|The Effies honor advertising effectivness rather than creativity.
FIRST HISPANIC ADVERTISING EFFIE WINNERS ANNOUNCED
New Mexico and South Carolina Agencies Honored
LeapFrog won the Grand Effie for its campaign "Learn Something New Everyday," promoting its reading education toys.
The national awards ceremony, sponsored by the New York American Marketing Association, honors the most effective advertising of the past year, not the most creative. Advertising Age is also a sponsor of the awards program.
Among agencies, the top winners were Publicis Groupe's Leo Burnett Co. and WPP Group's J. Walter Thompson with eight Effies each. Interpublic Group of Cos.' McCann Erickson Worldwide and WPP's Young & Rubicam followed with seven apiece, and Publicis' Saatchi & Saatchi and Fallon Worldwide each picked up six Effies.
Among advertisers, PepsiCo won four Effies and Kellogg Co., Nestle and Procter & Gamble Co. won three each.
Nissan North America and the True Agency, Los Angeles, a unit of Omnicom Group's TBWA/Chiat/Day, won a silver in the African-American category.
New multinational categories
The "Priceless" global campaign created by McCann Erickson for MasterCard International won gold in another new category, for multinational advertising, while Apple Computer's "iPod silhouettes" campaign by TBWA won silver.
Among other categories, Holiday Inn Express's "Stay Smart" effort from Fallon won a gold Effie in the Sustained Success category, while the relaunch campaign of Rheingold beer by independent Powell, New York, won gold in both the small-budget and alcoholic beverage categories.