McCann Worldgroup UK has claimed top honours at this year’s Euro Effies carrying off the overall awards show Grand Prix and a Gold category award for its work for grocery retailer Aldi in the UK and Ireland.

McCann Manchester also picked up a bronze award in the retail category for its work with Smyths Toys Superstores in the UK and Ireland with the “If I Were A Toy” campaign.

The Aldi campaign took the top award in the retail category for its Christmas 2016 campaign. “Kevin The Carrot”  which resulted in Aldi recruiting more than one million new consumers during the Christmas period with a resulting year-on-year sales uplift of more than 15%.

The campaign for Smyths Toys Superstores was not just hard-working, but creatively brilliant resulting in best-in- class recall of the TV ad (20.2%); incredible earned-media coverage with the boldness of the campaign receiving praise across the industry with global media coverage including the likes of the Huffington Post and The Metro newspaper.

The ad also attracted over 6.2million views on YouTube. By standing for something the campaign had managed to ensure that Smyths Toys Superstores stood out from the crowd at a crucial trading period, ensuring strong business results.

Commenting on the successes McCann Manchester Chief Executive, Sue Little said, “Creating work that delivers tangible business return for our clients is hard wired into our culture. The Euro Effies are a pinnacle of recognition for the effectiveness of the campaigns we create for clients. To have won two awards in the retail category truly demonstrates our capabilities in the retail space. To have won the overall Grand Prix is testimony to our single minded focus on effectiveness and  the hard work of so many people.”

Mark Lund Chief Executive of McCann Worldgroup UK added, “Creating effective award winning work requires a hugely talented agency team but it also requires a client who is prepared to back and support its agency and I would like to thank the teams at Aldi and Smyths Toys Superstores for their pivotal contribution to this success.”

Aldi: Credits

Creative Agency: McCann UK

UK Group CEO: Mark Lund

Managing Director: Simon Buchanan

Executive Creative Directors: Dave Price / Rob Doubal

Creative Director: Neil Lancaster

Head of Retail Planning: Jamie Peate

Planner Director: Darren Hawkins

Creative team: Clive Davis  & Andy Fenton / Alexei Berwitz & Rob Webster / Dean Webb

Agency Producers: Lucy Moore/Sarah Bradbury/Amy Mayers/Hannah Entwistle/Kal Tank/Ash Mowbray/Jessica Crewe/Fabian Martinez

Production company: Psyop

Directors: Todd Mueller / Kylie Matulick

Media Planning and Buying Agency: UM Manchester: Guy Beardsley / Jenny O’Sullivan / Colin Malone / Ed Burns

Account Management: Graham Todd / Laura McKinlay / Emily-Jane Brown /Charlotte Green/Jane Colbeck / Rohin Lalli / Jake Williams / Sarah Chadwick/Alex Potts

McCann Motion/Pyx: Rob Brown / Paul Massey/Neil/Flitcroft/Andy Saunders

Smyths Toys Superstores: Credits

Creative Agency: McCann Manchester:

Richard Aldiss – Managing Director

Dave Price – Executive Creative Director

Neil Lancaster – Creative Director

Becci Nadin – Senior Copywriter

Adam Richardson – Senior Art Director

Kim Cleaver – Senior Account Manager

Hannah Entwistle – Producer (no longer here)

Production: Outsider:

Henry Littlechild - Director

Joseph Taussig - Producer

Tom Martin - Prod Manager

Post Production: MPC:

Jonathan Davies – Executive Producer

Anthony Bloor – VFX Supervisor