Ogilvy wins Agency of the Year at the 2018 Euro Effies

The 2018 EACA Euro Effies winners were announced in Brussels and Ogilvy won the Agency of the Year Award. The Grand Prix for outstanding work was presented to Ogilvy Social Lab for their campaign The Mud Soldier for Visit Flanders.

By Romanita Oprea

In total, at this year’s Euro Effies, 15 campaigns from 7 countries across Europe were awarded 20 trophies. The winners were selected by an international jury of senior agency and client representatives chaired by Adrian Farina, Senior Vice President Marketing at Visa. As a jury chair, Adrian commented: “I’m honored to chair the Euro Effies this year. An effectiveness award is in my view the most important recognition that a marketing campaign can aspire to get, as it values the most important role of our work: the ability to drive tangible outcomes for the business.”

Belgium and France won 4 awards each; United Kingdom 3; Slovakia and Spain 2 each. Agencies from Germany and Denmark walked away with one Euro Effie Award apiece.

Ogilvy scooped Agency of the Year with 6 entries from Unilever, Visit Flanders, FPS Chancellery of the Prime Minister of Belgium, achieving a high first round average score and further success with 2 Golds (Brand Experience and Small Budget), 1 Silver in the Leisure & Entertainment category and 2 Bronzes (Government, Institutional & Recruitment and Brand Re-vitalisation).

Brian McCarter, Head of Planning at Ogilvy EMEA commented: “The Euro Effies are important because they add to the body of knowledge about what works in marketing communications. At a time when so much about our industry is in flux, knowing what works and proving a return on marketing investment is critical. We love that the Euro Effies recognize effectiveness no matter where it comes from, what form it takes, or how large or small the investment. We’re honored to have been recognized this year for our work for a global FMCG giant and a small regional tourist association.”

The prestigious Grand Prix for outstanding work was presented to Ogilvy Social Lab for their campaign The Mud Soldier. For forging an emotional connection between the tragic anniversary of WWI battle of Passchendaele and potential visitors. Visit Flanders launched The Mud Soldier to attract tourists back to Flanders Fields. A statue placed in London gradually disappeared under the rain, marking the centenary of the battle of Passchendaele.

At the second edition, Positive Change Euro Effie Awards, have received impressive entries in three categories: Environmental: Brands, Social: Brands and Social: Non-Profit. 3 campaigns from 3 different countries were awarded 3 golds: Wunderman Antwerp for Child Focus – Closer than you think, Mullen Lowe London for How A Little Charity Grew Its Revenues And Saved More Art By Thinking Big and Jung von Matt for The most German supermarket.

The full list of winners can be viewed here.

The Euro Effie Awards are organized by the European Association of Communications Agencies (EACA) with the support of Google, The European Publishers’ Council, WARC, Adforum.com, Procter & Gamble, Nielsen, creativebrief, FirstRental & Viva Xpress Logistics.

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