Louisville’s Doe-Anderson has won one of the most prestigious advertising and marketing awards there is. The advertising firm has picked up a 2015 North American Effie Award for its work on Kynect, Kentucky’s health benefit exchange.
Doe-Anderson is the only advertising agency in Kentucky to win an Effie this year. This is the firm’s second Effie. In 2003, it took home a bronze Effie for the “Stories” ad campaign it created for Maker’s Mark Distillery.
Doe-Anderson does not yet know how it placed, only that it is a winner.
The Effie Awards recognize the most effective marketing communications campaigns. Effie winners have to prove a campaign’s measurable impact when compared to stated objectives.
By these standards, the Kynect campaign was a success. After the initial round of enrollment, an independent nonprofit research foundation showed Kynect’s enrollment figures were triple the national average. In addition, Gallup found earlier this year that Kynect helped Kentucky achieve the second-biggest drop in rate of uninsured in the nation.
“Our goal was to create a simple and compelling brand identity, and communications strategy, that would address an extremely complex messaging challenge,” said Doe-Anderson CEO Todd Spencer in a statement. “It was truly rewarding to create the brand from scratch and watch it quickly succeed in the marketplace.”
Spencer will travel to New York on June 4 to accept the award. He will attend with David Vawter, chief creative officer for Doe-Anderson, members of the firm’s Kynect team, and members from the Kentucky Cabinet for Health and Family Services.
“The Effie is the most meaningful award in the industry to me, because it recognizes work that has the power to affect consumer behavior in a positive way,” said Vawter.