Financial Times

Leo Burnett wins bronze at Singapore ‘Effies’
Leo Burnett Solutions Inc (LBSI) – the Colombo office of Leo Burnett Worldwide – won a bronze ‘Effie’ at this year’s Asian Brand Marketing Effectiveness Awards (EFFIE) in the ‘most effective use of advertising’ category. The agency was recognised for the ‘Waiting’ campaign created for its client, Sri Lanka Telecom for its IDD facilities.

This winning partnership between LBSI and SLT has to date resulted in many national level awards culminating in the internationally acclaimed EFFIE award, the ad agency said.

The Asian Brand Marketing Effectiveness Awards – also known as the ‘Effies,’ honours creative work which has also proven to be the most effective and successful marketing communications in the region. Since its relatively recent introduction to the international advertising awards shows circuit in Asia, the ‘Effies’ have quickly risen to become the golden standard in recognising creativity and effectiveness in integrated marketing communications.

Leo Burnett won a bronze award for the ‘Waiting’ campaign which was conceptualised and communicated to improve sales through awareness for the International Direct Dialing (IDD) business unit of its client - Sri Lanka Telecom. LBSI’s concept was effectively targeted at A, B, C and D socio-demographic homes (high, upper and middle income families) achieving an increase in IDD traffic by over 20%, and winning Sri Lanka’s inaugural People’s Choice Icon Awards in 2004.

This campaign also won two bronze awards in the Radio and TV categories at the SLIM Advertising Awards 2005. Leo Burnett Solutions Inc., Sri Lanka, recently won the bronze ‘Effie’ at this year’s Asian Brand Marketing Effectiveness Awards (EFFIE) in the ‘most effective use of advertising’ category.

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