Ireland

Effie Awards Ireland is run by IAPI (Institute of Advertising Practitioners in Ireland).  

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Effie Awards Ireland Announce Shortlisted Campaigns

Irish Ad industry has taken the 1st step towards global excellence in marketing effectiveness

IAPI are delighted to announce, following an intensive judging phase, those campaigns shortlisted for the Effie Awards Ireland.

Effie is a global forum that exists to lead, inspire and champion both the practice and practitioners of marketing effectiveness. Last year Ireland, through IAPI, became the latest country to adopt these world-class marketing effectiveness awards.

Effie Awards Ireland provides the Irish advertising and marketing industry with their 1st ever opportunity to pitch themselves against their peers globally. Every Irish Gold winner, announced at the virtual awards ceremony on 23rd Sept, will be given the opportunity to enter both Euro Effie Best of the Best and Global Effie Best of the Best in 2022.

The judging of these awards is incredibly rigorous and when completed will have taken 4 days for the jury groups (36 jury members in total) to review every entry. Every single entry is read and discussed by a group of at least 6 jury members and the short-listed cases are discussed by 10 jurors in total.

Out of nearly 100 entries, a total of 45 cases were short-listed, across 14 categories. The shortlisted agencies and their clients were: BBDO Dublin for Eason, Bord Bia and Rockshore; Bonfire for ALONE; Boys + Girls for Energia, ŠKODA and Three Ireland; Carat for Vodafone; Core for Electric Ireland, HSE, Heineken 0.0, The National Lottery, Three Ireland and Trócaire; Dentsu for Energia; Folk Wunderman Thompson for An Post, Irish Life and Vodafone; Havas Dublin for Epilepsy Ireland and Jacob’s; In the Company of Huskies for BeLonGTo and Society of St Vincent de Paul; Javelin for Casillero del Diablo and SSE Airtricity; McCann Manchester for Aldi Ireland; Mediacom for Society of St Vincent de Paul; Mother London for Baileys; OMD Ireland for Jacobs and SSE Airtricity; PHD Media for FBD Insurance and ŠKODA; Publicis Dublin for Heineken 0.0 and Standard Life Ireland; Rothco Accenture Interactive for Electric Ireland and Óglaigh Náisiúnta na hÉireann; TBWA Dublin for HSE, Jameson and SuperValu; The Brill Building for Breakthrough Cancer Research; and The Public House for EPIC The Irish Emigration Museum, Independent.ie and FBD Insurance.

For a detailed list of nominees, please visit iapi.ie/effies>>

“It helped enormously that all of the international judges and many of our local jurors were Effie veterans as they were able to benchmark the Irish cases with those they’d seen in other markets and apply a global standard of excellence. This placed huge value on those cases shortlisted, let alone those awarded”, commented Damian Devaney, Senior Partner, TBV Global and Effie Awards Ireland Jury Chair. “Having judged Euro Effies and having sat in on many jury room discussions, it was clear to see how thoroughly the judges interrogated the information presented, how collaborative their discussions were and the overall international standard of the entries. Those cases short-listed are truly deserving of congratulations for achieving the benchmark being sought by the judges as it was a very high bar indeed.”

The 36-strong jury members of Effie Awards Ireland 2021 included international marketers and agency leaders from P&G, Heineken, Coca Cola, Diageo, Pearl & Dean, Dentsu Netherlands, Adam & Eve, Facebook, Twitter, HBO, Teneo, Mindshare Switzerland, SEK Finland, TBWA Paris, McCann & Grey Nordics. In addition, there was strong local representation from senior marketers of Electric Ireland, St Vincent de Paul, Davy, Ulster Bank, National Lottery, AIB, Allianz, Amarach, Behaviour and Attitudes & DAA.

The virtual Effie Awards Ireland ceremony, hosted by IAPI, will take place at 4pm on 23rd Sept 2021. Please register to attend via iapi.ie>> Only those achieving the highest standard of marketing effectiveness will be awarded from the short-listed cases.

Effie Awards Ireland are supported by
RTE Media Sales
An Post Commerce
Pluto
Wide Eye Media
Twitter

2021 Effie Awards Ireland

Effie is a global forum that exists to lead, inspire and champion both the practice and practitioners of marketing effectiveness. The awards are open to all agencies and brands that want to be recognised for their most effective marketing efforts that made a difference and achieved real, measurable results.

Last year Ireland, through IAPI, became the latest country to adopt these world-class marketing effectiveness awards.

