Ogilvy and Kimberly-Clark won a Gold APEX and a Grand Prix award for the 'Making them move to Huggies' campaign. The second Gold APEX went to Ogilvy and KFC for the ‘Make a Meal of It’ campaign.

"We needed to change consumer behaviour, and the Huggies® Baby Marathon allowed us to do exactly that," says Morné van Emmenes, marketing manager for Kimberly Clark Baby and Childcare.

"Through entertainment and humour, we were able to connect with consumers. We got them to engage as well as deliver the essential product messages," adds van Emmenes.

Ogilvy was the only recipient of two Gold APEX awards at the ceremony.

"Apart from all the amazing awards that we won, we also saw a 27% volume increase, which completely exceeded our expectations. Needless to say, a high level of trust sits at the core of our relationship with the Ogilvy team," van Emmenes says.

"Their behaviour and decision-making are not that of agency partners, but rather of fellow custodians of the Huggies® brand. It’s a double whammy — a Grand Prix at the Loeries celebrating creativity, and a Grand Prix celebrating effectiveness at the APEX Awards," van Emmenes adds.

"At a time when the economy is forcing us all to work extra hard to grow our clients’ businesses, it’s exceptionally rewarding for our teams to know that our work has created the highest levels of impact for these brands," says Ogilvy chief creative officer, Pete Case.

"The APEX Awards has a tough judging standard, so this year’s two Golds and a Grand Prix are [both things that] we are extra proud of," Case adds.

"These accolades are an affirmation of Ogilvy’s commitment to creating ‘work that works’, and to making brands matter," says Ogilvy South Africa CEO Alistair Mokoena.

"Ogilvy’s partnerships with our clients span decades. They’ve been built on trust — the freedom to present big ideas and to adopt exciting new modern marketing principles in addressing client needs," Mokoena concludes.

The APEX Awards are presented by the Association for Communication and Advertising, which announced on the evening that the event will change its name from 2020. Next year, will see the first African edition of the Effie Awards — Effies South Africa.

The Effies are recognised globally as among the advertising industry’s most prestigious awards and celebrate the contribution of marketing in building successful brands.

For more information, visit www.ogilvyafrica.com. You can also follow Ogilvy Africa on Facebook or on Twitter.