Ipsos x Effie: A global partnership inspiring marketing effectiveness
As part of Ipsos’ long established relationship with Effie across the globe, we partner with the world’s largest global community of thinkers and practitioners of marketing effectiveness, to inspire and champion creative effectiveness. Sharing trends, actionable insights, success stories, and proven marketing strategies, our collaboration helps advertisers shape their creative effectiveness and drive commercial success.
As part of our global partnership with Effie, Ipsos analysed the 2024 Global Effie Best of the Best Effie winners to pinpoint the levers that powered the most effective marketing of the year. Hear from Effie Worldwide CEO Traci Alford and Ipsos' Global Head of Creative Excellence, Shaun Dix, as they unpack the creative drivers behind 2024’s most powerful advertising. They discuss the trends, strategies, and core principles that transform creative ideas into Effie award-winning work.
Check out more insights from the Ipsos x Global Best of the Best Effie Awards to inspire your creative process, sharpen your strategic thinking, and guide you towards Creative Excellence.
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Break the category to break through
Ipsos X Effie reveal that Global Best of the Best Effie contender are 39% less likely to follow category conventions.
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Effectiveness sense in the illogical and unexpected
Ads that break from category conventions are 2.7x more effective at memory encoding
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Personal strength sparks success
Ipsos X Effie reveal that 48% of Global Best of the Best Effie contenders show how the brand helps people succeed, with moments of personal triumph
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Storytelling packs a punch
Ads with stories are 2x effective in changing behaviour
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Purpose that performs
Ipsos X Effie reveal that 39% of Global Best of the Best Effie contenders’ cause-led campaigns focussed on people-first with relatable stories
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What makes Effie’s Best of the Best truly effective
Break norms with the unexpected, tell stories not sales, and put people before promotion to create work that truly drives creative effectiveness.
Ipsos x Effie learnings from across the globe
For even more Effie trends, head over to our thought leadership gallery and browse our Ipsos x Effie learnings from across the globe.
Global CEO at Effie Worldwide
"Marketing is the business of changing minds and changing behaviour and changing outcomes. It is the art and science of making a difference. Creating effective marketing is not easy. It requires insight and inspiration. Passion and creativity. Rigor and analysis. All guided by a relentless everyday focus on effectiveness.
At Effie we celebrate ideas that work, champion progressive thinking, and deliver applicable learnings back into the industry. In every analysis we have done of our highest performing award winners, we find a strong correlation between creativity and driving results. There is always a risk of polarization or downright failure, but our data shows that, creatively speaking, fortune favours the bold. Creating the right conditions for creativity to flourish, developing the right disruptive thinking for your category and quantifying its impact is a challenge for every brand on the planet. It is particularly challenging in the context of the world today. Fast-paced and changeable, we are increasingly reliant on measurement to inform our decisions and give us a sense of certainty. It takes huge confidence for a brand and a boardroom to invest in nonconformist creative ideas."
Traci Alford, Global CEO at Effie Worldwide
Foreword from Misfits: How Creativity in Advertising Sparks Brand Growth