The 2019 Effie Europe winners were announced in La Madeleine in Brussels on 15th October. McCann Worldgroup won the Agency of the Year Award, as well as the Grand Effie for their outstanding campaign ‘Like Brands’ 2011-2018.

The winners were selected by an international jury of senior agency and client representatives co-chaired by Bastien Schupp, Vice President, Global Brand Strategy and Marketing Communication at Groupe Renault and Harjot Singh, Chief Strategy Officer, Europe & UK at McCann Worldgroup.

Bastien Schupp, Vice President, Global Brand Strategy and Marketing Communication at Groupe Renault, said: “While most of us push to get the most creative campaigns out there, the only thing that really counts is their effectiveness. I am honoured to chair the jury of this prestigious award and look forward to reviewing powerful cases with my fellow marketers!”

Harjot Singh, Chief Strategy Officer, Europe & UK at McCann Worldgroup, added: “Effectiveness is the only measure of the value of our work. As the landscape of our industry changes and broadens the discourse on effectiveness must keep pace. It must be dynamic. The Effies are the most definitive, credible and recognized standard of the most compelling effectiveness stories for our industry. The new changes to the Effie program and the new categories that have been introduced as a result are all very exciting and timely. They have been made possible by the relentless hard work and deliberation from all members of the steering committee and I am very excited to see it all come to life in 2019.”

McCann Worldgroup scooped the Agency of the Year award, as well as the prestigious Grand Effie for their outstanding ‘Like Brands’ 2011-2018 campaign for Aldi UK. An instant hit and a long-running success, Aldi UK aired over 100 Like Brands ads, and exported the idea to USA, Australia and Ireland. Yet, the real success of Like Brands laid in reversing Aldi’s fortunes, winning it a special place in the hearts of UK shoppers by transforming consumer attitudes to private label.

Click here to see the full list of winners.

The Effie Europe – Steering Committee has met for the second time around the Effie Awards Gala celebrations to help steer the overall programme, providing guidance across all programme areas, such as the call for entry, learning initiatives, awards gala, categories and more. The organiser has the pleasure to announce the new committee members: Achim Rietze, Strategy Lead ZOO EMEA at Google; Vasileios Kourakis, Global Director Marketing ROI Consumer Products Division at L’Oréal and Szymon Gutkowski, Managing Director at DDB Warszawa.

The Effie Awards Europe are organised by the European Association of Communications Agencies (EACA) in partnership with Facebook, Procter & Gamble, The European Publishers’ Council, WARC, Adforum.com, European Interactive Digital Advertising Alliance (EDAA) & Viva Xpress Logistics.

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The Effie Awards are known by advertisers and agencies globally as the preeminent award in the industry, and recognise any and all forms of marketing communication that contribute to a brand’s success.

As part of Effie’s 50th anniversary celebrations, Effie Europe has introduced a special competition – Best of the Best Europe – to recognise the most effective marketing efforts in the region. Best of the Best Europe is open to any campaign that has won a Gold Effie in any national Effie Awards program in Europe in 2018.

Adrian Farina, Senior Vice President Marketing, Europe at Visa, said: “Winning a Gold Effie or Grand Prix in a country is a huge achievement for any brand or campaign. It is a testament of great work driving tangible results, which has been considered to be the best in its country in a given year. The new Best of the Best category offers the unique opportunity to see how those campaigns stand up when compared with the best work from the other countries in Europe. It is no longer about being the best in your market – it is now about being the best in Europe in that year. I can’t think of a more aspirational challenge for a marketer, so I’m thrilled to see the Best of the Best category coming to life in 2019.”

Helene Dusseaux, Integrated Communication Manager at P&G, said: “The uniqueness of the Effie Awards, thanks to their local set-up, is to surface the strongest work from the trenches. It casts a spotlight on local jewels that might have stayed in the shadows otherwise. This diversity and authenticity are invaluable to our industry. The ‘Best of the Best’ category takes this dynamic one step further, promoting the best local ideas to the regional level. So, if you want to see whether your local winning work has what it takes to also win at the European level, enter now!” 

The second new category – Marketing & Business Solutions – will award single marketing activities or entire marketing programs. Any action and business idea that has had an exceptionally positive impact on the market position of a brand, product or service, is eligible to enter. If communication was a significant element of marketing mix, such a work should be submitted in another competition category appropriate for a given industry. In this category it is possible to submit activities such as, for example, change of packaging, both in terms of its appearance and size; introduction of a loyalty program or change in the loyalty program; introduction of a new distribution channel; use of e-commerce; use of modern technology at the point of sale; introduction of a completely new product in a category in which the marketer was already present; involvement of consumers in product development, etc. More information on this category can be found here.

Mona Opran, COO South East Europe at Centrade | Cheil, said: “Effie is the only award that celebrates agencies and clients equally. It is proof that effectiveness comes through real partnership, where companies build on each other’s expertise. The Marketing and Business Solutions category pushes collaboration to a new level, where the joined team is working for innovative solutions that drive the future of our industry.”

The final closing date for Best of the Best Europe and Marketing & Business Solutions categories is on 31 July 2019. All deadlines and fees are available here. The judging sessions will take place in September and  the winners will be officially announced at the Awards Gala in Brussels on 15th October 2019.

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