Ireland

The Effie Awards Ireland 2021 winners were celebrated during a virtual broadcast from The Mansion House on Thursday 23rd September. Hosted by IAPI, over 600 agency folk and their marketing clients tuned into the online ceremony that was presented by Jennifer Zamparelli. The online awards ceremony celebrated the most effective Irish marketing and advertising campaigns chosen from nearly 100 entries to these inaugural awards.

Damian Devaney, Senior Vice President, TBV Global, the international Business Transformation Consultancy, spoke about why he willingly accepted the role as Chair of Effie Awards Ireland and what it means for the industry. “The introduction of the Effie Programme to Ireland is a significant step for IAPI and the industry because they go to the very heart of the advertising business. They are proven over 50 years and are the only worldwide standard awards in creative effectiveness.

Having proven examples of how the craft of creativity can demonstrably impact a company’s performance is what makes this whole industry tick. I’ve been passionate about proving the importance of what agencies do for over 20 years. Effie Awards are designed to illuminate as clearly and professionally as possible great examples of that in practice to the same standard across the world.”

The scarcity value and the standard required by Effie Worldwide became apparent during the ceremony where only 7 Gold, 12 Silver and 12 Bronze Effies were announced across 22 categories. However, given the intensive judging process and, the scrutiny that the jury applied to ensure that each case was assessed to the global benchmarking standard, it proves yet again, that Ireland can hold its’ own when it comes to effectiveness in commercial creativity, media innovation and advertising.

Charley Stoney, CEO, IAPI congratulated the winners saying; “The Effie Programme is more than the awards themselves. The process of entering; taking part in the judging; receiving verbatim jury feedback; having a bank of effectiveness cases to research within our own country – all of these things create a centre of learning for the Irish Marketing & Advertising industry.

We should be so proud of the positive impact we have on the Irish Economy and now, through Effies, we have case studies that prove it. Brands and agencies are working together every day to build businesses; launch new products; carry out social change for good; raise donations for worthy charities and sell products to willing consumers. We are all about keeping the economy going!”

Effie Awards Ireland has provided the Irish advertising and marketing industry with their first ever opportunity to pitch themselves against their peers globally. Every Gold winner this year can now enter both Euro Effie Best of the Best and Global Effie Best of the Best in 2022.

Effie Awards Ireland is supported by RTÉ Media Sales, An Post Commerce, Pluto, Wide Eye Media and Twitter. A representative from each sponsor was on stage during the ceremony to award and congratulate the Effie winners.

The winning agencies and their clients were announced in the following order:

FMCG / Petcare & Homewares

BRONZE
Entry Title: The Welcome In-Between
Brand: Jacob’s & OMD Ireland
Lead Agency: Havas Dublin

SILVER
Entry Title: Convincing the Irish to Drink No-alcohol Beer
Brand: Heineken 0.0
Lead Agencies: Publicis Dublin & Core

Crisis Response/Critical Pivot

BRONZE
Entry Title: You are not alone. The lifeline support line.
Brand: ALONE
Lead Agency: Bonfire

BRONZE
Entry Title: Saving Lives At The Speed of COVID
Brand: Health Service (HSE / Dept. of Health)
Lead Agencies: Core & TBWA Dublin

SILVER
Entry Title: Every Donation is an Intervention
Brand: Society of Saint Vincent de Paul
Lead Agencies: In the Company of Huskies & Mediacom

Business to Business

GOLD
Entry Title: The Connected Island
Brand: Three Ireland
Lead Agencies: Boys + Girls & Core

IT, Telecoms & Consumer Electronics

SILVER
Entry Title: Busting myths by connecting islands
Brand: Three Ireland
Lead Agencies: Core & Boys + Girls

Positive Change – Brands, NFP – Environmental or Social Good

BRONZE
Entry Title: Proving compassion has no borders - The Trócaire Story
Brand: Trócaire
Lead Agency: Core

BRONZE
Entry Title: Remember the Rainbow
Brand: BeLonG To
Lead Agency: In the Company of Huskies

SILVER
Entry Title: Address Point; postal service for the homeless community
Brand: An POST
Lead Agency: Folk Wunderman Thompson

