Three companies and one NGO topped the Most Effective Advertiser ranking
With three gold and one silver awards, Noble graphics became the “Most effective Agency” in the 17th edition of the “Effie Bulgaria” awards for 2024. What’s more,the agency retains the prestigious title for the fifth consecutive year.
The final of the most authoritative advertising contest in our country ended with a glamorous ceremony on November 28, when the winners received their prizes.
In the ranking, guts&brainsDDB agency took second place, and Saatchi&Saatchi and Switch Productions took third place.
Three companies and one non-governmental organization were announced as “Most Effective Advertiser” – Carlsberg Bulgaria, United Dairy Company, Perno Ricard Bulgaria and the Documentalists Foundation.
Three brands – Malfi Gin, “Pirinsko” and “Documentalists” Foundation – proved to be the “Most Effective trademark”.
A total of 3 gold, 6 silver and 6 bronze awards were presented at the ceremony, led by Desislava Mincheva-Raul, BTV’s correspondent for European institutions and in France.
The competition is organized by the bulgarian Association of Dialog agencies (BAKA). The Effie Awards are recognized by advertisers and agencies worldwide as the industry’s most prominent recognition and reward all forms of marketing activity that contribute to the success of brands.
In this year’s edition of the “Effie Bulgaria” competition, communication agencies and advertisers participated with campaigns created and implemented on the Bulgarian market in the period january 1, 2023 – August 31, 2024. The winners were determined by a jury composed of 22 professionals with extensive experience in various areas of the industry.
Full list of Effie Awards Bulgaria 2024 winners:
category “Services”
“Rest from Vacation”
Bronze Effie Award
Trademark: mall Galleria Burgas
Client: Gallery Burgas EAD
Lead agency: together&
Category “Goods”
“Milk for the new generation”
Silver Effie Award
Trademark: Olympus
Client: United Milk Company
Lead Agency: Noble Graphics
Media agency: Direct Media
Production House: Switch Productions
“Retro is for you”
Bronze Effie Award
Trademark: Zagorka Retro
client: Zagorka AD
Lead agencies: Saatchi&Saatchi and Brandworks
Media agency: Dentsu Bulgaria
Category “Social Media”
“PLAY with TEDI PLAY”
Bronze Effie Award
Trademark: TEDI PLAY
Client: Timbark Bulgaria EOOD
Lead agency: Sunday Media
Category “Promotions”
Space Defenders
Silver Effie Award
Brand: Fibela Wave
Client: United Milk Company
Lead agency: guts&brainsDDB
Media agency: Optimum Media OMD
Digital agency: MATE Advertising
Category ”Positive Change”
“Pirinsky Clean
Gold Effie Award
Trademark: Pirinsko
Client: Carlsberg Bulgaria
Lead Agency: Noble Graphics
Production House: Switch Productions
Experiential marketing: 121 Agency
Digital agency: B+Red
Category “Non-profit sector”
Gold Effie Award
Trademark: Documentalists Foundation
Client: Documentalists Foundation
Lead Agency: Noble Graphics
“Humor for the Silent Killer”
Silver Effie Award
Trademark: Lachezar Tsotsorkov Foundation
Client: Lachezar Tsotsorkov Foundation
Lead agencies: Saatchi&Saatchi and MSL Sofia
Strategy Agency: brandworks
Media agency: Zenith
Digital agency: Digitas
Creative Agency: Red Lion
“I wrote you a letter”
Bronze Effie Award
Trademark: general Directorate “National Police” together with the association “Angels on the Road”
Client: Main directorate “National Police” and Association “Angels on the Road”
Lead agency: guts&brainsDDB
Partners: TaxiMe and Hollot studio
“AI or truth?”
Finalist
Trademark: WWF Bulgaria
Client: WWF Bulgaria
Lead agency: Next DC
Current Events Marketing Category
“abandoned”
Silver Effie Award
Trademark: fantastico Group
Client: Fantastico
Lead agency: Human
Production house: Human Production
Category “Corporate Reputation”
“We are yoru window”
Bronze Effie Award
Trademark: McDonald’s
Client: Sunfoods Bulgaria EOOD
Lead agencies: guts&brainsDDB and nitram
Media agency: Optimum media OMD
Media Performance Category
Sofia sea
Gold Effie Award
Brand: Malfy Gin
Client: Perno Ricard Bulgaria
Lead Agency: Noble Graphics
Production House: Switch Productions
PR agency: Propaganda Group
Media agency: IQ Media
Event agency: Qwerty Advertising
Rap-A-Car
Silver Effie award
Brand: Audi
Client: Porsche BG
Lead agencies: Saatchi&Saatchi and Brandworks
Production house: Clamer Production Studio
Media agency: Dentsu Bulgaria
Silver Effie Award
Trademark: yettel
Client: Yettel Bulgaria
Lead agency: guts&brainsDDB
Media agency: PHD Media Bulgaria
“AI or truth?”
