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In one sentence, what is the best advice you can offer marketers today? 

Don’t let your mind get old, break with convention, challenge people around you all the time, disagree openly, be true to yourself, learn how to give great feedback, work on your creative side, redefine what “thinking outside of the box” is, have great communication with your teams and your agencies (they are not employees, they’re part of your brand), keep constantly moving, work on your emotional intelligence and ALWAYS respect deadlines.

María Ramírez Plata served on the Final Round jury for the 2019 Effie Awards Mexico competition.
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In One Sentence
Diana Crasmariu, General Manager, Cohn & Jansen
In One Sentence...

How do you define effective marketing? 
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In One Sentence
Margaret Gilsenan, Partner and Head of Strategy, Boys + Girls
In One Sentence...

How do you define effective marketing? 
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In One Sentence
Brigitta Csurgo, Head of Strategy, Mito
In One Sentence...

How do you define effective marketing? 
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Razvan Acsente, Chief Marketing Officer, Tazz by eMAG
In One Sentence...

How do you define effective marketing? 
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Omar Polo, Chief Creative Officer, McCann Panamá
In One Sentence...

How do you define effective marketing? 
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Marchella Abrasheva, Regional CEO, Kantar
In One Sentence...

How do you define effective marketing? 
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A Woman’s Worth: How Better Portrayal Is Good For Business
A new report from Effie UK, produced in partnership with Ipsos, explores how marketers need to rid themselves of outdated representations of women once and for all to increase sales and improve the perception of their brands.

According to Ipsos' latest global trends data, nearly one in three people in the United Kingdom agree that the main role for women in society is to be good wives and mothers. And that figure (29%) has been steadily increasing over the last 10 years.  Alarmingly, much of that increase is being driven by 16-24-year-olds, with a staggering 38% in agreement with the idea that a woman’s main role should still be based around her husband and her children.
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In One Sentence
Neha Ahuja, Director, Head of Marketing - India, Middle East and North Africa, Spotify
In One Sentence...

How do you define effective marketing? 
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In One Sentence
Juan Isaza, Strategic Planning & Innovation VP, DDB Latina
In One Sentence...

How do you define effective marketing? 
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In One Sentence
Stephanie Ng, Global Head of Marketing — Wealth & Personal Banking, HSBC
In One Sentence...

How would you define effective marketing? 
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In One Sentence
Marcin Gaworski, CEO & Co-Founder, 180heartbeats + JUNG v. MATT
In One Sentence...

How would you define effective marketing?
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In One Sentence
Gabor Varga, Chief Business Officer, Publicis Groupe Hungary & Publicis Le Pont
In One Sentence...

How does creativity drive effectiveness?
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Celebrate WPP Group’s Effie Index Win with Cases from Around the World
After briefly giving up the top title in 2021, WPP Group again earned the honor of Most Effective Agency Group in the 2022 Effie Index. In celebration of the group’s big win in the most comprehensive global ranking of marketing effectiveness, we’ve compiled a few of our favorite Effie-winning cases from WPP Group from the past Index cycle.

 
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In One Sentence
Michal Szaniecki, Managing Director, Volkswagen Group Australia
In One Sentence...

How do you define effective marketing?
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In One Sentence
Chris Fawcett, VP, Data and Media, Star Communications Holding
In One Sentence...

How do you define effective marketing?
Inside the Judges' Room with Rajeev Sathyesh
The APAC Effies team went inside the judges’ room with Rajeev Sathyesh, Brand and Business Development Director at Heineken APAC, to gain perspectives on the APAC Effie Awards judging experience. He shares insights as a jury member and offers advice to future entrants.

Rajeev served as a judge for the 2023 APAC Effie Awards. See more from the series here.
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In One Sentence
Toygun Yılmazer, Chief Strategy Officer, TBWA\Istanbul
In One Sentence...

How do you define effective marketing?
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In One Sentence
Lurys Garcia Vargas, Senior Brand Marketing Manager, AB InBev
In One Sentence...

How do you define effective marketing?
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We’re Lovin’ It: Celebrating Two Years of McDonald’s Topping the Effie Index for Most Effective Brand
It’s clear that consumers and marketers alike are lovin’ it, because the 2022 Effie Index revealed that McDonald’s earned the coveted title of Most Effective Brand for the second year in a row. In celebration of the brand’s big win in the most comprehensive global ranking of marketing effectiveness, we’ve compiled a few of our favorite Effie-winning McDonald’s cases from the past Index cycle.

McDonald’s Famous Orders
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In One Sentence
Fuad Chundrigar, Chief Executive Officer, Masarrat Misbah Cosmetics Pvt. Ltd.
In One Sentence...

How do you define effective marketing? 
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In One Sentence
Belkis De La Cruz, Executive Business Director, Pagés BBDO
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How do you define effective marketing?
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Lars Samuelsen, Chief Strategy Officer & Creative Chairman, Grey Group
In One Sentence...

How do you define effective marketing?
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New Effie UK Report, in partnership with Ipsos, reveals that a crisis can be a catalyst for growth at home and away
Whether driving revenue, or successfully campaigning to amend a law, this report proves marketing’s ability to drive tangible growth and change.  Contained within its pages are little slices of relevant learnings marketers can use to meet the challenges their brands’ face right now.

Crisis as a catalyst for growth is the common theme emerging from the 2022 UK Winners, and this was reinforced when we came to analyse the 2022 Global Best of the Best contenders. The full report can be downloaded here.
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2023 Effie US Trend Report, in partnership with Ipsos
Effie US, in partnership with Ipsos US, has published the 2023 edition of its Effie US Trend Report, providing rich analysis and tangible insights from the 2022 US awards competition. The report dives deeper into the strategies employed by Effie winners and finalists and discovers how they are propelling brand growth.

Among the learnings: 
  • 42% of Effie winners have volume growth as their primary objective versus 33% of non-winners
  • TV continues to be the primary touchpoint for entrants 
  • Effie winners excel across 4 social platforms: Instagram, YouTube, Facebook, and Twitter (with TikTok gaining momentum) 
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In One Sentence
Mahrukh Shaikh, Head of Content, Symmetry Group
In One Sentence...

How do you define effective marketing?
Effie US Grand Judges Share Why Truth Initiative and Mojo Supermarket Won
Truth Initiative and Mojo Supermarket's "Depression Stick + Breath of Stress Air" won the Grand Effie at the Effie Awards US Gala on June 1, 2023. We chatted with four of our esteemed Grand judges—Kate Cronin, Chief Brand Officer at Moderna, Marc-Antoine Jarry, Managing Director, Marketing + Communications Strategy Lead at Accenture, Matthew McCarthy, Former CEO at Ben & Jerry's, and Aki Spicer, Chief Strategy Officer at Cashmere—to learn why the work earned the evening's top title.

Explore all of the 2023 Effie Awards US winners and finalists.
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ChatGPT vs. Effie US Winners: Marketing Insights
With the 2023 Effie Awards US gala fast approaching (follow along as we live tweet the winners on June 1!), we decided to ask the question: can ChatGPT tell us the marketing insights for past Effie US-winning campaigns? We prompted ChatGPT to give us insights for campaigns from the past few years—and then had the strategists who worked on those campaigns respond.

 
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In One Sentence
Raúl Portorreal, Senior Managing Partner & Chief Creative Officer, Limitless... Publicidad
In One Sentence...

How do you define effective marketing?
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Rory Gallery, Chief Strategy Officer, Special Group New Zealand
In One Sentence...

How do you define effective marketing?
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In One Sentence
Ali Azfar Rizvi, Founder & CEO, What’s Next Entertainment
In One Sentence...

How do you define effective marketing?
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From the Effie Vault: the 2022 Effie US Grand Contenders
As the 2023 Effie Awards US draw closer (gala tickets for the June 1 event in NYC are still available!), we’re reminiscing about last year’s exceptionally effective grand contenders. These six cases scored highest across multiple rounds of esteemed juries, emerging on top to compete for the coveted title of Grand Effie winner.

 
In One Sentence
In One Sentence with Effie US Final Round Judges
In March 2023, hundreds of the United States’ most celebrated marketers gathered in New York City to determine the year’s most effective work as part of the Effie US Final Round jury. We spoke with Asmirh Davis, Founding Partner and Chief Strategy Officer at Majority; Shelley Elkins, Global Chief Creative Officer at Jack Morton Worldwide; Bruno Frankel, Head of Strategy at Netflix; David Lubars, Chairman & Chief Creative Officer at BBDO Worldwide; and Tim Maleeny, President & Chief Strategy Officer at Havas, to get their perspectives on marketing effectiveness, In One Sentence.

Buy tickets for the 2023 Effie US Gala, taking place in NYC on June 1. See more In One Sentence features.
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In One Sentence
Julie Daugaard, Executive Strategy & Growth Director, dentsu denmark
In One Sentence...

How do you define effective marketing?
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Bo Damgaard, Managing Director, OMD Danmark
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How do you define effective marketing?
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Saima Qamar, Managing Director, Tender Dragon
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How do you define effective marketing?
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Tomek Bartnik, Partner, One Eleven
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Carlos A. Robles, Chief Marketing and Communications Officer, Forbes Middle East
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How do you define effective marketing?
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Sheikh Adil Hussain, Marketing Director Haircare, Unilever
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Karen Law, Director, Brand Partnerships, Vericast
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How do you define effective marketing?
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Anna Wilgan, VP, Product Marketing, Kantar
In One Sentence...

How do you define effective marketing?
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Inside the Judges' Room with Alberto Esparza
Alberto Esparza, Head of Agencies at Meta, recently offered his expertise as a judge for Effie Awards México.  The 2022 competition, which celebrated its winners in December, marked his fourth time on the jury and first time as group president (jury chair), presiding over the first and final round juries. We chatted with Alberto about the experience, where he delved into what separated this year’s judging from juries past, as well as offered advice for future Effie entrants.

 
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In One Sentence
Julian Redman, Marketing Director, Majid Al Futtaim
In One Sentence...

How do you define effective marketing?
Digs Dimagiba, Chief Marketing Officer, Metrobank
In this week's In One Sentence feature, the APAC Effie Awards team spoke with Digs Dimagiba, Chief Marketing Officer at Metrobank. He shares what inspires effectiveness for him, roadblocks to marketing effectiveness, advice for rising marketers and more.

