The Monkeys has been named Effective Agency of the year 2016 with four gold Effies and the Grand Effie.

The Monkeys has been named Effective Agency of the Year at the 2016 Australian Effie Awards with four golds and the Grand Effie Award.

Meat and Livestock Australia’s ‘Operation Boomerang’ Australia day campaign won three golds – for the food, snacks and confectionery sector, short term effects, and most original thinking – and the Grand Effie. Blackmore’s ‘The power of knowledge: How an 80-year-old reclaimed thought leadership’ case scooped one more gold for The Monkeys.

The remaining two gold awards were presented to Affinity for the Narellan Pools case ‘Diving into data for Narellan Pools’ for most effective use of data, and WhybinTBWA Group Melbourne for the entry ‘Owning the First Job Trigger’ for ANZ for the health and wellbeing sector.

The Effective Advertiser of the Year award was presented to Officeworks in recognition of its impressive case history and results.

The Effies ran for their eighth year on Thursday night. “Each year, the quality of the cases raises the bar for great creative and strategic thinking that delivers real value to clients’ businesses,” says Anthony Freedman, chairman of the Australian Effie Awards.

“These awards have one of the most rigorous judging processes, led by chairman of judges Colin Wilson-Brown through three stages of judging with 170 agency and marketing leaders, so even to become an Effies finalist is a huge achievement – to take home metal is outstanding,” he says.

Narellan Pools and Officeworks have also been shortlisted in the 2016 IPA Effectiveness awards, a worldwide program based in the UK. Narellan Pools’ case explains how the Australian Pool builder used big data to target consumers effectively when they were most likely to convert to sales. Officeworks’ paper outlines how the stationery giant took a combined approach to sales activation and brand building.