Omnicom, DDB Lead Effie Parade

NEW YORK DDB, BBDO and Leo Burnett won the most 2009 Effie Awards overall, while Omnicom led holding companies with 31 prizes.

The Effies, which celebrate effective advertising, disclosed the winners yesterday and will announce the individual gold, silver and bronze winners and Grand Effie campaign at the 41st annual Effie Gala on June 3 here.

Omnicom’s DDB led the field with 11 Effies, followed by Omnicom’s BBDO and Publicis Groupe’s Burnett with six prizes apiece. Publicis’ Starcom MediaVest Group served as the media partner with 17 winners while Omnicom’s OMD backed 13 Effie-winning campaigns.

Independent shops scored 20 Effies overall. Inerpublic Group agencies won 11.

A full list of winners can be found at www.effie.org.

The show introduced several new categories this year:

• Brand Experience, for establishing “meaningful relationships.” The U.S. Army won the only Effies in this category, one for its Virtual Army Experience (along with agency partner, Ignited) and one for Xbox/Halo 3 (with agency partners McCann Erickson, Universal McCann and MRM).

• Boomers (sponsored by the AARP) recognizes efforts targeting the 50+ demographic. Winners include Allstate’s “We can work with that” (Leo Burnett and Starcom) and Grandparents.com’s customer acquisition program (Taxi and Lockhard & Wechsler).

• Influencers (spotlighting efforts that identify key influencers and turn them into brand enthusiasts). The winners: “Call of Duty 4 World Leaders” by Activision (DDB and Project C); “Patriotic six” for the USO (Williams Whittle Associates); and the Reverse Graffiti Project, Clorox Green Works (DDB).