Saatchi & Saatchi has been named Effective Agency of the Year after scooping two of the four gold awards presented, with its Penny the Pirate campaign for Luxottica’s OPSM.

The agency also picked up a Silver Effie for the campaign which used a children’s book and app as a way to eye screen children.

The Works picked up both a Grand Effie and a gold Effie for its Beam Suntory’s Canadian Club campaign ‘Keeping Australians ‘Over Beer’ for 5 Years.’

The campaign increased the ready to drink market by poaching beer drinkers by positioning Canadian Club as a refreshing alternative.

The other gold award was presented to Showpony Advertising for SA Health’s Aboriginal Immunization campaign.

A new award this year, Effective Advertiser of the Year, was presented to Meat and Lifestock Australia as a result of its long track record of highly effective marketing. In addition, the brand was given accolades for its long-term approach to agency partnerships.