The 2019 Effie Awards | Celebrating Brand Success

2:28 PM, 30 September 2019

The Effie Awards: Inspiring effective advertising

We're looking at how brands can achieve more effective advertising

The Effie Awards are recognised by advertisers and agencies globally as the pre-eminent award in our industry. With the first rounds of judging complete and anticipation of the annual gala event (to be held on October 24th), we thought it appropriate to reflect on what makes a truly effective advertising campaign.

Inspiring the industry through advertising effectiveness

The Effies have been around for more than fifty years. Launched in 1968 by the New York American Marketing Association, they were designed to be an awards programme that honoured the most effective advertising and marketing efforts – and they soon became a globally recognised symbol of achievement.

Now Effie awards programmes are hosted in almost 50 countries around the world. Recipients of an Effie Award are commended for advertising excellence and the exceptional standards they’ve achieved.

The Effies celebrate effective advertising: What can we learn from them?

What has powered brand success

So what makes an effective campaign? To help answer this question, Effie Worldwide recently partnered with one of the world’s most respected marketing and branding strategists Mark Ritson and the team at Linkedin Marketing Solutions for a 10-part series – unlocking the secrets of Effie winners.

Each of the 10-minute episodes feature key learnings and lessons from Gold Effie-winning case studies – on why campaigns have been effective, and the impacts they’ve had on viewers. Mark Ritson discusses Effie-winning cases from 10 years ago, all the way through to today.

The case studies provide valuable insights and lessons on effective marketing and how to power your brand success, and we encourage you to share and discuss these with your teams.

Watch the studies here

The Effie case studies build on the important work the Commercial Communications Council have been doing with leading strategist Peter Field.

Peter’s book ‘Why aren’t we doing this?’ is based on marketing effectiveness case study results from both the UK and New Zealand. The book is an evidence-based response to increasing short-term tactical marketing ahead of brand building. Rather than an opinion piece, it calls on case studies including Mainland, Lion NZ, EasyJet, Specsavers and Pak'n Save.

Field presents a strong commercial argument in favour of building brands and showcases how we can do this better in New Zealand. Released in 2018, this book remains a must read for all marketers and advertisers alike today.

Download the book

We congratulate successful Effie 2019 finalists

For those of you whose campaigns are finalists at this year’s Effie Awards, we wish you every success. And for those who didn’t make the cut this year, we encourage you to use the work of Ritson, Field and others to drive your future achievements.

We’re always here for advice and direction on effective advertising. Get in touch

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