Recent Zprávy

We are proud to unveil the winners of the 2024 Effie Awards UK competition.Thirty-Eight Gold, Silver and Bronze winners were awarded this year for solving a marketing challenge effectively, connecting with the target audience and achieving outstanding results. IKEA scooped the Grand Effie for the most effective marketing campaign in the UK this year, and also a Gold for its long-running brand campaign, ‘The Wonderful Everyday’. Five other brands were also awarded Gold: McCain, McDonald’s, Ford, Specsavers and Tesco Mobile.

Thirteen brands – P&O Ferries, Tourism Australia, Very, Three UK, Mayor of London, Department of Health and Social Care, McVitie’s, ITV, KFC, The National Lottery, HSBC, Uber and IKEA – received Silver Awards.

We also handed out eighteen Bronze awards to: ITV, Tourism Australia, Vanish, Heinz Pasta Sauces, KFC, Boots, ITV Britain Get Talking, Tesco, Nurofen, British Airways, Smarty Mobile, Capita for the British Army, Starling Bank, Aviva, Park Christmas Savings and Aldi UK.

This year Effie UK’s awards have grown again, with more entries, more finalists and more winners than ever before; a testament to the talent, tenacity and innovation of marketers right across the UK.

2024’s Effie Award UK winners are:

Brand: IKEA
Agency: Mother London

ZLATO

Category: Sustained Success – Products 
Brand: McCain
Lead agency: adam&eveDDB

Category: Sustained Success – Services 
Brand: McDonald’s
Lead agency: Leo Burnett

Category: Positive Change: Social Good – Brands
Brand: Ford
Lead agency: VML

Category: Sustained Success – Products 
Brand: IKEA
Lead agency: Mother London

Category: Healthcare 
Brand: Specsavers
Lead agency: MG OMD

Category: Sustained Success – Services 
Brand: Tesco Mobile
Lead agency: BBH

STŘÍBRO

Category: Travel, Transport, & Tourism 
Brand: P&O Ferries
Lead agency: Publicis London

Kategorie: Renesance 
Brand: Tourism Australia
Lead agency: Tourism Australia

Category: Seasonal Marketing 
Brand: Very
Lead agency: The Gate

Category: Sustained Success – Services 
Brand: Three UK
Lead agency: Wonderhood Studios

Category: Government, Institutional & Third Sector 
Brand: Mayor of London
Lead agency: Ogilvy UK

Category: Behavioural Science 
Brand: Department of Health and Social Care
Lead agency: Mullen Lowe

Kategorie: Jídlo 
Brand: McVitie’s
Lead agency: TBWA/LDN

Kategorie: Mediální a zábavní společnosti 
Brand: ITV
Lead agency: Uncommon Creative Studio

Category: New Product or Service Introductions and Line Extensions 
Brand: KFC
Lead agency: Mother London

Category: Sustained Success – Products 
Brand: The National Lottery
Lead agency: adam&eveDDB

Category: Topical Marketing  
Brand: IKEA
Lead agency: Mother London

Category: Sustained Success – Services 
Brand: HSBC
Lead agency: VML

Category: New Product or Service Introductions and Line Extensions 
Brand: Uber
Lead agency: Mother London

BRONZ

Category: New Product or Service Introductions and Line Extensions 
Brand: ITV
Lead agency: Uncommon Creative Studio

Category: Travel, Transport, & Tourism 
Brand: Tourism Australia
Lead agency: Tourism Australia

Category: Home Goods & Services 
Brand: Vanish
Lead agency: Havas London

Category: Sustained Success – Products 
Brand: Heinz Pasta Sauces
Lead agency: VML Spain

Category: Restaurants 
Brand: KFC
Lead agency: Mother London

Kategorie: Krása a osobní péče 
Brand: Boots
Lead agency: VML

Category: Positive Change: Social Good – Brands 
Brand: ITV Britain Get Talking
Lead agency: Uncommon Creative Studio

