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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

ORO

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

ARGENTO

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

Kategorio: Renesanco 
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

Category: Food 
Brand: McVitie’s
Lead agency: TBWA/LDN

Kategorio: Media & Entertainment Companies 
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

BRONZO

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

Kategorio: Beleco kaj Persona Prizorgo 
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 ĉi tie.

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 ĉi tie.

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 ĉi tie.

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 ĉi tie.

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.

Laŭ la nova raporto, Evoluantaj Aspiroj: Naviganta Statuso, tio, kion homoj trovas aspirantaj hodiaŭ, estas kvalito super elmontrita riĉaĵo kaj vidi sin kiel la gardantoj kaj ŝoforoj de sia sukceso.

La plej nova volumo de la serio Ipsos kaj Effie Dynamic Effectiveness trovas, ke en la hodiaŭa mondo de "trankvila lukso", spektantaroj premias ne nur akiri sufiĉe da riĉaĵo por vivi sekuran kaj stabilan vivon, sed ankaŭ la liberecon ĝui ĝin. Ĝi malkaptas, kion signifas ĉi tiu ŝanĝo en kiel ni perceptas sukceson por komercistoj, kaj klarigas kiel komuniki kaj reflekti aspiron en kampanjoj.

La raporto ankaŭ malkaŝas, ke nur 10% el britoj diras, ke ili ŝatas posedi aŭ fari aferojn, kiuj montras sian riĉaĵon, dum signifa 70% malkonsentas - kaj tria forte kontraŭas ĝin. Dirite, duono de britoj (48%) konsentas, ke ili ofte elspezas krome por pli altkvalitaj produktoj.

Dume, ĝi substrekas deziron al aŭtonomio, kaj rivelas ke la faktoroj, kiujn ni konsideras esencaj por atingi sukceson, tendencas esti internaj, kiel ekzemple kiel ni traktas aliajn, nian kapablon labori forte kaj niajn denaskajn kapablojn kaj talentojn.

La raporto ankaŭ inkluzivas ekzemplojn de Effie-gajnantaj kampanjoj de TUI & Leo Burnett UK, Vodafone & Ogilvy UK kaj DFS & Pablo London por montri kiel markoj navigis temojn kiel statuso kaj sukceso en la reala mondo.

Por legi la raporton klaku ĉi tie.

Vi povas legi la antaŭajn raportojn en la serio Dynamic Effectiveness ĉi tie.

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 ĉi tie. 

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.

Kial nostalgio estas tiel "kapti" nun, 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.

Datumoj de la Global Trends Survey de Ipsos montras, ke en Britio, 44% da homoj konsentas ke "donante la elekton, "mi preferus esti kreskinta en la tempo kiam miaj gepatroj estis infanoj", ofertante pliajn pruvojn de rozkolora retrorigardo kaj forta. deziro al la pasinteco fronte al necerta estonteco. Pliaj 60% da homoj ŝatus, ke ilia lando estu tia, kia ĝi estis.

La raporto detaligas kvar premiitojn de Effie Award, kiuj uzis nostalgion por elvoki specifajn sentojn por sia publiko, inkluzive de "Paĉjo, Nicole" de Renault, "Kokida Urbo" de KFC, "Vivu la Lokulo" de Havas kaj "Koloroj de la Mondo" de Crayola, kiuj potence pruvas kiel marka heredaĵo povas konstrui ligojn kaj provizi komforton, kiel elvoki nostalgion povas inspiri homojn agi, kaj kiel trakti la pasinta kapo povas doni esperon kaj kialon por rigardi antaŭen.

Elŝutu la raporton >

To read our earlier reports in the Dynamic Effectiveness series, click here:
– "La Valoro de Virino: Kiel Pli bona Portretado Estas Bona Por Komerco"
– "La Empatio-Gap kaj Kiel Transponti Ĝin"

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.

Hodiaŭ, 73% el ni tutmonde deziras, ke ni povus malrapidigi la ritmon de niaj vivoj kaj avidas kaj serĉas simplecon kaj signifon - tendenco kiu en Britio kreskis +48% dum la lastaj 10 jaroj. Ĉi tio prezentas al merkatistoj du ŝlosilaj defioj: kiel eviti la tenton kompliki aferojn kaj kiel maksimumigi merkatan efikon respektante spektantaron.

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:
“Valoro de Virino: Kiel Pli bona Portreto Estas Bona Por Komerco”

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.

Ok markoj - Dell, Heinz Pasta Sauces, McDonald's, Santandero, Tesco, TV Licensing, Vodafone kaj The Woolmark Company - ricevis Arĝentajn Premiojn. Effie UK ankaŭ disdonis ok Bronzpremiojn al: Capita por la Brita Armeo, DFS, H&M, Merlin Entertainments, Noah's Ark Children's Hospice, Renault UK, Tesco kaj TUI.

Congratulations to all of this year’s winning teams.

Read more >

In our new report, produktita en partnereco kun 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.

Elŝutu la raporton >

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.Lernu pli >