MENA Effie Awards 2016 Celebrate Regional Winners


23 categories honour the most effective marketing campaigns in the region

effieDubai, United Arab Emirates: The regional winners of this year’s MENA Effie Awards were announced at a ceremony in the glamorous environment of the Pavilion, Armani Hotel Dubai. This marks the eighth edition of this annual programme, which honours the greatest and most effective marketing campaigns in the region.

More than 1,500 people, including some of the most talented marketers in the region, attended a gala finale, with awards across 23 categories in what is widely considered to be the gold standard of regional creative marketing brilliance.

Alexandre Hawari, Co-CEO of Mediaquest Corp., said: “The well-considered and creative entries this year attained an extremely high standard, providing a tremendously challenging range of choices.”

“We had some of the most notable and highly-regarded regional creative figures participating as judges for these awards, to help us distinguish the best marketing campaigns across the region,” he added. “Both of these factors mean that all of those who won at this occasion can take great pride in the ultimate regional endorsement towards the quality and effectiveness of a marketing campaign, brand advertiser or agency.”

Hawari continued: “As organisers of the MENA Effie Awards, we would like to congratulate all of this year’s winners. We would also like to give great credit to the runners-up, who came very close to being worthy winners in close contests. This ceremony proved to be a night to remember for all involved in this benchmark for regional marketing success and I would like to thank everyone who organised and participated in an enjoyable and rewarding evening.”

Commenting on MENA Effie 2016, Majed Al Suwaidi, Managing Director, Dubai Media City, said: “Dubai Media City sponsored the MENA Effie 2016 Awards to reiterate the importance of fostering a creative ecosystem for the region, especially at a time when the wider industry undergoes a digital transformation. Our endorsement to MENA Effie 2016 stems from our keenness in recognizing our business partners and the wider creative community who are leading change in the evolving advertising industry.”

He added: “The engaging and thought-provoking campaigns that we witnessed at the MENA Effie 2016 are a testament of the great work that is being produced regionally. We witnessed some integrated campaigns that showcased how brands are embracing new technologies to engage with consumers in a smarter and more effective way.”

The winners under the Product & Services category were:

Automotive: Leo Burnett Cairo for Renault Egypt

Travel, Tourism and Transportation: Memac Ogilvy Label Tunisia and Memac Ogilvy Algeria for ONTT (Silver)

Entertainment & Sports: Leo Burnett Dubai and Starcom Dubai for du telecom and Impact BBDO Dubai and OMD Beirut for Loto Libanaise

Telecommunications / Mobiles and Internet: J.Walter Thompson KSA for Saudi Telecom Company – STC, and FP7/CAI for Orange (Mobinil recently re-branded to Orange)

Retail & Luxury: J.Walter Thompson KSA for Jarir Bookstore, Personal Care Products won by Mindshare MENA Dubai for Nana (Silver)

Non – Food FMCG: TBWA\RAAD Dubai and OMD Dubai for Pril (Silver)

Media: Publicis ME Dubai and MEC MENA Dubai for MAGGI and FP7/CAS and UM MENA for Coca-Cola Morocco.

Healthcare Services: FP7/CAI for Baheya Cancer Hospital

Food & Beverage – FMCG: Publicis ME, Dubai for NESCAFE Arabiana and FP7/CAI and Initiative Media Cairo for Labanita

Electronics / Computers: Starcom Dubai for Samsung Gulf Electronics (Bronze)

Cosmetics and Fragrances: Digital Republic Linked By Isobar for Pond’s (Bronze), and Banking

Finance and Insurance: J. Walter Thompson Kuwait for Boubyan Bank

The winners under the Specialty category were:

Social Good – Non-Profit: Leo Burnett Beirut and MSL Group Middle East (Beirut) for KAFA

Social Good – Corporate Brands: J. Walter Thompson Beirut for Bou Khalil Supermarché

Branded Content: J.Walter Thompson KSA for Jarir Bookstore and FP7/CAI and Initiative Media Cairo for Labanita

Seasonal Marketing: Impact BBDO Dubai for Sadia and FP7/DXB and Memac Ogilvy & Mather Dubai for Coca-Cola Middle East

Single Media Company Activation: Mediavest|Spark for Project We Forgot and J. Walter Thompson Dubai for Friends of Cancer Patients (both Silver)

Media Idea: J.Walter Thompson Beirut for Bou Khalil Supermarché,

Best Youth Marketing Campaign: J. Walter Thompson Experience Cairo for Vodafone Egypt

Brand Experience: TBWA\RAAD Dubai and OMD Dubai for Pril and FP7/DXB and UM MENA for Fanta

New Products / Services Category: Impact BBDO Cairo for TECNO.

The Special Competition category saw FP7/DXB winning in Shopper Marketing with their campaign for Puck.

About Effie Worldwide:

Effie Worldwide is a 501 (c)(3) nonprofit organization that stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness.  The Effie network works with some of the top research and media organizations worldwide to bring its audience relevant and first-class insights into effective marketing strategy.  The Effie Awards are known by advertisers and agencies globally as the pre-eminent awards in the industry and recognize any and all forms of marketing communication that contribute to a brand’s success.  Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, the Positive Change Effie, the North America Effie, the Euro Effie, the Middle East / North Africa Effie, the Asia Pacific Effie, the Latin America Effie and more than 40 national Effie programs.

 About Mediaquest:

Mediaquest is one of the region’s largest, most successful and most influential privately-owned publishing and events companies. Established in 1997, Mediaquest’s mission is to inform, educate and entertain audiences across the MENA region, thereby building bridges between the Arab world and the West. Mediaquest generates a combined online and offline portfolio of more than 20 titles, covering marketing, communications, women’s interests, lifestyle, entertainment and automotive. Reputed brands include: Marie Claire Arabia, Haya Magazine and Kippreport, as well as the highly regarded business-to-business titles: Trends Magazine, Gulf Marketing Review, Saneou Al Hadath, Arabies and CommunicateMediaquest’s dedicated Dotmena network hosts 75 premium websites that attract more than 41 million unique visitors each month. Mediaquest creates, project manages, and delivers some of the region’s best-known industry events, including the MENA Effie Awards, Arab Luxury World, TOP CEO, Marketing to Women Conference, Festival of Media and Shoes First.