Category: Sustained Success – Services
Brand: Tesco
Lead agency: BBH

Category: Positive Change: Social Good – Brands 
Brand: Nurofen
Lead agency: McCann London

Category: Travel, Transport, & Tourism 
Brand: British Airways
Lead agency: Uncommon Creative Studio

Category: Healthcare 
Brand: Nurofen
Lead agency: McCann London

Category: Internet, Telecom & Utilities 
Brand: SMARTY Mobile
Lead agency: The Gate

Category: Government, Institutional & Third Sector 
Brand: Capita for the British Army
Lead agency: Accenture Song Brand UK

Category: Sustained Success – Products 
Brand: Boots
Lead agency: VML

Category: Sustained Success – Services 
Brand: Starling Bank
Lead agency: Wonderhood Studios

Category: Finance 
Brand: Aviva
Lead agency: adam&eveDDB

Category: Seasonal Marketing 
Brand: Park Christmas Savings
Lead agency: TBWA / MCR

Category: Social Media 
Brand: Aldi UK
Lead agency: McCann

Thanks to our Awards Partner, Tracksuit, and event production partner, be-good

Celebrate this year’s most effective marketing at the 2024 Effie Awards UK Gala

Tickets for the 2024 Effie Awards UK Gala are now on sale.

This year’s event is taking place at the spectacular Grand Connaught Rooms in central London on 19th November. It’s always a fun evening, bringing together the best and brightest in marketing, advertising and media. It’s a fantastic opportunity to celebrate marketing excellence, network with industry leaders and gain valuable insights into the latest trends and innovations.

Numbers are limited, and last year’s event sold out, so we recommend booking soon to make sure you don’t miss out. You can book tickets zde.

We look forward to celebrating with you!

Today, 4th September 2024, we’ve announced the 52 finalists that will go through to the final round of judging for our 2024 Effie Awards programme.With more entries this year than ever, and a particularly high standard of submissions, the judges didn’t have an easy time deciding the shortlist. 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.

For the second year running, the Sustained Success and Positive Change categories, for maintaining long-term strategies and making useful contributions to society, picked up the most shortlisted entries.

View the Effie UK Finalists zde.

Boots was among the most shortlisted brands with 3 nods. The Boots No. 7 campaign “Menopause: Real Change Comes From Within” by VML was shortlisted in two categories. ITV also got 3 nominations, two of which were for its entry “ITVX. How a new platform gave a traditional broadcaster a new lease of life” by Uncommon Creative Studio. Other top shortlisted brands were Aldi, B&Q, IKEA, KFC, NHS Organ Donation, Nurofen, Tourism Australia and TSB – with two nods apiece.

VML was the most shortlisted agency in the running for 8 awards, followed by McCann, Uncommon and Mother with 6 entries each.

Finalists were determined by the Round One jury, comprised of senior marketing leaders at brands, agencies and media owners.

The award levels — Grand, Gold, Silver and Bronze — will be announced at the 2024 Effie Awards UK Gala on 19th November. Tickets for the event are available zde.

The highly emotive act of breaking a taboo can drive more effective business outcomes for brands, according to our new report, Breaking Taboos: How breaking convention pays out, published in partnership with Ipsos.

Ipsos’ creative testing database analysis shows how breaking taboos and defying category conventions gives advertisers a 21% boost in ad attention.

But there are risks involved, and some brands are concerned about backlash arising from breaking certain taboos. Ipsos data shows a 107% rise in fear of backlash over speaking up for women’s rights in the UK.

However, rewards can be high. Research also shows that empathy and surprise have the strongest correlation with long term brand growth. Moreover, highly positively charged ads are between 38% and 42% more likely to build long-term brand growth, and 40% more likely to reduce brand price sensitivity.

Included in Breaking Taboos: How breaking convention pays out are examples of Effie-winning campaigns from The Gate Worldwide, adam&eveDDB, Havas Lynx Group, and Ogilvy UK.

Anusol’s “The Cheeky Diagnosis”, created by The Gate Worldwide, tackled the topic of piles in a boldly humorous way and grew category sales by 64%, with the product launch winning 77% market share in two years.

