Effies take a bite out of long-term vs short-term: KFC, Arnott’s, Samsung, CHEP and Saatchi & Saatchi win big

News 13 Oct 2023 - 3 min read

Effies take a bite out of long-term vs short-term: KFC, Arnott’s, Samsung, CHEP and Saatchi & Saatchi win big

By Staff writer

The CHEP team, led by Chief Strategy Officer Lillian Sor, celebrate a massive haul.

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In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright.

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The Colonel was the most ‘finger looking good’ advertiser, but Arnott's bit hard, and CHEP and Saatchi's picked up important silverware in the agency category.

KFC Australia is the most effective advertiser at this year’s Australian Effie Awards, scooping the Effective Advertiser of The Year Award. The fast food giant's work celebrated ‘brave creativity that works’.

Judges noted KFC placed ROI "foremost in the success criteria, the organisation’s culture clearly enshrines effectiveness within its marketing team and agency partners." They also noted KFC's brave creativity.

The Grand Effie was awarded to Saatchi & Saatchi and Arnott’s, part of The Neighbourhood, for ‘How little moments made big bickies for Arnott’s’.

The judges described the campaign as: “A textbook case showed how Arnott's comprehensive marketing, media and creative strategies combined to deliver an impressive return on investment in a difficult and competitive sector.

"Arnott's showed the power of long-term over the short-term. A brand's ability to lift all products in the portfolio. Amazing purchase intent, volume growth and ROI which is particularly hard to achieve in this type of category. Fantastic results and a very worthy winner."

CHEP Network was voted most Effective Agency of the Year, picking up a Gold, three Silvers and four Bronze awards across three clients (Curing Homesickness, Nutricia and Samsung).

The Gold for its Samsung Flipvertising campaign, according to judges, proved strong commercial results through the use of independent media mix modelling (MMM). Judges described it as: "A genuinely innovative and compelling case with strong commercial results. The evidence was clearly presented, with the use of independent mix-modelling isolating the effects of the work and defining its impact."

A Gold Effie was also awarded to BMF and Tourism Tasmania for a campaign that demonstrated how marketing can influence attitudes and behaviour when the strategy leads to "authentic and compelling creative". The judges said: "It's great to see a brand continuing to find insights to unlock business solutions and deliver impressive ROI.”

A theme of the evening was how much traction MMM is gaining to prove the effectiveness of advertising.

The Effie Awards dinner and show, hosted by comedian Tom Gleeson, gave out five special awards, four gold, 14 Silver and 25 Bronze awards, bringing the total number of agencies awarded for work to 14 and the number of clients to 25.

“The Australian Effie Awards are known to represent the highest standard of any marketing effectiveness award program in the world, demonstrating just how deserving all of this year’s winners are,” Advertising Council of Australia CEO Tony Hale said.