DDB Group Hong Kong win Grand EFFIE for McDonald's Chinese New Year campaign at the 2012 Hong Kong 4As EFFIE Awards

2012 HK4As EFFIE Awards Grand EFFIE Winning Team - McDonald's.jpgThe Association of Accredited Advertising Agencies of Hong Kong (HK4As) held the 9th 2012 EFFIE Awards Gala Presentation Dinner last week and awarded a total of one Grand EFFIE, three Golds, six Silvers and ten Bronzes Awards. This year the EFFIE Awards received a record number of 78 entries - beating all previous records in the Hong Kong chapter and also set new definition of effectiveness for the booming trend of digital campaign.
 
The winner of Grand EFFIE and Gold was McDonald's Chinese New Year campaign
"Sharing the Blessings with One and All" by DDB Group Hong Kong. Other Golds went to Coca-Cola China "CHOK! CHOK! CHOK!" via McCann Worldgroup Hong Kong as well as the campaign "Life Interrupted - Accept Nothing Less than 4G" from TBWA\Tequila\Hong Kong.
In general figures, the brand McDonald's Restaurant (Hong Kong) Limited gained the most trophies with nine and DDB Group Hong Kong gained the highest trophies also with nine. Media agency OMD Hong Kong picked up three trophies.
 
In a statement Iris Lo, Chairlady of the 2012 EFFIE Committee and Managing Director/Executive Creative Director of DraftFCB said: "Recognizing the best of the best work in terms of measured results is a very important benchmark, and EFFIE Awards really does it. This year, the EFFIE Award had also proven itself highly effective, having received a record-breaking 78 entries, which was an increase of around 30% from the previous year. We are proud of the result this year and it's a most important recognition for our effort to create a most significant marketing effectiveness award in town. While our EFFIE is still a relatively young event for Hong Kong, we must continue to support it to break records year after year. I wish the forthcoming EFFIEs much success in the future." Under the new trend and the successful entries in digital campaign, Iris Lo added "EFFIE Awards is a great opportunity to equip yourself for embracing the new technologies in to a relentless changing advertising world. Also, the essentials in effectiveness campaign are not only in the creativity, they also need to balance in usages of new technology and creativity without losing human touch."
 
2012HK4As EFFIE Awards - Celebration for Grand EFFIE.jpgThe judging panel included jury chairman Wander Meijer, Global Head International Research of TNS. Also on the panel were Mark Liversidge, Chief Marketing Officer of CSL, Diane Chiu, Vice President & Chief Marketing Officer of McDonald's Restaurants (HK) Limited, Melanie Lee, Assistant Professor of HKU Space, Cynthia Lau, Founder of Viewfinder Marketing, Susan Stevenson, Chief Executive Officer of Cigna Worldwide Life Insurance & Eric Jumbert, Advertising & Media Director of Colgate Palmolive.

As one of the Judges, Mark Liversidge commented that he was "impressed by the standard of this year's entries which had an emphasis on effectiveness. More and more entries showcased achievements that delivered business goals based on hard targets, rather than just simply on the imaginative creative". 

Diane Chiu also added that "There is a profound shift from 'digital marketing' to 'marketing in a digital world'. This transformation has fostered better integration of creative, media and PR ideas from the entries I have seen this year.  As a marketer, it's no better time to riding the crest of the technological wave along with our consumers, embedding creativity and technology into our customer engagement plans."

Download EFFIE winners list:  HK4As EFFIE Awards - Winners' List.doc

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