Bronze Effie Award
Trademark: WWF Bulgaria
Client: WWF Bulgaria
Lead agency: Next DC
“Life has no autocorrect”
Finalist
Trademark: “How do you spell?”
Lead agency: Huts Group
#followthefire
Finalist
Brand: Nova Brasilia
Client: jacobs Dau Egberts BG EOOD
Lead agency: BBDO Group/BBDO Graffiti
Media agency: Havas Group Bulgaria
How do the trends emerging from the Effie Bulgaria awards reflect the future direction of marketing and advertising in Bulgaria?
Time.news Editor: Welcome to Time.news! Today, we have the pleasure of speaking with [Expert Name], an esteemed industry expert in marketing and advertising. We’re diving into the recent highlights from the 17th edition of the Effie Bulgaria awards. Thank you for joining us!
[Expert Name]: Thank you for having me! It’s a pleasure to discuss one of the most pivotal events in the advertising calendar.
Time.news Editor: Let’s start with the big winner! Noble Graphics took home three gold and one silver award, maintaining their title of “Most Effective Agency” for the fifth consecutive year. What does this consistency say about their approach to advertising?
[Expert Name]: Noble Graphics’ ability to maintain such a high standard over multiple years is truly impressive. It suggests a strong understanding of their target audience, exceptional creative strategy, and, importantly, effective execution. Their campaigns must not onyl resonate but also drive tangible results,which is what the Effie Awards are all about.
Time.news Editor: Absolutely. It’s interesting to see the competition dynamics as well,with guts&brainsDDB taking second place and Saatchi&Saatchi alongside Switch Productions in third. How vital do you think competition is in fostering innovation within advertising?
[expert Name]: Competition is a powerful catalyst for innovation. When agencies strive to outperform one another, they are compelled to think creatively and push boundaries. This not only enhances the quality of individual campaigns but elevates the industry as a whole. The diverse range of strategies and creative ideas we see at competitions like Effie Bulgaria reflects that competitive spirit.
Time.news Editor: This year, the awards highlighted three companies and one NGO as the “Most Effective Advertiser.” how notable is it for an NGO, like the Documentalists Foundation, to be included among corporate giants?
[Expert Name]: It’s incredibly significant! The recognition of an NGO demonstrates that effective interaction goes beyond commercial interests. It underscores the importance of social impact and the effectiveness of campaigns that seek to inform, educate, or advocate for change. This not only elevates the NGO’s mission but also sets a benchmark for other organizations looking to make an impact in their communities.
Time.news Editor: Captivating perspective! We also saw brands such as Malfi Gin and “Pirinsko” being recognized as the “Most Effective trademark.” What qualities do you think these brands leveraged to achieve such recognition?
[Expert Name]: Brands like Malfi Gin and “Pirinsko” likely tapped into strong storytelling, effective positioning, and a keen understanding of their consumer’s emotional triggers. Triumphant brands today must create meaningful connections with their audience, and it seems these brands have successfully differentiated themselves in a crowded market by delivering compelling messages while ensuring that their marketing aligns with their core values.
Time.news Editor: As someone who has observed various marketing campaigns, what trends have you noticed emerging from this year’s Effie Awards that might shape the future of advertising in Bulgaria?
[Expert Name]: One trend is the growing emphasis on digital integration and data-driven strategies. As we saw in the submissions, brands increasingly rely on analytics to inform their campaigns, ensuring they are reaching the right audience with the right message at the right time.Moreover, there’s a clear focus on sustainability and social responsibility—brands are not just selling products anymore; they’re conveying values.
Time.news Editor: That’s a great insight! with a jury of 22 industry professionals judging the entries,how does the diversity of expertise contribute to the credibility of the awards?
[Expert Name]: A diverse jury brings varied perspectives,which enriches the evaluation process. Different backgrounds in marketing, media, creative fields, and even social causes provide a holistic view of what constitutes effectiveness in advertising. This diversity ensures that the winners are truly reflective of excellence across various facets of the industry rather than conforming to a singular standard.
Time.news Editor: Thank you, [Expert Name], for sharing your valuable insights! The Effie Bulgaria awards certainly showcase the dynamic nature of the advertising industry in Bulgaria, and we look forward to seeing how these trends evolve in the future.
[Expert Name]: Thank you for having me! It’s an exciting time for advertising, and I’m eager to see what’s next.