Brussels, 18 October 2017: The 2017 EACA Euro Effies winners were announced in Brussels’ Cercle de Lorraine business club last night. Grey Europe won the Euro Effies Agency of the Year Award. The Grand Prix for outstanding work was presented to McCann UK for their campaign Kevin The Carrot – Making Christmas Amazing for Aldi.
18 campaigns from 9 countries across Europe were awarded 25 trophies. The winners were selected by an international jury of senior agency and client representatives chaired by Alexander Schlaubitz, Vice President Marketing at Lufthansa.
Juror Achim Rietze, Strategy Lead at Google’s ZOO EMEA, commented: “Today’s digital world has given brands countless new ways to disseminate their stories, but the market for attention is more intense than ever. Congratulations to all those who have made it onto the EACA Euro Effies winners list. You truly rocked your ROI with stories built for attention!”
The United Kingdom won 11 awards; Sweden 3; Belgium, Denmark, France and Poland 2 each. Agencies from Israel, Slovakia and Switzerland walked away with one Euro Effie Award apiece.
Grey Europe scooped Agency of the Year with 8 entries from Bose, WildAid, Swedish Tourist Association and Bolia.com, achieving a high first round average score and further success with 4 Golds (Brand Experience, Consumer Goods, Long-term effectiveness and Small Budget), 3 Silvers (Brand re-vitalisation, Leisure & Entertainment and Small Budget) and 1 Bronze in the Government, Institutional & Recruitment category.
Alain Groenendaal, President & CEO, Europe at Grey, commented: “Effectiveness has always been a real priority and investment for us. Now more than ever, it’s important that we all raise the bar on effectiveness and demonstrate the growth and ROI of creative communications. We’re especially pleased to be recognised for the breadth of clients we are helping to grow – from Bose to Bolia, Febreze and Gillette to Swedish tourism and the people of Brussels – and even this year the biggest client of all – the African Elephant.
Most of all, this is for all of us – the creative industries, the marketers, the media. And of course, thank you to the EACA Euro Effies for all their work in organising – and the judges who give their time for free.”
The prestigious Grand Prix for outstanding work was presented to McCann UK for their campaign Kevin The Carrot – Making Christmas Amazing. Through their insightful approach that the real magic of Christmas is in the paradox – it actually comes from the power of the imagination to see the most everyday things in the most amazing way – they created a brand spokesman based around one of the humblest, most overlooked and unassuming everyday items Aldi sell – a carrot. Kevin the Carrot was a phenomenal success and helped Aldi to beat all other grocery retailers in the UK.
New for this year’s Euro Effies, was a celebration of purpose-driven marketing with the launch of the Positive Change Euro Effie Awards. A multinational programme run in collaboration with the World Economic Forum, the Positive Change Effie offers four categories in Europe: Environmental: Brands, Environmental: Non-Profit, Social: Brands and Social: Non-Profit. 6 campaigns from 4 different countries were awarded 3 golds: Grey London for #JoinTheHerd, MediaCom for Sea Hero Quest and MullenLowe London for Redraw The Balance; 2 silvers: Leo Burnett Lisboa for Striking Lessons and Ogilvy & Mather Berlin for Mein Kampf – against racism; and 1 Bronze for FamousGrey & Famous Relations for their #DiningForBrussels campaign.
Click here to see the full list of winners.
The Euro Effies are organised by the European Association of Communications Agencies (EACA) in partnership with Euronews with the support of Google, The European Publishers’ Council, WARC, Adforum.com, Procter & Gamble, Nielsen, creativebrief & Viva Xpress Logistics.
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About the Euro Effie Awards
Introduced in 1996 to reward advertising that builds brands across borders, the Euro Effies were the first pan-European marketing communications awards to be judged on the basis of effectiveness. Effie® and EURO Effie® are registered trademarks of Effie Worldwide, Inc. and are under license to EACA. All rights reserved. Find us on Facebook.
The European Association of Communications Agencies (EACA) is a Brussels-based organisation which represents full-service advertising and media agencies and agency associations in Europe. EACA aims to promote honest, effective advertising, high professional standards, and awareness of the contribution of advertising in a free market economy and to encourage close co-operation between agencies, advertisers and media in European advertising bodies. For more information, visit www.eaca.eu. Connect with us on Twitter, Facebook & LinkedIn.