updated 09:30 am EDT, Fri June 8, 2007
“Get a Mac” wins award
Calling it the most successful marketing campaign of 2007, Apple's “Get a Mac” campaign, created by Media Arts Lab/TBWA was awarded the Grand Effie at the 39th Annual Effie Awards gala last night at the Metropolitan Pavilion in New York. The Effie Awards honor the most significant achievement in the business of marketing communications: ideas that work. Results from the “Get a Mac” campaign included market share growth of 42 percent, record sales and cultural influence. The six Grand Effie Finalist campaigns, which were deliberated by a panel of leaders from the marketing industry, included the Grand Effie winner Apple “Get a Mac” (Media Arts LabTBWA and OMD), American Express “My Life. My Card.” (Ogilvy & Mather and Mindshare), California Milk Processor Board “Got Milk?” (Goodby Silverstein & Partners), Montana Meth Project “Not Even Once” (Venables Bell & Partners and OMD), Pedigree “Pedigree Adoption Drive” (TBWAChiatDay and Grey Interactive) and Philips Norelco “Bodygroom” (Tribal DDB, DDB New York, MS&L and Carat USA).
“After much spirited discussion, the jury unanimously awarded Apple the Grand Effie for its portrayal of the Mac/PC rivalry. They managed to do it with humor, class, and honesty without falling into the trap of overtly negative competitive advertising,” said John Butler, Co- Creative Director of Butler Shine Stern & Partners and the 2007 Grand Effie Jury Chair.
The most effective marketing communications holding companies capturing the most Gold, Silver and Bronze Effies include WPP (27), Omnicom, (Media Arts LabTBWA’s holding company) with 26, and Publicis (20). Twenty- four Effie Award winning entries came from independent agencies.
Agencies with the most Effie wins this year include Leo Burnett with 11 wins, JWT with 9 wins and DDB with 6 wins. TBWA landed the most Gold Effies of any agency (3). OMD and Starcom MediaVest tied as the most effective media agencies (10 wins each) with MindShare closely following (8 wins).