<FONT COLOR="#FF0033"><B>Effies 2006:</B></FONT> 38 in all on the short list, 11 from O&M

O&M and Lowe dominate the Consumer Products category, with the maximum entries on the Effies short list

A total of 38 case studies have been short-listed for the Effies 2006. O&M tops the list with 11 entries, followed by Lowe with nine. FCB-Ulka has five entries on the short list, while McCann-Erickson has three. JWT and Contract Advertising have managed two entries each. Leo Burnett, Rediffusion DY&R, Grey Worldwide, Mudra Communications, Ambience Publicis and Interface Communications have one entry each on the short list.

The awards will be given away in seven categories: Consumer Products, Consumer Durables, Services, Corporate Advertising, Internet Advertising, Mobile Advertising and Integrated Advertising Campaign.

O&M has five entries short-listed in the Consumer Products category for Vim, Wheel, Cadbury Dairy Milk, Cadbury Five Star Crunchy and Mentos. Lowe’s entries for Lifebuoy, Surf Excel, Pepsodent and Fair & Lovely have been short-listed here as well. FCB-Ulka has two short-listed entries (Santoor and Mint-O Fresh), while Leo Burnett, McCann-Erickson, Ambience, JWT and Mudra have one each in this category.

Lowe dominates the Consumer Durables category with three short-listed entries – for Hindustan Lever Pureit, Maruti Suzuki Alto and Bajaj Avenger.

O&M’s work for ‘Hindustan Times’ and ‘Kaun Banega Crorepati’ and McCann-Erickson’s campaign for Tata Indicom Truepaid and Western Union are amongst the entries short-listed in the Services category.

O&M is the sole agency short-listed for the Corporate Advertising category for its ‘Surprisingly SBI’ campaign; In the Internet Advertising category, Interface Communications is the sole agency short-listed for its work on the Scorpio. Similarly, Lowe is the only agency short-listed in the Mobile Advertising category (for Axe Unlimited Academy).

There are only three Indian short-listed entries in the Integrated Advertising Campaign category. Two are from O&M, for Cadbury Dairy Milk and IBM and one from Lowe for Axe.

Two new categories have been introduced this year: Client of the Year and Agency of the Year. The awards ceremony will be held on Friday, November 17, 2006.

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