MullenLowe London (part of hyperbundled MullenLowe Group) has retained its crown as Effie UK’s most effective agency, while Ikea and Unilever have been named the most effective brand and marketer respectively.
The Interpublic agency picked up three out of 14 awards at this week’s ceremony in London, including a gold in Small Budgets for charity Inspiring the Future’s “Redraw the balance” campaign around gender stereotypes.
MullenLowe also claimed two silver awards for Unilever brand Knorr’s “Love at first taste” – one in each of the Brand Experience and Food categories. Ikea was named Effie UK’s “most effective brand” after winning gold in the Renaissance and Retail categories, with ads by Mother London.
Unilever was named “most effective marketer” for its Knorr work; Persil’s “Free the kids”, a MullenLowe campaign that was shortlisted twice; and Hellmann’s “Firing up to recruit a new audience” by Ogilvy & Mather London, which had one nomination.
Read the rest of the article at campaignlive.co.uk