GroupM dominates category at Effie Awards 2013

Thursday, 20 February 2014 00:00 - - {{hitsCtrl.values.hits}}

GroupM Sri Lanka outshone all media investment management agencies at the Effie Awards Sri Lanka 2013. At the recent ceremony, four out of five winning campaigns supported by secondary agencies credited GroupM companies. Of just ten metals awarded, 1 of 2 silvers and 3 of 8 bronze winning campaigns were powered by informed media analytics and strategies of GroupM agencies, Mindshare and Maxus. Effectiveness in creating positive relationships between consumers and brands being a fundamental principle of GroupM, the Effie Awards brings recognition to where it is valued most.

Winning a coveted silver award for the Denta toothbrush campaign ‘Beautiful Smile’, together with Creative Agency Sarva Integrated, Maxus Sri Lanka is making waves just two years after inception. The success of the campaign is attributed to effectively redefining and connecting emotionally with the brand’s audience. “We have a very open line of communication with the Darley Butler team. It has facilitated several effective campaigns and we are thrilled to be recognised,” said Maxus Sri Lanka General Manager Alvin Gomesz.

Mindshare, GroupM’s first agency to be established in Sri Lanka, was recognised with 3 bronze awards as supporting agency. Etisalat’s inspirational campaign ‘This is your moment – Rise to it’ was awarded in the Corporate Reputation and Professional Service category. The team’s relationship with Etisalat spans as far back as the company’s Celltel days, through the launches of Tigo and subsequently Etisalat in Sri Lanka. “The telecom category is a challenging one for advertisers. Thankfully we have great synergy with the client team and the creative agency Response Marketing, making successes like these a possibility,” Mindshare Sri Lanka Leader Jhumka Saha elaborates. Unilever campaigns, Astra Fried Rice and Knorr Golden Touch were well received in the Packaged Foods category, both winning bronze awards. Astra’s communications strategy included BTL activities engaging school van drivers and students for the first time in Sri Lanka. Mindshare dedicates a twenty one member team to the media management of Unilever brands. The unit has been in operation since 1996, underpinning the over 100 year relationship between holding company WPP and Unilever globally. “Unilever’s progressive culture has always fostered a relationship where ideas are welcomed and actioned. This environment allows the entire team to bring their best to the table and the results are rewarding,” explains GroupM Chief Operating Officer Sabry Haniz. GroupM is WPP’s consolidated media investment management operation, serving as the parent company to agencies including Maxus, MEC, MediaCom, Mindshare, Catalyst and Xaxis.