Mumbai: At the Effie Awards 2007 organised by the Advertising Club of Mumbai, Ogilvy & Mather was adjudged the Effie agency of the year, with the Grand Effie going to Lowe.

JWT won the Maricon Uncommon Sense award for its Sunsilgangofgirls.com campaign. Lowe was the people''s choice awardee for the best case for USAID''s "Yehi Hai Sahi - Condom Bindaas Bol".

McCann Erickson secured the Yahoo! Big Chair, and PSP-ONE took home top honours with the Effie client of the year award.

Lowe won the bronze for ICICI Prudential''s retirement solutions campaign in the services category, with O&M bagging a bronze for their WorldSpace campaign.

The final tally was as follows:

First Place - O&M
Adjudged Agency of the Year, scoring two golds, three silvers and two bronzes, adding up an impressive tally of 70 points. (Each gold, silver and bronze metal carries 15, 10 and 5 points respectively).

Gold:
1. MotoFlip ''People Will Talk'' (in the category Consumer Durables)
2. Hutch Rangashankara Festival (in the Integrated Campaign category).

Sliver:
1. Motorola (''From No4 to No2''),
2. Cadbury Dairy Milk (''Miss Palampur'')
3. Asian Paints Apex Ultima (''Aan Do'').

Bronze:
1. Worldspace Satellite Radio
2. Mentos Helpline.

Second Place - Lowe
Last year''s Agency of the Year, which slipped a notch this year to number 2, tallying 65 points. Grand Effie awardee for its ''Condom - Bindaas Bol'' campaign.

Gold:
1. ''Condom - Bindaas Bol'' campaign for client PSP One, Abt Associates

Silver:
1. Maruti Suzuki Alto

Bronze:
1. Wheel
2. ICICI Prudential Life Insurance
3. Dabur.

Third Place - McCann Erickson
Scoring a total of 25 points.
Gold:
1. Happydent White ''Palace''

Bronze:
1. Saffola Gold ''World Heart Day''
2. Big Babol ''Bade Kaam Ki Cheez''.

Fourth Place - Bates David Enterprise
Gold:
1. Marico (''Uncommon Sense'') in the category Corporate Advertising.

Fifth Place - Contract, FCB Ulka and JWT, with a 10-point silver each.
1. Contract - HSBC MyHome
2. FCB Ulka - Hero Honda Pleasure
3. JWT - Sunsilkgangofgirls.com.

• Publicis Ambience and Leo Burnett scored five points each with a bronze each.
• Burnett had its fifteen seconds of fame for the Tide (''Bollywood Blockbuster'').
• Ambience got a bronze for Nihar Naturals Jasmine Hair Oil (''Aami Nandini'').
  also see : Other reports on Advertising/Branding