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The Works awarded prestigious Global Effie for Jim Beam campaign


The Works awarded prestigious Global Effie for Jim Beam campaign


Being on the receiving end of a Global Effie is made just that little bit sweeter when your agency is one of only three entries worldwide to receive the top honour.

Independent Sydney agency The Works is the recipient courtesy of its launch of its Jim Beam’s Devil’s Cut campaign. Awarded the Bronze Global Effie at a ceremony held in New York yesterday morning, just nine entries were shortlisted and The Works was the only agency from Australasia to make the finals.

It was recognised alongside its international agency partners StrawberryFrog in the US and Germany’s Jung von Matt.

The Works produced spot  has been so effective it has been used in key markets including the US and according to Paul Swann, creative partner at The Works, “It doesn’t get much better”.

“Winning an award that recognises the effectiveness of the advertising we produce… that’s the name of the game after all. What’s even better is that our work has not only delivered for Jim Beam locally but it has done the business internationally as recognised with this Global Effie.”

The 2013 Global Effie Awards were decided by top communications executives from across the world at judging events held in Singapore, Mexico, London and New York.

With Swann believing that the campaign is a win for creativity over boardroom politics, the award takes on extra significance.

“Clients are increasingly buying into our model of ‘Creatives on the forefront’ where the idea generators are more accountable and involved in their business and the layers of bureaucracy are stripped away. This award shows that it works,” he says.

In January The Works was handed the global account for Jim Beam along with StrawberryFrog and Jung von Matt following a pitch involving several international agency networks. The three agencies have formed a joint venture partnership called FutureWorks to manage the business with the brand’s first global campaign set to roll out later this year.


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