Effie Worldwide

Corporate Reputation

This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.  





"Old" IT was in recession, "new" IT was booming. 105-year-old IBM needed to cut through the crowd of competitors clamoring about the same "new" tools. There was one emerging area where IBM had more experience than anyone else: cognitive computing. We made cognitive the battleground for "new" IT. Through "thinking" dresses, conversations with Bob Dylan and more, we showed business leaders that IBMs cognitive system, Watson, would arm them with the competitive advantage they'd been waiting for, propelling IBM from #6 to #1 preferred IT vendor.

  • Brand: IBM
  • Client: IBM
  • Agency: Ogilvy & Mather

Wishes Delivered

The 2013 holiday season wasnt great for UPS. The combination of bad weather and last-minute e-commerce orders pushed the network past its limits. The public wasnt pleased, and took to social media to vent their dissatisfaction. In 2014, we needed to build up goodwill, and regain our position as a source of holiday cheer. We solicited holiday wishes from around the country, and granted them some big, some small, some truly magical. Social sentiment shifted to positive, and one very special wish went viral, garnering 45 million views!

  • Brand: UPS
  • Client: UPS
  • Agency: Ogilvy & Mather

This Is Our Season

USPS needed America to consider it a reliable shipping partner ahead of the 2014 holiday season: the time of year that poses its biggest business opportunity, yet when reliability perception takes its biggest hit. Rather than talk about our reliability, we boosted the morale of our 600,000 employees so they would delver more reliably. Not only did we improve our on-time delivery rate by more than 10% during crunch time, we also increased reliability perception and took a bigger share of the growing shipping market than our competitors.

  • Brand: United States Postal Service
  • Client: United States Postal Service
  • Agency: McCann
2017_na_2017_e-1837-219_hero_1 United States Postal Service Your Business Becomes Our Business
2017_na_2017_e-1344-028_hero_1 Microsoft Harmony for the Holidays
2017_na_2017_e-1726-933_hero_1 Subaru of America Who We Are Is What We Leave Behind


To browse winners in this category from previous years