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.
Juliet Haygarth, Managing Director at Effie UK said, “We know effectiveness is dynamic. Sure, the fundamentals remain the same, but last year demonstrated how quickly things can change. One of the ways we help marketeers keep up with the latest trends is by sharing lessons and insights from the latest UK Awards entrants and winners. We are proud to partner with Ipsos to share this report which demonstrates that the power of non-conformity in creativity, as well as giving practical tips around channel planning, targeting and setting objectives.”
Eleanor Thornton-Firkin, Head of Creative Excellence at Ipsos MORI, added, “Last year taught us how easy it is for advertising to fall into the sea of sameness when the prevailing context pushes everyone down the same route. What the Effie report shows us, and Ipsos data backs up, is that breaking category conventions while being true to your brand is what truly delivers effective campaigns. We hope this report gives you the confidence to do just that.”
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.
Watch: Ipsos MORI’s Eleanor Thornton-Firkin presents the key findings from the Effie Report, followed by a conversation on lessons in marketing effectiveness, moderated by Creative Brief’s Nicola Kemp, with Thornton-Firkin, PHD’s Mike Florence, Facebook’s Sammy King, Gain Theory’s Manjiry Tamhane and Tom Roach. Watch it here >