NEW YORK (June 19, 2019) — Effie marked its 50th anniversary as the leading global brand in marketing effectiveness with its first executive Summit, Effie Next 50: A Summit on the Future of Marketing Effectiveness, followed by its 50th annual Effie Awards Gala on May 30 in NYC.
The 50th Anniversary produced great learning, starting with the Effie Next 50 Summit, curated and moderated in partnership with The Jim Stengel Group. The Summit featured panels, keynotes and discussion on themes around the future of marketing effectiveness and the industry’s challenges today. Participants included brand leaders from KFC, PepsiCo, SC Johnson, Bonobos, Brandless, Amazon, Facebook, Daily Harvest, Google and Rent the Runway; agency leadership from Publicis, Dentsu Aegis Network and The Martin Agency, and insights from Ipsos and Mark Ritson.
The celebration continued into the evening at the 50th Annual Effie Awards Gala. Winners for the 2019 Effie U.S. and Global Effie Awards were awarded, as well as the recipients of the 5 for 50 Effie Awards for enduring marketing effectiveness globally. The 5 for 50 Effies were awarded to Apple, Dove, IBM, Mastercard and Nike.
The audience in attendance at the Summit and Gala were leaders from global powerhouse organizations, including Wanda Media, a subsidiary of Wanda Group. As a Chinese marketing agency committed to providing their clients with effective marketing solutions, Wanda’s leadership is intimately aware of the challenges and opportunities within today’s marketing landscape.
Wanda offers a unique portfolio, as the only Chinese company to own film content companies in China and the United States, allowing Chinese brands to expand via content and entertainment marketing, in close collaboration with six major Hollywood studios.
Speaking of his time with Effie in New York, Wanda Media’s CEO, Mr. Brad Zhang, shared the following: “I am very happy to attend the Effie’s 50th Anniversary Global Summit and to be able to meet some of the best brand owners globally. Effie’s 50th anniversary also shows the progress of China’s advertising industry and the opportunities for future growth.”
Effie Next 50 brought together a mix of executive brand, agency and media leadership to discuss the future of marketing effectiveness. The themes covered include:
1. Defining the role of marketing: Without clarity, effectiveness may be out of reach
2. Retain, Recruit, Reward: Finding the right talent to drive effectiveness
3. Be prepared: Finding the right balance between short-term and long-term results
4. Learning to love discomfort: Maintaining effectiveness in the midst of unparalleledchange
5. Sweat your culture: Is culture the unsung hero of effectiveness?
When asked about the future of marketing effectiveness, Mr. Zhang added, ”Talking about the future of advertising and marketing, I think consumer data analysis, implementation of AI technology, and a greater level of convergence marketing and experiential marketing will help us better understand consumers’ needs and find platforms that are more accepted by our audiences, thus leveraging more marketing advantages.”
Embracing Effie Summit Theme #4, Learning to Love Discomfort: Maintaining Effectiveness in the Midst of Unparalleled Change, Mr. Zhang and Wanda Media are tackling the challenge of media fragmentation with Experiential and Convergence marketing, “Currently, the industry displays an interesting trend, which is “online purchase and offline experiential marketing”. Experiential marketing can boost customers’ consumption demand. Many online e-commerce companies in China have started to gradually go “offline.” The structure of consumption activities in commercial plazas has been greatly changed – experiential consumption has increased to 70% of total consumption, or even more.”
Mr. Zhang continued, “This trend in convergence marketing – the integration of consumers, content and experiential space – is perfectly aligned with the resources of Wanda Media. Wanda Group offers the combination of content, resources and experiences to suit the needs of consumers. In our business, consumers come to our cinemas and plazas with clear intentions for purchase, experience and social activities.
I hope to work with Effie to promote marketing effectiveness, exchange opinions and cooperate with more industry partners to help the industry continue to develop dynamically in the future.”
Wanda Media participated as a sponsor of both the Effie Next Summit and 50th Annual Effie Awards Gala. To learn more about Wanda Media, please visit www.wandamedia.cn/en/.
O Effie
Effie je globálna 501c3 nezisková organizácia, ktorej poslaním je viesť a rozvíjať fórum pre efektívnosť marketingu. Effie vedie, inšpiruje a presadzuje prax a praktiky efektívnosti marketingu prostredníctvom vzdelávania, ocenení, neustále sa vyvíjajúcich iniciatív a prvotriednych poznatkov o marketingových stratégiách, ktoré prinášajú výsledky. Organizácia oceňuje najefektívnejšie značky, marketérov a agentúry globálne, regionálne a lokálne prostredníctvom svojich 50+ oceňovacích programov po celom svete a prostredníctvom svojich vyhľadávaných hodnotení efektívnosti, Effie index. Od roku 1968 je Effie známa ako globálny symbol úspechu a zároveň slúži ako zdroj na riadenie budúcnosti marketingového úspechu. Ďalšie podrobnosti nájdete na stránke effie.org.