SILVER
Entry Title: Every Donation is an Intervention
Brand: Society of Saint Vincent de Paul
Lead Agencies: In the Company of Huskies & Mediacom

Leisure, Media, Sport, Travel and Gaming

GOLD
Entry Title: A little museum taking on big stereotypes
Brand: EPIC, The Irish Emigration Museum
Lead Agency: The Public House

Retail & Fashion (Bricks or Clicks or both)

SILVER
Entry Title: Swap & Save 2.0
Brand: Aldi Ireland
Lead Agency: McCann Manchester

Public Service, Government & Utilities

BRONZE
Entry Title: Making The Potato Sexy Again
Brand: Bord Bia
Lead Agency: BBDO Dublin

BRONZE
Entry Title: You are not alone. The lifeline support line.
Brand: ALONE
Lead Agency: Bonfire

BRONZE
Entry Title: PUTTING POWER BEHIND THE BRAND
Brand: Energia
Lead Agencies: Boys + Girls & dentsu X

SILVER
Entry Title: Ireland vs COVID-19. How public service
communications played an extraordinary role in Ireland’s COVID response
Brand: Health Service (HSE / Dept. of Health)
Lead Agencies: Core & TBWA Dublin

SILVER
Entry Title: Every Donation is an Intervention
Brand: Society of Saint Vincent de Paul
Lead Agencies: In the Company of Huskies & Mediacom

GOLD
Entry Title: The Shop That Nearly Wasn't
Brand: Breakthrough Cancer Research
Lead Agency: The Brill Building

New Product or Service Introduction

BRONZE
Entry Title: Making Waves In The Drinks Category
Brand: ROCKSHORE
Lead Agency: BBDO Dublin


Finance & Insurance Services

BRONZE
Entry Title: Live Your Best Second Life
Brand: Standard Life Ireland
Lead Agency: Publicis

Small Budget – less than €50k

BRONZE
Entry Title: Sleeping Flags; a small action with massive impact
Brand: Óglaigh Náisiúnta na hÉireann (O.N.E)
Lead Agency: Rothco Accenture Interactive

GOLD
Entry Title: You are not alone. The lifeline support line.
Brand: ALONE
Lead Agency: Bonfire

GOLD
Entry Title: The Shop That Nearly Wasn't
Brand: Breakthrough Cancer Research
Lead Agency: The Brill Building

Media Content & Partnership/Sponsorship Effectiveness

SILVER
Entry Title: The Darkness Into Light Sunrise Appeal
Brand: Electric Ireland
Lead Agency: Rothco Accenture Interactive & Core

Topical Marketing (Current Events)

SILVER
Entry Title: Reframing value in a Pandemic: How Vodafone stayed on top during a race to the bottom
Brand: Vodafone
Lead Agency: Folk Wunderman Thompson & Carat

SILVER
Entry Title: The Shop That Nearly Wasn't
Brand: Breakthrough Cancer Research
Lead Agency: The Brill Building

Sustained Effectiveness

BRONZE
Entry Title: Establishing a youth brand in Ireland's competitive telco market
Brand: Vodafone
Lead Agency: Folk Wunderman Thompson

SILVER
Entry Title: Getting the nation sending love again at Christmas
Brand: An Post
Lead Agency: Folk Wunderman Thompson

GOLD
Entry Title: THE POWER OF ONE LITTLE WORD
Brand: ŠKODA
Lead Agencies: Boys + Girls, PHD Media

GOLD
Entry Title: It’s a Treat! The 5 Year Turnaround Story
Brand: Baileys
Lead Agency: Mother London

Irish Ad industry has taken the 1st step towards global excellence in marketing effectiveness

IAPI are delighted to announce, following an intensive judging phase, those campaigns shortlisted for the Effie Awards Ireland.

Effie is a global forum that exists to lead, inspire and champion both the practice and practitioners of marketing effectiveness. Last year Ireland, through IAPI, became the latest country to adopt these world-class marketing effectiveness awards.