Digs served as a judge for the 2022 APAC Effie Awards. See more from the series here.
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How to make marketing budgets work harder in a crisis
With economic pressures mounting, marketers are being forced to make their budgets work much harder. In a recession, marketing spend is often first to take a hit, and it takes equal parts ingenuity and rigour to ensure the brand, and indeed the business, continues to succeed.

As CMO, any action you take must be meaningful for consumers and employees trying to navigate through tough times. Fortunately, many brands are demonstrating the importance of staying connected to what consumers and employees are going through right now.
In One Sentence
Annette Male, Head of Agency - APAC, Meta
In this week's In One Sentence feature, the APAC Effie Awards team spoke with Annette Male, Head of Agency - APAC at Meta. They cover roadblocks to marketing effectiveness, defining effectiveness, and advice for rising marketers.

Annette served as a judge for the 2022 APAC Effie Awards. See more from the series here.
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In One Sentence
Yamen Alagha, Head of Marketing MINI, BMW Group Middle East
In One Sentence...

How do you define effective marketing?
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Malcolm Poynton, Global Chief Creative Officer, President Creative, Cheil Worldwide
In One Sentence...

How do you define effective marketing?
How Effie Winners Use Creativity to Spark Brand Growth, with Ipsos
To give context to the 2022 Global Best of the Best Effie Awards, Ipsos’ SVP of Creative Excellence Pedr Howard analyzed the Global Grand contenders to uncover creative effectiveness insights.

 
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Inside the Judges' Room with the APAC Effie Awards
The 2022 APAC Effie Awards Gala, held this past September, honored the most effective marketing throughout the region—but this celebration wouldn't be possible without the judges who thoroughly reviewed and deliberated over what work was worthy of an Effie. In collaboration with the APAC Effie team, we chatted with four of this year's judges—Kavita Chaturvedi, Chief Operating Officer, ITC Limited, Luca Destefanis, Head of Marketing, APAC, Kyndryl, Andreas Krasser, CEO, DDB Group Hong Kong, and Jane Lin-Baden, Chief Executive Officer, APAC, Publicis Groupe—to get an inside look at their judging experience.

What was your experience like in moderating the Round 2 judging sessions?
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Roberto Ramirez Laverde, SVP, Marketing and Communications - LAC, Mastercard
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How do you define effective marketing?
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Rupert Price, Group Chief Strategy Officer, DDB Group Aotearoa NZ
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How do you define effective marketing?
Effective Ideas Born Out of Adversity, In Partnership with Ipsos
This Effie UK Leadership Summit launched with a keynote from Ipsos UK, showcasing analysis and insights from the 2022 Effie Awards UK finalists and a selection of Global Best of the Best Contenders. Then, an expert panel debated the key trends and ideas, offering insights to navigate the year ahead.

Sam Brophy, Senior Director, Creative Excellence at Ipsos UK, shared the keynote presentation and led the conversation with Vicki Holgate, Executive Strategy Director (Government Comms) at MullenLowe, Helen Normoyle, Co-Founder at My Menopause Centre, and Xavier Rees, UK Group CEO at Havas Creative.
Growth Without Profit is No Longer an Option
In economically volatile times, profit becomes the key driver for decision making in the board room. If effectiveness equates to profit in the year ahead, what does this mean for marketing? In this Effie UK Leadership Summit session, a panel of experts served up insights and ideas to make an impact where it really matters.

Karina Wilsher, Global Chief Executive Officer at Anomaly, moderated the conversation with Andrew Gibson, Chief Strategy Officer at Creature, Amir Malik, Managing Director at Accenture, Becky Moffat, Chief Marketing Officer at HSBC UK, and Rob Scotland, Head of Brand Marketing at Veo Technologies.
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Meet the Mentor: Kendra Hatcher King, Global Account Leadership, Accenture Song
Emerging marketers participating in the Effie Bootcamp gain one-on-one mentorship with advertising industry greats—and among this league of generous and impressive mentors is longtime Effie bootcamp advocate, Kendra Hatcher King. We asked Accenture Song’s Global Account Leader for her thoughts around mentorship, advice for marketers, and more insights for the next generation of leaders.

If you could go back in time and offer advice to yourself when you were just starting your marketing career, what would it be?
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In One Sentence
Martín Osorio, CEO, IPG MediaBrands South Cone
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How do you define effective marketing?
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Bala Pomaleh, Chief Executive Officer, Mediabrands Malaysia
In One Sentence...

How do you define effective marketing?
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Effectiveness Insights with the 2022 Effie Awards UK Finalists
In honor of the Effie UK awards celebration on 20 October, we chatted with a few of the finalists to learn more about their campaigns and what made them so effective.

 
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Graham Drew, Chief Creative Officer, Grey Group
In One Sentence...

How do you define effective marketing?
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Arielle Brustein, Head of Planning, Leo Burnett Singapore
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How do you define effective marketing?
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Allison Knapp Womack, Chief Operating Officer, Effie Worldwide
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How do you define effective marketing?
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Alison Tilling, Chief Strategy Officer, VMLY&R ANZ
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How do you define effective marketing?
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Paul Richardson-Owen, Global Digital Lead, OMD USA
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How do you define effective marketing?
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From the Effie Vault: Back to School
For many students, teachers, and parents around the world, September marks the launch of a new school year. From tasty lunchtime treats to marketing the humble pencil, we’ve rounded up a few Effie-winning cases to celebrate the craft of back to school marketing and this exciting time for families worldwide.

 
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Javier Bonilla, Executive Creative Director, Grey Group
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How do you define effective marketing?
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Fran Clayton, Chief Strategy Officer, DDB Sydney
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How do you define effective marketing?
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Emily Taylor, Chief Strategy Officer, M&C Saatchi Australia
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How do you define effective marketing?
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Frederick Tong, Group Strategy Director, Ogilvy Singapore
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How do you define effective marketing?
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Insights & Inspiration
Inside the Judges' Room with Lisa Delaney
Effectiveness allows marketing to take flight—and for Lisa Delaney, “taking flight” is literal. As Regional Head of Marketing & Digital Sales - Europe of Cathay Pacific Airways, Lisa leads the regional marketing efforts for the world’s fifth largest airline in sales. In July 2022, she shared her marketing effectiveness insights as a final round judge in the Effie UK competition. We asked Lisa to take us inside the judges’ room and share her first-hand experience as a first-time judge.

As a Final Round Judge for the 2022 Effie Awards UK, what were your expectations for the day before arriving to the event? Did you come into the experience with any key criteria for what it means to be effective? Did anything surprise you?
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In One Sentence
Hugh Munro, Head of Planning, The Monkeys
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How do you define effective marketing?
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Paula Gaviria, Directora Estratégica y Comercial, DigiMarketing SAS
In One Sentence...

How do you define effective marketing?
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Milica Vulicevic Basorovic, Innovation Strategy Director Europe, Adults, The Coca-Cola Company
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How do you define effective marketing?
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Anselmo Ramos, Founder & Creative Chairman, GUT
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How do you define effective marketing?
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Vida Cornelious, VP, Creative, New York Times Advertising
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How do you define effective marketing?
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Marialejandra Urbina, Chief Strategy Officer, Dieste & Dieste Health
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How do you define effective marketing?
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From the Effie Vault: Celebrating Pride
June is Pride Month in many countries around the world and we’ve rounded up a few winning campaigns from the Effie vault that honor the LGBTQ+ community, during Pride Month and all year round.

 
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Inside the Judge’s Room: 2022 US Grand Effie Jury
After months of judging sessions, dedicated deliberation and passionate debate, six cases emerged as Grand Effie contenders in the 2022 Effie Awards US competition. Effie gathered seven of the industry’s most illustrious leaders—Devika Bulchandani, Global President at Ogilvy; Kate Charles, Chief Strategy Officer & Partner at OBERLAND; Todd Kaplan, Chief Marketing Officer at PepsiCo; Kellyn Smith Kenny, EVP, Chief Marketing & Growth Officer at AT&T; Linda Knight, Chief Creative Officer at Observatory; Helen Lin, Chief Digital Officer at Publicis Groupe; and Jouke Vuurmans, Partner & CEO at Media.Monks—to come to a consensus about who will take the top recognition.

 
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In One Sentence
Dimitri Michailidis, Global Director, Brand & Creative Effectiveness, Anheuser-Busch InBev
In One Sentence...

How do you define effective marketing?
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Soyoung Kang, Chief Marketing Officer, eos Products
In One Sentence...

How do you define effective marketing?
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Inside the Judge's Room with Dr. Marcus Collins
Dr. Marcus Collins wears many professional hats: Head of Strategy at Wieden+Kennedy New York, marketing professor at the University of Michigan, AAF Hall of Achievement inductee—and the list keeps growing. In April 2022, Marcus added Effie Awards judge to his impressive lineup of accomplishments when he shared his marketing effectiveness expertise at the US Final Round judging. We asked him to take us inside the judging room and share his first-hand experience as a first-time judge. 

What were your expectations for the day before arriving to the event? 
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Allan Ng, Vice President of Marketing, Freenome
In One Sentence...

How do you define effective marketing?
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Luciana Haguiara, Executive Creative Director, Media.Monks
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How do you define effective marketing?
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From the Effie Vault: Celebrating Mother’s Day
On Mother’s Day, many brands celebrate moms for their unsung and tireless work – and we’re rounding up of a few of our favorite Effie-winning campaigns from around the world that honor moms.

 
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In One Sentence
Anupriya Acharya, Chief Executive Officer, Publicis Groupe South Asia
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How do you define effective marketing?
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Cheryl Calverley, Chief Executive Officer, eve sleep
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How do you define effective marketing?
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Dan Cullen-Shute, Founder & CEO, Creature
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How do you define effective marketing?
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Michael Redwood, Partner, Special New Zealand
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How do you define effective marketing?
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From the Effie Vault: Jetstar goes Singlish, lah!
It may be April Fool’s Day, but turning a seemingly silly holiday into a veritable marketing success story is no joke. That’s why we’re digging into the Effie archives and uncovering Jetstar and lead agency AKA Asia’s clever campaign that tapped into the hearts of Singaporeans and won a 2017 Bronze Effie Award.

 
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In One Sentence
Katie Mackay-Sinclair, Partner, Mother
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How do you define effective marketing?
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Tomás Ostiglia, Executive Creative Director, LOLA MullenLowe
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How do you define effective marketing?
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From the Effie Vault: How Guinness Replaced Culture with Character to Build a Bigger Business
In celebration of St. Patrick’s Day, we’re raising our pint glasses to Guinness’ Silver Effie-winning work from 2015, created with BBDO New York.

