Grand Prix for Tomato Advertisements

The two-day Effie conference on marketing effectiveness, organized by Best Marketing and HURA, concluded on Friday with a ceremonial award presentation for the best marketing campaigns. The jury declared the winner of this year’s awards to be the campaign for the Tomato brand, conceived by creatives from the Grey agency and commissioned by the team from Vipnet.

In addition to the relaunch of the Tomato brand (which the public best knows from a series of television commercials featuring Bosnian actor Emir Hadžihafizbegović portraying the character Ante), it was also recognized as the best among the forty submissions in the telecommunications category, winning a gold Effie. Gold was also awarded to the campaigns ‘Cedevita GO! – Always and Everywhere’ by the Imago advertising agency and the Facebook campaign for Animal Kingdom by the DRAP agency.

‘These campaigns achieved outstanding market results as they represent a blend of original ideas that fulfilled the set business and communication goals,’ the organizers stated.

In addition to these top awards, four silver and six bronze Effie awards were presented to campaigns that, according to the expert jury’s evaluations, marked the specified period and achieved the set goals based on clients’ business results. The most successful agencies at this year’s awards were the Imago advertising agency with four awards and the Bruketa&Žinić agency with three awards. Silver Effie awards were won by the campaigns ‘Anywhere, Kiki Everywhere’ (Kraš), ‘Jaaavi se!’ (Tele2), ‘Lover’ (Antena Zagreb), and ‘PravDA’ (the presidential campaign of Ivo Josipović). The bronze Effie winners were campaigns for B.Aktiv LGG (Dukat), Zlatni Pan (Carlsberg Croatia), Pur (Henkel Croatia), Space for a Turnaround (Raiffeisenbank Austria), MaxTV (T-com), and Super Action – 1 model, 1 price (Peugeot Croatia).

Thus, the award ceremony was the epilogue of a conference during which marketing professionals could listen to lectures from domestic and foreign speakers and gain insight into the most effective campaigns in the country and the world. The keynote lecture on the topic ‘How do strategic planning and creative execution affect the effectiveness of marketing campaigns?’ was delivered by Peter Field, who stated: ‘I was very pleased to hear that participants of last year’s Effie conference named me the best speaker, so I accepted this year’s invitation from the organizers without hesitation. The goal of my lecture was to present the true value of a quality creative idea based on the analysis of the connection between creativity and effectiveness, and I hope I succeeded in that.’ (S.B.)