Effie Awards Ireland provides the Irish advertising and marketing industry with their 1st ever opportunity to pitch themselves against their peers globally. Every Irish Gold winner, announced at the virtual awards ceremony on 23rd Sept, will be given the opportunity to enter both Euro Effie Best of the Best and Global Effie Best of the Best in 2022.

The judging of these awards is incredibly rigorous and when completed will have taken 4 days for the jury groups (36 jury members in total) to review every entry. Every single entry is read and discussed by a group of at least 6 jury members and the short-listed cases are discussed by 10 jurors in total.

Out of nearly 100 entries, a total of 45 cases were short-listed, across 14 categories. The shortlisted agencies and their clients were: BBDO Dublin for Eason, Bord Bia and Rockshore; Bonfire for ALONE; Boys + Girls for Energia, ŠKODA and Three Ireland; Carat for Vodafone; Core for Electric Ireland, HSE, Heineken 0.0, The National Lottery, Three Ireland and Trócaire; Dentsu for Energia; Folk Wunderman Thompson for An Post, Irish Life and Vodafone; Havas Dublin for Epilepsy Ireland and Jacob’s; In the Company of Huskies for BeLonGTo and Society of St Vincent de Paul; Javelin for Casillero del Diablo and SSE Airtricity; McCann Manchester for Aldi Ireland; Mediacom for Society of St Vincent de Paul; Mother London for Baileys; OMD Ireland for Jacobs and SSE Airtricity; PHD Media for FBD Insurance and ŠKODA; Publicis Dublin for Heineken 0.0 and Standard Life Ireland; Rothco Accenture Interactive for Electric Ireland and Óglaigh Náisiúnta na hÉireann; TBWA Dublin for HSE, Jameson and SuperValu; The Brill Building for Breakthrough Cancer Research; and The Public House for EPIC The Irish Emigration Museum, Independent.ie and FBD Insurance.

For a detailed list of nominees, please visit iapi.ie/effies>>

“It helped enormously that all of the international judges and many of our local jurors were Effie veterans as they were able to benchmark the Irish cases with those they’d seen in other markets and apply a global standard of excellence. This placed huge value on those cases shortlisted, let alone those awarded”, commented Damian Devaney, Senior Partner, TBV Global and Effie Awards Ireland Jury Chair. “Having judged Euro Effies and having sat in on many jury room discussions, it was clear to see how thoroughly the judges interrogated the information presented, how collaborative their discussions were and the overall international standard of the entries. Those cases short-listed are truly deserving of congratulations for achieving the benchmark being sought by the judges as it was a very high bar indeed.”

The 36-strong jury members of Effie Awards Ireland 2021 included international marketers and agency leaders from P&G, Heineken, Coca Cola, Diageo, Pearl & Dean, Dentsu Netherlands, Adam & Eve, Facebook, Twitter, HBO, Teneo, Mindshare Switzerland, SEK Finland, TBWA Paris, McCann & Grey Nordics. In addition, there was strong local representation from senior marketers of Electric Ireland, St Vincent de Paul, Davy, Ulster Bank, National Lottery, AIB, Allianz, Amarach, Behaviour and Attitudes & DAA.

The virtual Effie Awards Ireland ceremony, hosted by IAPI, will take place at 4pm on 23rd Sept 2021. Please register to attend via iapi.ie>> Only those achieving the highest standard of marketing effectiveness will be awarded from the short-listed cases.

Effie Awards Ireland are supported by
RTE Media Sales
An Post Commerce
Pluto
Wide Eye Media
Twitter

Effie is a global forum that exists to lead, inspire and champion both the practice and practitioners of marketing effectiveness. The awards are open to all agencies and brands that want to be recognised for their most effective marketing efforts that made a difference and achieved real, measurable results.

Last year Ireland, through IAPI, became the latest country to adopt these world-class marketing effectiveness awards.

Having made the difficult, yet necessary, decision to postpone the inaugural Effie Awards Ireland for a year, IAPI are delighted to confirm the schedule for 2021.

IAPI will provide regular updates on Effie Awards Ireland 2021 over the next few months.

