June 09, 2002

Lápiz, a Chicago-based Hispanic marketing agency and part of Bcom3 Group's Pangea, won gold in the Household Supplies & Services category for its Gain Hispanic campaign at the 2002 EFFIE Awards held June 5. It was the only Hispanic agency to win a gold EFFIE at this year's awards show.

Presented by the New York-based American Marketing Association and judged by top marketing and advertising management, research, and creative executives from around the country, the EFFIE Awards Show recognizes campaigns that meet and exceed advertising objectives.

"The main idea for our 'Smelling is Believing' campaign was to focus on Gain's scent of clean, the product's core equity," said Lápiz President Dolores Kunda. "We targeted consumers that identified scent as an integral part of their lives, and that provided the direct link between the product and the Hispanic consumer."

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