Awards honor the most effective marketing communications efforts in the U.S. and Canada
LOUSVILLE, Ky. (May 21, 2015) — Louisville-based advertising agency Doe-Anderson has been honored by the marketing industry’s most preeminent competition, the Effies, for its work for kynect—Kentucky’s Health Benefit Exchange.
Held annually, the North American Effie Awards honor the most effective marketing communications efforts in the U.S. and Canada.
“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 David Vawter, Doe-Anderson chief creative officer.
To be considered for an Effie, agencies must prove a campaign’s measurable and significant impact on its intended audience, citing the brand’s pre- and post-campaign state of business and how well the campaign results hold up against the objectives. In short, the campaign needs to work really well.
After the first round of enrollment, an independent nonprofit research foundation reported that kynect had outperformed the national rate more than three to one, and Gov. Steve Beshear later announced the exchange had halved the number of uninsured Kentuckians within a six-month period.
“Our goal was to create a simple and compelling brand identity and communications strategy that would address an extremely complex messaging challenge.” said Todd Spencer, Doe-Anderson president and CEO. “It was truly rewarding to create the brand from scratch and watch it quickly succeed in the marketplace.”
In June representatives from Doe-Anderson will travel to New York to accept the agency’s award. The team will attend a gala, accompanied by several members from the Kentucky Cabinet for Health and Family Services.