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Republica Havas and Grey Argentina FIFA Women's World Cup Campaign for Telemundo Deportes Wins Bronze at the 2020 Effie North America Awards
By: Dannielle WeintraubPosted on October 2, 2020
The agencies scored big with their work for the FIFA Women's World Cup 2019 campaign
Republica Havas and Grey Argentina announced today that their FIFA Women's World Cup 2019 campaign for Telemundo Deportes has won an Effie in the category of Multicultural – Services. This category is awarded to brands that demonstrate outstanding communication effectiveness for specific cultural or lifestyle groups.
The Telemundo Deportes Women's World Cup 2019 campaign set out to prove that, if given an equal spotlight, gender doesn't matter on the field when it comes to Hispanics and their beloved sport, fútbol. Women must overcome countless adversities to play soccer at the highest level: prejudice, discrimination, bullying, lack of tournaments, few teams to play on, and the wage gap, among others. The Telemundo Deportes campaign exposed these obstacles, highlighting that if female athletes have to work this hard to make it, imagine how great the soccer must be.
"Last summer was a historic moment for us at Telemundo Deportes as we brought the most extensive Spanish-language multimedia coverage ever presented around the FIFA Women's World Cup," said Ray Warren, president of Telemundo Deportes. "We are honored to receive this award and want to thank our talented partners at Republica Havas and Grey Argentina for their efforts as well. Winning this award once again validates our investment and commitment to continue our efforts to deliver the best of women's soccer while strengthening our positioning as the ultimate destination for the biggest, best global sports in the Spanish language. We look forward to the 2023 tournament as it lands in Australia and New Zealand."
Announced annually for over 50 years, the Effie Award is the most comprehensive global ranking of marketing effectiveness. This prestigious award recognizes the companies behind the world's most effective marketing efforts.
"The Effie recognizes brands and campaigns that deliver business results, and we are proud and appreciative to accept this award not only for moving the needle in regard to viewership, but also because it shone light on such an important topic — gender inequality," said Jorge A. Plasencia, co-founder, chairman, and CEO of Republica Havas. "Every day we build brands with purpose and this is no exception. Hispanic fans decided that good fútbol is good fútbol, and that's exactly what Telemundo delivered to its viewers," he added.
Traditionally, coverage of the WWC paled in comparison to men's sports, but this time Telemundo ensured the female athletes received the spotlight they deserved with unprecedented coverage. Hispanic fans were ecstatic to watch the game, scoring Telemundo unprecedented ratings for its WWC coverage and setting a Spanish-language record for the most-watched FIFA Women's World Cup ever, up 27% compared to the same event in 20151.
"We'd always loved this idea. Since the first moment we started working on it, we fell in love with the chance to not only get involved with such a great event, but to be able to use that platform to bring to the surface a real talk about inequality and gender gaps in sports. I believe that's the ultimate aim of communications and what ends up connecting with the audience and producing a real impact. We are thrilled with this award," said Diego Medvedocky, president and CCO of Grey Latam and president of Grey Argentina.
As the competition continues to grow, winning an Effie is becoming increasingly difficult. Award levels — Gold, Silver, and Bronze — were announced as part of the Effie Awards United States program's first-ever virtual Awards Gala & Summit on September 30, 2020.
In 2018, Republica Havas worked with Telemundo Deportes on the campaign for the first-ever FIFA World Cup to be broadcast on Telemundo. That campaign also broke records and the agency won several honors, including a Clio Award, for its efforts.
About Republica Havas
Republica Havas is one of America's leading and fastest-growing multicultural advertising and communications agencies. Through its "Rethink Relevant" strategic mantra, Republica Havas provides integrated services including strategy, creative, research, media planning and buying, analytics and consumer science, digital, public relations, social, and experiential to numerous blue-chip clients in the U.S. and markets around the world. Founded in 2006 and based in Miami, Florida, Republica Havas is part of Havas Creative North America. For more information, visit republicahavas.com, and follow @RepublicaHavas and #RethinkRelevant on social media.
About Grey
Grey is the advertising network of Grey Group, which ranks among the largest global communications companies. Its parent company Is WPP (NYSE: WPP). Under the banner of "Grey Famously Effective Since 1917″ the agency serves a blue-chip roster of many of the world's best known companies: Procter & Gamble, GlaxoSmithKline, Kellogg's, Pfizer, Canon, Marriott Hotels & Resorts, Nestle, Lindt, Applebee's, and T.J. Maxx. In recent years, Grey has been named ADWEEK'S 'Global Agency of the Year" twice; ADVERTISING AGE's 'Agency of the Year' and CAMPAIGN magazine's 'Global Network of the Year' in recognition of its creative and business performance (www.grey.com)
The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand's success. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, the Euro Effie, the Middle East / North Africa Effie and more than 50 national Effie programs. For more details, visit www.effie.org.
1Nielsen (L+SD, 6/7/19-7/7/19; cume based on 6-minute qualifier, P2+. Copa America final ranking excludes special 2016 Copa Centenario. Adobe Analytic, Period: Jun 7th – July 7th 2019. Shareablee, Metrics, Properties: Telemundo Deportes and Fox Sports, Period: Jun 7th – Jul 7th 2019. TAD is based on match window duration.)
Daniella Biffi
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