Oglivy & Mather Chicago's campaign for Unilever's Dove brand, "The Campaign for Real Beauty," was awarded the Grand EFFIE last night at the 38th Annual EFFIE Awards ceremony at the Marriott Marquis in New York. The awards honor effectiveness. "The Dove campaign was…rooted in a powerful human and cultural insight: that beauty has heretofore been defined by the media and is actually defined much differently by real women," said Ty Montague, Chair of the 2006 Grand EFFIE judging panel.

The six Grand EFFIE finalists (and top scoring Gold EFFIE winners) were the Grand EFFIE winner, The Campaign for Real Beauty created by Ogilvy & Mather Chicago for Unilever's Dove brand; Bathroom Moments, created by DDB New York for Georgia-Pacific Corporation's Angel Soft; Pontiac Solstice Launch: Apprentice, created by Leo Burnett Detroit for General Motors Corporation's Pontiac Solstice; Raising the Bar, created by BBDO North America for Cingular; Showerhead Campaign created by Fallon Worldwide for Holiday Inn Express and Working with Monkeys, created by Cramer-Krasselt for CareerBuilder.com.

The most effective advertising holding companies included Omnicom Group with 31 EFFIE wins overall, Publicis Groupe (23 wins) and WPP Group (17 wins). Independent agencies represented 23 EFFIE wins. Publicis Groupe's Leo Burnett brought home six Gold EFFIEs, the most of any agency in the competition (and the most EFFIE Awards overall, 16), while WPP's Ogilvy and Mather landed 5 Gold EFFIEs (and the Grand EFFIE).

Three new EFFIE categories were introduced this year: Anything Goes (innovation, creativity and content in the face of a small budget), Media Strategy (outstanding effectiveness driven by a media idea) and Third Screen (marketing using a mobile phone as a main media channel).

In the Third Screen category, Goodby Silverstein & Partners won a Gold EFFIE for their "Curious Britney Spears" campaign on behalf of client Elizabeth Arden.

Media Strategy category winners include Gold EFFIE winner Leo Burnett Detroit, GM Planworks and Vigilante for the Pontiac-GMC Division "G6 Launch" campaign. McKinney landed a Silver EFFIE for the "The Art of the Heist" campaign on behalf of client Audi of America. In addition, Leo Burnett Detroit and GM Planworks won a Bronze EFFIE along with Arc Worldwide-Chicago for their "Under Five" campaign for the Cadillac Motor Car Division of General Motors.

In the Anything Goes category, WONGDOODY took home a Gold EFFIE for Tully's Coffee Corporation's "Tully's 3:21 Wake- Up Call" campaign. McKinney won a Silver EFFIE for the Full Frame Documentary Film Festival's Realitywood campaign and PBS (In House) and The Media Kitchen won a Bronze EFFIE for "The Greatest Boxer You Never Knew" campaign.