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Lowe Lintas bags big at Effies 2013

MUMBAI: Lowe Lintas and Partners have picked up the Agency of the Year honour at the Advertising Club’s Effies 2013, by clinching a total of 165 points. Its rival Ogilvy & Mather India, which had won the coveted title for the last four consecutive years, came in second with 130 points.

Nevertheless, Ogilvy & Mather once again bagged the Grand Effie, this time for its ‘Roti campaign’ for Hindustan Unilever Ltd’s Lifebuoy brand of soap.

Lowe bagged six golds, five silvers and five bronzes to clinch the title, while Ogilvy won three golds, three silvers and seven bronzes in addition to the grand prize.

The 13th edition of the awards was held on Friday in Mumbai.

And the awards go to…

Lowe Lintas picked up gold in the Consumer Products – cosmetics and toiletries, personal hygiene category for Lifebuoy’s Help a Child Reach 5 campaign, in Services – Telecom and related products category for Idea’s Telephone Exchange campaign, in the Regional category for Tanishq’s ‘Tanishq and Sridevi – Coming Back Home’ campaign, in the Experiential Marketing/Brand Experience category for Kissan’s 100% natural seeded campaign. It picked up two golds in the Integrated Advertising Campaign segment for Idea’s Honey Bunny campaign and Lifebuoy’s Help a Child Reach 5 campaign.

Meanwhile, O&M’s two campaigns for cellular services provider Vodafone fetched it two golds while its third came from Cadbury Bournvita’s ‘Aadat’ campaign.

With Lowe Lintas jumping to the first position, last year’s No. 2 McCann Erickson slipped to the third place with one gold, two silvers and five bronzes in its kitty, totalling 60 points. It bagged the gold for the Coca-Cola India campaign – ‘How Coca-Cola won the battle for Indian teens’.

JWT with three silvers, two bronzes and 40 points came fourth, followed by Publicis Communications (three silvers, one bronze, 35 points), Grey Worldwide (one gold, one silver and one bronze, 30 points), and Contract Advertising and DDB Mudra (20 points each).

The Advertising Club had shortlisted 177 entries from 419 entries for the 2013 edition of the awards.