 
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In One Sentence
Xavier Rees, CEO, Havas London & Havas CX helia
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How do you define effective marketing?
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Johanna Calic, Head of Creative Effectiveness SPLA, Google
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How does creativity drive effectiveness?
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Insights & Inspiration
2021 Effie UK Report, in Partnership with Ipsos: Embracing Constraints is Key to Effectiveness
Embracing constraints, setting clear objectives, and sticking with long-running campaigns are key themes to the most effective UK campaigns during the pandemic crisis, according to the latest Effie UK Report, released in partnership with Ipsos.

The Report is based on analysis of winning entries and finalists in the 2021 Effie Awards UK competition, which awarded work that ran in 2020 – the first year of the global COVID-19 pandemic. The results provide essential learnings for brands now, as the industry tries to navigate 2022.
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In One Sentence
Jamie Peate, Global Head of Retail Strategy and UK Head of Effectiveness, McCann
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What marketing trend(s) are you excited about right now?
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Five Super Bowl Ads That Scored Big in Marketing Effectiveness
With average viewership hovering around 100 million, it’s no mystery why advertisers invest in securing buzzworthy Big Game media buys. But do those millions of viewers translate into effective marketing? In celebration of this weekend’s game, we’re diving into five recent Effie Award-winning Super Bowl campaigns that scored a marketing effectiveness touchdown.

 
Insights & Inspiration
AR/VR: The New Dimensions of Connection, Presented by Meta
This year's Global Effie Celebration began with a thought-provoking conversation about the future of communication and the new dimensions of connection. 

The expert panel, moderated by Catharine Duane, Global Marketing Manager of Facebook IQ at Meta, features Dave Meeker, Head of Design & Innovation, Americas and Global Chief Innovation Officer at dentsu Creative and Adam Simon, US Head of Innovation at IPG's UM.
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Top 10 Takeouts from the Effie UK's Ideas that Work Leadership Summit
The Ideas That Work Summit distilled the learnings and inspiration behind the 2021 Effie UK-winning entries, tackled the metrics successful entrepreneurs and leaders keep their eyes on, and explored one of the UK industry's most unconscious biases: class. 

Discussions, keynotes and debates were all delivered in 30-minute sessions and each one is available to view on demand.  But, if you want our top pick of learnings before you dive in, here are our top 10 takeaways: 
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Effectiveness Is A Journey, Not A Destination, In Partnership With Facebook
Effectiveness is often seen in the rear-view mirror as agencies craft strategy papers or award entries to tell a compelling story. But for business, it's an iterative journey as you navigate your way to your next goal.

This session is about effectiveness in the real world. In just 30 minutes, you'll hear from industry leaders, each leading a very different company, about the metrics that matter to them and the strategies that underpin them.
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Class: UK Marketing's Most Ignored Issue?
Confronting the industry's most unconscious bias. In the UK, 'the working class' is an audience that is stereotyped and ignored by the marketing, communications and research community. From inclusion in the industry to thoughtful targeting, representation and messaging in the marketing we make – what can we learn from those who are already producing work that moves us forward, not back?

Watch back the live discussion and Q&A from expert thinkers and doers including Steven Lacey, Founder of The Outsiders, Asad Dhunna, Founder & CEO of The Unmistakables, Vicki Maguire, Chief Creative Officer at Havas London, Andy Nairn, Founding Partner of Lucky Generals, and moderated by Nicola Kemp, Editorial Director at Creative Brief.
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Latest Lessons in Marketing Effectiveness from Effie UK, in partnership with Ipsos MORI
Ipsos MORI outlines the top applicable insights from this year's Effie Awards UK winners. Watch a short presentation, followed by a discussion of the findings by smart leaders representing every corner of the industry. 

Lessons are presented by Eleanor Thornton-Firkin, Head of Creative Excellence at Ipsos MORI, who is then joined for a robust discussion with panelists Jo Arden, Chief Strategy Officer at Publicis●Poke, Saj Arshad, Chief Customer & Innovation Officer at Santander UK, and Dan Clays, CEO at Omnicom Media Group.
Effie Thinks
Winner Feature: GSK Consumer Healthcare & Grey NY "TUMS Makes the Super Bowl #TUMSworthy," Presented by Twitter
TUMS was a 90-year-old antacid brand with a big dream: win over millennial consumers who weren't engaging with the category. Twitter's Sarah Personette chats with the team behind the Effie-winning work for "TUMS Makes the Super Bowl #TUMSworthy." 

​GSK Consumer Healthcare's Amy Sharon and Grey's Tilly Scullion share how they were able to acheive their objectives by tapping into cultural conversations about stress, claiming its own emoji and dominating Twitter on one of the noisiest days of the year.
Twitter
Social Media
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The New Upper Funnel: Breaking through in the Attention Economy, Presented by Stagwell
In the new attention economy, content consumption is up, but ad avoidance has risen too. Consumers have more content choices that form their touchpoints with brands; however brand-driving actions are less efficient than ever. How can brands leverage different kinds of creative content alongside meaningful consumer data to break through?

Beth Lester Sidhu, Chief Brand & Communications Officer at Stagwell, leads a must-watch conversation with Zoë Fairbourn, Head of Brand Partnerships at Hello Sunshine, Jae Goodman, Founder & CEO at Observatory, and Alanna Strauss, Head of Creative - Brand Partnerships at Netflix, to answer the question.  The group discusses how different techniques can create more effective marketing solutions and, in particular, how entertainment and content divisions can be an effective solution for brand engagement.
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Effie U.S. Report Preview, Part II: Diversity in Advertising is More Effective
Lots of data exists that shows that diversity in advertising is important. Beyond it simply being the right thing to do, audiences increasingly say they will reward brands who tackle inequality and offer a more authentic view of the world.  But there has always been an accompanying sense that this might be more talk than action, that consumers say one thing but don’t really vote that way with their hearts, minds and wallets.

New analysis of Effie U.S. entrants demonstrates a simple fact: campaigns that feature diverse characters are more likely to be judged as effective.  
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Brands & The Power to Change Culture, Presented by Edelman
We know that business and brands have become the most trusted institutions of our time. Consumers look to brands to solve some of society’s most complex issues. Climate Change. Xenophobia. Systemic Racism. Income Inequality. The list goes on. Join Edelman’s U.S. Brand Chair, Smita Reddy for a conversation with Nicky Heckles, VP, Crown Royal at Diageo North America, and Tia Rains, VP, Customer Engagement at Ajinomoto - leaders from ttwo brands she admires, who recognize the responsibility laid at their feet and have leveraged their creative brand platform to just not reflect culture, but effectively change culture for the better.
Events
Cultural Effectiveness: Cultural Moments & ROI, Presented by TikTok
Everyone admires a creative, cultural, even viral moment – but few have mastered optimizing cultural effectiveness and return on investment. How do brands create cultural impact to earn as much value as possible? 

To answer these questions and more, Khartoon Weiss, TikTok's Head of Global Agency & Accounts, is joined by Dr. Marcus Collins, Head of Planning at Wieden+Kennedy New York, and Yuri Lee, EVP, Group Account Director at Publicis | PSOne.
Effie Thinks
Winner Feature: McDonald's and Wieden+Kennedy New York "The Travis Scott Meal," Presented by Twitter
McDonald's needed to reassert its dominance as the iconic QSR, and create cultural heat around its brand. With a strong insight and big idea, they created a safe mass participation event during the pandemic with "The Travis Scott Meal."  Twitter's Sarah Personette is joined by McDonald's JJ Healan and Wieden+Kennedy New York's Tass Tsitsopoulos to discuss their Effie-winning work.

"The Travis Scott Meal" won a Silver and a Bronze Effie at the 2021 Effie Awards U.S. competition.
Events
The ROI of Inclusivity, Presented by Univision
With everyone talking about inclusive marketing, this session examines the true effectiveness of in-culture and in-language communications to grow consumers. This year, Univision commissioned a study with Nielsen measuring advertising performance among brands, and found that it literally pays to partner with diverse media networks because reaching consumers in the right environment results in higher returns.

In this panel discussion, moderated by Univision's EVP of Research, Insights & Analytics, Roberto Ruiz, hear from Elizabeth Campbell, Senior Director, Marketing at McDonald's, Lina Polimeni, Chief Media Officer at Lilly USA, and Tsvetan Tsvetkov, SVP, Nielsen Plan/Optimize at Nielsen, to garner insights and actionable learnings from powerful Effie-winning brands that recognize the power of connecting with U.S. Hispanics.
Events
What Makes Advertising Effective in Today's World? A conversation presented by IPG Mediabrands
There is a lot of talk in marketing about being in a post-advertising age, and yet we are witnessing the emergence of global players like Google and Facebook that are advertising platforms at their core. This panel will show that while individual advertising mediums are changing (TV is becoming digitized, OOH is merging with mobile), and advertising is becoming more cross-screen and cross-journey, the power of advertising remains strong and the ingredients for great advertising remain true.

The panel, moderated by Daryl Lee, Global CEO at IPG Mediabrands, will illustrate how our definitions of advertising and effectiveness need to be dynamic to keep up with the changing behaviors of our audiences, and how the Effie 4-step method can be used as a model for all marketers as a way to create and evaluate effective advertising.
Events
Effie U.S. Report Preview, Part I: Safe Creative is Less Effective
It’s a challenge as old as the advertising industry. Brave work that separates from the pack is inherently viewed as risky. A level of risk-aversion can lead to safe creative which fits category conventions.

New analysis of Effie U.S. entrants proves that if you follow category conventions, you are much less likely to win an Effie. However, that’s not to say that all you have to do is break conventions and you will be effective.
Effie Thinks
Winner Feature: Tinder & 72andSunny Los Angeles "Swipe Night," Presented by Twitter
Tinder set out to re-energize the brand by re-energizing its iconic Swipe. In an interview with Twitter's Sarah Personette, Tinder's Kyle Miller and 72andSunny Los Angeles' Kelly Schoeffel discuss "Swipe Night," the Effie-winning, first-of-its-kind, live action, interactive miniseries where users made a series of choices that drove the story forward and impacted who they could match with in the app.

"Swipe Night" won 2 Gold Effies and was a Grand Effie contender at the 2021 Effie Awards U.S. competition.
Twitter
Social Media
Events
We Didn't Start the Fire, Presented by WPP
Advertising didn’t cause all of the world’s problems, but it certainly didn’t help. So, now it’s time to be part of the solution.

