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Industry celebrates Effie Mena Awards 2013 winners

Effie Mena Awards

Industry celebrates Effie Mena Awards 2013 winners

 

The Effie MENA Awards 2013, the region’s premiere marketing awards hosted by Gulf Marketing Review (GMR), concluded its most hotly contested edition yet
at a glittering presentation ceremony at the MusicHall, Zabeel Saray, Palm Jumeirah, on
November 20, 2013.

Vodafone won the Grand Prix award for its Fakka from Vodafone: How to make small feel BIG campaign, created by JWT Cairo, which was judged as the finest example of marketing effectiveness from among all category winners, and a testament to genuine marketing excellence.

Then same campaign also bagged gold in Retail, Shopper Marketing and Telecommunications/Mobiles categories.

The night, in which 17 Award categories were made, saw FP7/DXB win the coveted Most Effective Agency of the Year Award, with Vikram Krishna, Head Group Marketing & Customer Experience, Emirates NBD, claiming the GMR Marketer of the Year Award.

The 2013 Awards saw the number of entries double from the previous year, building on the
47 percent increase of the 2012 edition. This year’s Effie MENA Awards also saw the widest geographical participation yet, with the Netherlands, the UK and Singapore submitting entries for the first time to go with a slew of entries from the UAE, Saudi Arabia, Egypt and Lebanon.

“This year marks the fifth anniversary of the Effie Mena Awards and the twentieth anniversary of GMR. And to celebrate, we wanted to throw a big party,” says Alexandre Hawari, Co-CEO, Mediaquest. “It is fantastic to see them become a benchmark for measuring genuine industry effectiveness through a fair and completely transparent adjudication process, and in doing so set new standards for regional agencies in marketing, advertising and social media.”

Ford Middle East bagged the gold in Automotive. Beverage giants, PepsiCo and Coca-Cola Egypt, both won gold in Food & Beverages FMCG. PepsiCo took home another gold in Best Youth Marketing Campaign, while Coca-Cola Middle East grabbed the gold in Best Use of CSR.

“These Awards are an excellent barometer of the evolution of the region’s marketing capabilities from an over reliance on tactical promotions to what are now world-class,  insight-driven strategies that build and sustain brand equity,” says Siobhan Adams, Group Managing Editor, GMR.

Dubai International Film Festival and Nike were honored for the Best Use of Social Media, while The X Factor Arabia and Dubai International Film Festival both bagged gold in the Media category.

Shortlists for the 17 award categories were decided through a mix of voting and adjudication. The shortlisted entries were then filtered through a highly rigorous and standardized vetting process by a jury of experts comprised of some of the leading names in regional marketing.

Organized by Mediaquest Events and presented by GMR, the Effie MENA Awards 2013 was supported by the Choueri Group and GM-Cadillac as Strategic Sponsors. Category Sponsors included Yahoo!, Fox International Channels ME, Sky News Arabia, Sephora, Al Aan TV, Zee Aflam, Group Plus, Ipsos, HyperMedia, and Al Shuala Media. Thomson Reuters and Communicate magazine as Media Partners.

 

Effie Mena Awards 2013 Winners

 

GMR MARKETER OF THE YEAR: Vikram Krishna, Head of Group Marketing & Customer Experience, Emirates NBD

EEFECTIVE AGENCY OFFICE OF THE YEAR: FP7/DXB

EFFECTIVE AGENCY NETWORK OF THE YEAR: FP7

 

GRAND PRIX: Fakka from Vodafone: How to make small feel BIG, Vodafone, JWT Cairo

 

AUTOMOTIVE

Z-Tails Campaign, Ford Middle East, Team Detroit USA & Y&R Advertising Dubai – GOLD

The Smarter Car For The New Generation, Ford Middle East, FP7/DXB – SILVER

Within Your Reach, Nissan, Mindshare MENA & TBWA\RAAD – SILVER

Cadillac ATS – Crossing Horizons, GM – Cadillac, Leo Burnett Dubai & Carat Dubai – BRONZE

 

BANKING, FINANCE & INSURANCE

Little Space. Big Impact, The Saudi British Bank (SABB), JWT Riyadh & Mindshare MENA – SILVER

SMS for a quote, RSA Middle East LTD, OgilvyOne Middle East – BRONZE

RISE – The Power of Small, Emirates NBD, FP7/DXB – BRONZE

 

BEST USE OF CSR

Amwaj Farah – Ripples of Happiness, Coca-Cola Middle East, FP7/DXB – GOLD

Can’t be covered, The King Khalid Foundation, Memac Ogilvy & Mather – SILVER

September Christmas, Tamanna, Horizon Draftfcb Beirut & BPN Beirut – BRONZE

The Promise, P&G, Leo Burnett – BRONZE

 

