2012 Effie Belgium Winners Announced
12 June 2012
The Jury chaired by Marc Frederix (Director Marketing, Sponsorship, External Communication - National Lottery) awarded two Gold Effies. They went to Axe (Unilever) and Lay's. There were two Silver and two Bronze.
Marc Frederix, "This edition for the jury continued on the renewed momentum of last year. The cases were evaluated on a single jury. In the morning, the theoretical part of the 16 cases examined. In the afternoon, the creative campaigns of the six selected campaigns assessed from the first round.
The winners of a Gold Effie will come to explain their case on the Effie seminar on 25 October. Keynote speaker that day, Peter Field, world acclaimed for its insight and charismatic notes on "The Link Between creativity and effectiveness', as a communications strategist, he shows how creative the effectiveness of a campaign to influence.
Lay's (PepsiCo) - VVL BBDO
Axe (Unilever) - Ubiquity / Salto Marketing Industries
Becel Pro Activ (Unilever) - Darwin BBDO
McDonald's – TBWA
Eneco - mortierbrigade / Dallas
ING Youth - Euro RSCG
Measurement of Effectiveness Award
Lay's (PepsiCo) - VVL BBDO
The Effie Awards are organized by the association Effie Award Belgium, these three groups together:- The Union of Belgian Advertisers - UBA (Chris Van Roey, 02260 May 79) - Stima (Pascale Cambie, 02 467 59 59) - The Association of Communication Companies - ACC (Twiggy Caels, 02 421 22 98) with the assistance of Media Marketing (Fred bush, 02333 July 29).
Press Information: Fred Bush www.effiebelgium.org
Resided in the Jury: Philippe Wallez (ING), Annie Courbet (Fortis), Christophe Mottint (bpost), Paul Daels (KBC), Benoît Crochelet (Electrabel), Ignace Heyman (Lotus), Kristof Ampe (Unilever), Marc Fauconnier (Famous), Bert Denis (TBWA), Jan Teulingkx (Saatchi & Saatchi), Stef Selfslagh (Boondoggle), Dominique VERCRAEYE (TNS Media and TNS Dimarso), Joelle Liberman (Egerie Research), Patrick De Pelsmacker (University of Antwerp, Department of Marketing) and Claude Pecheux (UCL Mons).
And here you find the speech of the President of the Jury:
Effie Awards - Foreword jury chairman Effie Awards
With 6 out of 16 cases filed in economically challenging times we can still speak of a strong year. The new judging formula proves its efficiency. More weight is given to the strategy and in particular to market and consumer insights. The supply of the proof of the value of communication in achieving the goals by experienced judges on methodological accuracy nagemeten minutely, sometimes weighed and found wanting. This resulted in long and deep discussions about almost any file. Especially when assessing the creative campaigns and feedback to the creative strategy, concept and the touch point strategy this year was the bar very high. "Is the creation shown a full view and a real translation of what is described in the file?" Was a question that the jury has made repeatedly. That is the advantage to the two phases of the judging entirely on a day to work. The six winning cases witnesses each of a highly motivated strategy based on consumer insights, in which a unique concept in function of the target translated to the appropriate touch points provides added value for both the brand (image and notoriety) as for the sales and market share. Proven return on investment in the short and long term as best practice for our profession. The cases were filed by multinational advertisers with an extra critical eye viewed and evaluated. Belgian agencies and advertisers have also shown how an international concept can be translated to the specific Belgian market situation and the needs and motivations of local consumers. Marketers who succeed on the basis of clear consumer insights an integrated campaign in which a social media component provides real added value by "consumer engagement" will be rewarded. The Lays and Axe cases demonstrate how co-creation contributes to a commercial real boost and rightly deserve a Gold. The Belgian Effie house stands firm on new foundations. The methodology and the experience of the judges are a guarantee of quality as a reward for outstanding work of agencies and advertisers. So the jury is ready to pass torch to Joelle Lieberman.