Meanwhile, the emotional campaign “The Last Photo” by adam&eveDDB for CALM challenged preconceptions about suicide  and increased demand for CALM’s helpline by 16.56%, which helped prevent 161 suicides.

Ipsos validations of pre-testing to social outcomes show what drives campaigns to be talked about, listing four areas that improve social power: Cultural Impact, Creative Bravery, Positive Feelings, and Create Controversy.

Breaking Taboos: How breaking convention pays out also proves how indifference negatively impacts long-term brand building, and offers advice for marketers around how they can break taboos in the right way.

We hope this report will serve as a reminder to brands and creatives that there’s headroom to tell richer, more diverse stories that defy convention. Breaking taboos can be risky, but subverting social conventions can drive effectiveness, with the commercial upside of making your media money go a great deal further.

You can read the report zde.

Effie Worldwide has today announced the 2023 Effie Index® , the 13th annual ranking of the companies behind the world’s most effective marketing initiatives.

FMCG/CPG, fast food and beverage companies dominated this year’s rankings, with 3 out of the Top 5 Most Effective Brands being QSRs.

AB InBev and McDonald’s demonstrate their dedication to effectiveness by taking top spots in the Marketer and Brand rankings, respectively, for the third year running.

The competition for Most Effective Agency Office showcases the global breadth and strength of agencies in relation to effectiveness.  The Top 10 Most Effective Agency Offices span the globe, representing Argentina, Brazil, Colombia, India, New Zealand, Ukraine, and United Arab Emirates. Similarly, the Top 10 ranking for Most Effective Independent Agencies include Argentina, Brazil, China, Denmark, India, New Zealand, Peru, Ukraine, and the United States.

“The Global Effie Index has become the gold standard for measuring marketing effectiveness,” said Traci Alford, Global CEO, Effie Worldwide.  “The companies and brands at the top of our rankings demonstrate the highest commitment to effectiveness. No matter what their business challenge, they all have one thing in common, they continue to drive tangible successes for their brands.  I’d like to congratulate all the teams involved, they represent the very best of our industry and should be very proud of their achievements.”

The Effie Index identifies and ranks the most effective agencies, marketers, brands, networks, and holding companies by analysing more than 4,750 finalist and winning entries from eligible global, regional, and national Effie Awards competitions around the world. Announced annually, it is the most comprehensive global ranking of marketing effectiveness.

This year’s rankings are representative of Effie Awards finalists and winners announced between 1st January 2023 and 31st December 2023.

Podle nové zprávy Evolving Aspirations: Navigating Status je to, co lidé dnes považují za aspirační, kvalitu před vychloubáním se bohatstvím a vnímáním sebe sama jako strážců a hybatelů svého úspěchu.

Nejnovější díl série Ipsos a Effie Dynamic Effectiveness zjišťuje, že v dnešním světě „tichého luxusu“ diváci oceňují nejen získání dostatečného bohatství pro bezpečný a stabilní život, ale také svobodu užívat si ho. Odhaluje, co tento posun v tom, jak vnímáme úspěch, znamená pro obchodníky, a vysvětluje, jak komunikovat a reflektovat aspirace v kampaních.

Zpráva také odhaluje, že pouze 10% Britů tvrdí, že rádi vlastní nebo dělají věci, které ukazují jejich bohatství, zatímco významný 70% nesouhlasí – a třetina je ostře proti. Polovina Britů (48%) však souhlasí s tím, že často utrácejí více za produkty vyšší kvality.

Mezitím podtrhuje touhu po autonomii a odhaluje, že faktory, které považujeme za zásadní pro dosažení úspěchu, bývají vnitřní, jako je to, jak zacházíme s ostatními, naše schopnost tvrdě pracovat a naše vrozené dovednosti a talenty.

Zpráva také obsahuje příklady kampaní oceněných Effie od TUI & Leo Burnett UK, Vodafone & Ogilvy UK a DFS & Pablo London, které ukazují, jak se značky orientovaly v tématech, jako je postavení a úspěch v reálném světě.

