Mullen Lowe wins Grand Effie for American Greetings work

By Minda Smiley | Reporter

June 4, 2015 | 3 min read

The 2015 North American Effie Award winners were announced on 4 June at the 47th Effie Awards Gala in NYC, with Mullen Lowe taking best in show for its American Greetings Mother’s Day campaign called ‘The World’s Toughest Job.’

The campaign’s goal was to persuade people to buy their mom a Mother’s Day card. With more than 21 million views, the effort increased American Greetings Cardstore orders by 20 per cent and helped it meet sales goals for the entire year.

Todd Waterbury, chief creative officer of Target Corporation and member of the 2015 Grand Effie Jury, said: “The American Greetings possessed what I feel the very best ideas have in common, inevitability and surprise. It found a completely original way of inspiring gratitude through reframing the experience and human truth of Motherhood that provoked emotion – and action.”

Grand Effie finalists included FCB/Red and Big Heart Pet Brands for their ‘Milk-Bone Brushing Chews’ shopper marketing campaign, British Airways and Ogilvy & Mather for their ‘Visit Mum’ campaign, and Newcastle Brown Ale-Heineken USA and Droga5 for their ‘If We Made It’ campaign among others.

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The Effie Index ranks the marketing communications industry’s most effective agencies, marketers, and brands. According to the North American index, Procter & Gamble was named the most effective marketer followed by IBM, which took the top spot for most effective brand.

WPP Group was named the most effective holding group for the second time in four years, followed by Publicis Groupe in second, Omnicom in third, Interpublic in fourth, and MDC partners in fifth.

Ogilvy & Mather was named most effective agency office while Droga5 won most effective independent agency in North America.

Carolyn Everson, vice president of global marketing solutions for Facebook and Effie Worldwide Chair, said: "The Effie Effectiveness Index is the most important measure of marketing communications effectiveness we have in the industry. The Effie Awards celebrate the art of storytelling combined with the science of business results, and this year in North America we saw outstanding work that not only resonated with consumers, but also had a material impact on companies’ bottom lines.”

The complete list of gold, silver, and bronze winners for the awards ceremony can be found at


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