UK Effies go mostly to good causes — and KFC

CALM was named Marketer of the Year, and its “Project 84” campaign won Best in Show at the 2019 Effie awards, while Agency of the Year went to Mother London, thanks to multiple KFC and Greenpeace wins.

Causes and charities dominated the awards, with adam&eveDDB’s work for CALM, MullenLowe’s for NHS England, and Havas’ “Long live the local” for Britain Beer Alliance (pretty sure that counts as a cause) among the winners.

Mother’s KFC work, which won a Gold, a Silver, and a Bronze award, proved the exception. And HSBC won a Bronze, but with a campaign called “Rediscovering relevance in changing Britain,” which has a definite ring of purpose to it.

CALM’s CEO, Simon Gunning, appeared at Creativebrief’s Bite Live conference this week in a session on “purpose-driven partnerships” and shone a light on why these kinds of campaigns can be so effective – mainly because everyone at both client and agency is fully on side, so the advertising becomes an integrated part of a much bigger purpose, instead of a bolt-on. Either that or lower budgets mean fewer cooks to spoil the broth.

They used to let media journalists judge the not-for-profit Effies, but this year’s jury was made up of bona fide marketers (Disney, Microsoft, Mastercard, Barclays and Virgin) and agency people (R/GA, UM London, Grey, and TBWA). It’s worth noting that there were six women and three men on the jury.

Juliet Haygarth, managing director of Effie UK, said: “Winning an Effie Award is globally recognised as a symbol of achievement because it is recognition of work that gets real results and creates lasting impact on people, planet or profit.”

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