One of the most eagerly anticipated events on the Middle East’s business calendar took place this weekend to reveal the region’s top marketing works for 2011. Following weeks of collating entries and a rigorous judging process, almost 1,000 industry professionals from across the region attended the Gemas Effie Mena Awards 2011 organised, by Gulf Marketing Review, published by Mediaquest Corp., at the Madinat Jumeirah, Dubai.
Gold, silver and bronze awards were handed out across 13 categories covering all business sectors with the ultimate prize going for the Grand Prix award.
Sponsored by Choueiri Group, the Grand Prix award was presented by the CEO of Choueiri Group, Mr. Pierre Choueiri to Interesting Times Beirut for their work for Snowball SAL on the ‘Courage is Contagious’ campaign.
Big winners on the night included OMD who took home ten awards including two gold, four silver and four bronze. The agency was recognised for their work across many categories. Two gold went for the best use of CSR (Henkel – Egypt is My Country or – El Balad Baladna) and Non food-FMCG (Henkel – El Balad Baladana – The Country is ours). Four silver went for the best Sports Marketing Campaign (PepsiCo – Mountain Dew – Bravest Two); Retail/Cosmetics and Fragrances (Marico Egypt Industries – Haircode Sachet); FMCG (PepsiCo – Chipsy World Food Program); Non-food FMCG (Persil Abaya Shampoo – Mission Innovation – Arwa3 Abaya III). While the bronze awards went for FMCG (Pepsico – Mountain Dew – Bravest Two); Non-food FMCG (Henkel – Fulfill Your Dream) and (Marico Egypt Industries – Haircode Sachet Campaign); Best Youth Marketing Campaign (PepsiCo – Mountain Dew – Bravest Two).
Other gold award winners included Mindshare Mena in the automotive category for their work for Nissan Middle East – Tiida Troops; Leo Burnett Beirut in the Banking, Finance and Insurance category with Bank Audi sal – Audi Saradar Group – Bank Audi Loubnani Card; Impact BBDO Beirut in the CSR sector with Lebanese Broadcasting Corporation – Cheyef 7alak; Grand Prix winners Interesting Times Beirut also took gold in the Best New Product Launch with their Courage is Contagious campaign for Snowball SAL; and Memac Ogilvy & Mindshare Tunisia in the Media category with their campaign June 16th 2014 for Délice Group.
Starcom MediaVest Group was awarded two silver Effies in the Automotive and Non food-FMCG categories for their Battle of the Garages campaign with Chevrolet Silverado and Man Up campaign with Procter & Gamble. Mindshare MENA & Tattoo360 took a bronze in the New Product Launch category for their Juke Band campaign with Nissan Middle East.
The Gemas Marketer of the Year award, sponsored by Cadillac, recognises and honours excellence in marketing in the region, and was awarded to Ramzy Abou-Ezzeddine, Group Head of Marketing & Communication, Bank Audi sal – Audi Saradar Group (Lebanon).
The Awards are judged by a panel of regional and international marketing experts based upon quantifiable and measurable results from marketing campaigns that have run in one or more Mena countries. Combining the global heritage of 41 years of Effie Awards, and the long-running regional expertise of the Gulf Effectiveness in Marketing Awards (Gemas), winners are brands that can prove they have met a marketing challenge with an idea big enough and effective enough to win the hearts and minds of consumers.