Effies UK Names MullenLowe 2016 Agency of the Year

The latest installation marks the arrival of the Effies in the United Kingdom, where 11 contenders walked away with trophies.

The Effies programme for the UK has revealed its 2016 winners, the official results for which were unveiled at the inaugural Effie Awards ceremony held in London on 19 May 2016. Established in 1968, the platform recognises marketing effectiveness in more than 40 markets across the globe.

“UK entries were rigorously evaluated by industry leaders over two rounds of judging. The finalists and winners truly deserve their accolades, because to be recognised as a finalist or a winner in the UK, a market-leader in effectiveness, is a huge achievement,” said Alistair Macrow, Chief Marketing and Communications Officer of McDonald’s UK and Jury Chair for the 2016 Effie Awards UK.

Aimed at honouring marketing ideas which work, the latest installation marks the arrival of the Effies in the United Kingdom. For the current season, all UK finalists were celebrated at BAFTA in said capital, with 11 contenders walking away with new, well-deserved trophies tucked under their belt.

MullenLowe Group stole the limelight with the Agency Network of the Year title while earning notable accolades for all three of its shortlisted campaigns: The team snagged a Silver win for The Electoral Commission (with MEC UK) as well as a Silver and Gold for The MicroLoan Foundation.

Other top honours earning Gold went to Three, Wieden+Kennedy, and Mindshare’s Sorry for the #holidayspam campaign; John Lewis and adam&eveDDB’s Monty the Penguin push; and NSPCC, Leo Burnett, and OMD’s How the NSPCC changed the law effort.

Additional winning brands included Kenco, Currys PC World, McVitie’s, Sixt Rent a Car, and Volkswagen Commercial Vehicles. Meanwhile, the top global winners include TBWA\Media Arts Lab and OMD for Apple’s iPhone World Gallery (Gold), TBWA\Chiat\Day and Starcom for Airbnb’s Never a Stranger (Silver), and Grey NY and Procter & Gamble for Febreze and Ambi Pur’s The World Goes Noseblind (Bronze).

John O’Keefe, Worldwide Chief Creative Officer at London-based WPP accepted a special recognition on behalf of the company for being ranked the #1 Most Effective Holding Company globally for the past five years. All the 2016 UK and Global Effie finalists and winners will receive points towards their ranking on the Effie Index.

“We are thrilled with how the UK ad industry has embraced the Effies. Our inaugural programme has been well received and, with the support of our very active IAA UK Chapter, we look forward to cementing the Effie Awards as champions of effectiveness in the UK,” said Felix Tataru, IAA Chairman and World President-Elect, under whose leadership the International Advertising Association organises the Effies in the UK.