New York - Saatchi & Saatchi New York celebrated four Gold wins at lthis week's 42nd annual Effie Awards Gala - the most Golds awarded to a single agency this year. The MillerCoors’ Miller High Life “1-Second Ad” was honored with three Gold awards, including the Alcoholic Beverage, David vs. Goliath, and Media Idea categories. JCPenney’s “Beware of the Doghouse” rounded out the evening’s wins with their Gold honors in the Fashion/Style Category.
MillerCoors received more Gold Effies than any other marketer. The Miller High Life "One Second" initiative sought to make an economic statement by bringing common sense back to the Super Bowl. The creative idea was rooted in media innovation and generated volume growth during the Super Bowl aperture that well exceeded that of competitors.
JCPenney’s “Beware the Doghouse” award ads to earlier accolades, having already won the World Retail Award for 2009 Best Digital Retail Advertising Campaign. The campaign leveraged a common expression used by men to refer to letting down their wives – “being in the doghouse.” Saatchi & Saatchi New York brought the doghouse to life in an integrated, multi-platform campaign that “let guys know that no bad gift shall go unpunished.”
“What I think is so wonderful about our strong showing at this year’s Effie’s, is that it proves that truly creative advertising is also the basis for effective advertising,” said Mary Baglivo, CEO of New York, Chair of the Americas at Saatchi & Saatchi. “Both of these campaigns fit beautifully into the Saatchi & Saatchi ideas about the Participation Economy. I personally congratulate all of our team members on building such successful examples of ‘Return On Involvement’.”