case studies for Effies 2007 have been announced. There are 47 case studies in all. O&M leads the race with 13 short-listed case studies (one of them from the OgilvyOne stable), next is Lowe with eight case studies, and then FCB-Ulka, with six case studies. Contract Advertising has four case studies, while McCann-Erickson has three. Two case studies each from Leo Burnett, Publicis Ambience and Multimedia Aquarius have made it to the short-list. Mudra Communications, JWT, Times Global Broadcasting Company, Grey Worldwide, Publicis India and Bates David Enterprise all have one case study each.
There are six categories under which the agencies will be judged. These are Consumer Products, Consumer Durables, Services, Corporate, Internet Advertising and Integrated Advertising Campaign. The Mobile Advertising category hasn't been included this year.
O&M dominates the Consumer Products category with five case studies on the short-list for Limca, Huggies Dry, Cadbury Dairy Milk, Cadbury Ulta Perk, Cadbury Bournvita Five Star Magic. In the same category, Lowe is short-listed for Dabur Honey, Wheel, Fair & Lovely Menz Active and Lifebuoy. McCann-Erickson has three case studies on the short-list in this category, Happydent White, Big Babol and Saffola. FCB-Ulka, Contract Advertising and Publicis Ambience have two case studies each in this category, while Mudra Communications, JWT and Leo Burnett have one each.
In the Consumer Durables category, FCB-Ulka has three case studies, for Hero Honda Pleasure, Tata Indica V2 XETA and Tata Indica V2 Turbo. O&M, too, has three case studies, for Motorola, Motoflip and Asian Paints Apex Ultima. Contract Advertising, Leo Burnett, Lowe and Multimedia Aquarius have one entry each.
The Services category has three case studies from Lowe for ICICI Prudential Diabetes Care, ICICI Prudential Smart Kid and ICICI Prudential Retirement Solutions. O&M has two case studies, for Worldspace and 'Kaun Banega Crorepati'. Publicis India, Multimedia Aquarius, Times Global Broadcasting Company and Grey Worldwide have one case study each in this category.
In the Corporate Advertising and Internet Advertising categories, there are two case studies each. Lowe and Bates David Enterprise have two of their case studies short-listed in the Corporate Advertising category, while FCB-Ulka and OgilvyOne Worldwide have two short-listed case studies in the latter category. O&M has two short-listed case studies for Hutch and Cadbury Dairy Milk, again in the Integrated Advertising Campaign category. Contract Advertising, too, has one entry in this category, the HSBC MyHome case study.
The awards ceremony will be held on Tuesday, October 9, 2007.