Judges of the show praised advertising from TBWA Chiat/Day, Venice, Calif., for helping Sony achieve recognition with a modest budget against established competitors such as Nintendo of American and Sega of America. The ads dared enthusiasts with a high-speed sampling of game action and the tagline, "You are not ready (Red E)."
The Effies recognize campaigns that best achieve their advertising objectives with results.
MCCANN A 12-TIME WINNER
McCann-Erickson Worldwide, New York, took home the most awards, picking up 12 Effies, including three gold awards out of 42 awarded.
One of McCann's wins was for the California Milk Advisory Board's promotion of cheese, handled by McCann's office in San Francisco.
The other golds were for "The Wanderer" for Black & Decker Corp.'s Snakelight Flexible Flashlight from its New York office; and for the introduction of the Ritecall phone information service for the Scottish Rite Children's Medical Center, by its Atlanta office.
Eastman Kodak Co. and the Nickelodeon cable TV network were inducted into the Marketing Hall of Fame-Kodak for its achievement in building its brand over time and Nickelodeon for launching the children's channel and for maintaining consistency and respect for children.
Kodak also won a gold Effie for a TV spot in its most recent branding effort from Ogilvy & Mather, New York. The "Tall Tales" campaign featured stories where Kodak products helped unearth unusual discoveries-such as a teen-ager spotting a UFO in the background of an enlarged picture of his father. The tagline was "Take pictures. Further."
O&M, BBDO ARE GOLDEN
O&M and BBDO Worldwide, both New York, won the most gold awards with four each.
Besides the Kodak campaign, O&M also won for the "Good Homes" campaign, which boosted sales of used Jaguar cars; "Grandma's Factory," a series of spots for Kraft Foods' Post Waffle Crisp cereal; and "OS/2 Warp Server Testimonials" for IBM Corp.
BBDO's New York office won for "The Boys" spots for the Visa Check Card; and BBDO West in Los Angeles won for the "Shock Waves" campaign for Pioneer Electronics, and the "Home Achievers" and "K-12 Discovery" campaigns for Apple Computer.
Fallon McElligott, Minneapolis, took three Gold Effies, for ads promoting a tie-in between BMW of North America's new sports car and the James Bond film "GoldenEye;" "Cools you to the core" spots for Coca-Cola Co.'s Nestea Cool iced tea; and spots for the launch of McDonald's Corp.'s Arch Deluxe hamburgers.