Having made the difficult, yet necessary, decision to postpone the inaugural Effie Awards Ireland for a year, IAPI are delighted to confirm the schedule for 2021.

IAPI will provide regular updates on Effie Awards Ireland 2021 over the next few months.

2021 Dates
17th February -  Refresher “How to win an Effie” event
1st March -  Effie Awards Ireland open for entries
23rd April - 1st Entry Deadline (EXTENDED TO 30 April)
21st May - 2nd Entry Deadline
18th June - 3rd Entry Deadline
Early July - 1st Round Judging
Early Aug - 2nd Round Judging
23rd September - Effie Awards Ireland Gala

Effie Awards Ireland are supported by
RTE Media Sales
An Post Commerce
Pluto
Wide Eye Media
Twitter

ENTRY RESOURCES
A number of entry resources are provided below in Judging Criteria, Deadline and Entry Fees section. Please review these carefully. The Entry Kit contains all the important information to guide your through the entry process. However, if you have any questions related to Effie Awards Ireland competition, please contact katherine@iapi.com

Effie Awards Ireland Announce Jury for Round Two

IAPI are pleased to announce a stellar line-up of judges for the second round of judging for Effie Awards Ireland.
Effie is a global forum that exists to lead, inspire and champion both the practice and practitioners of marketing effectiveness. The awards are open to all agencies and brands that want to be recognised for their most effective marketing efforts that made a difference and achieved real, measurable results.

Charley Stoney, CEO, IAPI said “The level of interest in the inaugural Effie Awards Ireland is so gratifying and equally so has been the response of international jury members all of whom jumped at the chance to help us judge these vital marketing effectiveness awards. Having so many international judges in Round Two achieves our goal of removing any potential bias from the adjudication process. We’re also delighted that in this round we have a number of global creative leaders on the jury.”

Damian Devaney, Senior Partner, TBV Global is the overall Jury Chair for Effie Awards Ireland; having previously judged the Best of the Best of Euro Effies. Effie Awards Ireland Round 2 Jury will be split into 3 Jury rooms, each one chaired by judges with previous Effie judging experience. These are: Nichola Mullen, Head of Fundraising, St. Vincents de Paul; Nicky Doran, Marketing and Strategy Director, Davy and Neal Davies, CEO, BBDO.

The remaining jury members for Round 2 are: Carlos Cantu, Marketing Director EMEA, Twitter; Lars Samuelsen, Chief Strategy Officer & Creative Chairman, Grey Nordics; Loic Mercier, Chief Strategy Officer, TBWA Paris; Claudia Kuhn, Marketing Director, P&G; Suvi Lahde, Executive Creative Director, SEK, Finland; Darren Hawkins, Group Strategy Director, McCann Manchester; Gerard O'Neill, Managing Director, Amarach Research; Jules Macken, Marketing Director, Heineken Germany; James Dunne, Strategic Planning Director, Teneo; Denis van Leeuwen, Chief Strategy Officer, Dentsu Aegis, Netherlands; Eliza Grancharova, Marketing Director, Coca Cola, Bulgaria; Ossi Honkanen, Creative Director & Manager of Innovation, Hasan & Partners, Finland; Xavier Reynaud, CEO, Mindshare, Switzerland; Paddy Treacy, Creative Director, Wieden + Kennedy, London.

Click here to read more information on our jury members.

Effie Awards Ireland Announce Jury for Round One

IAPI are delighted to announce a stellar line-up of judges for the first round of judging for Effie Awards Ireland.

Effie is a global forum that exists to lead, inspire and champion both the practice and practitioners of marketing effectiveness. The awards are open to all agencies and brands that want to be recognised for their most effective marketing efforts that made a difference and achieved real, measurable results. This year, Ireland, through IAPI, becomes the latest country to adopt these world-class marketing effectiveness awards.


“The Effie’s will champion Irelands most effective creative and give Irish talent the opportunity to compete with the best of the best internationally every year,” says Damian Devaney, Senior Partner, TBV Global. “It will act as a vital reminder for marketers and agencies alike of the strategic impact on business performance of effective marketing. Effective communications does two things. It drives your commercial performance today and through building your equity, supports your business performance into the future.” Damian, having spent his career building brands for Coca Cola, Diageo, O2 and Smurfitt Kappa, is the overall Jury Chair for Effie Awards Ireland. Having previously judged the Best of the Best of Euro Effies

Effie Awards Ireland Round 1 Jury will be split into 3 Jury rooms, each one chaired by judges with previous Effie judging experience. These are: Nichola Mullen, Head of Fundraising, St. Vincents de Paul; Nicky Doran, Marketing and Strategy Director, Davy and Neal Davies, CEO, BBDO.

