|A scene from the gold Effie-winning campaign by McKee Wallwork Henderson Advertising of New Mexico.
SEE MAIN EFFIE AWARDS STORY
Leapfront Enterprises Wins Year's Top Effie
Sponsored by the New York American Marketing Association, the Effies honor advertising effectiveness rather than advertising creativity. They place a spotlight on those advertising campaigns that have achieved superior, measureable results for the marketers who commissioned them. Both the marketer and the agency that produced the most effective ads are honored by the Effies.
This year was the first time the program included a category for Hispanic ad work. A gold Effie went to the New Mexico Department of Health for a Spanish-language campaign against secondhand smoke. The ads, from independent agency McKee Wallwork Henderson Advertising of Albuquerque, N.M., show people becoming concerned about hazards such as a fork dropped on the floor at a pricey restaurant, while secondhand smoke drifts around them.
A bronze Effie for Hispanic work went to Michelin North America for a Spanish-language campaign for Uniroyal tires. The effort, from Erwin Penland, Greenville, S.C., called "Rodar y Rodar" ("Rolling and Rolling") targeted Hispanic drivers in south Florida. The agency is a unit of Interpublic Group of Cos.' Hill Holliday Connors Cosmopulos.
In the African-American category, a silver Effie went to Nissan North America for a campaign called "The Black Experience." The effort, from the True Agency, Los Angeles, a unit of Omnicom Group's TBWA/Chiat/Day, highlighted African-American achievements.