Refuge ads cement Saatchi dominance

Advertising agency Saatchi & Saatchi's Women's Refuge campaign continued its winning streak last night, taking the most accolades in the industry's inaugural Effie Awards.

The campaign that increased fundraising by more than 300 per cent bagged a gold and two silvers, making it the most awarded of the night.

That success comes after its dominance at the Axis awards, where it took two golds, a Grande Axis and Best in Show.

Foote Cone & Belding won Best in Show and a gold for its Foodstuffs campaign for Pams, featuring celebrity chef Jamie Oliver. The agency also took gold for its Mental Health Foundation campaign "Famous People". GeneratorBates won a Grand Effie for its Wendy's campaign, "Kiwi Dave".

DDB won a gold for the McDonald's "Weekday Pricing" campaign and a silver for the Throaties advertising, for Cadbury. WRC took silver and bronze for ANZ's Bonus Bonds "Million Dollar March" campaign.

Whybin TBWA collected gold and bronze for its ASB Bank advertising that features the Ira Goldstein character.

Meares Taine won gold for its Viagra relaunch for Pfizer Pharmaceuticals.

Other winners of silver and bronze Effies were Colenso BBDO, Saatchi & Saatchi, Clemenger BBDO, Grey Worldwide, Insight Consultants and Zeppelin Direct.

A total of 24 Effies were awarded.