The remaining jury members for Round 1 are: Carlos Cantu, Marketing Director EMEA, Twitter; Rob McEvoy, Head of Marketing Management, Allianz; Anna Putts, Brand & Content Director, HBO Central Europe; James MacAskill, Senior Strategist, Adam & Eve; Mark Brennan, Head of Marketing, AIB; Paul Dervan, CMO, National Lottery; Elizabeth Sheehan, Innovation & Sustainability Director, Suntory Beverages & Foods Europe; Lisa Browne, Head of Marketing & Customer Insights, ESB Group; Louise Bannon, Head of Marketing, DAA; Roisin Field, Head of Advertising, Digital & Social, Ulster Bank; Jennifer English, Global Brand Director, Baileys and Roe & Co Whiskey, Diageo; Garret O’Beirne, Head of EMEA & Americas Business Partnerships, Facebook; Luke Reaper, Managing Director, Behaviour & Attitudes; Kathryn Jacob OBE, CEO, Pearl & Dean. Click here to read more information on our jury members.

The Effie Awards Ireland jury will look at a wide range of qualities in each campaign and will evaluate entries based on proof that communications depicted in the entry was key to the success of the campaign. These qualities are summarised into four categories:
  • Strategic Challenge
  • Creative Strategy
  • Bringing the Idea to Life
  • Effectiveness

Categories for the Inaugural Year

To help you with your entries in 2020, IAPI hosted a free “How to Win an Effie” workshop on 26th February. This was particularly useful for the agency personnel tasked with writing the entry and you can view the advice of our guest presenters on iapi.ie. We also hosted a relaunch for the 2021 awards and that can be viewed online here.

Effie Awards Ireland are now open for 2021 and there are 22 categories to choose from. To honour even more great work, efforts can be entered into a maximum of four categories. Of those four categories, only one category submission may be an industry category and three may be specialist categories as detailed below. 

More detailed category definitions are available in the 2021 Entry Kit. Meanwhile, if you have any further questions, please email katherine@iapi.com
 
Industry Categories
  • FMCG, Petcare & Homewares
  • Pharma, Healthcare, Cosmetics, Toiletries, Nutrition
  • Finance & Insurance Services
  • IT, Telecomms & Consumer Electronics
  • Leisure, Media, Sport, Travel & Gaming
  • Automotive & Transportation
  • Retail & Fashion (Bricks or Clicks or both)
  • Alcoholic Beverages
  • Utilities, Public Service & Government 
  • Construction & Property

Specialist Categories
  • Small Budget – less than €50k
  • Positive Change – Brands, NFP – Environmental or Social Good
  • Direct to Consumer/Direct Response
  • Business to Business
  • Engaged Community
  • Data Driven
  • New Product or Service Introduction
  • Topical Marketing (Current Events)
  • Media Innovation
  • Media Content & Partnership/Sponsorship Effectiveness
  • Crisis Response/Critical Pivot
  • Sustained Effectiveness

Grand Effie Award

Judging Criteria, Deadlines, and Entry Fees

Judging
70% of the score, equally weighted for each section:
  • Challenge, Context & Objectives
  • Insight & Strategic Idea
  • Bringing the Idea to Life (This includes the creative and media strategies and the work itself)
30% of the score is based on Results

Timing

2021 Dates Announced 
17th February -  Refresher “How to win an Effie” event
1st March -  Effie Awards Ireland open for entries
23rd April - 1st Entry Deadline (EXTENDED TO 30 April)
21st May - 2nd Entry Deadline
18th June - 3rd Entry Deadline
Early July - 1st Round Judging
Early Aug - 2nd Round Judging
23rd September - Effie Awards Ireland Gala

Effie Fees
 
IAPI Members
23rd April (EXTENDED TO 30 April)  - 1st Entry Deadline - €350
21st May - 2nd Entry Deadline - €425
18th June - 3rd Entry Deadline - €500
 
Non IAPI Members
23rd April (EXTENDED TO 30 April)  - 1st Entry Deadline - €500
21st May - 2nd Entry Deadline - €625
18th June - 3rd Entry Deadline - €750
 
There will be a 2% discount if you have 3+ entries, 5% discount for 5+ entries and 10% discount for 10+

Sample Entry Form
Please see below a sample standard entry form from Effie Awards Ireland. The Effie Awards Ireland entry portal will open on 1st March 2021 and the following documents will assist you in the interim in gathering information for your entries. 

