The Drum Awards for Marketing - Extended Deadline

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By Noel Young, Correspondent

May 24, 2012 | 3 min read

In the annual Effie awards for the most effective marketer in North America , Wieden + Kennedy is "still motoring" , coming in ahead of nine other finalists to win the Grand Effie in New York for its “Imported from Detroit” campaign for Chrysler.

This was two in a row for W&K: they won last year with the Old Spice ad "The Man Your Man Can Smell Like."

Another fascinating series of accolades from the Effie organisers is the Effie Effectiveness Index. Drawn from the data amassed in scoring the winners and finalists, this saw McKinney, based in Durham, North Carolina, named as the most effective independently held advertising agency.

Also in the list:

IBM was named the most effective brand;

WPP as the most effective advertising holding company;

Ogilvy & Mather as the most effective advertising agency network;

Ogilvy & Mather’s New York office as the most effective individual agency office.

It took the nine judges —including JWT’s Jeff Benjamin, Unilever’s Luis DiComo and Mars’ Debra Sandler— five hours closeted at Bloomberg to settle on the winner, announced at the end of a dinner at Cipriani 42nd Street.

The Grand Effie finalists at this week's 44th awards included:

Leo Burnett/Starcom’s “Mayhem” for Allstate;

BBDO’s “Convincing youth not to text” for AT&T;

Ogilvy & Mather’s “Watson” for IBM;

Bartle Bogle Hegarty/Carat’s “Say it without saying it” for Johnnie Walker;

Ogilvy/MEC’s “The life improvement store” for Ikea.

“Imported from Detroit was the Grand Effie winner because they sold the product, the category and the city,” said Sandler, President, Mars Chocolate North America.

“The Chrysler work had a depth of effectiveness that stood out from the rest of the Grand Effie Finalists. They gave that brand its soul back,” said another Grand Effie jury member, Jeff Benjamin, CCO, North America, JWT.

Most Effies overall went to Ogilvy with 17, Burnett took 13 and Crispin Porter + Bogusky , seven.

The Effies give gold, silver and bronze prizes for outstanding campaigns in more than 40 categories. But not every category automatically lands a gold: There were just 31 golds awarded. Check out all the winners here. http://www.effie.org/downloads/2012_NA_Effie_Winners_List_Final.pdf