For the first time, the Effie Awards presented an index of the most effective Colombian advertisers and agencies in 2016, based on 170 campaign cases.
Advertiser of the year went to one of Latin America's biggest retailers, Grupo Éxito, while Sancho BBDO Worldwide was named agency of the year. The two worked together on the campaign of the year, “Magia Salvaje” (Wild Magic).
Grupo Éxito was trailed by PepsiCo Colombia, followed by Bavaria, Grupo Aval Acciones y Valores, Colombia Movil SA - Tigo, Association for the Defense of Animals and the Environment (ADA), Central Cervecera de Colombia, Huawei Technologies, Nestlé Colombia and Tecnoquímicas.
The purpose of the Colombian Effie Awards is to recognise the exceptional collaboration between Colombian brand owners and agencies in creating effective, stand-out campaigns.