2021 Dates
17th February -  Refresher “How to win an Effie” event
1st March -  Effie Awards Ireland open for entries
23rd April - 1st Entry Deadline (EXTENDED TO 30 April)
21st May - 2nd Entry Deadline
18th June - 3rd Entry Deadline
Early July - 1st Round Judging
Early Aug - 2nd Round Judging
23rd September - Effie Awards Ireland Gala

Effie Awards Ireland are supported by
RTE Media Sales
An Post Commerce
Pluto
Wide Eye Media
Twitter

ENTRY RESOURCES
A number of entry resources are provided below in Judging Criteria, Deadline and Entry Fees section. Please review these carefully. The Entry Kit contains all the important information to guide your through the entry process. However, if you have any questions related to Effie Awards Ireland competition, please contact katherine@iapi.com

IAPI are pleased to announce a stellar line-up of judges for the second round of judging for Effie Awards Ireland.
Effie is a global forum that exists to lead, inspire and champion both the practice and practitioners of marketing effectiveness. The awards are open to all agencies and brands that want to be recognised for their most effective marketing efforts that made a difference and achieved real, measurable results.

Charley Stoney, CEO, IAPI said “The level of interest in the inaugural Effie Awards Ireland is so gratifying and equally so has been the response of international jury members all of whom jumped at the chance to help us judge these vital marketing effectiveness awards. Having so many international judges in Round Two achieves our goal of removing any potential bias from the adjudication process. We’re also delighted that in this round we have a number of global creative leaders on the jury.”

Damian Devaney, Senior Partner, TBV Global is the overall Jury Chair for Effie Awards Ireland; having previously judged the Best of the Best of Euro Effies. Effie Awards Ireland Round 2 Jury will be split into 3 Jury rooms, each one chaired by judges with previous Effie judging experience. These are: Nichola Mullen, Head of Fundraising, St. Vincents de Paul; Nicky Doran, Marketing and Strategy Director, Davy and Neal Davies, CEO, BBDO.

The remaining jury members for Round 2 are: Carlos Cantu, Marketing Director EMEA, Twitter; Lars Samuelsen, Chief Strategy Officer & Creative Chairman, Grey Nordics; Loic Mercier, Chief Strategy Officer, TBWA Paris; Claudia Kuhn, Marketing Director, P&G; Suvi Lahde, Executive Creative Director, SEK, Finland; Darren Hawkins, Group Strategy Director, McCann Manchester; Gerard O'Neill, Managing Director, Amarach Research; Jules Macken, Marketing Director, Heineken Germany; James Dunne, Strategic Planning Director, Teneo; Denis van Leeuwen, Chief Strategy Officer, Dentsu Aegis, Netherlands; Eliza Grancharova, Marketing Director, Coca Cola, Bulgaria; Ossi Honkanen, Creative Director & Manager of Innovation, Hasan & Partners, Finland; Xavier Reynaud, CEO, Mindshare, Switzerland; Paddy Treacy, Creative Director, Wieden + Kennedy, London.

Click here to read more information on our jury members.

IAPI are delighted to announce a stellar line-up of judges for the first round of judging for Effie Awards Ireland.

Effie is a global forum that exists to lead, inspire and champion both the practice and practitioners of marketing effectiveness. The awards are open to all agencies and brands that want to be recognised for their most effective marketing efforts that made a difference and achieved real, measurable results. This year, Ireland, through IAPI, becomes the latest country to adopt these world-class marketing effectiveness awards.


“The Effie’s will champion Irelands most effective creative and give Irish talent the opportunity to compete with the best of the best internationally every year,” says Damian Devaney, Senior Partner, TBV Global. “It will act as a vital reminder for marketers and agencies alike of the strategic impact on business performance of effective marketing. Effective communications does two things. It drives your commercial performance today and through building your equity, supports your business performance into the future.” Damian, having spent his career building brands for Coca Cola, Diageo, O2 and Smurfitt Kappa, is the overall Jury Chair for Effie Awards Ireland. Having previously judged the Best of the Best of Euro Effies

Effie Awards Ireland Round 1 Jury will be split into 3 Jury rooms, each one chaired by judges with previous Effie judging experience. These are: Nichola Mullen, Head of Fundraising, St. Vincents de Paul; Nicky Doran, Marketing and Strategy Director, Davy and Neal Davies, CEO, BBDO.