Join Rachel Lowenstein, Director of Inclusion Innovation at Mindshare, for an important conversation with Casey DePalma, Head of Public Relations, Influencer Marketing & Digital Engagement at Unilever, Jason Gaikowski, Global Head of Human Centered Design at VMLY&R, and Ashley Haynes-Gaspar, COO, Business Applications & Industry Clouds at Microsoft US.
Insights & Inspiration
Ipsos Creative Corner, with Effie UK, NHS England and MullenLowe Group
Earlier this year, Effie UK and Ipsos MORI released a report, outlining key learnings from recent Effie Awards UK winners and finalists to help drive growth for brands and businesses.

In this video from the Ipsos Creative Corner series, Eleanor Thornton-Firkin (Head of Creative Excellence at Ipsos MORI), Karina Wilsher (Effie UK Council Chair and Global CEO of Anomaly), Sabina Usher (MullenLowe Group) and Ian Hampton (NHS England) discuss how to successfully bring an idea to life.
Insights & Inspiration
Minds Behind Effective Marketing: Mondelēz International, 7-Eleven & Phoenix Creative Co’s "Nutter Butter at 7-Eleven"
We’ve arrived at the final installment in our Minds Behind Effective Marketing series, presented by Valassis.  Throughout the series, we’ve had the opportunity to learn from the strategic and creative minds behind some of our favorite Effie-winning work.  We hope you’ve taken away some tangible insights and inspiration that you can bring brack to your teams and your work.

 
Insights & Inspiration
Minds Behind Effective Marketing: Mars Petcare & BBDO New York's "SelfieSTIX: Making it easier to get close-ups with your dog"
In this week’s edition of ‘Minds Behind Effective Marketing,’ Valassis’ Jason Kaplan speaks with the team at Mars Petcare and BBDO New York about their Effie-winning campaign for Pedigree Dentastix, ‘SelfieSTIX: Making it easier to get close-ups with your dog.’ 

Meet Angela Cameron, Global Portfolio Marketing Manager at Mars Petcare and Karin Santiago, VP, Strategy Director at BBDO New York, the creative and strategic minds behind the work, who shared a closer look at how the Dentastix SelfieSTIX came to be and how the effort contributed to the brand’s largest spike in sales since 2015.
Insights & Inspiration
Minds Behind Effective Marketing: IKEA & Wavemaker's "It's Not A Catalog, Catalog"
Valassis’ Jason Kaplan is back for another edition of ‘Minds Behind Effective Marketing,’ featuring interviews with the creative and strategic minds behind some of your favorite Effie Award winners.  The series not only takes a closer look at what the teams behind the work did to achieve growth, but how they did it.  This week, we meet the team behind IKEA’s 'It’s Not A Catalog, Catalog' campaign that took home two Effies at the 2020 Effie Awards US competition, including a Gold Effie in the Commerce & Shopper: Brand Experience category.

 
Commerce
Shopper
Omnichannel Marketing
Insights & Inspiration
Minds Behind Effective Marketing: The Hershey Company & TPN's "Hershey Easter 'Be So Eggstra' at Walmart"
The shopper journey is constantly evolving, with new ways to engage shoppers and guide the purchase process.  Our new video series, Minds Behind Effective Marketing, features interviews with the creative and strategic minds behind some of your favorite Commerce & Shopper Effie Award winners, brought to you by our partners at Valassis.  The series will not only take a look at what the teams behind the work did to achieve growth, but how they did it.

 
Events
Effie UK's 'Bounce Forward' Summit: How Do We Want to Be?
During Effie UK's 'Bounce Forward' Summit, we asked 'how do we want to be?'  The panel discussed practical ways to smash norms and stereotypes within out teams, our thinking and our output to ensure that we create work that moves our industry forward, not back.

In 2020, responding to changing circumstances took all our energy, resilience and imagination. It seemed impossible to think long-term. But recent months have been as transformational as they are challenging. With the global pandemic, as well as extraordinary political and social pressure, behaviours changed, perspectives broadened, and new strategies emerged.
Events
Effie UK's 'Bounce Forward' Summit: What Have We Learnt?
In 2020, responding to changing circumstances took all our energy, resilience and imagination. It seemed impossible to think long-term. But recent months have been as transformational as they are challenging. With the global pandemic, as well as extraordinary political and social pressure, behaviours changed, perspectives broadened, and new strategies emerged.

Before we move into the next phase, what are the key lessons we want to hold onto?  Both in terms of how we create growth for our brands and businesses, and how we want to be and behave as we push for that growth?
Original
In One Sentence
Victoria Cole, CEO, Wunderman Thompson Argentina
In one sentence...

What is the best advice you can offer marketers today?
Original
In One Sentence
Marcelo Romeo, Marketing Manager, Newsan
In one sentence...

How can marketers remain effective in challenging times?
Original
In One Sentence
Diego Medvedocky, President & CCO, Grey Latin America
In one sentence...What is the best advice you can offer marketers today?

Be useful to people, and solve problems instead of inventing new ones.
Original
In One Sentence
​Fidel La Riva, CEO, Mindshare Perú
In one sentence...How do you define effective marketing? 

Effective marketing, to most of our clients, is that which helps them achieve their goals, regardless of what they are.
Original
In One Sentence
​Malena Morales Valentín, VP, Corporate Affairs, Alicorp
In one sentence...What is the best advice you can offer marketers today?

Focus your work on people; being human-centric allows us to create and offer authentic, more humane, and empathetic brands that generate value and engage with consumers’ deepest concerns and desires.
Original
In One Sentence
Alexander Papkov, Technology Director, Media Direction Group
In one sentence...How do you define effective marketing?

Effective marketing is not only about selling right here right now, but about the synergy of media mix, creative and technology that can create long-term emotional connections between the customer and the brand.
Original
In One Sentence
​Martha Eugenia Arbeláez, Director, Marketing & Communications, Nestlé
In one sentence...How do you define effective marketing?

Effective marketing is the result of a strategy that evolves with the rhythm of consumers, making them feel that the brand understands them more than any other, and is therefore always relevant to them - in other words, personalizing the communication and the relationship to result in a higher conversion.
Original
In One Sentence
Elina Isagulova, VP, B2B Commerce and Operations, Mail.Ru Group
In one sentence...what is the best advice you can offer marketers today? 

Marketing is neither about short-term tactical objectives nor about attracting the client here and now, it’s about the strategic approach – try to look at your goals and ways of reaching them more broadly.
Original
In One Sentence
​Nicola Lampugnani, Chief Creative Officer, TBWA\Italia
In one sentence...What is the best advice you can offer marketers today?

Try to understand, in depth, all the new touchpoints that connect a brand with people; this will help you build your brand into a fluid communication instead of an interruption.
Original
In One Sentence
Shoaib Qureshy, Managing Director, DDB Pakistan
In one sentence...How can marketers stay effective in times of challenge? 

There is nothing that you cannot surmount if you put your mind, heart and soul to work, so just take each challenge as a personal mission.    
Original
In One Sentence
Ramiro Villalobos, Director of Marketing, Colombia & Ecuador, Mastercard
In one sentence...

How do you define effective marketing?
Original
Insights & Inspiration
Effie UK Report Finds Non-Conformity as Key Theme to Effectiveness
In partnership with Ipsos MORI, Effie UK analysed data from its 2020 Effie Awards competition and has released their key findings in the latest edition of the Effie UK Report.

With analysis completed across Effie's 4 pillars, non-conformity was identified as the key creative theme for effective campaigns.
Objective Setting
Channel Strategy
Data
Original
In One Sentence
​Maria Kolosova, General Director, GroupM
In one sentence...What is the best advice you can offer marketers today?

Be open to different perspectives and points of view, and experiment with new things, because tomorrow’s world will never be like today’s.
Original
In One Sentence
Fariyha Subhani, Managing Director, South Asia, Upfield
In one sentence...How can marketers stay effective in times of challenge?

By being grounded and connected, accepting the new normal quickly -- and, in fact, creating it.
Original
Effie Thinks
The New Era of Contemporary Commerce
It’s interesting – ‘sales’ sometimes remains a dirty word – the bridesmaid to the strategic goals of brand building, emotional connection and cultural relevance.  Often, both award criteria and marketing theory posit a choice or trade-off between brand love and transactional efficacy – of course both are essential for sustained brand success.   But, in our COVID-19 defined times, a laser focus on transactional success has never been more important as scrutiny on investment, effectiveness and return continue to intensify.   As commerce and shopper continue to evolve, it’s worth considering how we can have a better, clearer discussion about performance, value and impact.

 
Commerce
Omnichannel Marketing
Original
In One Sentence
Thor Borresen, VP, Marketing, Bavaria, AB InBev
In one sentence...What is the best advice you can offer marketers today?

I have two pieces of advice for these uncertain times: first, be curious enough to keep the pulse of your consumers, and second, have a clear North Star, but be flexible with how you plan to get there.
Original
In One Sentence
Yaron Farizon, CEO, MediaCom Moscow
In one sentence...How do you define effective marketing?

Here I prefer to stick to the fundamentals: effective marketing aims to achieve short and long term business objectives through a rightfully prioritized mix of creative, media and other activities at the lowest acceptable cost.
Original
In One Sentence
Abbas Arslan, Global Senior Director, Human Insights, The Coca-Cola Company
In one sentence...What is the best advice you can offer marketers today?

Don’t try to sell something you don’t believe in - you will just end up fooling yourself.
Original
In One Sentence
Narmeen Khan, Managing Director, Pakistan, Mondelez International
In one sentence...how do you define effective marketing?

Effective marketing is all about nurturing meaningful relationships with your consumers and giving them valued experiences.
Original
Events
Effie Greater China's UNTHINKABLE Summit | Dr. Paul Yan: Transformation of Digital Retail Intelligence in the Post-Epidemic Era
On December 10th, the second day of Effie Greater China's 2020 UNTHINKABLE Summit, Dr. Paul Yan, vice president of JD.com, chairman of JD Retail Technology Committee and president of JD Business Growth, joined as a keynote speaker. During his inspiring 30-minute speech, Dr. Yan elaborated on how JD responded to changes with technology, especially concerning the efforts that JD has constantly made to realize the transformation of digital intelligence in the current difficult times.

 
JD
Retail
Digital
Original
In One Sentence
Lucas Chavez-Alcorta, Chief Marketing Officer, Falabella Colombia
In one sentence...How do you define effective marketing?

