This year's Grand Effie went to 72andSunny for its "The Vet and the n00b" campaign for the Activision game Call of Duty: Modern Warfare 3. "The big idea was brilliantly executed across the paid, owned and earned media landscape. The jury ultimately felt that Call of Duty best captured the principles of marketing cause and effect," said Mark Baynes, chairman of the Grand Effie jury and global chief marketing officer at Kellogg.

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