More than 350 professionals from the worlds of marketing, media and communications gathered at the Madlenianum Opera and Theatre for this year’s Effie Awards Serbia ceremony, which carried additional significance. Namely, it marked ten years since the Effie programme arrived in Serbia, further confirming its position as one of the most relevant recognitions for marketing effectiveness.
Following two rounds of judging, decisions by the Scoring Committee and verification by the global Effie Awards office, a total of 11 awards were presented: four bronze, three silver and three gold trophies, along with the Grand Prix as the evening’s highest honour.
The most successful campaign of the evening was Chipsy Flavor Battle, which won both the Grand Prix and the gold award in the Snacks & Desserts category. The campaign for the Chipsy brand was developed by Marbo Product and Ovation Beograd, with the support of partner agencies OMD Srbija and Rooster Production.
Gold awards also went to Rosa. Menjam se. for the Rosa brand, which received recognition in the Beverages (Non-Alcohol) – Non-Carbonated, Carbonated Drinks category. The project was created by Coca-Cola Hellenic and New Moment New Ideas Company, together with partners WPP Media and Flexis Consulting. In the Finance, Financial Cards & Insurance category, the winning campaign was Naučio sam baku for NLB Komercijalna banka, signed by Ovation Beograd in collaboration with agencies Media House and Rooster Production.
Among the silver winners was Sve što ti treba je ponovo tu for Bambi, developed by Communis, which received recognition in the Commerce & Shopper: Crisis Response / Critical Pivot category. In the Youth Marketing category, two campaigns were awarded: McDonald’s – Moja ekipa, developed for Nicefoods restorani through the collaboration of Luna TBWA Beograd and OMD Srbija, and Da se iskriviš od sreće for the Kisela Bananica brand of Atlantic Grupa – Štark, created by Ovation Beograd, Pro Media Group and Media House.
Bronze awards went to Dok nas smrt ne rastavi, which was recognised in the Non-profit category for work carried out for the Autonomni ženski centar in collaboration with McCann Beograd, Universal Media, Two Rivers and NN Media. In the Retail category, the award was presented to the Iz prve ruke project for the Maxi brand of Delhaize Serbia, created by New Moment New Ideas Company and Universal Media.
In the Sustained Success – Non-Profit, Products & Services category, two bronze awards were presented. The first went to the Grand kafa – Hajde da imamo vremena za pregled project, which was developed for Atlantic Grand by Luna TBWA Beograd, Executive Group, Pro Media Group, Media House and the Institute of Public Health “Dr Milan Jovanović Batut”. The second was awarded to Imlek Protein, created by Imlek, Leo Beograd, UM Beograd, Bad Rabbit and Avokado.
Effie Awards represent the global benchmark for recognising marketing effectiveness and are now present in more than 125 markets worldwide. In Serbia, the awards have been presented since 2017, with IAA Srbija serving as the organiser of the national programme.
This year’s edition was supported by numerous partners and sponsors from the communications and business communities, including AikBank, Carlsberg Srbija, Henkel, Mastercard, McDonald’s, Nestlé, UniCredit Bank, Havas, Ipsos, Luna TBWA, McCann, Ovation BBDO, Publicis Groupe, Universal Media, WPP Media, Visa and The Coca-Cola Company.
