McCann Worldgroup India bagged the 'Agency of the Year' accolade at the Effies 2018 award ceremony hosted on 5 January in Mumbai. The agency bagged a total of 33 metals to finish with 238 points. The tally consisted of five Golds, 16 Silvers and 12 Bronze Effies.
Three of the Gold wins came for work on Paytm (One97 Communication). The entries were titled 'Helping India conquer note-bandi', 'India's biggest crash course in financial literacy' and 'A sticker that brought hope'. The other Gold wins came for Harpic (Toilet ek shame khatha) and Narayana Health (Opening the door for breast-examination in rural India'.
One 97Communication bagged the 'Client of the Year' title as the company finished ahead of last year's winners, HUL.
Finishing second on the night in the agency tally was Ogilvy. Ogilvy won a Grand Effie for the 'Nayi Soch' campaign for Star India. It also won four Golds, eight Silvers and 12 Bronze Effies. The Gold wins came for Pizza Hut (Dominos loves Pizza Hut), Chupa Chups (Take fun seriously), Department of Tourism Government of Rajasthan (Jaane Kya Dikh Jaye) and Amazon India (Inspiring India's new dreamers). The Amazon win was shared with What's Your Problem Brand Solutions.
J Walter Thompson took the third spot on the podium. The agency won a Gold, three Silvers and two Bronze metals. The Gold win came for UNICEF's 'Every Half Counts'.
Hindustan Unilever won two Gold Effies and one Bronze. The Gold wins were for the Surf Excel entries, 'Neki Ek Ibadat' and 'Giving The Fight Against Dirt A Karmic Perspective'.
Medulla Communications won a Gold, Silver and Bronze each. The Gold win came for 'Last Laugh' for Indian Association of Palliative Care.
Agency of the year tally
| Entrant | Grand Effie (12Pts) {No.of Metals} |
Gold (8Pts) {No.of Metals} |
Silver(6Pts) { No.of Metals} |
Bronze(4Pts) { No.of Metals} |
Finalists (2Pts) |
Primary2 / Contributing agency {Actual Points} | Total points |
| McCann Worldgroup India | 0 | 5 | 16 | 12 | 27 | 0 | 238 |
| Ogilvy & Mather Group, India | 1 | 4 | 8 | 12 | 18 | 1 | 177 |
| J. Walter Thompson | 0 | 1 | 3 | 2 | 5 | 6 | 50 |
| DDB Mudra Group | 0 | 0 | 3 | 2 | 11 | 0 | 48 |
| Hindustan Unilever Limited | 0 | 2 | 0 | 1 | 1 | 0 | 22 |
| Medulla Communications Pvt. Ltd. | 0 | 1 | 1 | 1 | 0 | 0 | 18 |
| TBWA \ India | 0 | 0 | 1 | 1 | 3 | 0 | 16 |
| Red Fuse Communications | 0 | 0 | 1 | 2 | 0 | 0 | 14 |
| Cheil India | 0 | 0 | 1 | 0 | 3 | 0 | 12 |
| BBDO India Pvt. Ltd. | 0 | 0 | 0 | 0 | 6 | 0 | 12 |
| Famous Innovations | 0 | 0 | 1 | 0 | 2 | 0 | 10 |
| ADK Fortune Communications Pvt. Ltd. | 0 | 0 | 1 | 1 | 0 | 0 | 10 |
| Hotstar - In House Creative Communications | 0 | 0 | 1 | 1 | 0 | 0 | 10 |
| Contract Advertising (India) Pvt. Ltd. | 0 | 0 | 0 | 1 | 2 | 0 | 8 |
| Mindshare | 0 | 0 | 0 | 0 | 2 | 4 | 8 |
| Publicis Communications Pvt. Ltd. | 0 | 0 | 1 | 0 | 0 | 0 | 6 |
| Titan Company Ltd. | 0 | 0 | 1 | 0 | 0 | 0 | 6 |
| Rediffusion Dentsu Young & Rubicam Pvt. Ltd. | 0 | 0 | 0 | 1 | 1 | 0 | 6 |
| The 120 Media Collective | 0 | 0 | 0 | 1 | 1 | 0 | 6 |
| Grey Worldwide India Pvt. Ltd. | 0 | 0 | 0 | 0 | 3 | 0 | 6 |
| Mirum Digital Pvt. Limited | 0 | 0 | 0 | 1 | 0 | 1 | 5 |
| Happy mcgarrybowen | 0 | 0 | 0 | 1 | 0 | 0 | 4 |
| The Leo Group India | 0 | 0 | 0 | 0 | 2 | 0 | 4 |
| Havas Worldwide India Pvt. Ltd. | 0 | 0 | 0 | 0 | 2 | 0 | 4 |
| Geometry Global Encompass | 0 | 0 | 0 | 0 | 2 | 0 | 4 |
| Sideways Consulting LLP | 0 | 0 | 0 | 0 | 1 | 0 | 2 |
| Star India | 0 | 0 | 0 | 0 | 1 | 0 | 2 |
| Mullen Lintas, India | 0 | 0 | 0 | 0 | 1 | 0 | 2 |
| 22feet Tribal Worldwide Private Limited | 0 | 0 | 0 | 0 | 1 | 0 | 2 |
| FCB India | 0 | 0 | 0 | 0 | 1 | 0 | 2 |
| FCB Interface | 0 | 0 | 0 | 0 | 1 | 0 | 2 |
| FCB Ulka Advertising Private Limited | 0 | 0 | 0 | 0 | 1 | 0 | 2 |
| Axis Bank Ltd. | 0 | 0 | 0 | 0 | 1 | 0 | 2 |
| Dentsu Webchutney | 0 | 0 | 0 | 0 | 1 | 0 | 2 |
Client of the year tally
| Client |
Grand Effie (12Pts) {No.of Metals} |
Gold (8Pts) {No.of Metals} |
Silver (6Pts) {No.of Metals} |
Bronze {No.of Metals} |
Finalist (2Pts) |
Total points |
| One97 Communication Limited | 0 | 3 | 2 | 3 | 5 | 58 |
| Hindustan Unilever Limited | 0 | 2 | 3 | 1 | 5 | 48 |
| Reckitt Benckiser India | 0 | 1 | 2 | 0 | 10 | 40 |
| Star India Pvt. Ltd. | 1 | 0 | 2 | 2 | 1 | 34 |
| ITC Limited | 0 | 0 | 2 | 3 | 4 | 32 |
| Vodafone India Limited | 0 | 0 | 2 | 3 | 1 | 26 |
| Narayana Health | 0 | 1 | 2 | 1 | 0 | 24 |
| Marico Limited | 0 | 0 | 2 | 2 | 2 | 24 |
| Amazon Seller Services Pvt. Ltd. | 0 | 1 | 0 | 1 | 5 | 22 |
| Bill & Melinda Gates Foundation (Supported by Ministry of Urban Development) | 0 | 0 | 2 | 1 | 2 | 20 |
| Indian Association of Palliative Care (IAPC) | 0 | 1 | 1 | 1 | 0 | 18 |
| Maharashtra Dyslexia Association | 0 | 0 | 2 | 1 | 1 | 18 |
