Effie United Kingdom exists to lead, inspire and champion the progressive practice and practitioners of marketing effectiveness.
New Effie UK & Ipsos report shows nostalgia is a powerful tool in marketing, enabling brands to build emotional connections and bridge cultural touchpoints
Why nostalgia is so ‘fetch’ right now, our latest report with Ipsos, highlights why nostalgia presents an opportunity for marketers to connect with consumers. By tapping into the feel-good factor in their past, brands can inspire feelings of control, comfort, connection, hope, or security.
According to the report, the third volume in Effie and Ipsos’ Dynamic Effectiveness series, using nostalgia can strike the right chord with your audience and provide an opportunity for empathy and fit.
Data from Ipsos’ Global Trends Survey shows that in Great Britain, 44% of people agree that ‘given the choice, ‘I would prefer to have grown up at the time when my parents were children’, offering further evidence of rosy retrospection and a strong desire for the past when faced with an uncertain future. A further 60% of people would like their country to be the way it was.
The report details four Effie Award winners that have used nostalgia to evoke specific feelings for their audience, including Renault’s ‘Papa, Nicole’, KFC’s ‘Chicken Town’, Havas’ ‘Long Live the Local’ and Crayola’s ‘Colours of the World’, which powerfully demonstrate how brand heritage can build connections and provide comfort, how evoking nostalgia can inspire people to take action, and how addressing the past head on can provide hope and a reason to look ahead.
Download the report >
To read our earlier reports in the Dynamic Effectiveness series, click here:
- "A Woman’s Worth: How Better Portrayal Is Good For Business"
- "The Empathy Gap and How to Bridge It"
The Empathy Gap and How to Bridge It: Giving creativity's other half the airtime it deserves
Our report with Ipsos UK finds that marketing that demonstrates and generates a sense of ‘empathy and fitting in’ is also an effective way to drive business.
According to the report – the second volume in Effie and Ipsos’ Dynamic Effectiveness series, which began with an exploration of the sales and business value of marketing that promotes equality for women – ‘while empathy and fitting in’ is key to creativity, all too often it doesn’t get the airtime it deserves.
To right this imbalance, Effie UK and Ipsos explored the role of empathy in advertising today.
Today, 73% of us globally wish we could slow down the pace of our lives and are craving and searching for simplicity and meaning – a trend that in the UK has grown +48% over the last 10 years. This poses marketers two key challenges: how to avoid the temptation to complicate things and how to maximise marketing impact while respecting an audience.
The report features a selection of Effie-winning case studies, including our 2023 Grand Effie winner - Yorkshire Tea's 'Where everything's done proper' (with Lucky Generals), and will leave you with six rules to help make sure your marketing demonstrates and generates 'empathy and fitting in.'
The full report can be found here.
To read our earlier report in the Dynamic Effectiveness series, click here:
"A Woman’s Worth: How Better Portrayal Is Good For Business"
2023 Effie Awards UK Winners Announced
On 9th November, twenty-one Gold, Silver and Bronze winners were awarded for solving a marketing challenge effectively, connecting with the target audience and achieving outstanding results.
Yorkshire Tea scooped the Grand Effie for the most effective marketing campaign in the UK, and also a Gold for its long-running brand campaign, ‘Where Everything’s Done Proper’. Four other brands were also awarded Gold: CALM, Mayor of London, Pot Noodle and Tesco.
Eight brands – Dell, Heinz Pasta Sauces, McDonald’s, Santander, Tesco, TV Licensing, Vodafone and The Woolmark Company – received Silver Awards. Effie UK also handed out eight Bronze awards to: Capita for the British Army, DFS, H&M, Merlin Entertainments, Noah’s Ark Children’s Hospice, Renault UK, Tesco and TUI.
Congratulations to all of this year's winning teams.
Read more >
Effie UK announces 2023 awards finalists after receiving a record-breaking number of submissions
Effie UK has announced its 2023 Effie Awards UK finalists, having received more submissions from a broader sweep of entrants than any other year. These 40 shortlisted entries have been through to the final round of judging, with the winner announcements and celebration taking place on 9 November 2023.
The Positive Change category is the most hotly contested, with eight entries competing – more than any other category. Among the finalists are not-for-profits CALM and Mayor of London, alongside high-profile brands such as Ariel, Tesco and Vodafone – showing how widespread the idea of purposeful campaigns now is, and how businesses are taking their powers of influence seriously.
Reflecting the increased importance of long-term investment and future-facing innovation to drive growth, other categories with fierce competition are Sustained Success, and New Product or Service, both with four finalists.
Havas London is the most short-listed agency, in the running for four awards.
Juliet Haygarth, Managing Director of Effie UK, said: “With more entries than ever, and a particularly high standard of submissions, the judges did not have an easy time deciding on these shortlists. So we extend our thanks to the whole panel for their hard work, and offer our congratulations to every finalist for getting this far – it’s a real achievement.”
All submissions go through several rounds of rigorous judging, with juries comprising of senior marketing leaders from a diverse range of disciplines at brands, agencies and media owners. The final rounds of judging will decide the winners and award levels – Gold, Silver and Bronze – as well choosing the Grand Effie recipient.
The Gold. Silver and Bronze award winners, and the winner of the ultimate Grand Effie will be announced at the Effie UK 2023 Awards Celebration, which takes place on 9 November. Tickets for the event are available here.
View the 2023 Effie Awards UK finalists showcase >
A Woman’s Worth: How Better Portrayal Is Good For Business
In our new report, produced in partnership with Ipsos, we explore 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 UK 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.
The report includes recommendations for driving change and delivers insights and practical tips that marketers can actually use, underlined by Ipsos data, insights and analysis, and illustrated by Effie Award-winning case studies that have delivered in the real world.
Download the report >
Learn from Past Effie Winners
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.
Learn more >