* A decade of dominance – wins seven out of 10 AOTYs since the global rebranding of Lintas to MullenLowe
* Unilever wins Marketer of the Year and Brand of the Year for Close-up
*MullenLowe’s 130-year global relationship with Unilever is a testament of true brand stewardship
MullenLowe Group (MLG), Sri Lanka’s largest Brand Communications Company retained its position as ‘Effie Agency of the Year’ for 2024 for the 2nd consecutive year at the recently concluded Effie Awards ceremony. Held at the Monarch Imperial in Colombo on 13th February 2025, MullenLowe dominated the awards, winning 13 accolades for their clients while also propelling its longstanding client, Unilever Sri Lanka to win both ‘Marketer of the Year’ and ‘Brand of the Year’ in a stunning display of creativity, driven by effectiveness and professionalism.
This year’s Effie’s drew 250 entries from 20 agencies across 24 categories. Mullenlowe had 13 shortlists securing major wins for Unilever Sri Lanka, Atlas Axillia and Haleon Lanka.
Reflecting on this year’s performance, Thayalan Bartlett, Executive Chairman of the Group, remarked, “Of all the years we dominated the Effies, this one is perhaps the most significant for three key reasons. First, much of the winning work was developed during the period of the financial and economic crisis – this was particularly a challenging time for markets, brands, and our industry. Second, brands had to navigate a delicate balance between building equity and driving sales, requiring them to engage with and respond to volatile market sentiments in real time. Third, while industry success at such awards often fluctuates, winning ‘Agency of the Year’ seven times in the past decade and consecutively in the past two years reflects a steadfast commitment to creativity and the value we bring to brands. I am deeply grateful to our clients for their unwavering trust in allowing us to create exceptional work. I am also truly appreciative of the outstanding talent we continue to attract, invest in, and develop – they are second to none, and their work speaks for itself.”
Harendra Uyanage, Senior Vice President and Executive Creative Director of the MullenLowe Group said, “2024 marked a year of recovery for both the economy and industry, with many brands prioritising sales due to challenging circumstances. However, the brands that truly thrived were those that embraced a deeper sense of purpose during these tough times, reminding us of our fundamental need for emotional connection. MullenLowe’s recognition as ‘Agency of the Year’, alongside Unilever Sri Lanka and Closeup being named Marketer and Brand of the Year, underscores that success came to those who championed purpose in the face of adversity. Finally, great work cannot come to life without a dedicated team, united by a shared passion and purpose, working tirelessly to ensure our brands succeed. I am deeply grateful to the exceptional people at MLG for the energy and creativity they pour into every brand they shape.”
MLG has secured this title seven times over the past decade, a testament to its consistent excellence. Established in 1968 by the New York American Marketing Association, the Effie Awards celebrate the most effective advertising initiatives worldwide. Recognised as the industry’s foremost accolade, the awards honour companies, individuals, and agencies that craft impactful marketing campaigns, driving brand success across diverse platforms and markets.
The MullenLowe Group is Sri Lanka’s largest marketing communications group, comprising eight independently managed strategic verticals with MullenLowe, LoweLintas, LoweDigital, LoweTech, LoweActive, LowePublic, LoweMedia, and LoweGo. A full member affiliate of MullenLowe Global, MLG is part of a global network spanning 95 offices across 65 markets and employing over 6,400 people globally. In Sri Lanka, MLG operates with 107 employees and serves a diverse portfolio across categories such as FMCG, Banking & Finance, Insurance, Leisure, Mobile & Broadband, Fintech, Enterprise Solutions, Milk-based Foods, Beauty & Personal and Home Care, Carbonated, Energy & Fresh Drinks, Packaged Foods & Biscuits, among others. This extensive expertise enables MLG to dominate 80% of the top 10 and 50% of the top 20 advertised categories in the country, making it Sri Lanka’s most influential brand communications group.
