United Kingdom

The Ideas That Work Summit distilled the learnings and inspiration behind our 2021 winning entries, tackled the metrics successful entrepreneurs and leaders keep their eyes on, and explored one of our industries most unconscious biases: class.  Our line up of media experts, creative leaders, cutting edge researchers, founders and successful CMOs did not disappoint and delivered the latest effectiveness insights by the bucketload. 

Discussions, keynotes and debates were all delivered in 30-minute sessions and each one is available to view on demand here. But, if you want our tip top pick of learnings before you dive in, click here for our top 10 takeaways >

On 7th October, Effie UK held its virtual 2021 Summit & Awards Celebration where 12 winners were announced.  The winners were chosen for being those that most effectively solved a marketing challenge, connected with the target audience, and achieved outstanding results. 
 
Aldi UK came out on top, winning the Grand Effie for "Aldi 2010-2020: How taking an alternative path took Aldi from Shame to Pride." They were also awarded Gold alongside eve sleep by Creature London & Goodstuff Communications and Rugby League World Cup 2021 by McCann Manchester. Aldi’s award came in the Sustained Success category, in recognition of the retailer’s phenomenal growth in the last 10 years, taking it from a tiny player with 2% market share to the UK’s No 5 supermarket.

eve Sleep and the Rugby League World Cup 2021 both won in the small budgets category.

Juliet Haygarth, Managing Director, Effie UK, said: “The Gold winners this year were all in either the small budget or sustained success categories: they either got creative with limited resources, or – in line with Mark Ritson’s advice from last year’s summit – they stuck to their strategy and kept the lights on.
 
“We’ve never had a more diverse set of winners: the list includes everything from large financial services to scale-ups on a mission, and everything in between. The type of work is equally varied, ranging from sponsorships and event marketing to community management.”

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The Effie UK Bounce Forward Summit on 13th May featured two 30-minute discussion panels.
 
The first session ‘What have we learnt?’ explored the key learnings all marketers should be aware of as we begin to emerge out of the crisis.
 
Speakers:
- Cristina Diezhandino, Chief Marketing Officer, Diageo
- Danielle Hawley, Global Executive Creative Director, Uber
- Khartoon Weiss, Head of Global Agency & Accounts, TikTok
Session moderated by Stephen Lepitak, UK Bureau Chief, Adweek.
 
Whilst 'How do we want to be?' discussed practical ways to smash norms and stereotypes within out teams, our thinking and our output.
 
Speakers:
- Asad Dhunna, Founder & CEO, The Unmistakables
- Tanja Grubner, Global Marketing & Communications Director, Feminine Care, Essity
- Steven Lacey, Founder, The Outsiders
Session moderated by Nicola Kemp, Editorial Director, Creativebrief.
 
A common theme emerged from both panels: the need to operate with intention and have the next level of conversation with ourselves and our customers.  To strip away artifice, embrace realness and get to the inner workings of culture.  To move away from stereotypes and tropes.  And to acknowledge that when you take a stand, not everyone will like it.  Embrace the lovers, not the haters was the perfect closing thought. 

Watch the sessions here >

The Effie Case Database offers a collection of Ideas That Work®, featuring thousansd finalist and and winning case studies and creative reels, highlighting effective marketing communications strategies, ideas and results from around the world.

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