Effie Awards Ireland 2021 Entry Kit
Effie Awards Ireland - Entry Form 2021 (Sample)
Effie Awards Ireland Complementary Sample Case Studies
Worldwide Entry Form 2021
Worldwide Sustained Success Form 2021
2021 Effie Objective Guidance
Entry Portal Tutorial - US Version

 

Effie Awards Ireland Postponed Until 2021

Following consultation with Effie Worldwide, the IAPI Board have made the difficult, yet necessary decision to postpone the inaugural Effie Awards Ireland until 2021. 
 
Effie Awards are going ahead in countries where entries are already being processed but most of the regional Effies scheduled for Q3/Q4 this year are in doubt.  No gala events are being held and the judging and awards are all happening online. 
 
“For the Irish industry IAPI feel it the best approach, given the current, difficult circumstances and the associated pressures on the marketing community.  Moving to 2021 will give us the opportunity to showcase our marketing effectiveness strength and capability, when we need it most.” says Shenda Loughnane, President IAPI and Group Managing Director, Dentsu Aegis.
 
For the purposes of clarity please note that IAPI:
  • will be extending the time period for entries to cover the past 3 years.
  • will do their utmost to schedule the awards so that the 2021 winners can take part in the Best of the Best in the same year.
  • will add a Covid 19 category so they can contain these entries separately. 

“While we’re very disappointed that we can’t run this vital marketing effectiveness programme for you this year, we will be continuing with other, important initiatives to keep our industry active and engaged.  Cannes Young Lions is being judged at the moment even though they won’t get to go until next year and we plan to continue with Cannes Grey Lions in the Autumn”, says Charley Stoney, CEO, IAPI. “Furthermore, the IAPI Board are working hard to come up with other exciting initiatives to showcase our industry through other means so watch this space…”
 
Effie Awards Ireland was due to hold its’ inaugural year in 2020 with a Gala Awards scheduled for Sept this year.  The first deadline for entries was to be due at the end of May.
 
Effie Ireland sponsors; RTE Media Sales, Twitter, Wide Eye Media, An Post Commerce and Pluto will continue to support the programme for 2021.

IAPI bring Effie Awards to Ireland

Effie’s mission is to lead, inspire and champion the practice and practitioners
of marketing effectiveness. 

The Effies recognise any and all forms of marketing communication that  contribute to a brand's success. Any idea driven by any marketing communications medium or combination of mediums is eligible for an Effie, as long as the results are proven. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie recognises effectiveness worldwide with the Global Effie, regional award programs and almost 50 national programs.

IAPI are the latest to join the Effie network bringing Effie Awards to the Irish industry. This prestigious programme replaces ADFX and the inaugural awards in Ireland will take place in 2020.

Effie Awards Ireland -
  • will honour the most significant achievement in commercial creativity and communications: ideas that work.
  • will create a globally recognised and best-in-class awards and education programme around marketing effectiveness for the Irish market.
  • will enable winners in Ireland to benchmark themselves internationally as every Effie programme uses standardised judging criteria.

2020 Effie Europe Jury announced

The jury for the 2020 edition of the Effie Awards Europe has been announced by organiser EACA, the European Association of Communications Agencies.

“One of the reasons we became an Effie partner was to expose Irish agencies and marketers to an internationally recognised benchmark of excellence. In addition, by being part of the Effie family, we can now nominate Irish jury members for Effie Europe which will further champion the cause for marketing effectiveness”, says Charley Stoney, CEO, IAPI. “We’re therefore delighted that five of the European Jury members announced are from the Irish community.”

These include:
Check out the full jury list and profiles here.
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SPONSORED BY:
Good Morning World: Planning of the World’s Most Effective Campaign
Original IAPI were thrilled to have Rory Gallery, Head of Strategy at Special Group New Zealand join us on the 20th May to talk about the Special Group’s “Good Morning World” campaign. Special Group has recently been named global Creative Agency of the Year by Campaign magazine.

The campaign featured a different Kiwi saying ‘Good Morning World’, to the world, every day for a year via Instagram. It showcased New Zealand’s best offerings while shining a light on the diversity of people who live here.

Named the most effective marketing campaign in the world, Tourism NZ has knocked out top contenders like Nike and Apple. It is also the first time a New Zealand brand or agency was recognised in the Global Effies.

Click here to view the recording>>
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