Industry News | May 31, 2012

McDonald’s “Love Story” Wins Effie Marketing Award

Peter McGuinness, CEO, DDB; Bill Cimino, DDB, ECD; Marlena Peleo-Lazar, McDonald’s, Chief Creative Officer; and Neil Golden, McDonald’s, CMO
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The 2012 North American Effie Effectiveness Index rankings were revealed May 23 at the 44th annual Effie Awards Gala. Winning an Effie Award has become a global symbol of achievement since 1968, as Effie Worldwide honors marketing ideas that work.

DDB Chicago and McDonald's won a Gold Effie for McDonald's Corporation’s “Rebuilding an Icon: A Love Story” (with contributing agencies Tribal DDB and OMD) in the Sustained Success category.

To qualify for a Sustained Success Effie Award, products or service communications efforts must have experienced sustained success for five or more years and share a common objective in both strategy and creative executions; with a continuation of core executional elements (spokesperson, song, theme, tagline, etc.) that demonstrates effectiveness over time.

In the Restaurants category, TAXI of Toronto and Boston Pizza International won a Gold Effie for “Boston Pizza Flatties and Drummies” (with contributing agencies PHD and Steam Films). 22squared, Inc. of Atlanta and Buffalo Wild Wings, Inc. won a Silver Effie for “Flavor Fanatics” (with contributing agency BFG Communications).

Gotham Inc. of New York and Denny's Corporation won a Silver Effie for Denny's “Helping America's Diner Re-Find Its Soul” (with contributing agencies Erwin Penland and Optimedia) in the Renaissance category.