Effective marketing not only helps you to accomplish competitive results and sales objectives, but also to build true emotional connections, in a perfect marriage between brain and heart.
Original
In One Sentence
Paola Marazzini, Director, Agency & Strategic Partnerships, Google Italy
In one sentence...What is the best advice you can offer marketers today? 

The pandemic very clearly showed us how key it is to read the zeitgeist in order to connect with consumers in a credible and useful way.
Original
Insights & Inspiration
UK Effie Report Preview: How can brands use best practices from Effie winners to drive their business?
Here’s a sneak peak of our latest analysis from Ipsos, outlining key learnings from recent Effie Awards UK winners that could help drive growth for your brands and businesses.

From focusing on the challenge to going against the norm of category conventions to stand out in a sea of sameness, the Effie Report offers tangible learnings, trends and practical examples of best practices in marketing effectiveness.
Research
Analysis
Objective Setting
Original
In One Sentence
Asif Aziz, Chief Commercial Officer, Jazz
In one sentence...What is the best advice you can offer marketers today?

Never act upon a single data point; always triangulate multiple data points to come to an insight.
Original
In One Sentence
Diana Diaz, Country Manager, Colombia & Peru, SC Johnson
In one sentence...How do you define effective marketing?

Accomplishing business objectives by identifying the right insight and converting it into a strength for the brand through an impactful campaign.
Original
Effie Thinks
Purpose is the Future of Business
Phumzile Mlambo-Ngcuka, United Nations Under-Secretary-General, Executive Director of UN Women and Chair of the Unstereotype Alliance, recently offered these powerful words to the business community. She said: “You have to repurpose your skills to serve a greater good than profit.”

Her words come at a time of huge disruption and with the devasting backdrop of widening inequalities exacerbated by Covid-19 and systemic racial injustice exposed the world over. It is now undeniably clear that business must step up to be a force for positive change and deliver more than great products or services. Purpose is no longer an option, it’s a core requirement to the future of business.
Purpose
Activism
Growth
Original
In One Sentence
Asim Naqvi, CEO, Ogilvy Pakistan
In one sentence...what is the best advice you can offer marketers today?

Always remember that your end goal is to sell while keeping the process as simple as possible.
Original
In One Sentence
Marina Bezouglova, Regional Head, Central & Eastern Europe, Healthcare, Ipsos
In one sentence...how do you define effective marketing?

Effective marketing is human-centric: it prioritizes people's needs, creates empathic products and leverages communication potential to not only promote products, but also nudge people toward more useful habits and well-being.
Effie Thinks
Winner Feature: Nike & Wieden+Kennedy "Dream Crazy," Presented by Twitter
Twitter’s Sarah Personette talks with Nike’s Alex Lopez and Wieden+Kennedy’s Daniel Sheniak about launching their powerful and inspiring campaign “Dream Crazy” and the role of social platforms in connecting Nike to culture.

Nike and Wieden+Kennedy’s “Dream Crazy“ won Gold in the Leisure & Lifestyle category at the 2020 Effie Awards U.S. competition.
Twitter
Social Media
Culture
Effie Thinks
2020 Global Effie Awards Jury Spotlight, in Partnership with Facebook | Creativity in Challenging Times
As a global community, we are living through challenging times and, as marketers, we have the opportunity to motivate and inspire both consumers and each other.  Effective communication and empathy are critical in achieving that.

Our 2020 Global Effie Jury shares how they are supporting their teams through the challenges of this year and, more broadly, how the value of creativity changes during demanding and difficult times.
Global
Multi-Region
Creativity
Effie Thinks
Winner Feature: Burger King & MullenLowe U.S. "It Just Has to Make Sense to Someone," Presented by Twitter
Burger King set out to make the brand loved and talked about online.  In an interview with Twitter's Sarah Personette, MullenLowe U.S.'s Kelly Fredrickson and Restaurant Brands International's Fernando Machado discuss how they were able to find their voice online by being bold and unexpected. 

Burger King and MullenLowe U.S. won a 2020 Silver Effie in the category of Engaged Community for "It Just Has to Make Sense to Someone."
Twitter
Social Media
Culture
Effie Thinks
Winner Feature: Microsoft & McCann New York "Changing the Game," Presented by Twitter
Microsoft developed the XBOX Adaptive Controller to improve the gaming experience for disabled gamers.  To showcase the brand's belief that 'when everyone can play, we all win,' Microsoft took their story to the Super Bowl and ultimately increased brand love by showing how their innovation was Changing the Game.  In a conversation with Twitter’s Sarah Personette, Microsoft's Kathleen Hall and McCann Worldgroup's Shayne Millington take us behind the scenes of how they brought this powerful effort to life.

Microsoft and McCann New York's "Changing the Game" won 3 Gold Effies and was a Grand contender in the 2020 Effie Awards U.S. competition.
Twitter
Social Media
Gaming
Original
In One Sentence
Ali Rizvi, Founder & CEO, What’s Next Entertainment
In one sentence...What is the best advice you can offer marketers today?

In this digital age, it’s important to know your consumer well, not only locally, but globally – so learn their culture and how they consume your product, and be politically correct.
Effie Thinks
2020 Global Effie Awards Jury Spotlight, in Partnership with Facebook | Emerging Technology
Technology will continue to transform the way we work, how we connect, and the ways marketers engage with consumers.  And, as a result of the past year, people are adopting new technologies at an accelerated pace. 

In this week’s Global Effie Awards Jury Spotlight, we asked judges what new opportunities in emerging tech they are most excited about. 
Global
Technology
Original
In One Sentence
Roman Kumar Vias, CEO & Founder, Qmarketing
In one sentence...What is the best advice you can offer marketers today? 

When you are a marketer, you are a lifelong student, so you need to learn from the market, from data, from your colleagues, and from the changing world. 
Original
Effie Thinks
It's time to end our addiction to 50-year-old measurement tools
Brand measurement must evolve to continue justifying upper-funnel investment

It's been more than a hundred years since John Wanamaker lamented, "Half the money I spend on advertising is wasted. The trouble is, I don't know which half."
Measurement
Brand
Effectiveness
Effie Thinks
2020 Global Effie Awards Jury Spotlight, in Partnership with Facebook | Diversity in Advertising
How does diversity within an organization help improve performance for brands? Marketing leaders from the 2020 Global #Effies Jury share their perspective. 

-
Global
Multi-Region
Diversity
Original
In One Sentence
Noaman Asar, Managing Director, Kantar Pakistan
In one sentence, how do you define effective marketing?

Effective marketing forms an emotional connection in the mind of the consumer that, in return, creates a predisposition to buy the brand; when both the CFO and the CMO are happy with the results of your marketing, you’ve hit the happy medium. 
Effie Thinks
2020 Global Effie Awards Jury Spotlight, in Partnership with Facebook | Developing Talent
How do you develop talent within your organization?  This year’s Global Effie judges share the skills they look for that are imperative to being effective, and also share the advice they would give their younger selves.

-
FEATURED JURY MEMBERS:
Renata Altenfelder, Executive Director, Global Brand & Communication, Motorola
Global
Talent
Multi-Region
Effie Thinks
2020 Global Effie Awards Jury Spotlight, in Partnership with Facebook | Inside the Judging Room
The Global Effie Awards celebrate the most effective marketing efforts that have run across multiple regions worldwide.  To be eligible, a campaign must run in at least four countries and two regions.

 
Global
Multi-Region
Awards
Original
In One Sentence
Yusuf Chuku, Global CSO, VMLY&R
In one sentence, what is the best advice you can offer marketers today?

Seek shared value; you’ll find it at the intersection of what your brand stands for, what’s important to your customers and what will consistently grow the business.
Original
In One Sentence
Haruyo Rodulfo, CEO, Wavemaker Mexico
In one sentence, how do you define effective marketing?

Effective marketing is a process of continuous improvement, avoiding “the way we’ve always done it” and looking to anticipate the next change in our business and in the consumer.
Original
In One Sentence
Andreas Moellmann, Chief Experience Officer, APAC, Geometry
In one sentence, how do you define effective marketing?

Knowing (vs guessing) the contribution and value of your marketing efforts to your business.
Original
Events
5 Panel Discussions from the 2020 Effie US Leadership Summit
During the Ideas That Work®: 2020 Effie US Leadership Summit & Winners Celebration we explored how the marketing industry moves foward in these unprecedented times.

Over 5 panel discussions, we heard from renowned business leaders and disruptors about the future of retail, leadership as a force for positive change, privacy and, of course, the future of marketing effectiveness.
Future of Retail
Positive Change
Privacy
Events
Profit vs Progress: Do You Have to Choose?
There is evidence that the number of consumers looking to brands to have a positive impact on society is growing. Trust, values and purpose in today’s changing world are the subject of much passion and debate, but the key question is: are they capable of driving growth and how?

Hear the inspiring conversation and important call to action on purpose, profit & progress with Observatory's Jae Goodman, Nike's Alex Lopez and Ben & Jerry's Matthew McCarthy, moderated by Beth Sidhu, COO & CMO, The Stagwell Group.
Purpose
Culture
Events
Analysis Of 2020 Effie US Entries Part 2
Ipsos' Pedr Howard shares highlights from the most recent US Effie Report, plus a preview of key insights and analysis from 2020 Effie US entrants and winners.
Brand Purpose
Authenticity
Events
Leadership As A Force For Positive Change
Jacki Kelley, Erika Irish Brown and Deborah Wahl come together for an important conversation about taking action to address the cultural challenges our industry is facing today, and to explore the positive steps we can all take to improve the quality of our leadership, our talent and the overall structure of our organizations to be more inclusive and equitable.
Positive Change
Leadership
Events
Data Privacy: What Happens Next?
How can marketers get ahead of the privacy wave, and protect ROI responsibly?  Join Daryl Lee, Global CEO of IPG Mediabrands, for a conversation to explore just that with Unilever's Luis Di Como, Acxiom's Chad Engelgau, Kellogg North America's Gail Horwood and IPG & Kinesso's Arun Kumar.  

This dynamic panel takes a closer look at how marketers can get ahead of the waves of privacy initiatives that are crashing around us, from regulators around the world and in California, and from tech platforms like Apple with iOS 14.  
Privacy
CCPA
Ethics
Events
Analysis Of 2020 US Effie Entries Part 1
Ipsos' Pedr Howard shares highlights from the most recent US Effie Report, plus a preview of key insights and analysis from 2020 Effie US entrants and winners.
Targeting
Instore + Online Integration
Events
The Future Of Effective Retail Experience
The in-store and online retail landscape had already been experiencing rapid change and customers are interacting with brands in new ways. And recent events have accelerated innovation across the board. This panel will discuss the evolving retail landscape and overall retail experience, while infusing personal experience and expertise into the conversation.

