Effie Awards Europe’s Post

Has your product or service ever been nominated or selected as an award winner by a media company? 🏆 Here are 7 of the most effective ROI-driven marketing strategies to use when receiving your recognition. 🌟 #awardwinningservice #awardwinningcompany #marketingstrategy

We as marketers have become so focused on short-term activities (<3 months) that we have totally forgotten about brand marketing & building. Some articles to illustrate my point. (The long and the short of it) #tlatsoi https://lnkd.in/g2AANsSV https://lnkd.in/g6smS2A5

“The unrelenting impact of ‘digital’ on all areas of marketing is offering up vast potential for new ways to reach the consumer, new business models for marketers and new operating models for agency offerings” - thoughts from our Co-Founder & Managing Partner Lucinda Peniston-Baines on what's the most exciting thing about marketing right now. See thoughts from other members of the WFA Marketer of the Year jury here - https://lnkd.in/eRsEqdH4

The #EffieIndex has been announced for 2023, ranking the top companies championing marketing effectiveness across the globe. See the full list of global winners here: https://lnkd.in/g2_8rxg2 #APACEffies #APACEffie #Marketing #Advertising #Effectiveness #Effies #effieawards 

Marketers, do you struggle to balance long-term brand building marketing activities with short term activations? The new “The Impact Balancing Report” from Digitas UK and The Marketing Society addresses the tightrope that a lot of marketers walk, having to demonstrate the cultural impact of marketing as well as the commercial. Understanding how your audiences experience your brand, and the influence marketing has on this is just as important as short term profitability, as it ultimately impacts long term growth. Check it out 👇 https://lnkd.in/etzvJYsU

Interesting read

“Fame is a multiplier of effectiveness” 🤔 These words from Doritos’ global marketing head jumped at me. I agree fame can 10x the effectiveness of marketing. But I think there’s often a problem with how 'effectiveness' is defined and interpreted. I back fame as a metric, but I think siloing it (or any metric) is dangerous. Especially as ‘virality’ increasingly becomes table stakes for brands. You can make ALL the noise - but will it deliver? *Cough* Snoop Dogg x Solo Stove *Cough* 🚭 In the case of Doritos, they’re nailing their approach. Yes, they’re prioritising fame as a metric but there is a full-funnel marketing strategy that it’s woven into. And, crucially, the investment in this is long-term. For me, effectiveness is when mental salience and talkability connect with conversion. It's when 1 1 = 3. (Brand Performance = more than a sum of its parts) It’s when marketing is a profit centre, not a cost line on the P&L. It’s when you and your CFO high five the campaign report 🤜🏼🤛🏼 So, yeah. Let's get famous. But let's make sure that fame delivers the goods 📈 (Super piece linking to this in the comments 👇🏼 cc ADWEEK Stephen Lepitak Fernando K.

Nice of Mark Ritson re-run his Cannes talk yesterday. A bit early to crack open the rose, but still. Ritson's main (and controversial, of course) point is that the seminal studies from Nielsen & Paul Dyson show how creativity makes up about 40% of the effectiveness equation. Advertising effectiveness, that is. But in the context of broader Marketing effectiveness (alongside the 4P's of promotion, product, pricing and place) creativity only contributes about 3%. So, why all the fuss about creativity? We all know that long-term brand building provides the runway for short-term marketing effectiveness. But in the context of Ritson's argument, as a client-side marketer, creativity is what separates marketing from other functions. It's our superpower. When we're not working with our agencies on big advertising campaigns, we get to flex our creativity through the other P's. To quote Ritson on pricing, "the way we communicate pricing is usually more important than the price itself". There's no-one better placed than a marketer to communicate a value proposition that makes customers happy to pay more for your product or service. Now your CFO can't argue with that. So as they'd say at Cannes... Vive la creativite! #Creativity #Marketing #Effectiveness 

"Brand Visibility is changing. And Traditional Marketing Channels have a role to play." Choosing the Marketing Channels wisely is a way to making your Brand "Stand-out" As Digital Marketing is reaching smallest of the companies, big brands started focusing on Traditional Marketing Channels. An article by HBR in 2022 stated the same. We are gradually seeing these changes take effect. It is difficult to predict if this trend will go on in the future, but for now it can be said to be correct. Here is the article mentioned - https://lnkd.in/dfU9Z5cx

Real consumer connection is critical for brands. That often means moving away from traditional marketing strategies. According to Terakeet’s Chief Revenue Officer Shannon Reedy: “[Permission Marketing] is still not allowing us to meet our consumers where they’re at, to make meaningful connections, and to really establish credible brand trust with our consumers.” Hear more from Shannon on why the move from channel to consumer-first allows brands to better identify and understand when, where, and how to connect. Listen to her entire Reuters Strategic Marketing presentation: https://bit.ly/44kTGrg.