“The Campaign For Real Beauty,” Ogilvy & Mather, Chicago’s breakthrough creative in which everyday full-figured women rather than thin fashion models define and represent beauty, took the top honor, the Grand Effie, at the 38th annual Effie Awards ceremony in New York. The Effie competition honors the most significant achievement in marketing communications: Effectiveness.
“The Dove campaign was the clear Grand Effie winner. It is a successful campaign rooted in a powerful human and cultural insight: that beauty has heretofore been defined by the media and is actually defined much differently by real women,” said Ty Montague, chair of the 2006 Grand Effie judging panel, and chief creative officer/co-president of JWT New York.
Indeed Dove’s “Real Beauty” integrated campaign (TV, print, Web, outdoor, PR) struck a responsive chord in both men and women. It encompassed such TV ad fare as “Anthem” directed by Jeff Preiss of Epoch Films, bicoastal and London.
“The Campaign For Real Beauty” headed a field of top scoring Gold Effie winners such as Cingular’s “Raising The Bar” campaign from BBDO New York (a centerpiece spot being “Road Trip” directed by Lance Acord of Park Pictures, New York), and CareerBuilder.com’s “Working With Monkeys” out of Cramer-Krasselt, Chicago (directed by Bryan Buckley of bicoastal/international Hungry Man).
The Effie Awards introduced three new categories this year: Anything Goes (innovation, creativity and content in the face of a small budget); Media Strategy (outstanding effectiveness driven by a media idea); and Third Screen (marketing using a mobile hone as a main media channel).
Goodby, Silverstein & Partners, San Francisco, won a Third Screen Gold Effie for its “Curious Britney Spears” campaign on behalf of client Elizabeth Arden.
Copping a Media Strategy Gold Effie was Leo Burnett Detroit, GM Planworks and Vigilante for the Pontiac-GMC Division “G6 Launch” campaign.
And WongDoody, Seattle, garnered an Anything Goes Gold Effie for Tully’s Coffee Corporation’s “Tully’s 3:21 Wake-Up Call” campaign.
For a full rundown of Effie winners, visit effie.org.
Edelman Global CCO Judy John Named AICP Next Awards Judging Chair
Judy John, global chief creative officer at global communications firm Edelman, has been named as the 2025 AICP Next Awards judging chair. In this role, John has assembled a roster of jury presidents who will, in turn, select judges for all AICP Next Awards categories.
“I’m thrilled and honored to be named AICP Next Awards judging chair,” said John. “I’ve served as a Next jury president, and I know the caliber of work that’s entered and the level of talent judging that work. The Next Awards are special, as they recognize achievements through the lens of boundary-breaking innovations in marketing. Like great art, this work creates awe in the viewer, and reflects the times and culture in which it was created. The fact that the honored work is preserved in The Museum of Modern Art’s Department of Film’s archives for future generations adds a whole other level of significance.”
“Judy’s career in many ways reflects the DNA of the Next Awards, in that she is a globally-recognized expert in creating work using a wide range of techniques, media platforms and content formats,” said Matt Miller, president and CEO of AICP. “Her complete fluency in the current marketing communications landscape makes her an ideal judging chairperson. We’re delighted that she is serving in this role.”
The AICP Next Awards is much more than an awards competition; it’s also a platform for examining work through thought leadership and analysis. The entry deadline for the AICP Next Awards, along with the AICP Show: The Art & Technique of the Commercial and the AICP Post Awards, is Wed., February 26. Details can be found here.
Two new categories are joining the Next Awards this year, for... Read More