2024 Effie DK Trend Report, in partnership with Ipsos

2024 Effie DK Trends Report, in partnership with Ipsos

Effie Denmark, in partnership with Ipsos, has published the 2024 edition of its Effie DK Trends Report, providing rich analysis and tangible insights from the 2022, 2023 and 2024 DK awards competition. The report dives deeper into the strategies employed by Effie winners and finalists and discovers how they are propelling brand growth.

• Winners don’t start with the company – they start with the world.
  They don’t ask “what should we say?” but rather “what problem should we help solve?”

• Winning campaigns have one clear objective. Not five. Not three. One.

• Social and environmental purposes are not just “nice to have.” They work – when meaningfully connected to the brand.

• There’s (still) power in TV. But only when used correctly.

• And last but not least: Creativity works best when it’s felt. When it speaks to people – not just target groups.

Effie x Ipsos partnership
Effie Awards Denmark and Ipsos have entered into a strategic partnership to shine a light on what drives the most effective campaigns in Denmark.

Throughout the year, the partnership will bring inspiration to agencies and advertisers while increasing the understanding of what leads to measurable results. The collaboration between Effie Denmark and Ipsos will result in reports, insights, and events on creative effectiveness.

“The partnership between Effie Denmark and Ipsos is a match made in heaven, as we share a strong common belief in the power of creative effectiveness. This has been a focus for KreaKom through Effie Denmark for several years, where we celebrate ideas that work during the big awards ceremony. Together with Ipsos, we can now also dive deeper into why and how they work in a Danish context. The pursuit of effectiveness is a constant in a marketing landscape that is always evolving. And in Denmark, we have some of the best agencies at creating campaigns that manage to deliver documented impact based on a strong creative idea, strategy, and execution. With this new partnership, we can give Danish cases even more longevity and provide everyone working with marketing a source of inspiration and insights to help create effective marketing,” says Malene Birkebæk, CEO of Kreativitet & Kommunikation, the organization behind Effie Awards Denmark.

“I am proud and excited about the partnership between Effie and Ipsos. I have always been a huge fan of Effie because Effie respects strong creativity while also demanding evidence of its effectiveness. It’s not enough to turn heads – behavior must follow suit, and that’s the strength of Effie, which sets the award apart from others. The partnership between Ipsos and Effie is a natural fit, as we share a mission and ambition to help our clients drive greater creative effectiveness and stronger business results. Through our global research on research, we at Ipsos can see that campaigns that break with the communication conformity in their category are over 20% better at capturing consumers’ branded attention than campaigns that align with existing category norms. So, thinking outside the box in campaign strategy clearly has a measurable impact on the bottom line. I look forward to working together,” says Alexander Asmussen, Head of Creative Excellence, Ipsos Denmark.

The Danish partnership between Effie and Ipsos Denmark is part of a long series of partnerships between Ipsos and Effie, both globally and nationally in 20 countries, including the USA, UK, Germany, Brazil, South Africa, and now Denmark.

More Information
The partnership with Ipsos will result in an annual trend report, providing tangible insights and practical examples of effective creativity that businesses can apply to their campaigns. The report will explore the patterns and strategies that shape the campaigns that have been most successful in shifting market share, attitudes, and behavior throughout the year.
Effie Awards Denmark and Ipsos will host a series of joint events focusing on the most prominent trends from the report, best practices in creative effectiveness, and keynote speeches from Ipsos’ global thought leadership team.

About Ipsos
Ipsos is one of the world’s leading research firms, with around 20,000 employees across 90+ countries. Through in-depth analysis, we help our clients understand the complex world we live in and inspire them to make better decisions. We are passionate about innovation and constantly strive to develop new research methods and apply the latest technology to get closer to consumers and uncover new insights.

For further questions, please contact Sofie Meilstrup, Effie Awards Denmark Lead, at sm@kreakom.dk.