Leo Burnett Lands Highest Number of EFFIE Awards in Competition Recognizing Advertising Effectiveness

NEW YORK--(BUSINESS WIRE)--April 6, 2005--

For the Fourth Year in a Row, Leo Burnett Wins the Most Awards for Advertising Campaigns that Show Results, Earning 12 EFFIES; BBDO is Honored with Eight EFFIES

“Our EFFIE winners exemplify the creativity and innovation it takes to reach consumers today”

Leo Burnett once again garnered the most EFFIE awards, winning 12 total, in the annual competition presented by the New York American Marketing Association which recognizes results and honors effective advertising. This is the first time in the show's history that an agency has been the top winner four years in a row. Leo Burnett client Procter & Gamble was the most awarded marketer, winning a total of seven awards, five with Leo Burnett. Leo Burnett also placed in the inaugural Integrated Marketing Communications category for its Kellogg's Special K "6 Pounds" campaign, which was one of three category wins for Kellogg's for the same campaign, as it also placed in the Breakfast Foods and Hispanic categories.

Ranking second place, agency BBDO landed eight EFFIEs for a variety of effective brand campaigns including Campbell's Soup at Hand, Guinness, Orbit, GE, Snickers, Pepsi Vanilla, Masterfood's Cesar and the Peace Corps. Runner-up agencies include Fallon and Ogilvy & Mather, who tied with seven wins respectively, and TBWA\Chiat Day, which landed six awards.

Two of TBWA's acclaimed creative campaigns ("Silhouettes" for Apple Computer and "Impossible is Nothing" for adidas) received Global EFFIEs, which recognize campaigns that have proven effective in six or more countries across two or more regions.

"Our EFFIE winners exemplify the creativity and innovation it takes to reach consumers today," said Mary Lee Keane, Executive Director of the New York American Marketing Association. "The creative excellence delivered by the agency-client teams this year was outstanding. They continue to raise the bar and go far beyond a 30 second TV spot."

In another favorite category, Sustained Success, four client-agency teams were selected: Berlin Cameron Red Cell and Nestle Purina for Tidy Cats ("Multiple Strengths for Multiple Cats"), J. Walter Thompson and A Diamond is Forever's ("Spotlight on Love"), Ogilvy & Mather and IBM Corporation ("e-business"), and Secret Weapon and Jack in the Box, Inc. ("Jack's Back"). Winners in the Sustained Success category were honored for achieving results in the marketplace for five or more years using a common objective in both strategy and execution.

The EFFIE awards, now in their 37th year, will be held on June 7 at the Marriott Marquis in New York.

Introduced by the New York American Marketing Association in 1968, the EFFIE Awards program is the only national competition that judges advertising and marketing effectiveness. It has since become recognized by agencies and advertisers as the pre-eminent award in the advertising industry. EFFIE Awards are now given in 30 countries worldwide. For more details, visit www.effie.org.