As marketing effectiveness continues to be redefined, where do we go from here and what opportunities lie ahead for retailers and brands?
Omnichannel Marketing
Retail
Original
In One Sentence
Eric Weisberg, Global CCO, Doner
In one sentence, how do you define effective marketing?

Data is not “the new creative”; the effective campaigns of tomorrow will sit at the intersection of art AND science.
Original
Events
7 Keynotes and Panel Discussions About the Biggest Drivers of Marketing Effectiveness Globally
During the Effie UK Leadership Summit we explored the theme of 'Rethinking Marketing Effectiveness: where do we go from here?’ The agenda covered themes such as lessons from disruptive brands, driving brand growth in uncertain times, purpose-driven marketing and more.  Every session was designed to provide inspiration and practical insights to help drive growth for brands and businesses in the here and now.

If you were unable to attend or want to take a look back at your favourites you can watch it here
Profit & Purpose
Disruptive Brands
Effectiveness
Events
Marketing Effectiveness Redefined
What does marketing effectiveness look like in today’s world?  A 30-minute watch (+ Q&A) that brings to life how dynamic effectiveness can be, depending on the category, maturity and scale of a business.  Packed with ideas on how and what you should be measuring, including insights on what consumers value today and what they’ll value tomorrow.

 
Consumers
UK
Events
Lessons in Marketing Effectiveness
Every year there are over 4,000 Effie Award winners globally.  Those effectiveness cases are held on our database and each one holds insights and ideas for marketeers everywhere.  

This piece of analysis from IPSOS outlines the key learnings from the latest Effie UK winners that could help drive growth for your brands and businesses.
Growth
UK
Events
How Do You Drive Profit From Purpose?
There is evidence that the number of consumers looking to brands to have a positive impact on society is growing.  Trust, values and purpose in today’s changing world are the subject of much passion and debate, but the key question is, are they capable of driving growth and how?

This 30-minute discussion tackles one of most important questions facing marketeers today: can we be a part of making a positive change for people and planet, as well as driving profit?  Our panel is drawn from the world of big business and sustainable development, all experts in their field with evidence, insights, and ideas to inspire you.
Positive Change
Growth
UK
Events
Lessons In Effectiveness From Disruptive Brands
Every so often a brands come along that creates a seismic shift.  In these challenging times, what can we learn from those who regularly punch above their weight?  Take 25 minutes out of your day to listen to a short presentation and lively discussion that identify the key behaviors and successful strategies adopted by disruptors that could drive growth, no matter what your brand or business. 

 
Disruptors
Growth
UK
Effie In Conversation With
Developing A Culture Of Effectiveness
What should a modern marketing function look like? The skills people need to thrive and create effective work are changing.  How can you develop people and structures than encourage rigour, with the agility that every marketing function needs?

A 15-minute keynote by Ann Mukherjee, Chairman & CEO of Pernod Ricard NA, followed by a q&a, deftly moderated by Lindsay Pattison, Chief Client Officer, WPP.  
UK
People Development
Leadership
Events
Emerging Trends From China
A superb interview between Sonoo Singh, Associate Director, The Drum, and An-Ching Chang, VP, CMO & Executive Creative Director, Greater China & Japan, Gap Inc.

In 20 minutes, they cover the key marketing innovations driving retail brands in the Chinese market, why so many Western brands have struggled to succeed, and what all marketers need to know if they are to enter the Chinese market successfully.
Marketing Innovations
China
UK
Effie In Conversation With
Driving Brand Growth And Planning Ahead In An Uncertain World
A 20-minute conversation with two of the most thought-provoking leaders working in our industry today. Vineet Mehra, Global Chief Marketing & Customer Officer, Walgreens Boots Alliance & Chairman of the Board Effie Worldwide and Mark Ritson, Professor, Columnist & Consultant, discuss insights and ideas for marketeers trying to drive brand growth and wondering how to plan ahead amidst the current challenges. 

What marketing fundamentals should we be holding onto?  What’s changed & how are brands adapting to changed consumer behaviour since the pandemic? 
Change
Growth
UK
Original
Insights & Inspiration
Marketing Budgets In A Recession - How Much Is Too Much?
Brands are well aware that they can benefit from spending through a recession, but it’s less often recognised that the scale of the spend need not be an issue. Investment, regardless of size, can always be effective, which is worth remembering as we face a global ad spend drop of 11.9% this year, according to GroupM.

 
Original
In One Sentence
Galya Prokopieva, CEO, Economedia
In one sentence, how do you define effective marketing?

Marketing that drives sales and appreciation without littering the communications channels.
Original
In One Sentence
Vicente Carrasco, CEO, VMLY&R Chile
In one sentence, what is the best advice you can offer marketers today?

Ideally, marketing is related to building new needs, adding features to products, moving from functional to emotional benefits, and developing brands with purpose and other reasons to be preferred by consumers…and today, consumers are empowered by the knowledge in their hands thanks to technology - so my advice to marketers is to please stop selling smoke.
Original
Reflection: 2020 Effie Marketing Effectiveness Bootcamp
At the start of 2020, I came up with a list of goals, one of them being to continue my passion for growth and development within the marketing industry. A month later, the stars aligned as my company’s CMO had nominated me for the Effie Marketing Effectiveness Bootcamp. After a 4-day conference and a 6-week case project, I left this experience with a renewed passion for marketing strategy, lasting connections with 25 amazing marketers, a phenomenal mentor, and an Effie approved case study. 

Here are eight takeaways from my experience at the Effie Marketing Effectiveness Bootcamp.
Original
In One Sentence
Catherine Davis, Chief Marketing & Communications Officer, Feeding America
In one sentence, how do you define effective marketing?

Creating relevance that drives business growth, which requires an intimate understanding of your core audience; their attitudes, behaviors, and underlying core values; and a willingness to have a strong point of view.
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Effie Thinks
Disruption Is A Key Theme In Effective Campaigns
The latest analysis from Effie United States, in partnership with Ipsos, found disruption as a key creative theme to effective campaigns among 2019 winners.

The Report, which analyzed winning and non-winning Effie cases in the 2019 Effie Awards US competition, provides highlights, trends and practical examples of effective marketing best practices across Effie’s four-pillar framework.
Disruptors
Objective Setting
Targeting
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In One Sentence
Robert Sundy, Head of Brands & Marketing Services, Whirlpool Corporation
In one sentence, what is the best advice you can offer marketers today?

In addition to the core marketing competencies of yesterday, being a marketer today is truly a team sport that requires you to remove friction across your organization so the consumer doesn’t feel it.
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In One Sentence
Natalia Paliy, Head of Marketing, Philips Ukraine
In one sentence, what is the best advice you can offer marketers today?

Stay attuned (to understanding the latest trends), be adaptive (and change your strategy or plan if conditions require it), act with the consumer in your mind and heart (with the goal of making them happier) and keep on learning (but don’t forget the basics).
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Ideas That Work
Five Marketing Programs from The Most Effective Brands, Marketers and Agencies Worldwide
Each year, the Effie Index ranks the most effective marketers, brands, networks and agencies by analyzing finalist and winner data from Effie Awards competitions around the world.

Take a closer look at five marketing programs developed by a few of the brands, marketers, and agencies named Most Effective in the 2020 Effie Index.  This shortlist includes work by Unilver, Coca-Cola, WPP, McCann Worldgroup, FP7 McCann Dubai and Banda. 
Most Effective Worldwide
Global
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In One Sentence
Clarissa Pantoja, Brand Director, Grupo Modelo
In one sentence, how do you define effective marketing?

Effective marketing has a clear goal, uses outstanding creativity that is fresh and new to the industry, and is able to deliver great results.
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In One Sentence
Juan Diez, CEO, IPG Mediabrands Mexico
In one sentence, what is the best advice you can offer marketers today? 

In an ever-changing landscape, remember that whatever brought you where you are today won’t guarantee you success in the future.
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Effie Thinks
Scale-Up Businesses Need a New Way of Thinking About Effectiveness
There are reams of case studies, meta-analysis, books and tedious PowerPoint presentations on best practice in advertising effectiveness.  But there’s a yawning gap in practical and academic advice when it comes to effectiveness insights for scale-up companies. 

I’ve spent my formative years in mature businesses like Unilever, Birdseye and the AA. And I was lucky enough to learn my effectiveness trade at the knee of the masters: Godfathers Binet and Field and the fearsome intellect of the Ehrenberg-Bass institute,  with my hand held on each side by the IPA, WARC, and practically every other industry body keen to furnish me with  insight. 
High Growth
E-commerce
Scale-Ups
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In One Sentence
Taylor Wiegert, VP, Planning Director, The Martin Agency
In one sentence, what is the best advice you can offer marketers today? 

Know what you stand for and what you stand against—that’s where brands find their tension and become worthy of attention in our increasingly attention-starved culture.
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In One Sentence
Alex Osadchiy, Chief Strategy Officer, Publicis Groupe Ukraine
In one sentence, what is the best advice you can offer marketers today? 

When you’re living in a digital age, it is hard to remember that people are analogue beings - let’s keep this beautiful simplicity in our focus.
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In One Sentence
Karsten Jankowski, General Manager, Marketing, PR & Customer Service, INFINITI Middle East
In one sentence, what is the best advice you can offer marketers today?

Whatever the marketing targets are - brand building, creating awareness, consideration, or other aims - my general recommendation to marketers is to efficiently utilize resources while staying daring, challenging, and open to new ideas and thinking ahead of the competition.
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In One Sentence
Julieta Loaiza, VP, Consumer Communications and Corporate Affairs, Nestlé Mexico
In one sentence, what is the best advice you can offer marketers today?

Learn how to be the new “Unicorn Marketer” who understands hard skills like data analytics, content strategy, social media, mobile, and e-commerce as well as soft skills like creativity, resourcefulness, adaptability, collaboration and leadership – the perfect professional combination to face business challenges today and in the future.
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In One Sentence
Roberto Poblete, Connections & Partnership Manager, The Coca-Cola Company
In one sentence, what is the best advice you can offer marketers today?