BEST USE OF SOCIAL MEDIA

Nike LVL UP, Nike, JWT Dubai & Mindshare MENA – GOLD

What do you see? Dubai International Film Festival, Leo Burnett – GOLD

Stalk Your Rejectors, Nissan, Mindshare MENA – SILVER

The Laughter Machine, Coca-Cola Middle East, FP7/DXB – SILVER

Axe Wingman, Unilever Gulf, Digital Republic UAE – BRONZE

 

BEST YOUTH MARKETING CAMPAIGN

Pepsi Ramadan Campaign, PepsiCo, Impact BBDO Group Dubai & Impact BBDO Cairo – GOLD

The X Factor Arabia, Future Media, OMD MENA – SILVER

What do you see? Dubai International Film Festival, Leo Burnett – BRONZE

Nike LVL UP, Nike, JWT Dubai & Mindshare MENA – BRONZE

Always Together, Mobinil, Leo Burnett Cairo – BRONZE

 

COSMETICS & FRAGRANCES

Maybelline Arab Idol and The Colossal Kajal, L’Oreal Middle East, FP7/DXB  & UM Dubai – SILVER

AXE APOLLO launch-GULF, Unilever, Wunderman – BRONZE

 

FOOD & BEVERAGE – FMCG

Crazy for Good, Coca-Cola Egypt, FP7/DXB – GOLD

Pepsi Ramadan Campaign, PepsiCo, Impact BBDO Group Dubai & Impact BBDO Cairo – GOLD

Obey You, Coca-Cola Egypt, FP7/CAI – SILVER

Amwaj Farah – Ripples of Happiness, Coca-Cola Middle East, FP7/DXB – BRONZE

Kabber Demaghak, Pepsi Cola International, OMD MENA & Impact BBDO Jeddah – BRONZE

 

MEDIA

The X Factor Arabia, Future Media, OMD MENA – GOLD

What do you see? Dubai International Film Festival, Leo Burnett – GOLD

Now And From Everywhere, Sky News Arabia, Momentum Mena & FP7/DXB – SILVER

Coke Studio Season 2, Coca-Cola Middle East, FP7/DXB & UM Dubai – BRONZE

September Christmas, Tamanna, Horizon Draftfcb Beirut & BPN Beirut – BRONZE

 

NEW PRODUCT CATEGORY

BB: 2 initials that will change your life, L’Oreal Middle East, Publicis Middle East – BRONZE

355 ml Launch, Coca-Cola Egypt, FP7/CAI – BRONZE

 

NON-FOOD FMCG

Launch of Dove Men+Care, Unilever, Memac Ogilvy & Mather Dubai & Wunderman Dubai – GOLD

The Promise, P&G, Leo Burnett – BRONZE

Pond’s – The Power To Be Awesome, Unilever, Memac Ogilvy & Mather – BRONZE

Carefree Secret Talks, Johnson & Johnson, Initiative Dubai & LOWE MENA – JURY COMMENDATION

 

PERSONAL CARE SERVICES

Close Up City of Smiles, Unilever, JWT Jeddah – GOLD

Launch of Dove Men+Care, Unilever, Memac Ogilvy & Mather and Wunderman – SILVER

Clear Impact, Unilever, IRIS MENA – BRONZE

 

RETAIL

Fakka from Vodafone: How to make small feel BIG, Vodafone, JWT Cairo – GOLD

Family Time Forever 2, McDonald’s Middle East Development Company, Leo Burnett – SILVER

Kickin It with Ronaldo, Americana, Initiative – BRONZE

 

SHOPPER MARKETING

Fakka from Vodafone: How to make small feel BIG, Vodafone, JWT Cairo – GOLD

The Laughter Machine, Coca-Cola Middle East, FP7/DXB – SILVER

What do you see? Dubai International Film Festival, Leo Burnett Dubai – SILVER

The ‘Say It Like Bond’ Challenge, Sony Mobile MEA, FP7/DXB & Momentum Mena – BRONZE

 

SPORTS MARKETING CAMPAIGN

Nike LVL UP, Nike, JWT Dubai & Mindshare MENA – SILVER

Nitrocharge Your Game, adidas Emerging Markets, Starcom MediaVest Group – BRONZE

 

TELECOMMUNICATIONS/MOBILES AND INTERNET

Fakka from Vodafone: How to make small feel BIG, Vodafone, JWT Cairo – GOLD

Always Together, Mobinil, Leo Burnett Cairo – SILVER

 

TRAVEL, TOURISM & TRANSPORTATION

An offer that will make everyone busy, Nasair, JWT Riyadh ­– SILVER

Flight of the Penguins, Ski Dubai, Starcom MediaVest Group – BRONZE

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