The entry "Soproni - Óvatos Duhaj" submitted by the brewing company Heineken and the ACG communication agency in the category 'Long-term efficiency' won this year's Platinum Award at the Hungarian round of the annaul Effie Awards for best advertising campaigns. ACG turned ten out of its 13 nominations into awards, which made it the 'Agency of the Year' while its client, Heineken Hungária received the 'Client of the Year' award.
The Effie, 53 years old abroad and 20 years old in Hungary this year, is the only advertising competition that focuses on the effective achievement of marketing objectives. The two rounds of the competition, which is a global symbol of excellence, saw 59 entries shortlisted in Hungary, 27 of which were judged by a 120-strong jury of professionals.
ACG won three out of the five gold Effies: 'Soproni-Óvatos Duhaj' in the category of long-term branding, 'Rapcity Online Camp' in the category of low-budget campaigns and 'Starting School Together' for the OED in the category of social campaigns. In addition to the three gold medals, ACG's digital team also won two silver medals for the communication of the TheaterTV online platform, developed by ACG's digital team in response to the challenges of the pandemic, and four bronze Effie medals for the Together for Autism Foundation, Sopron and Rapcity.
The Platinum Effie for the best of the gold entries was awarded to 'Soproni-Óvatos Duhaj' by a special Platinum jury of prestigious clients. According to the Platinum Jury, "the secret of the long-term success of the campaign, underwritten by Heineken and ACG, was the systematic marketing and product strategy. This is difficult to manage in sync all the time, but the consumer insight proved to be excellent. The courage to consistently stick to the original strategy, which also means a willingness to take risks, has been the key to success." This year, ACG and Soproni have won the prestigious Platinum award twice in a row, both times in the long-term efficiency category: in ACG care, Soproni is now the most successfully built brand in the country for six years.
According to ACG CEO Nikolett Blaskó, "truly successful campaigns are created when client and agency build a brand together in full harmony, in partnership, for the long term. It's a great pleasure when the work that comes out of such collaborations – in addition to being excellent and delivering results – is awarded the highest professional recognition."
To crown this year's Effie achievements, ACG was awarded the title of 'Agency of the Year' and its client Heineken Hungária was named 'Client of the Year' at the national round of the Effie Awards.
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