Leo Burnett Detroit was one of the most awarded agencies of the night and the only Detroit agency to win awards at the 38th annual Effie Awards in New York City on June 7. EFFIE is the global benchmark for marketing and advertising communications effectiveness in the industry, and recognizes campaigns that produce results.
 
Leo Burnett Detroit won two Gold EFFIEs, the highest honor in the award categories. The first was for the Pontiac Solstice Launch: Apprentice campaign (which was also a Grand EFFIE finalist) and the second for the Pontiac G6 Launch campaign.
 
"We’re extremely excited about the EFFIE wins, especially because they recognize advertising that works," said Jim Moore, president at Leo Burnett Detroit. "It’s nice to have a creative campaign, but marketers are paying their agencies to sell products and services, which is the ultimate measure of marketing success. Winning EFFIES for two of our GM clients, Cadillac and Pontiac, makes us especially proud and shows our versatility as an agency."
 
Leo Burnett Detroit’s complete EFFIE awards tally is as follows:
Gold Award and Grand EFFIE Finalist
  • Pontiac Solstice Launch: Apprentice Campaign (New Product or Service Introduction category) Leo Burnett Detroit; Digitas; GM Planworks; Gold and Yahoo! Purple Chair Awards for Media Strategy
  • Pontiac G6 Launch Campaign (Media Strategy category); Leo Burnett Detroit; GM Planworks (Detroit); Vigilante (New York); Silver
  • Cadillac "Under Five: Campaign (Automobiles & Vehicles category); Leo Burnett (Detroit and Chicago offices), Arc Worldwide (Chicago) and GM Planworks; Bronze
  • Cadillac "Under Five" Campaign (Media Strategy category); Leo Burnett (Detroit and Chicago); GM Planworks (Detroit) and Arc Worldwide (Chicago)

Leo Burnett USA was the most awarded agency overall at the EFFIE Awards for a fifth consecutive year, earning 16 EFFIEs by its Chicago, Detroit and Toronto offices.
 
In addition to the Pontiac Solstice Launch: Apprentice campaign, the other five Grand EFFIE finalists (and top scoring Gold EFFIE winners) included Grand EFFIE winner The Campaign for Real Beauty created by Ogilvy & Mather Chicago for Unilever’s Dove brand; Bathroom Moments, created by DDB New York for Georgia-Pacific Corporation’s Angel Soft; Raising the Bar, created by BBDO North America for Cingular; Showerhead Campaign created by Fallon Worldwide for Holiday Inn Express and Working with Monkeys, created by Cramer-Krasselt for CareerBuilder.com

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