Effie UK

Go #InsideTheJudgesRoom with Effie UK’s 2024 Grand Jury, including Conrad Bird CBE, Karina Wilsher, Ed Cox and Tom Roach, as they delve into why IKEA & Mother’s long-running “The Wonderful Everyday" campaign emerged as the most effective case of the year. https://lnkd.in/ecUrqG2B #IdeasThatWork #effies

Who would have thought... catching an oyster could be so insightful?🦪 Oystercatchers hosted a great event last year focused on lessons in long-term marketing effectiveness & the insights shared were pure gold🪙 Great listening to Kieran Bradshaw Mother, Rachel Emms Effie UK & Adam Morton EssenceMediacom & moderated by Rebecca McKinlay. As always, here are my highlights from the event: 1️⃣ What does marketing effectiveness really mean? The Effies define effectiveness... it’s not just ROI, but delivering on objectives & creating meaningful impact. Effectiveness is messy, a continuous process that encompasses inputs, outputs & results. - Don’t just ask if your campaign achieved ROI... - Did it deliver on your brand objectives? - Did it shift perception or drive consideration? Balance short-term wins with long-term investments that compound over time. IKEA's campaign grew incrementally, paying back within periods while setting the stage for sustained success & won the Grand Effie!👏🏻 2️⃣ Creativity + Consistency = Results Creativity is key, but consistency builds memorability. Iconic brands like Jack Daniel Distillery have mastered the art of storytelling with consistent TOV & visual identity. The best campaigns are simple, clear ideas rooted in a product or brand truth. Again IKEA’s winning campaign was shared as how effectiveness can ripple through the entire business. 3️⃣ Collaboration is critical True effectiveness often comes from strong partnerships between brand, media, & creative. Tesco’s Ramadan OOH campaign by BBH London & EssenceMediacom is a standout example of how genuine collaboration drove success & one of my fav campaigns, it resonated with me on a personal level💗 An opportunity for agencies to act as brand partners, challenging when needed but always aligning on shared goals. 4️⃣ Trends shaping marketing effectiveness Short-term vs. long-term: The pressure, as we know all too well as marketers to deliver immediate results often overshadows long-term brand building. Successful brands find the right balance as Les Binet & Peter Field remind us with 60/40 in favor of brand. Loved this line 'Byron is back' aka Byron Sharp 🙌🏻 5️⃣ Winning at the Effies: What it takes Keep it simple. Identify the clear problem, provide succinct context & a single-minded story with tangiable results will always resonate most with judges. Metrics matter! So define & track KPI's before launching any campaign. Awards aren’t just about trophies, they celebrate partnerships, affirm strategies, & inspire teams to strive for greatness!🔥 A big thank you to Nadia A. for the invitation! Wonderful to catch up with Louise A., Irem Mainwarin & to reconnect with Peter Wilson! Which of these insights resonates most with your approach to marketing? 💡If you're interested in the world of marketing, follow me for more💡 #Effies #BrandBuilding #Marketing

SXSW London is coming and we want to be there! We’ve got two killer sessions in the running but we need your votes and literally everyone you know to vote to make it happen.    If you think these sessions deserve a slot, please click the links below, vote for both sessions.    🍀 How to stack the odds in your brand's favour   Andy Nairn will talking about his book, Go Luck Yourself, through an interactive workshop, to help marketers stack the odds in their brand’s favour. We’ve done the workshop and it’s bloody good (we aren’t biased…).   VOTE HERE https://lnkd.in/eHYWjmvx   📈 What if inclusion was your brand's ultimate growth hack?   Hosted by our Head of Social Impact, Lameya Chaudhury, and with a cracking line up of Annabelle Cordelli, SVP of Global Marketing at Virgin Atlantic, Rich Miles, the Founder of the The Diversity Standards Collective, and Rachel Emms, MD of Effie UK. This session isn’t about ticking boxes or paying lip service, it’s about rethinking how diversity, equity, and inclusion can supercharge your creativity—and your bottom line.   VOTE HERE https://lnkd.in/e2KC-njp

We are delighted to be partnering with Effie UK for our next Club Evening on Thursday 28th November, where we'll be exploring "Lessons in Long-Term Marketing Effectiveness: Insights from this year’s Effie Awards". Building lasting brand recognition requires more than just noise—it demands memorable campaigns that fuel sustained growth. Join us for an insider view of this year’s Effie Awards, where industry experts and senior marketers from top consumer brands will reveal the winning strategies behind the most impactful campaigns. This session will delve into the power of creative consistency in shaping long-term brand equity, highlighting how top brands are striking the perfect balance between innovation and coherence. Oystercatchers Club Evenings are invite only for senior brand side marketers and agency leadership teams who are members of the Oystercatchers Club. Please get in touch to request an invite: hello@theoystercatchers.com #Oystercatchers #OystercatchersClubEvening #MarketingEffectiveness