JWT Sydney landed top honour, The Grand Effie, at the second Australian Effie Awards in Sydney.

JWT won with their Nestle campaign, ‘How Allen’s regained its category crown by using fresh insight to put the smiles back into Jellies’.

During the night, 17 Effies were awarded across 17 categories with Clemenger BBDO Proximity Melbourne taking home six Effies, as well as Effective Agency of the Year.

Chairman of judges, Colin Wilson-Brown said that they were pleased with the quality of entries submitted. “The winning entries truly reflect the breadth and depth of our current industry,” Wilson-Brown said.

David Leesong, CEO of The Communications Council said, “The annual awards are of enormous importance in recognising the year’s most effective campaigns and the wider achievements of our industry. The winners truly set the benchmark for effectiveness in delivering superior results above and beyond set objectives.”

The full list of Effie winners by category is as follows:

Food Confectionary and Snacks

JWT (Nestle) ‘How Allen’s Regained Its Category Crown by Using Fresh Insight to Put the Smiles Back Into Jellies’.

Naked Communications (George Weston Foods) ‘How the Ministry of Muffins revived the fortunes of Little Bites of Cake’.

Beverages

AJF Partnership (National Foods – Farmers Union Iced Coffee 750ml Stubby) ‘Fading brand legend gets FUICed and wins 9.5% growth’.

Clemenger BBDO Proximity, Melbourne (CUB) Dry Dreams – ‘How liberating Gen Yers useless dreams made the fickle commit’.

Healthcare

Ward6 (Valeant Pharmaceuticals), ‘UV Triplegards case for avoiding the sea of sameness’.

Consumer Services

M&C Saatchi / Mark (Qantas Frequent Flyer), ‘Time to Choose’.

BMF /The White Agency/ IKON Communications (Commonwealth Bank), ‘Home Loans Online Marketing Programme’.

Government, Corporate and Social Services

The Campaign Palace (Cancer Institute NSW), ‘The Dark Side of Tanning’.

Return on Investment

M&C Saatchi/Mark (Qantas Frequent Flyer), ‘Time to Choose’.

Long Term Effects

Belgiovane Williams Mackay (Telstra BigPond), ‘The Power of Belonging’.

Most Original Thinking

Lowe Sydney (Football Federation Australia), ‘The Great Christmas Gift Wrapping Swindle’.

Naked Communications (FBi Radio) ‘How to save an iconic Australian radio station: Ask Richard (Branson)’.

New Product or Service

DDB Sydney (McDonalds), ‘The burgers arent better at Hungry Jacks!’.

Small Budget under $500K

Lowe Sydney (Football Federation Australia), ‘The Great Christmas Gift Wrapping Swindle’.

Naked Communications (FBi Radio) ‘How to save an iconic Australian radio station: Ask Richard (Branson)’.

Small Budget Between $500K – $1 Million

DDB and phdcreative (McDonalds Australia and Ronald McDonald House Charities (RMHC) Australia) ‘How a little Hope, Love and Courage revitalised one of Australias longest standing charity fundraisers’.

Best State Campaign

The Brand Agency (Curtin University of Technology) ‘The Box’.