The remaining jury members for Round 1 are: Carlos Cantu, Marketing Director EMEA, Twitter; Rob McEvoy, Head of Marketing Management, Allianz; Anna Putts, Brand & Content Director, HBO Central Europe; James MacAskill, Senior Strategist, Adam & Eve; Mark Brennan, Head of Marketing, AIB; Paul Dervan, CMO, National Lottery; Elizabeth Sheehan, Innovation & Sustainability Director, Suntory Beverages & Foods Europe; Lisa Browne, Head of Marketing & Customer Insights, ESB Group; Louise Bannon, Head of Marketing, DAA; Roisin Field, Head of Advertising, Digital & Social, Ulster Bank; Jennifer English, Global Brand Director, Baileys and Roe & Co Whiskey, Diageo; Garret O’Beirne, Head of EMEA & Americas Business Partnerships, Facebook; Luke Reaper, Managing Director, Behaviour & Attitudes; Kathryn Jacob OBE, CEO, Pearl & Dean. Click here to read more information on our jury members.

The Effie Awards Ireland jury will look at a wide range of qualities in each campaign and will evaluate entries based on proof that communications depicted in the entry was key to the success of the campaign. These qualities are summarised into four categories:

• Strategic Challenge
• Creative Strategy
• Bringing the Idea to Life
• Effectiveness

To help you with your entries in 2020, IAPI hosted a free “How to Win an Effie” workshop on 26th February. This was particularly useful for the agency personnel tasked with writing the entry and you can view the advice of our guest presenters on iapi.ie. We also hosted a relaunch for the 2021 awards and that can be viewed online here.

Effie Awards Ireland are now open for 2021 and there are 22 categories to choose from. To honour even more great work, efforts can be entered into a maximum of four categories. Of those four categories, only one category submission may be an industry category and three may be specialist categories as detailed below. 

More detailed category definitions are available in the 2021 Entry Kit. Meanwhile, if you have any further questions, please email katherine@iapi.com
 

• FMCG, Petcare & Homewares
• Pharma, Healthcare, Cosmetics, Toiletries, Nutrition
• Finance & Insurance Services
• IT, Telecomms & Consumer Electronics
• Leisure, Media, Sport, Travel & Gaming
• Automotive & Transportation
• Retail & Fashion (Bricks or Clicks or both)
• Alcoholic Beverages
• Utilities, Public Service & Government 
• Construction & Property

• Small Budget – less than €50k
• Positive Change – Brands, NFP – Environmental or Social Good
• Direct to Consumer/Direct Response
• Business to Business
• Engaged Community
• Data Driven
• New Product or Service Introduction
• Topical Marketing (Current Events)
• Media Innovation
• Media Content & Partnership/Sponsorship Effectiveness
• Crisis Response/Critical Pivot
• Sustained Effectiveness

Grand Effie Award

Judging
70% of the score, equally weighted for each section:

• Challenge, Context & Objectives
• Insight & Strategic Idea
• Bringing the Idea to Life (This includes the creative and media strategies and the work itself)

30% of the score is based on Results

Timing

2021 Dates Announced 
17th February -  Refresher “How to win an Effie” event
1st March -  Effie Awards Ireland open for entries
23rd April - 1st Entry Deadline (EXTENDED TO 30 April)
21st May - 2nd Entry Deadline
18th June - 3rd Entry Deadline
Early July - 1st Round Judging
Early Aug - 2nd Round Judging
23rd September - Effie Awards Ireland Gala

Effie Fees
 
IAPI Members
23rd April (EXTENDED TO 30 April)  - 1st Entry Deadline - €350
21st May - 2nd Entry Deadline - €425
18th June - 3rd Entry Deadline - €500
 
Non IAPI Members
23rd April (EXTENDED TO 30 April)  - 1st Entry Deadline - €500
21st May - 2nd Entry Deadline - €625
18th June - 3rd Entry Deadline - €750
 
There will be a 2% discount if you have 3+ entries, 5% discount for 5+ entries and 10% discount for 10+

Sample Entry Form
Please see below a sample standard entry form from Effie Awards Ireland. The Effie Awards Ireland entry portal will open on 1st March 2021 and the following documents will assist you in the interim in gathering information for your entries. 

