The winners were announced last night at a New York American Marketing Association ceremony in Manhattan's Marriott Marquis Hotel.
Presented annually by the Association, the Effies are the only national awards that honor advertising effectiveness.
American Legacy's "Truth" campaign, primarily aimed at preventing children from smoking, was created by a partnership of Havas' Arnold Worldwide, Boston, and Crispin Porter & Bogusky, Miami. Embassy Suites' "Austin" campaign shows the hotel chain through the eyes of a small boy named Austin and comes from Omnicom Group's TBWA/Chiat/Day.
TBWA's Absolut bottle campaign won the agency an award for "sustained success" -- given to campaigns that endure for five years or more. The Absolut work also edged out Anheuser Busch's Bud Lite and Jack in the Box campaigns, which won silver and bronze Effies, respectively.
The judges select winners based on criteria that gives a two-thirds weighting to results and one-third to creative achievements.