Take a look at successful companies around the world, 1, 5 and 10 years ago (paying special attention to how they acted in periods of crisis), and note their changes, growths, falls, and consumers, and then try to imagine your company 1, 5 and 10 years into the future — if you are not happy with what you see, change it now. 
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In One Sentence
Marina Mazarskaya, CEO, Carat Ukraine
In one sentence, how do you define effective marketing?

Now, even more than ever, brave and meaningful ideas are essential for effective marketing – in combination, these ingredients build salience and relevance for brands, increasing the ROI of your marketing mix as a result.
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In One Sentence
Leonardo Lima, CMO, Samsung Electronics Chile
In one sentence, how do you define effective marketing?

Effective marketing is about connecting dots between your brand and consumers to trigger a shift in behaviour, and about understanding the context people are living in to touch their hearts and minds with an offer that creates value in their lives.
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In One Sentence
Sergio Katz, VP, Planning, AlmapBBDO
In one sentence, what is the best advice you can offer marketers today? 

Take advantage of all the knowledge and opportunities that technology brings, but never forget to touch hearts and move people.
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In One Sentence
Farheen Salman, Director, Brands, Unilever
In one sentence, how do you define effective marketing? 

Effective marketing is making an imprint on a consumer’s mind and heart and impacting their buying behavior.
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In One Sentence
Sandeep Poduval, Head of Marketing, Commercial Bank of Dubai
In one sentence, what is the best advice you can offer marketers today?

In today’s digital age, it is key that marketers focus on their ability to extract meaningful insights without getting bogged down by information and data overload.
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In One Sentence
Greta Koleva, Managing Director, Proximity Sofia
In one sentence, what is the best advice you can offer marketers today?

Nowadays, we all talk about how big data helps us better understand our consumers, but we should not forget that data should be turned into insights, then brought to life with creativity to be truly effective. 
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In One Sentence
Joseph Alcantara, Marketing Communications Manager, Emirates Airline
In one sentence, what is the best advice you can offer marketers today? 

In your pursuit for effectiveness by staying relevant and authentic, remember to also be virtuous.
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In One Sentence
Zornitsa Todorova, Ad Sales Director, New Age Media
In one sentence, how do you define effective marketing?

Marketing that brings customers to act, makes a significant impact on sales and creates long-term positive benefits for both sides: brands and people.
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In One Sentence
Sébastien Campopiano, Marketing Director, Chocolate & Food, Mars Belgium
In one sentence, what is the best advice you can offer marketers today? 

All brands could easily lose their ability to succeed if we only focus on short-term ROI and efficiency – so, for every Euro invested, you should ask yourself: “How much value can I generate for my consumers, customers and my company in the long term?”
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In One Sentence
Julien Lemoine, VP, CLM BBDO
In one sentence, what is the best advice you can offer marketers today? 

Never underestimate the power of creativity to help your business; when you and your agency team truly understand the business problem - not just the comms problem - you are trying to solve, you can come up with creative solutions that go way beyond traditional content.
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In One Sentence
Max Keane, SVP, Director of Brand Strategy, Arnold Worldwide
In one sentence, how do you define effective marketing? 

Work that moves people to act.
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Ideas That Work
“Defence Force Recruiting” by Defence Force Recruiting & Host/Havas January 10, 2019
Image courtesy of Defence Force Recruiting & Host/Havas.

The Australian Defence Force is a highly-regarded employer among Australians, thanks to the training, development and invaluable experience it provided to those working on behalf of their country’s well-being.
In One Sentence
Hirol Gandhi, EVP & Integrated National Head of Team Vodafone, Ogilvy India
In one sentence, what is the best advice you can offer marketers today? 

Clarify, clarify, clarify - because that, and only that, will simplify your journey.
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In One Sentence
Mira De Maeyer, General Manager, Perrigo
In one sentence, what is the best advice you can offer marketers today? 

When striving for effective marketing, start with deeply understanding the people you serve with your brand.
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Ideas That Work
“You Should Play 6/49” by Loto-Québec & Sid Lee
Lotto 6/49 is Canada’s most popular national lottery game and has been offering Canadians a chance to win daily since 1982. In Quebec, over 70% of Lotto 6/49 tickets were being sold to the over 50 crowd. Millennials were less enthusiastic, associating the lottery more with its poor odds of winning than the promise of riches. So Loto-Québec, which runs Lotto 6/49 in the province, saw an opportunity to inspire this segment to play.

In 2015, Loto-Québec and agency partner Sid Lee launched an integrated campaign “You Should Play 6/49” that highlighted everyday moments of luck (for instance, catching every green traffic light) as evidence that anyone is lucky enough to win, and expanded on the ubiquitous phrase, “You should play the lottery,” to turn these moments into purchase occasions.
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In One Sentence
Rajesh Sharma, VP, Strategy, & Planning Head, McCann Worldgroup Mumbai
In one sentence, what is the best advice you can offer marketers today?  

Market research and marketing models may help us understand the problem, but genuine empathy towards the consumer is often the best marketing strategy - work on this.
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Ideas That Work
“Amigos de Whatsapp” by Cerveza Poker (Bavaria) & DDB Colombia
A well-known Colombian beer brand, ​Bavaria Brewery’s Poker was up against a series of changes affecting the local beer category, not least that consumers were drinking less overall. To reverse a negative start to the year, Bavaria (owned by Anheuser-Busch InBev) & DDB Colombia set out to increase sales by 5% during March 2018.  The brand was able to successfully re-engage its audience by creatively navigating around the no-advertising policy of what had become one of Colombia’s most popular social media apps: Whatsapp.

The result was “Amigos de Whatsapp.” The campaign, launched in March 2018, effectively differentiated Poker in a competitive beer category, achieved a 12.5% sales increase in two months time and went on to win the Grand Effie in the 2019 Effie Awards Colombia competition – the second Grand Effie win for the brand in four years. It also earned trophies in the Promotions (Gold), Beverages – Alcohol (Gold) and New Product or Service (Silver) categories.
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In One Sentence
Borja de la Plaza, President & CEO, Grupo DDB Colombia
In one sentence, how do you define effective marketing? 

Marketing that really breaks down the barriers between clients, media agencies and creative agencies to reach consumers in a natural way, making them experience the brand in their everyday lives.
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Ideas That Work
“The Bridal Uniform” by UN Women & BBDO Pakistan
Child marriage threatens the education and safety of thousands of girls every year. In Pakistan, activists had been long campaigning to outlaw the practice.  

In 2017, UN Women (The United Nations Entity for Gender Equality and the Empowerment of Women) set out to call lawmakers to action. Partnering with BBDO Pakistan, they organized a surprise takeover at Bridal Couture Week, one of Pakistan’s biggest annual events, to debut “The Bridal Uniform.” 
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In One Sentence
Ali Rez, Regional Executive Creative Director, Middle East & Pakistan, Impact BBDO
In one sentence, how do you define effective marketing? 

Marketing is effective when it engages the audience in a positive, memorable and impactful manner. 
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Ideas That Work
“The Dancing Letters” by Maharashtra Dyslexia Association & McCann Worldgroup India
The Maharashtra Dyslexia Association (MDA) was established in 1996 to advocate for students with dyslexia, a learning disability which reportedly affects one in ten Indians but whose impact is largely unknown to the average person. In an effort to increase awareness and improve conditions for students with dyslexia, the MDA sought a creative campaign that would inspire empathy in the students’ parents and teachers.

Together with agency partner McCann Worldgroup India, MDA developed “The Dancing Letters,” an interactive book that brought the challenges of dyslexia to life. The project led to the to the establishment of dyslexia awareness and empathy-building programs in schools across the Maharashtra region.
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Ideas That Work
“Re:scam” by Netsafe & DDB New Zealand
Netsafe is an independent, non-profit online safety organisation. It provides online safety support, expertise and education to people in New Zealand. It’s been around for more than 20 years, founded in 1998 to help New Zealand’s internet users stay safe online.

After noticing the growing influence of technology in their respective areas, the New Zealand Police, Ministry of Education and several not-for-profits teamed up with telecommunication organisations and IT industry partners to create an independent body focussed on online safety. Together they created the Internet Safety Group (rebranded Netsafe in 2008).
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Ideas That Work
“Vodafone Sakhi” by Vodafone India & Ogilvy India
All images and videos courtesy of Vodafone & Ogilvy India.

In 2017, a sinister new form of sexual harassment emerged in parts of India: local mobile phone retailers were caught selling their female customers’ phone numbers to predatory men – often for less than a dollar – subjecting victims to lewd messages at all hours within their own homes.
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Effie Thinks
9 Marketing Effectiveness Lessons From The Last 50 Years
Effie Worldwide partnered with Mark Ritson, Adjunct Professor, Writer, and teacher of Marketing Week's Mini MBA and the team at LinkedIn for a 10-part series featuring Effie-winning case studies. 

The series outlines the 9 key lessons for marketing effectivess taken from the analysis of over 6,000 Effie-winning case studies over the past 50 years.  
Objective Setting
Brand Building
Courage
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Ideas That Work
“Highway Gallery” by Louvre Abu Dhabi & TBWA\RAAD
Louvre Abu Dhabi opened in 2017 as the first universal museum in the Middle East, with a world-class collection of archaeological treasures and fine art spanning thousands of years. At launch, the museum welcomed crowds to a series of sold-out events - but just a couple of months post-celebration, visitor volume stalled.

Together, Louvre Abu Dhabi and agency partner TBWA\RAAD needed to attract locals to the museum – and the solution would need to counteract the UAE’s lagging enthusiasm for museums in general, and lack of awareness about the Louvre Abu Dhabi in particular.
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Ideas That Work
“Helping the French Eat A Little Better Every Day” by Intermarché & Romance
Images courtesy of Intermarché & Romance.

In recent years, much of the French grocery category was participating in an ongoing “price war” to attract mostly transitory customers.
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Ideas That Work
“The Mud Soldier” by Visit Flanders & Ogilvy Social.Lab
In 2017, Ogilvy Social.Lab was tasked with drawing visitors to Flanders Field, the site of the infamous Battle of Passchendaele, where millions of soldiers tragically drowned in mud. The team knew that this visceral, compelling story would be the key to meeting the site’s annual visitor and ticket sales targets.

With Visit Flanders, the team designed a campaign that illustrated and honored the battle: The Mud Soldier, a statue created with mud sourced from Flanders Field. The statue was placed in the middle of Trafalger Square in London, left to wash away over several days as recognition of the battle grew. A multi-part social campaign followed encouraging tourists to book a visit to the site.
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Ideas That Work
NA Winner Spotlight Series
With over 100 trophies awarded in the 2018 competition, the Effie Awards United States (formerly the North American Effie Awards) honors a diversity of marketing efforts across industries, media, and types of results achieved.