Effie Awards Ireland 2021 Entry Kit
Effie Awards Ireland - Entry Form 2021 (Sample)
Effie Awards Ireland Complementary Sample Case Studies
Worldwide Entry Form 2021
Worldwide Sustained Success Form 2021
2021 Effie Objective Guidance
Entry Portal Tutorial - US Version
 

Following consultation with Effie Worldwide, the IAPI Board have made the difficult, yet necessary decision to postpone the inaugural Effie Awards Ireland until 2021. 
 
Effie Awards are going ahead in countries where entries are already being processed but most of the regional Effies scheduled for Q3/Q4 this year are in doubt.  No gala events are being held and the judging and awards are all happening online. 
 
“For the Irish industry IAPI feel it the best approach, given the current, difficult circumstances and the associated pressures on the marketing community.  Moving to 2021 will give us the opportunity to showcase our marketing effectiveness strength and capability, when we need it most.” says Shenda Loughnane, President IAPI and Group Managing Director, Dentsu Aegis.
 
For the purposes of clarity please note that IAPI:

• will be extending the time period for entries to cover the past 3 years.
• will do their utmost to schedule the awards so that the 2021 winners can take part in the Best of the Best in the same year.
• will add a Covid 19 category so they can contain these entries separately. 

“While we’re very disappointed that we can’t run this vital marketing effectiveness programme for you this year, we will be continuing with other, important initiatives to keep our industry active and engaged.  Cannes Young Lions is being judged at the moment even though they won’t get to go until next year and we plan to continue with Cannes Grey Lions in the Autumn”, says Charley Stoney, CEO, IAPI. “Furthermore, the IAPI Board are working hard to come up with other exciting initiatives to showcase our industry through other means so watch this space…”
 
Effie Awards Ireland was due to hold its’ inaugural year in 2020 with a Gala Awards scheduled for Sept this year.  The first deadline for entries was to be due at the end of May.
 
Effie Ireland sponsors; RTE Media Sales, Twitter, Wide Eye Media, An Post Commerce and Pluto will continue to support the programme for 2021.

Effie’s mission is to lead, inspire and champion the practice and practitioners
of marketing effectiveness. 

The Effies recognise any and all forms of marketing communication that  contribute to a brand's success. Any idea driven by any marketing communications medium or combination of mediums is eligible for an Effie, as long as the results are proven. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie recognises effectiveness worldwide with the Global Effie, regional award programs and almost 50 national programs.

IAPI are the latest to join the Effie network bringing Effie Awards to the Irish industry. This prestigious programme replaces ADFX and the inaugural awards in Ireland will take place in 2020.

Effie Awards Ireland -

• will honour the most significant achievement in commercial creativity and communications: ideas that work.
• will create a globally recognised and best-in-class awards and education programme around marketing effectiveness for the Irish market.
• will enable winners in Ireland to benchmark themselves internationally as every Effie programme uses standardised judging criteria.

The jury for the 2020 edition of the Effie Awards Europe has been announced by organiser EACA, the European Association of Communications Agencies.

“One of the reasons we became an Effie partner was to expose Irish agencies and marketers to an internationally recognised benchmark of excellence. In addition, by being part of the Effie family, we can now nominate Irish jury members for Effie Europe which will further champion the cause for marketing effectiveness”, says Charley Stoney, CEO, IAPI. “We’re therefore delighted that five of the European Jury members announced are from the Irish community.”

These include:

• Damian Devaney, Snr Partner, TBV Global, & Chair of Effie Awards Ireland jury
• Margaret Gilsenan, Chief Strategy Officer and Founder, Boys + Girls, & IAPI Board Member
• Nichola Mullen, Head of Fundraising, St. Vincent de Paul
• Paul Dervan, CMO, The National Lottery
• Neal Davies, CEO, BBDO Dublin

Check out the full jury list and profiles here.