MullenLowe and Unilever win big at Effie UK awards

MullenLowe London has retained its crown as Effie UK's most effective agency, while Ikea and Unilever have been named the most effective brand and marketer respectively.

‘Redraw the balance’: MullenLowe London awarded gold for Inspiring the Future
‘Redraw the balance’: MullenLowe London awarded gold for Inspiring the Future

The Interpublic agency picked up three out of 14 awards at this week’s ceremony in London, including a gold in Small Budgets for charity Inspiring the Future’s "Redraw the balance" campaign around gender stereotypes. 

MullenLowe also claimed two silver awards for Unilever brand Knorr’s "Love at first taste" – one in each of the Brand Experience and Food categories. Ikea was named Effie UK’s "most effective brand" after winning gold in the Renaissance and Retail categories, with ads by Mother London.  

Unilever was named "most effective marketer" for its Knorr work; Persil’s "Free the kids", a MullenLowe campaign that was shortlisted twice; and Hellmann’s "Firing up to recruit a new audience" by Ogilvy & Mather London, which had one nomination. 

John Lewis’ 2015 Christmas ad "Man on the moon", created by Adam & Eve/DDB, won gold in the Seasonal Marketing category.  

Public Health England’s Sugar Smart app for Change4Life picked up gold in Social Good – Non-Profit, in work devised by MEC UK (the lead agency), M&C Saatchi, 23Red, OgilvyOne and Freuds. The same accolade went to FCB Inferno’s "Apprenticeships" work for the Department of Business, Energy & Industrial Strategy in the Government, Institutional & Recruitment category.

Nina Bibby, chief marketing officer of O2 and the jury chair, told Campaign this year's entries stood out for being focused on work that promotes good in society and campaigns which aim to be relevant for customers.

For her, this was part of an ongoing trend in marketing rather than being particular to recent efforts by brands, adding she was that she was "surprised" with the high standard of entries.

"Customers expect us to be more relevant to them because that is what they are seeing in their daily lives," Bibby said. "They are able to engage in more varied and increasingly personalised ways."

Full list of gold, silver and bronze award winners and finalists:

Beverages (non-alcohol)

Bronze: Tropicana/PepsiCo "How a little glass created a lot of growth" by AMV BBDO (* = lead agency).

Brand experience 

Silver: Knorr/Unilever "Love at first taste" by MullenLowe London*; Edelman; PHD; Mindshare; IBMiX

Finalist: Bisto/Premier Food "From brand platform to lived experience: How Bisto brought strangers together for Sunday lunch" by McCann London*; Carat UK; Weber Shandwick London.

Finalist: McDonald’s "McDonald’s Monopoly 2016" The Marketing Store*; Leo Burnett London; OMD UK, Armadillo.

Finance

Finalist:  Nutmeg Saving & Investment Limited "No nonsense investing" by AMVBBDO*

Food

Silver: Knorr/Unilever "Love at First Taste" by MullenLowe London*; Edelman; PHD; Mindshare; IBMiX

Finalist: McDonald’s "McDonald’s Monopoly 2016" The Marketing Store*; Leo Burnett London; OMD UK, Armadillo.

Government, instituitional and recruitment

Gold: Apprenticeships/department for business, energy and industrial strategy "Apprenticeships: In their own words..." by FCB Inferno*; Mindshare UK.

Media idea

Silver: Public Health England "Change4Life Sugar Smart"  by MEC UK*; M&C Saatchi; 23Red; Ogilvy One; Freuds

New product or service

Finalist: Hellmann’s/Unilever "Firing Up to Recruit a New Audience" Ogilvy & Mather*; PHD

Olympics and Paralympics

Finalist: Maltesers/Mars "Looking on the light side of disability" by AMVBBDO*

Renaissance

Gold: Ikea "Ikea" by Mother London

Finalist: DiG/Unilever "Free the Kids" by MullenLowe London*; MullenLowe Profero; PHD; Edelman; Project Dirt

Retail

Gold: Ikea "Ikea" by Mother London

Bronze: John Lewis "The man on the moon" by Adam & Eve/DDB*; Manning Gottlieb OMD

Bronze: Sainsbury’s "Sainsbury’s – Mog’s Christmas Calamity" by AMV BBDO*

Seasonal marketing

Gold: John Lewis "The man on the moon" by Adam & Eve/DDB*; Manning Gottlieb OMD

Bronze: The Royal British Legion "The Story Behind the Poppy" by Y&R London*

Small budgets

Inspiring the future/Education & Employers "Redraw the balance" by MullenLowe London*

Social good - brands

Finalist: DiG/Unilever "Free the Kids" by MullenLowe London*; MullenLowe Profero; PHD; Edelman; Project Dirt

Finalist: John Lewis "The man on the moon" by Adam & Eve/DDB*; Manning Gottlieb OMD

Finalist: Pearson "The Alphabet of illiteracy" by FCB Inferno*; Weber Shandwick UK

Finalist: Bisto/Premier Foods "Using a brand platform for good: Sparing a thought – and a chair – for the elderly" by McCann London*; Carat UK; Weber Shandwick London

Social good - nonprofit

Gold: Public Health England "Change4Life Sugar Smart" MEC UK*; M&C Saatchi; 23Red; Ogilvy One; Freuds

Bronze: The Big Issue/Change Please "Change where you buy your coffee, change the world" by FCB Inferno*; Mongoose

Finalist: Inspiring the future/Education & Employers "Redraw the balance" by MullenLowe London*

 

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive
Shares0
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published

More