Ipsos is proud to have partnered with Effie, the world’s largest global community of thinkers and practitioners of marketing effectiveness, to share trends and actionable lessons to help advertisers develop award-winning creative that stands out from the crowd.
This much anticipated report, which analyzed winning and non-winning Effie winners in the 2019 Effie Awards U.S. competition, shares four key learnings:
1. Both long-term and short-term objectives can be effective, but each utilizes a different targeting approach.
2. Brand purpose campaigns win for clearly demonstrating effectiveness.
3. There is no shortcut to effectiveness through the number of channels used or the amount of money spent.
4. Effie Winners are more likely to demonstrate revenue gain or new customer acquisition, and less likely to show increases in awareness as the primary result.
“The most important finding for me in this report is also the most heartening and bodes well for the future of our industry...", Peter Minnium