Effie Worldwide’s Post

We’re the Agency of the Year at the 25th Effie® México! 🥇🎉 This award is proof that when creativity and strategy come together, great things happen. To our team, partners, and the brands who inspire us every day – thanks for believing in us! 🏝 ____ About: ISLA is the first Creative Agency in Latin America with the mindset of a Business consultancy. Born at the intersection of creativity, strategy, media, and data, it is capable of transforming brands’ business and making them a part of popular culture. Our purpose is to help the new generation of marketers transform the headwinds and volatility of this new era into tailwinds that propel them towards achieving their challenging business goals.

Better late than never. I can't express how humbled and excited I am to have contributed my time as a judge for the 2024 United States Effie awards back in February. In their own words: Effie Worldwide leads, inspires and champions the practice and practitioners of marketing effectiveness globally. Known worldwide as a symbol of achievement since 1968, Effie steers the future of marketing success through education, awards, ever-evolving initiatives and first-class insights.

Cannes Lions Day 1: The first Grand Prix and Gold Lions have been awarded – so what do they tell us? Here are a few top-line thoughts from the opening day’s results in Lions Health, Outdoor, Print & Publishing and Audio & Radio: Big brands are back: Jury presidents made much of the fact that mega brands like Coke and Magnum have been producing outstanding work this year. The emphasis seems to have shifted towards ‘commercial creativity’ – rather than purpose for its own sake. Using creativity to drive business growth is absolutely on message at Lions 2024. Purpose moves centre stage: That said, there are also some potent examples of how purpose can become part of the commercial heart of a campaign. Coca Cola’s Recycle Me and Pedigree’s Adoptable both placed purpose at the centre of their winning campaigns. AI is already making its mark: Lions Juries don’t like tech for tech’s sake – but they do admire a clever AI-powered campaign. Siemens’ success in Pharma with Magnetic Stories - and an Outdoor Grand Prix for Pedigree’s adorable Adoptable - are powerful advocates for mashing AI together with great creativity. Shared success: There was plenty of success on day one for entries from the Middle East, India and Latin America. BBDO Dubai’s Child Wedding Cards looks like it will be one of the week’s high impact success stories, after picking up a Grand Prix on day one. Laughter is the best medicine: The Cannes Lions team let it be known that humour would be celebrated this year – and early award winners have shown this to be the case. Specsavers’ Misheard Version and Dramamine’s The Last Barf Bag are both worth checking out if you want to see how humour can lift even the most unlikely products and services. As Jefferson Starship might plausibly have said: “We built this city on sausage rolls”. Looking forward to a fascinating day two, with numerous entertainment and craft awards up for grabs. If you’re in Cannes, don’t forget to read the Lions Daily News…

I'm excited to share that I recently participated as a juror for the Effie Awards UK, which is known globally for recognizing outstanding marketing achievements. Reviewing five impressive cases, each demanding around 45 minutes, across a wide range of industries and communication problems, was both challenging and enlightening. A big thank you to the Effie UK team: Rachel Emms, Alexandra Capes and Beccy Roberts, for the opportunity. I also want to thank my ex-coworker and brilliant strategic mind, Tania Barr, for connecting me with this fantastic experience. For those looking to improve their submissions (or submit their first one), here are some tips, in no specific order of importance: (1) Consistency - Make sure there's a clear connection between the four key pillars structuring the case. There has to be a red thread. (2) Rigorous evidence - Provide strong and clear evidence of effectiveness within your category. Jurors aren't necessarily experts in your category, so any performance benchmarks are welcome to help assess effectiveness. (3) Straightforwardness - Be precise about the problem you're addressing. Likewise, make it crystal clear how your work benefited the brand and the business (not just the societal problem alone). This experience has been a great learning journey, and I'm looking forward to seeing more top-notch work from our marketing community.

Creativity. Effectiveness. Together. We’re always striving to create exceptional experiences for our customers, online and IRL. That’s why we’ve entered into an agreement to acquire the commercial assets of Effie, the global benchmark in marketing effectiveness. Subject to regulatory approval, Effie will join the LIONS Division; home to Cannes Lions International Festival of Creativity, WARC, Contagious and Acuity Pricing (formerly Brand View). We’re bringing together these interconnected worlds of creativity and effectiveness to create a new powerhouse in marketing for the global community. But that’s not all. We’re planning to supercharge Effie not-for-profit Effie Worldwide, Inc. to create The Effie and LIONS Foundation, Inc., subject to regulatory approval. With training for all marketing students, especially those under-represented in the marketing community, we will preserve and transform Effie’s impact to date, educating the next generation of marketing talent and ensuring the future health of the industry. Find out more: https://shorturl.at/9uyPL #Creativity #Effectiveness #Marketing

A fantastic way to kick off the week - judging the Effie UK Awards! There's more than a few reasons it makes for an enjoyable experience... 💡 The bar is high so reading the entries always provides great inspiration 💭 Fellow judges bring a breadth of opinion and experience to learn from 🏆 Acting as a judge provides a new perspective on what makes award-winning work worthy, and the write up engaging, which can be applied to your own entries 🔎 Proving the value and effectiveness of advertising is important to our industry. These awards are evidence that advertising can and does have positive influence on brands and beyond #effies #effiesuk #effectivenessawards #effectiveness #marketingeffectiveness

Next week Cannes Lions International Festival of Creativity I´ll have the Honor to be part of Young lions Marketers competition 2024, what an honor and important responsibility. Can´t wait for an exited week! @Melissa Chen Andrea Quaye @chris brown Shannon Womack 🔜 I'm sure we´ll do our best 🦁 Gabriel Suárez Ortega #BusinessManagement #LiderandoEquipos #FMCG #Commercial #Innovacion #PlaneacionEstrategica #changemanagement #SalesAndMarketing

Keeping you ahead of the curve with the latest marketing news and industry trends that unfolded this past month. We saw Cannes lions announcing their winners and brands gearing up for the upcoming Olympics in Paris and much more that has been happening around that. Here is some trending news that has been making rounds lately. #marketingnews #trending

Yesterday, I had the pleasure again of judging the final round Effie UK. The great thing about judging the final round is that you are only reading the fab entries that got shortlisted. The bad thing is that you need to be able to grade them from good to great. There were a few things that made the really great entries stand out to me: 1. They make the category challenge really clear and interesting from the start. They enlighten you enough about the category so you feel you know it, even if you don't. They are also clear on the brand size and how this impacts its challenge. Big brands, small brands or somewhere in between, all these have different and very interesting challenges to read about. 2. They go beyond a strong paid story to having a strong story also in earned and owned. Even better if they can extend the story to internal engagement and product development and show that this wasn't just a killer comms strategy, it was truly a marketing strategy 3. They don't try to fudge or ignore discounting other factors that might have influenced their results. They were honest, transparent and rigorous - even if there is a hole in the data. 4. Their entry is clearly written for the awards category, not cut and paste from another awards category. Obvious, but not always done. 5. The strategic or creative shift is so counterintuitive yet so simple and smart, you just fall in love with it I can't wait to see which of the amazing entries I read yesterday are awarded. #effectiveness #creativity #effies

Since 2016, 74% of Cannes Lions Grands Prix have been purpose-driven. Will this trend continue this year? While more brands embracing purpose is a positive step, System 1 has noted a decline in the effectiveness of winning campaigns, attributing it to a lack of humour. Is purpose draining emotion and effectiveness from ads? According to Revolt's Pippa Morris, Head of Strategy, and Kate McGarrahan, Strategy Director, the answer is 'Yes' if not done correctly. Read the full article here: https://lnkd.in/ehzcBm6G