Doe-Anderson Wins 2015 Effie Awards Gold
May 26, 2015
If the advertising world had an Academy Awards Show, Doe-Anderson would have just won an Oscar. Doe-Anderson’s work for kynect, Kentucky’s Health Benefit Exchange, has been honored in the marketing industry’s most preeminent competition, the Effies.
Held annually, the North American Effie Awards honor the most effective marketing communications efforts in the United States and Canada. Doe-Anderson’s work for kynect is surrounded by a number of 2015’s most highly talked-about campaigns.
“The Effie is the most meaningful award in the industry to me because it recognizes work that has the power to affect consumer behavior in a positive way,” said David Vawter, Doe-Anderson Chief Creative Officer.
To be considered for an Effie, agencies must prove a campaign’s measurable and significant impact on its intended audience, citing the brand’s pre- and post-campaign state of business and how well the campaign results hold up against the objectives. In short, the campaign needs to work. And it needs to work really, really well.
kynect did that – and more. After the first round of enrollment, an independent nonprofit research foundation reported that kynect had outperformed the national rate more than three to one, and Kentucky Governor Beshear later announced the exchange had halved the number of uninsured Kentuckians within a six-month period.
“Our goal was to create a simple and compelling brand identity and communications strategy that would address an extremely complex messaging challenge.” said Todd Spencer, Doe-Anderson President and CEO. “It was truly rewarding to create the brand from scratch and watch it quickly succeed in the marketplace.”
Doe-Anderson is the only advertising agency in the region to receive an Effie; this is the agency’s second. Its first was in 2003 for its Maker’s Mark campaign, “Stories.”