DUBAI: The MENA Effie Awards, the regional edition of the globally renowned marketing industry honours, announced its 2021 winners at an awards ceremony in Dubai on Nov. 24.
After a brief hiatus in 2020 due to the pandemic, the awards made a comeback this year, recording a 40 percent increase in entries from 2019.
This year’s grand prix went to FP7 McCann Dubai for the “The Bread Exam” campaign for the Lebanese Breast Cancer Foundation. The Most Effective Advertising Agency Office of the Year title was awarded to FP7 McCann Dubai, while Omnicom Group’s PHD Dubai was named Most Effective Media Agency Office of the Year.
This year’s Most Effective Agency Network title was awarded to FP7 McCann, which bagged the highest number of awards by far across its network of agencies, including McCann Health and Momentum.
“Firstly, it was so good to see the industry come together for the first time since the pandemic started. Secondly, this being the pandemic Effies, every piece of work deserved double the applause as it was made amidst terrific stresses and restrictions,” Tahaab Rais, president of SLC and regional head of strategy and truth central at FP7 McCann MENAT, told Arab News.
He added that the record number of awards at this year’s event, as well as securing Most Effective Advertising Agency and Network of the Year for the 8th consecutive year, is “a testament to how if we, collectively and consistently, outthink, outwork and outcare as brands, agencies, and people, you do end up coming out on top all things being equal.”
Luca Allam, CEO of PHD MENA, said: “Delivering marketing effectiveness for our clients is PHD’s priority. For the last few years, PHD has held a proud track record at the Effies. We are courageous enough to make leaps, we are not afraid to creatively push the boundaries, and this award validates this effort. We are thrilled to be consistently delivering growth for our clients through great and innovative work.”
Other winners on the night included Wunderman Thompson, which bagged 13 awards, TBWA\RAAD shone after picking up 11 trophies, and Havas Middle East and the BBDO network both won five awards each.
The full list of winners can be viewed here.