a Gold for their “90 Million smiles” for Chipsy in the Brand Experience category. The Dubai team, Impact BBDO Dubai and OMD, scored another Gold for the “7Up Wall of Music” in the Food & Beverage – FMCG category and a Silver for the same campaign in the Single Media Company Activation category.
Mad men versus math men
The creative agencies were well represented at the Effie MENA 2015 Awards with most Golds being awarded to creative agencies than media agencies.
J. Walter Thompson won eight awards in total with three Golds – one each for its Beirut and KSA offices and one for J. Walter Thompson and J. Walter Thompson Entertainment, four silvers, and one bronze.
It was a good night for Impact BBDO Dubai, which won a total of seven awards – of which four were Golds – and a Grand Prix.
Memac Ogilvy & Mather Dubai won a total of six awards, including three Golds for its “Let’s Open Up” campaign for Coca-Cola Middle East developed with FP7/DXB. Meanwhile, Geometry Global won five awards through the night with two Golds for its “Back Off Radio” campaign for the Roads and Transport Authority (RTA).
Publicis Middle East Dubai won six awards including one Gold for “The Performer” for the Chrysler Middle East in the Automotive category, as well as two Silvers and three Bronzes. Leo Burnett won six awards across categories – five Silvers and one Bronze. One Silver was awarded to Leo Burnett Doha – the only winner from Qatar – for its “Qatar 2015” campaign for the 24th Men’s Handball World Championship in the Entertainment and Sports category.
Leading the media agencies was OMD with nine awards across its offices including three Golds, two silvers, and four bronzes. Mindshare MENA followed with five awards across four categories, including two Golds in the New Products/Services category for its campaign “Kees Gawafa” for Rani Float and “From Darkness to Light” developed with TBWA\RAAD for Infiniti Middle East. Starcom MediaVest Group walked away with three awards – one silver and two bronzes.
The spotlight has been on Lebanon but, with only two awards this year – one Gold for J. Walter Thompson Beirut’s “Touch – Text If You Can” for Touch; and one Silver for Leo Burnett Beirut’s “Stand Up and Make a Change” campaign for Always – it looks like the attention is dimming.
While most of the entries came from Dubai, interestingly, KSA seems to have a drawn a spot for itself with four awards this year including one Gold, two Silvers and one Bronze. J. Walter Thompson KSA bagged all four awards, with one Gold for its “Deliver Your Own Pizza” campaign for Dominos.
Egypt also seems to be regaining its title of the next creative hotpsot with five awards this year and a Grand Prix. Impact BBDO Cairo and OMD Media Direction’s “Sting Launch Campaign” for Sting won the Grand Prix of the night and a Gold in the Best Youth Marketing Campaign, as well as a Gold for their “90 Million Smiles” campaign for Chipsy in the Brand Experience category.