McDonald's and DDB Group Hong Kong win the 2012 Grand Effie Award in Hong Kong

31 May 2012 (Effie Hong Kong)
This year, Effie Awards have set a new record high with 78 entries, beating all previous records of the Effie history in the Hong Kong chapter and also set a new definition of effectiveness for the booming trend of digital campaigns.

The winner of Grand Effie and Gold goes to the campaign "McDonald’s Chinese New Year (CNY) Campaign: sharing the Blessings with One and All," belongs to McDonald’s Restaurant (Hong Kong) Limited and the winner is DDB Group Hong Kong. While another Golds goes to the campaign "CHOK! CHOK! CHOK!" Coca-Cola China Limited and the winner is McCann Worldgroup Hong Kong as well as the campaign "Life Interrupted – Accept Nothing Less than 4G," belongs to the brand, CSL Limited and the winner is TBWA\TEQUILA\HONG KONG.

The brand McDonald’s Restaurant (Hong Kong) Limited gained the most trophies with 9 and be the most effective campaign while DDB Group Hong Kong is the creative agency which gained the highest trophies with 9 as well as the media agency is OMD Hong Kong which gained 3 trophies tonight.

Ms. Iris Lo, Chairlady of the 2012 Effie Committee and Managing Director/Executive Creative Director of DraftFCB said, “Recognizing the best of the best work in terms of measured results is a very important benchmark, and the Effie Awards really does it. This year, the Effie Awards had also proven itself highly effective, having received a record-breaking 78 entries, which was an increase of around 30% from the previous year. We are proud of the result this year and it’s an important recognition for our effort to create a most significant marketing effectiveness award in town. While our Effie is still a relatively young event for Hong Kong, we must continue to support it to break records year after year. I wish the forthcoming Effies much success in the future.” Under the new trend and the successful entries in digital campaign, Iris Lo added “Effie Awards is a great opportunity to equip yourself for embracing the new technologies in to a relentless and changing advertising world. Also, the essentials in effectiveness campaigns are not only in the creativity, they also need to balance in usages of new technology and creativity without losing human touch.”

The high quality work has proven to be a challenging task for the jury members. The judging panel included Wander Meijer, Global Head International Research of TNS, who was also entrusted as the Jury Chairman. The Judging panel also included Mark Liversidge, Chief Marketing Officer of CSL, Diane Chiu, Vice President & Chief Marketing Officer of McDonald’s Restaurants (HK) Limited, Melanie Lee, Assistant Professor of HKU Space, Cynthia Lau, Founder of Viewfinder Marketing, Susan Stevenson, Chief Executive Officer of Cigna Worldwide Life Insurance & Eric Jumbert, Advertising & Media Director of Colgate Palmolive. As one of the Judges, Mark Liversidge commented that he was “impressed by the standard of this year’s entries which had an emphasis on effectiveness. More and more entries showcased achievements that delivered business goals based on hard targets, rather than just simply on the imaginative creative”.  Diane Chiu also added that “There is a profound
shift from ‘digital marketing’ to ‘marketing in a digital world’. This transformation has fostered better integration of creative, media and PR ideas from the entries I have seen this year.   As a marketer, it’s no better time to riding the crest of the technological wave along with our consumers, embedding creativity and technology into our customer engagement plans.”

Effie Awards Background Information

The Effie Awards are a celebration of creative and effective advertising that reinforces teamwork between agency, client and researchers. The award is regarded the most significant recognition in the advertising/marketing industry. Winners are measured on their marketing effectiveness.   The winning campaigns are judged supported by data and figures, and are measured stringently on the ability to demonstrate partnership between agency and client in the creation, management and building of a brand.
For further information about the Hong Kong Effies, please visit the HK4As website at:

http://www.aaaa.com.hk/en/awards/effieAwards/index.php

About the HK4As

The Association of Accredited Advertising Agencies of Hong Kong (the HK4As) is an association of major advertising agencies in Hong Kong. The Association’s objectives include the setting and maintaining of standards of business ethics, enforcing an advertising standard code, acting as a means of arbitration between agencies, and providing a forum for the exchange of views between advertising agencies and others engaged in the industry. The Association currently has 29 Full Members and 25 Affiliated Members.

Note to the press

For more information or arrangements for individual interviews with any of the Effie Judges:

Angela Ng – Executive Director, HK4As   (Tel : 2882 6828 / 9049 1742) E-mail: hk4as@aaaa.com.hk

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