Effies Honor Burnett Again

CHICAGO Leo Burnett has garnered the most Effies for the second consecutive year, capturing nine awards for a variety of campaigns, officials with the New York American Marketing Association, sponsors of the event, said.

The Chicago-based agency took home honors for campaigns for corporate brands including Kraft Foods’ Altoids, Disney Cruise Line, Kellogg’s All-Bran and Nutri-Grain, Imation Corporation, Maytag, National Cattlemen’s Beef, Nintendo and Polaroid. Last year, Burnett captured 11 Effies, also the highest number.

TBWA\Chiat\Day was the runner-up, winning eight Effies. Its winning campaigns included work for Apple Computer (2), Sony PlayStation, XM Satellite Radio, Nissan Altima, Absolut Vodka, Embassy Suites Hotels and New York City Public Schools.

Foote, Cone & Belding won the third highest number of awards with seven. They include Boca Foods, Chips Ahoy! Creme Wiches, Circuit City, Swanson Hungry Man, LucasArts Entertainment, Taco Bell and Levi Strauss’ Dockers.

At the June 4 awards presentation ceremony at the Marriott in New York, the winners will learn whether they have won a gold, silver or bronze Effie and which agency will receive the grand Effie.

Two categories in the awards roster have drawn special interest. Honoring advertising campaigns that sustained successful results for five or more years by using a common objective in both strategy and execution were Absolut, Bud Light and Jack in the Box.