Runners-up for the Grand Effie were Omnicom Group's DDB, New York, for its campaign "Bathroom Moments" for Georgia-Pacific Corp.'s Angel Soft; Omnicom sibling BBDO North America's "Raising the Bar" for Cingular; Publicis Groupe's Leo Burnett, Detroit, for its work on General Motors Corp.'s Pontiac Solstice launch on "The Apprentice"; Publicis' Fallon Worldwide's "Showerhead" for Holiday Inn Express; and independent Cramer-Krasselt's "Working With Monkeys" effort for CareerBuilder.com.
Leo Burnett won six golds, the most gold Effies of any agency, and 16 Effies total, also the most of any agency. Of the holding companies, Omnicom was the big winner with 31 wins. Publicis won 23.
The national awards ceremony, sponsored by the New York American Marketing Association, honors the most effective -- rather than the most artistic -- advertising of the past year. It is the only national competition that honors marketing effectiveness.
The 38th annual award ceremony welcomed three new categories. The Anything Goes category honored innovation, creativity and content when working with a small budget. Wongdoody won the gold for Tully's Coffee Corp.'s "3:21 Wake-Up Call Campaign." The agency had high-school marching bands perform "Reveille" outside offices at 3:21 p.m. (a time when people get hit with fatigue while waiting for the work day to end). Megaphone-wielding employees handed out coupons and helped consumers sign up for Wake-Up Call e-mails.
Pontiac G6 launch
Media Strategy recognized outstanding effectiveness driven by a media idea. Vigilante, GM Planworks and Leo Burnett, Detroit, won the gold for Pontiac's launch of the G6. To generate excitement for the car, the company partnered with Oprah Winfrey's show to give away 276 vehicles to audience members.
Finally, The Third Screen category honored marketing that used cellphones as a primary channel. The gold winner was Omnicom's Goodby, Silverstein & Partners for its "Curious Britney Spears" campaign on behalf of Elizabeth Arden. For the effort, Britney sent personal voice and text messages to her fans' mobile phones.