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Grey EMEA named Agency Network of the Year

17 September, 2008

Brussels – Grey EMEA landed Agency Network of the Year for the fourth consecutive year at the EACA Euro Effie awards ceremony held in Brussels tonight, after scooping four trophies in three categories: FMCG, pharmaceutical & healthcare, and automotive. Grey Copenhagen and Coca-Cola zero took a Gold award for the holistic communications campaign “As it should be”.

Comments Carolyn Carter, president and CEO, Grey Group Europe, Middle East & Africa: “In today’s tough business environment, driving brand growth through effective communications is more important than ever before. Our success year after year is a great testament to the successful teamwork between our agencies and our clients.”

The Euro Effies reward campaigns that build brands across two or more EU countries. The competition is organised by The European Association of Communications Agencies (EACA) and is considered the gold standard in marketing communications effectiveness.

Since 2005 Grey EMEA has landed a total of 26 Euro Effie awards, making Grey consistently the most effective agency network of the region. Grey and its clients have won across diverse categories including FMCG, brand activation, brand revitalisation, automotive, retail, beauty, healthcare in addition to special awards for long-term effectiveness, best small budget and social responsibility communications.

Comments Dominic Lyle, director general EACA: “Grey EMEA has demonstrated once again a unique ability to deliver proven effective business results for its clients - across categories and across communications disciplines. To win Agency Network of the Year for the fourth year in a row is nothing short of outstanding.”

Grey EMEA’s 2008 Euro Effie campaign winners:

Gold: FMCG - Grey Copenhagen - Coca-Cola zero “As it should be”
The brand grabbed market leadership with a powerful holistic campaign that spoke to the young male mindset -capturing their definition of life as it should be. Messaging humorously leveraged male fantasies and became part of their zeitgeist. Sales far exceeded targets increasing Coca-Cola's overall share of the diet segment and making Coca-Cola zero the most successful launch ever in the Nordics and Germany.

Silver: FMCG - Grey London - P&G Lenor “Disappear: The Sustainability Initiative”
To convert users to concentrates, Lenor tapped into growing 'green' consciousness, supported by green credentials and gave consumers reason to renounce their familiar format – dilute. Lenor's sustainability initiative helped drive the increase in market penetration of concentrate, via switching from dilutes, in the UK and Ireland by 15% and won converts from the competition.

Bronze: Automotive - Atletico International - SEAT Altea XL “Toys”
Breaking with category convention the campaign achieved cut through. Sales soared 32% post launch accelerating the Altea range into a 25% positive swing across Europe’s toughest car markets. Altea XL brought new buyers to the SEAT franchise: 50% of buyers in Germany and France and 80% of buyers in Italy were driving something other than a SEAT before they bought their Altea XL.

Bronz: Pharmaceutical & Healthcare - Grey London - GSK Corega “Celebrity Testimonials”
The straight–talking script featuring local celebrities gave people permission to talk about the unsexy subject of denture fixatives. Sales of Corega rocketed by 75%, more than double the target, and firmly positioned the brand as number one across 7 CEE markets.
View the winning work at

Sarah Hazell
Tel: +44 (0)20 3037 3506
Mobile: +44 (0)7900 227 200

About Grey EMEA

Grey Group's European network, Grey EMEA, covers 80 cities in 59 markets with over 5,300 employees and is the group's largest operating region.

It is the only network to win the EACA Agency Network of the Year Euro Effie in four successive years (2008, 2007, 2006, 2005). Grey Group ranks among the largest global communications companies. Its parent company is WPP (NASDAQ: WPPGY). Grey Group's total offer includes advertising, activation marketing, healthcare communications, media planning and buying and public relations.

About the Euro Effies
The EURO EFFIE® awards, presented by the European Association of Communications Agencies (EACA), go to campaigns which have achieved proven success in two or more European markets. The awards are open to campaigns from all marketing disciplines and are assessed on effectiveness. These awards support and promote the role of advertising as an effective and efficient use of marketing resources. More information can be found at

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