Another triumph for Old Spice at Effies

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Wieden + Kennedy's Old Spice campaign continued its sweep of awards ceremonies at last night's 43rd Annual Effies, winning the Grand Effie Award for The Man Your Man Could Smell Like.

The campaign, on which Paine PR and Landor were contributing partners, also won a Gold Effie Award in the Beauty Product and Services category, while W+K tied with BBDO in bringing home the most awards, four each, of agencies at the gala, which was held in New York.

Other Gold Effie winners included Bing and JWT for Breaking the Google Habit: Time to Stop Searching and Start Deciding (with Universal McCann and Razorfish), Kia and David&Goliath for Kia Soul Takes on Scion xB & Nissan Cube (with Initiative and Innocean Worldwide), Mars Chocolate North America's Snickers brand and BBDO NY for You're Not You When You're Hungry (along with Starcom, Weber Shandwick, Thomas J. Paul, Inc., and Digitas), Kraft and Digitas for Real Women of Philadelphia (with Eqal, Edelman, mcgarrybowen and OgilvyAction) and Bank of America and Starcom USA/LiquidThread for History Channel "America: The Story of Us" Partnership.

Several campaigns were awarded Global Effie Awards, which recognize effective global brand building and require that a single brand idea run across at least four countries in two or more regions worldwide. AMV BBDO/UK and BBDO New York won a Gold Global Effie for You're Not You When You're Hungry for Snickers while a Bronze Global Effie went to Energy BBDO/AMV BBDO UK for 5 Gum Stimulate Your Senses for Wrigley. A Silver Global Effie went to Ogilvy-Mather-Advertising' class='directory_entry' title='Ad Age LookBook'>Ogilvy & Mather USA and Mindshare/Neo, USA for IBM Corporation's SmarterCities.

A new category for this year, Shopper Marketing, awarded campaigns that best demonstrated how they effectively connected with the shopper, influenced them along the path to purchase, and inspired them to become a buyer. Winners here included Saatchi and Saatchi X, which won Gold for Gillette Fusion/Madden - Look your best. Play your best and a Bronze for the Febreze Home Collections Launch.

A complete list of winners can be found on

At the event, Matt Seiler, chairman of the Board of Directors of Effie Worldwide and CEO of Mediabrands, announced that the inaugural Effie Effectiveness Index rankings will be revealed in Cannes on June 23, 2011. The Index will identify and rank the most effective agencies, advertisers, and brands by analyzing finalist and winner data from Effie competitions worldwide.

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