Apple Computer's "Think different'' campaign won the Grand Effie at the June 7 show for the awards presented by the New York chapter of the American Marketing Association. The Apple advertising created by TBWA/Chiat/Day
, Playa del Rey, Calif., was judged 1999's most effective campaign. That makes two Grand Effies in a role for the Omnicom Group-owned agency, which last year was honored for the "Yo quiero Taco Bell'' campaign. Sibling Omnicom shops BBDO
Worldwide, New York, and DDB
Worldwide, Chicago, tied for the most Gold Effies with three each. Winning two Gold Effies each were Bates USA, FCB Worldwide, McCann-Erickson Worldwide and TBWA
/Chiat/Day. FCB, McCann and Y&R Advertising--with eight Effies each--tied for most awards overall. Marketers whose advertising snared gold included Anheuser-Busch for Budweiser, Coca-Cola Co.'s Mello Yello, E*Trade, Excite.com, Gillette Co. for Mach3, Holiday Inn, Hyundai Motor America, IBM Corp., M&M/Mars, Pets.com, Quaker Oats Co. for Gatorade, U.S. Marines Corps, Visa Check Card, Volkswagen and Wendy's International. The Effies are awarded based on a campaign's effectiveness, rather than its creativity. Also, Volkswagen and America Online were inducted into the Marketing Hall of Fame.
Copyright June 2000, Crain Communications Inc.