Advertisements for five Procter & Gamble Co. brands won Effie awards Wednesday night in New York City.

        The competition, sponsored by the New York American Marketing Association, recognizes the industry's most effective campaigns. P&G winners included television campaigns for NyQuil, Tampax and Cascade, a print campaign for Tide and a commercial marketed to Hispanic customers for Gain.

        Jim Stengel, global marketing officer at P&G, said the ads all reflect P&G's movement toward more “empathetic” marketing that reflects its consumer research.

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