GREY EMEA lands hat-trick at EACA Euro Effies

27 September, 2007


Grey EMEA scooped Agency Network of the Year for the third consecutive year at the EACA Euro Effie awards ceremony held in Brussels last night, after landing eight trophies in six categories including long-term effectiveness, FMCG, brand activation and social responsibility communications.

Comments Carolyn Carter, president and CEO, Grey Group Europe, Middle East & Africa: "We are enormously proud of this award. This is an outstanding tribute to our agencies and our brand-building partnership with clients. It truly reflects our mission – to accelerate the potential of our clients’ brands – and the way we measure success: clearly and tangibly by delivering growth".

The Euro Effies are the premier awards for proven communications effectiveness across Europe – rewarding campaigns that build brands across borders. The competition is organised by The European Association of Communications Agencies (EACA) and is considered the gold standard in commercial communications effectiveness.

Since 2005 Grey EMEA has landed a total of 22 Euro Effie awards, making Grey consistently the most effective agency network of the region. This total includes ten awards for P&G, three for SEAT, two for GlaxoSmithKline, in addition to awards for Deichmann and Novartis.

Comments Dominic Lyle, director general EACA, "Grey has achieved what no other agency network has accomplished since the launch of the Euro Effies – it has landed the coveted Agency Network of the Year Award three years running – solidly confirming Grey’s ability to build its clients’ brands across Europe in some of the toughest categories in the world".

Grey EMEA’s 2007 Euro Effie campaign winners include:

Long-term effectiveness

Callegari Berville Grey - P&G Boss Bottled "Dressing Ritual"
Now in its 9th year, Boss Bottled continues its phenomenal success. Surpassing its goal to remain in the top 10 in Germany and France – it has been a top five fragrance in both markets for over six years.

Silver

Callegari Berville Grey - P&G Boss "Range"
Boss fragrances’ market share leapt ahead of all competitors during the critical 2006 Christmas season. In France, Boss value share grew from 10.4% end November up to 14% on Christmas Eve – giving Boss leadership the week before Christmas when category sales are the highest. The campaign overturned accepted wisdom that range advertising doesn’t work.

Bronze

Grey London - P&G Pantene Pro-V Colour Expressions "Setting Colour Alight"
The holistic campaign delivered beyond highly aggressive business goals. Colour Expressions became a top three brand in the UK and Germany in under a year.

Bronze

Grey Brussels - P&G Mr. Proper "Talking Surfaces"
In France volume and value shares grew to 26% and 18% respectively by December vs August and brand decline reversed. In Spain Mr Proper returned to growth, achieving its highest value (14.1%) and volume share (11.9%) of the year.

Bronze

Grey Madrid - P&G Fairy "Saving Tips"
Market leader Fairy successfully re-captured its crown in the Iberian market with a campaign that saw growth rise to over 44% and loyalty soar to 78%.

Bronze

Grey Düsseldorf- Heinrich Deichmann Schuhe "Celebration of Quality"
Deichmann has enjoyed the best sales and image results in its history, with volume sales in Germany increasing by 28% and 71% in Austria between 2003 and 2006. Sales have been equally robust: by the end of 2006, revenues in Germany were 23% higher than in 2003, with the comparative figure in Austria 61%.

Bronze

Grey Düsseldorf - Novartis Lamisil "Free Your Feet, Free Yourself"
The integrated campaign for Lamisil Once resulted in significant sales and share growth across Europe, with the UK and Germany enjoying particularly impressive return on investment.

Socially Responsible Campaign Award 2007

Grey London Women’s Aid "Valentine’s Day: Saying it With Roses"
Editorial coverage worth up to €613,000 gave 52% of the UK adult population the opportunity to see the advertising at least once. Women’s Aid website saw an uplift of 25% in visits. The campaign culminated in debate in the House of Commons, making the campaign the most talked-about in the country.

In addition, Grey Lisbon has been commended for social responsibility ANEBE "100% Cool" drink driving campaign.

Acrobat Document GreyEMEA_PressRelease_Effies_Sep07_guid27ca474908a.pdf


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