The importance of effectiveness awards has been growing and the recent Effie Awards in India attracted 52 agencies. This makes the win of Lowe Lintas and Partners of the title ‘Agency of the Year’ even more satisfying. The agency picked up 16 wins in the competition giving them 165 points and the top spot. The agency also patted itself on the back when its clients were recently placed highly in “India’s Most Trusted Brands” in a recent study. They ended the year with the highest number of creative wins the agency had ever achieved.