The 2018 winners we interviewed – who won Effies in eleven different categories – demonstrate the ever-expanding definition of marketing effectiveness. Explore the links below to discover their four unique stories of effectiveness, and to find out how you can enter your ideas that worked.
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Ideas That Work
“Be The Generation That Ends Smoking and #FinishIT” by Truth Initiative & 72andSunny
Since 2000, Truth Initiative has been a leader in deterring teens from smoking cigarettes, with over 1 million success stories and counting.

Their efforts began to plateau in 2014 due to increasingly sophisticated marketing from big tobacco companies and dwindling enthusiasm for the cause among teens. So together with agency partner 72andSunny, Truth developed a new approach to resonate with Gen Z: “Be The Generation That Ends Smoking and #FinishIT.” #FinishIT tied smoking to causes teens care about most, while leaning into the fast-paced, witty internet culture in which they thrive.
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Ideas That Work
“Boost Your Voice” by Boost Mobile & 180LA
It’s no secret that, now more than ever, launching purpose-driven messaging platforms is a priority for many brands. In the strongest examples, the chosen cause is highly integrated with a brand’s DNA, which signals authenticity and ultimately drives effectiveness against philanthropic and business goals.

2018 Effie winner Boost Mobile already had a long-standing brand purpose: to give the hardworking person a voice through affordable, reliable phone service. But ahead of the 2016 U.S. election, Boost and 180LA identified an opportunity to add new dimension to this purpose – by elevating the voices of Boost consumers in a new way.
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Ideas That Work
“Kids Are Tougher than the Streets” by Off the Street Club & Energy BBDO
Every day after school, hundreds of children head to Off the Street Club in Garfield Park, to socialize, learn, and play within the safe and trusted walls of the Chicago institution. Opened in 1900, the club has offered a sanctuary for children seeking a brief escape from the violence prevalent in the surrounding Chicago neighborhoods.

In 2016, Off the Street Club and Energy BBDO pursued a new fundraising approach for the club, which continues to be supported entirely by private donations. The result was an emotionally resonant, multimedia campaign that propelled the organization into the national spotlight. In just over three months, it garnered enough donations to cover the club’s operating costs for more than a year.
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Ideas That Work
“We Know from Experience” by Farmers Insurance & RPA
Farmers Insurance realized it needed a change. With low brand awareness in the already crowded insurance category, and a limited budget nearly one tenth of their competitors’, the brand needed to differentiate itself and punch above its weight to be effective.

Farmers partnered with Los Angeles-based agency RPA to launch “We Know From Experience,” a campaign focused on articulating the personality of the brand and its breadth of experience with a “show, don’t tell” approach. The campaign recreated thirty “unbelievable but true” insurance claims Farmers Insurance had successfully handled over the years – from the “Cactus Calamity” (in which a gust of wind toppled a 40-foot cactus onto a customer’s roof) to the “Stag Pool Party” (when a group of deer held an impromptu swim in a customer’s in-ground pool and trashed their backyard).
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Ideas That Work
la Cruz Roja Colombiana & Sancho BBDO, “From Social Network to Donor Network”
In the public health field, one of the greatest challenges is the constant need for life-saving donations – for organs, bone marrow, and most routinely, for blood. Finding donors with rare blood types is an especially difficult undertaking for humanitarian organizations worldwide.

In 2016, la Cruz Roja Colombiana (The Colombian Red Cross) was no different. The organization struggled to meet Colombia’s daily need for blood donations, and did not have a large marketing budget to tap into. Such a persistent and high-stakes challenge required a particularly creative communications solution that would have lasting effects.
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Ideas That Work
IKEA Russia & Instinct,“Living Books”
In 2016, IKEA Russia needed to differentiate itself from a growing competitive set, and its reputation was declining among consumers. Sales suffered.

In response, the brand partnered with Moscow-based agency Instinct to shift its reputation from “sterile and uniform” to “inspiring and versatile.” Together they launched “Living Books,” an imaginative campaign showing the joy of home décor through the re-creation of beloved storybook homes.
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Ideas That Work
United Overseas Bank & BBH Singapore, “Fortune Cat”
As a global commerce hub, Singapore is home to many thriving small businesses. And while owners are heavily invested in the success of their businesses, many opt out of investing in vital business insurance.

United Overseas Bank (UOB), one of Singapore’s leading banks, saw an opportunity to relate more deeply to their customers and increase sales of business insurance policies.
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Ideas That Work
University of Melbourne & McCann Melbourne, “Made Possible by Melbourne”
Since its founding in 1853, the University of Melbourne has become Australia’s top university, recognized by the global academic community for its contributions to countless fields including neuroscience, human development, sustainable agriculture, and nutrition.

But in 2016, the University realized that many Melburnians were unaware of the groundbreaking research conducted in their collective backyard – and that it could benefit greatly from contextualizing its contributions.
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Ideas That Work
Special Olympics Belgium & LDV United, “Play Unified”
Every athlete wants to win, but what happens when they’re not invited to play?

Special Olympics Belgium set out to create greater opportunities for athletes with intellectual disabilities to join sports clubs, federations and leagues in Belgium, while fostering a culture that supports inclusive sports.
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Ideas That Work
Mercury & FCB New Zealand, “Energy Made Wonderful”
How does an electric company stay competitive in an environment where most providers are fighting for customers month-to-month?

Mercury faced a challenge in a category where monthly costs often trump brand loyalty, and their market share was declining.  Recognizing that losing salience would be a big problem, Mercury didn’t go for the quick promotional offer to win over customers, but decided to focus on the long-term.
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Ideas That Work
Aldi Stores & McCann UK, “Kevin the Carrot”
During the holiday season, the battle for consumers’ attention and dollars is fierce. While Aldi had a successful strategy in the UK and Ireland, the supermarket - famous for its discounted prices - was not impervious to the increased competition. In order to drive business, the brand needed a holiday marketing strategy that would break through the noise.

Aldi UK and Ireland teamed up with agency partner, McCann UK to introduce an unlikely Christmas hero: “Kevin the Carrot.” Building on Aldi’s existing brand platform, Kevin the Carrot merged the ordinary with the extraordinary, celebrating the season – and Aldi’s role in it – with humor and charm.
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Ideas That Work
Burger King & Y&R New Zealand, “The McWhopper Proposal”
Competition in the fast food category was fierce, with an increasing number of brands battling for attention. In 2015, Burger King made an unprecedented proposal to its biggest rival, McDonalds, to join forces and sell a mash-up of their iconic burgers: Whopper + Big Mac = McWhopper.

Proposed via an open letter in the New York Times, the McWhopper was intended as a symbol of peace. All proceeds would be donated to Peace One Day, a nonprofit organization dedicated to raising awareness of the International Day of Peace on September 21.
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Ideas That Work
IKEA & Mother London, “The Wonderful Everyday”
Since IKEA first made its debut in the United Kingdom in 1987, the retailer has become a mainstay for furniture and home furnishings. However, in 2013, sales growth and penetration had declined, and the company was challenged to turn the downward trend around.

IKEA teamed up with agency partner, Mother London, to develop a communications strategy that would help revitalize the brand. IKEA’s vision globally is “to create a better everyday life for the many people.” Building on this idea, the team introduced “The Wonderful Everyday,” a celebration of life’s everyday moments and the ways that IKEA can enhance them. Whimsical creative work drew attention to things that might usually be overlooked, like the simple joy of well-designed storage. The campaign ran on a variety of channels, primarily focusing on TV and social media, including Facebook and Instagram.
Ideas That Work
Jolly Rancher & Anomaly, “A New Media Model to Transform a Brand that Sucks”
The North American Effie Awards and ATOMCK have teamed up to present a special interview series featuring winners from the 2017 competition. Alan Hart, Managing Partner at ATOMCK and Host of “Marketing Today,” sat down with these marketers to discuss insights from their Effie-winning work.

In this week’s 2017 Winner Spotlight, Hart spoke with Bill Blubaugh, Senior Brand Director of Sweets and Refreshments at The Hershey Company, to discuss Jolly Rancher’s “A New Media Model to Transform a Brand that Sucks” campaign, created in partnership with Anomaly.
Ideas That Work
Whirlpool & DigitasLBi, “Care Counts”
The North American Effie Awards and ATOMCK have teamed up to present a special interview series featuring winners from the 2017 competition. Alan Hart, Managing Partner at ATOMCK and host of “Marketing Today,” sat down with these marketers to discuss insights from their Effie-winning work.

In this week’s 2017 Winner Spotlight, Hart spoke with Bill Beck, Vice President of Brand Marketing at Whirlpool, to discuss Whirlpool’s “Care Counts” campaign, created in partnership with DigitasLBi.
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Ideas That Work
Argeta & Publicis One Slovenia, “15 Years on the Good Side of Bread”
Argeta, a pâté brand by Droga Kolinska d.d./Atlantic Grupa, was first introduced in 1957. Today, Argeta is the world’s largest producer of pâté – in part due to its successful marketing strategy and the sustained effectiveness of a single campaign.

In 2001, Argeta teamed up with agency partner Publicis One Slovenia to launch a new marketing strategy to build the brand and drive growth. Inspired by a metaphor for an iceberg, the team uncovered an insight that led them to make an emotional connection between the good side of life and Argeta spread, or “The Good Side of Bread.”
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Ideas That Work
Pop-Tarts & VML, “Pop-Tarts Soda-Mazing”
The North American Effie Awards and ATOMCK have teamed up to present a special interview series featuring winners from the 2017 competition. Alan Hart, Managing Partner at ATOMCK and host of “Marketing Today,” sat down with these marketers to discuss insights from their Effie-winning work.

In this week’s 2017 Winner Spotlight, Hart spoke with Angela Gusse, Marketing Director for Pop-Tarts at The Kellogg Company, to discuss the “Pop-Tarts Soda-Mazing” campaign, created in partnership with VML.
In One Sentence
Top Marketing Professionals Define Marketing Effectiveness and Offer Pithy Advice
The Effie "In One Sentence" series is a collection of pithy advice from top marketing professionals around-the-world.  Our Editors ask simple questions and, in retrun, get simple, one setence answers. Get advice around Marketing Effectivness, leadership, navigating challenging times and more.
Marketing Effectiveness
Challenging Times
Leadership