MARKETERS’ COMMITMENT TO ACCOUNTABILITY AND DIGITAL GROWS, AGENCIES ARE IN INNOVATION MODE
Effie Awards and Millward Brown Survey Reveals Priorities Among Executive Level Marketers from Client and Agency-Sides
New York, NY (April 27, 2009) – A survey of 110 executive level marketers from both clients and agencies at Final Round Effie Awards judging in New York revealed themes of innovation, creativity and a strong commitment to accountability. The Effie Awards honor the most significant achievement in marketing communications: ideas that work.
Despite reports of budgetary cutbacks, the majority of agencies (77%) described their companies as in “innovation mode” while client-side marketers told a different story. A little over a third from the client-side agreed their companies were operating in “innovation mode” while the rest were split between “re-organizing/reduction” and “survival” modes. Only a very small percentage reported their business as “status quo.”
Despite the challenges arising from the financial downturn, 63% of respondents claimed that the economy has not compromised their creativity.
“The economy has not stifled creativity, it has propelled marketers to become more innovative and accountable,” said Mary Lee Keane, President of Effie Worldwide. “Marketers want business results and will spend where they can measure effectiveness.”
Accountability was a key theme among judges who spoke of an intense “focus on measurement,” the importance of “demonstrating the financial impact of marketing campaigns” and “personal ownership of delivering results” when answering a question on what accountability means to them.
“The challenge for marketers right now is creating brand relevance among consumers who are uncertain about the future," said Mary Ann Packo, CEO of Millward Brown North America. “At the same time, they must deliver measurable results proving the value of every marketing dollar spent.”
Digital continues to be a major area of concentration for marketers with increased spending planned in online search, social and brand initiatives.
Which area(s) do you anticipate an increase in spending this year?
When asked about the trends they most anticipate impacting their business, aside from the economy, almost half identified social networking (47%). Other mentions included the consolidation of retail, mobile marketing, and consumers’ changing perception of value.
Marketers also indicated the agency characteristics that have grown in importance in the past year:
• Non-traditional media capabilities
• Creativity
• An understanding of the client’s category and business
The 2009 Effie Awards Gala will take place on June 3, in New York City. A list of this year’s winners can be found at Effie.org.
About Effie Awards
The Effie Awards honor the most significant achievement in marketing communications: ideas that work. Known by advertisers and agencies globally as the pre-eminent award in the industry, the Effies recognize any and all forms of marketing communication that contribute to a brand’s success. Any marketing medium is eligible for an Effie, as long as results are proven, including Print, TV, Radio, Outdoor, Internet, Guerrilla, Digital, Package Design, Events, Street Teams, PR, Paid or Unpaid Media. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the annual World Effie Festival, the Global Effie, the EURO Effie, Effie Asia Pacific (Effie APAC) and more than 35 national Effie programs. For more details, visit www.effie.org.
About Millward Brown
Millward Brown (www.millwardbrown.com) is one of the world’s leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 75 offices in 48 countries. Additional practices include Millward Brown’s Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), and Dynamic Logic (the world leader in digital marketing effectiveness). Millward Brown is part of Kantar, WPP’s insight, information and consultancy group.
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