Pro přečtení zprávy klikněte zde.

Můžete si přečíst předchozí zprávy ze série Dynamická efektivita zde.

Our UK Awards programme celebrates the most effective marketing in the United Kingdom each year, giving it the chance to shine on a global stage.

Entries from agencies and brand teams from all marketing disciplines are welcomed – we want the Effies to represent the face of modern marketing, where return on investment isn’t always the ultimate goal, nor comms the only way of getting there.

Winning an Effie is a global benchmark of marketing excellence and can grow brands, transform careers and attract new business.

ALL MARKETING ACTIVITY THAT RAN IN THE UK AT ANY POINT BETWEEN 1ST JULY 2022 AND 31ST DECEMBER 2023 IS ELIGIBLE TO ENTER.

We’ve collated everything you need in one place to help you prepare your entries:

1. Practical information: All the factual support you need for your entry, including information about eligibility, categories, fees, data, and the Entry Form templates.

2. Helpful guidance: Resources to help you make your entry the best it can be. Includes advice from previous Effie Judges to explain what an award-winning entry looks like, a link to previous winning entries and information about our How to Enter Workshops and Entry Mentoring programme.

You can find everything you need zde. 

Submit your entry here.

The key dates for 2024’s UK Awards are:

• 5th March – Open for entries
• 9th May 2024 – Early Bird Deadline. We’ve held the entry fee at last year’s level to make sure our awards remain affordable
• 4th June – Standard Deadline. Discounts are available for first-time entrants and not-for-profits (see Entry Kit for details)
• September – Finalists announced
• November – Winners revealed at our Celebration Gala

For more information, please contact us.

Proč je nostalgie právě teď tak 'fetch', 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.

Údaje z průzkumu Global Trends Survey společnosti Ipsos ukazují, že ve Velké Británii 44% lidí souhlasí s tím, že „při volbě: „Raději bych vyrůstal v době, kdy moji rodiče byli dětmi“, což nabízí další důkazy o růžové retrospekci a silném touha po minulosti, když čelí nejisté budoucnosti. Dalších 60% lidí by si přálo, aby jejich země byla taková, jaká byla.

Zpráva podrobně popisuje čtyři vítěze ceny Effie, kteří využili nostalgie k vyvolání specifických pocitů u svého publika, včetně „Papa, Nicole“ od Renaultu, „Chicken Town“ od KFC, „Ať žije místní“ Havas a „Colours of the World“ od Crayoly, které působivě demonstrují, jak dědictví značky může budovat spojení a poskytovat pohodlí, jak může evokující nostalgie inspirovat lidi k akci a jak čelit minulosti může poskytnout naději. a důvod dívat se dopředu.

Stáhněte si zprávu >

To read our earlier reports in the Dynamic Effectiveness series, click here:
– „Hodnota ženy: Jak je lepší zobrazení dobré pro podnikání“
– „Propast v empatii a jak ji překlenout“

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.

Dnes si 73% z nás na celém světě přeje, abychom mohli zpomalit tempo našich životů a touží a hledají jednoduchost a smysl – trend, který ve Spojeném království za posledních 10 let vzrostl o +48%. To staví marketéry před dvě klíčové výzvy: jak se vyhnout pokušení věci komplikovat a jak maximalizovat marketingový dopad a zároveň respektovat publikum.

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:
“Hodnota ženy: Jak je lepší zobrazení dobré pro podnikání”

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.

Stříbrnou cenu získalo osm značek – Dell, Heinz Pasta Sauces, McDonald's, Santander, Tesco, TV Licensing, Vodafone a The Woolmark Company. Effie UK také rozdala osm bronzových cen: Capita pro britskou armádu, DFS, H&M, Merlin Entertainments, Noah's Ark Children's Hospice, Renault UK, Tesco a TUI.

Congratulations to all of this year’s winning teams.

Read more >

In our new report, vyrobené ve spolupráci s 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.

Stáhněte si zprávu >

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 >