Ogilvy Takes Grand Effie

NEW YORK Ogilvy & Mather’s “Campaign for Real Beauty” for Unilever’s Dove won the top prize Wednesday night at the 38th annual Effie Awards show here.

The integrated “Real Beauty” campaign (print, Web, outdoor, television, public relations) featured images of full-bodied women in stark contrast to the thin models that typically populate ads in the category. Ogilvy’s Chicago office led the effort.

The other Grand Effie finalists were DDB New York’s “Bathroom Moments” campaign for Georgia-Pacific’s Angel Soft; Leo Burnett Detroit’s “Apprentice” content deal for the Pontiac Solstice launch; BBDO Atlanta and New York’s “Raising the Bar” work for Cingular Wireless; Fallon Minneapolis’ “Showerhead” ads for Holiday Inn Express; and Cramer-Krasselt Chicago’s “Working With Monkeys” effort for CareerBuilder.com.

Judges this year awarded 112 Effies in more than 50 categories, including three new ones: media strategy, third screen (via mobile phones) and anything goes (“innovation, creativity and content in the face of a small budget”). Each category allowed for bronze, silver and gold winners, though, in some cases, judges did not award all three. The awards honor the year’s most effective ads.

JWT New York chief creative officer and co-president Ty Montague led a panel of 10 judges that selected the Grand Effie. The group included IBM vp of worldwide advertising Deirdre Bigley, Bartle Bogle Hegarty global head of planning Emma Cookson, Nissan vp of global marketing Steve Wilhite and R/GA CEO Bob Greenberg.

Among holding companies, Omnicom Group shops won the most Effies this year (31), followed by Publicis Groupe agencies (23) and shops owned by WPP Group (17). Independent agencies claimed 23 Effies.

Publicis Groupe’s Leo Burnett won the most Effies (16) and the most golds (six), followed by WPP Group’s Ogilvy with five golds.