GLobAL
bRoNZE
GLobAL
bRoNZE

Earth hour, WWF
pedigree

WWF — EARTh houR Andy Ridley Elizabeth Potter

Exec. Dir.-Earth Hour Global Brand Dir.-Earth Hour Global

pEDIGREE Luc Mongeau Deb Crew Leon Kraig John Anton Fiona Hughes Doug Milne

Pedigree Global Brand Leader Pedigree U.S. Pedigree LatAm Pedigree U.S. Pedigree U.K. Pedigree Mexico

LEo buRNETT SyDNEy Todd Sampson Scott Davis Amanda Quested Sam McGown Andy DiLallo Jay Benjamin Kieran Antill Michael Cannning

CEO Head of Strategy Group Bus. Dir. Sr. Bus. Mgr. Co-Exec. Creative Dir. Co-Exec. Creative Dir. Sr. Art Dir. Sr. Copywriter

TbWA Chris Adams Margaret Keene Suzanne Powers Patrick Collins

Group Creative Dir.

Global Strategy Dir.

WW Mngng. Dir.

STARCoM MEDIAvEST GRoup LEo buRNETT ChICAGo ThE NIGh T ThE WoRLD WENT DARK

pEDIGREE ADop TIoN DRIvE

Pedigree set out to prove to the world that it was more than just a dog food company; it needed to prove it was a dog-loving company. So the brand gave a voice to the millions of dogs around the world that need it most: those in need of homes. The campaign raised awareness of the problem, established a real emotional connection with consumers and, most importantly, helped thousands of dogs get adopted worldwide. Proving what’s good for dogs is good for business, these efforts led to increased sales.

REWARDinG thE iDEA Of DOinG WEll by DOinG GOOD.

COnGRAtS tO thE WinnERS Of thE 2010 GOODWORKS EffiE:

The GoodWorks Effie

We are proud to include a newly created Effie at this year’s gala, the GoodWorks Effie in partnership with Advertising Age. This new Effie is based on the Good Works blog created by Advertising Age in 2008 to raise the profile and discussion of cause-based campaigns.

While cause-related marketing is nothing new, marketers in every product category are more actively embracing the wonderful ability we have to effect positive change in the world through messaging, packaging and increasingly through their product development.

With so many companies on the bandwagon, there is an opportunity to define best practices in this area of marketing. The creation of the Good Works Effie category is meant to bring great examples to light and enable marketers to learn from these case studies.

In our first year, the Good Works Effie was divided into two categories: one for non-profit organizations and one for brands.

An impressive group of judges gathered for this first judging. The group discussed and debated themes including authenticity, creativity of concept and scale. Did the initiative seem true to the soul of the brand, or did it feel contrived as if the campaign was trying too hard? If it brought value to its intended cause, did it matter if it was simply marketing? Judges debated if they should consider budget size when evaluating the execution and results, or should they be evaluating this category with a heavier focus on the importance of the idea and its ability to scale?

We likely left that judging day with more questions than answers, but also left in full knowledge that this new Effie category is an extremely viable one. As one judge put it, “This new category and the work we judged make me feel better about what we all do.” Congratulations to our first class of GoodWorks Effie winners. We look forward to saluting and awarding these campaigns for years to come.

Mary Lee Keane
President
Effie Worldwide

Allison Arden
VP-Publisher
Advertising Age/Creativity Magazine

Ford Motor Company Starbucks Coffee Co.

SunChips
BoostUp
Detroit Public Schools
People’s City Mission

...and all of the 2010 Effie Winners.

For updates on great branding interwoven with good deeds, visit Ad Age’s
blog, Good Works, dedicated to highlighting delvelopments in corporate social
responsibility and cause marketing. ADAGE.COM/GOODWORKS
iDEA Of DOinG WEll
by DOinG GOOD.

COnGRAtS tO thE WinnERS Of thE 2010 GOODWORKS EffiE:

Ford Motor Company
Starbucks Coffee Co.
SunChips
BoostUp
Detroit Public Schools
People’s City Mission

...and all of the 2010 Effie Winners.

For updates on great branding interwoven with good deeds, visit Ad Age’s blog, Good Works, dedicated to highlighting delvelopments in corporate social responsibility and cause marketing. ADAGE.COM/GOOD WORKS