Germany was the big winner at this year’s Effies – bagging 13 of the 26 European awards for marketing communication effectiveness. The awards recognise all forms of marketing that contribute to a brand’s success.
“There are 1,000 ways to communicate with consumers and that’s why this world, and particularly the digital world, is so amazing and so exciting for everyone connected to our industry,” David Patton, the president of the European Association for Communication Agencies, told euronews at the ceremony in Brussels.
Launched in 1968 by the New York American Marketing Association, the Effie Awards are meant to celebrate the most effective advertising efforts.
“The new consumer is somebody who’s got an understanding of brands, they’ve got an understanding of how brands engage with them and they have an understanding of what they expect from brands,” explained Neal Davis, the CEO of Effie Worldwide.
Among the winners is car manufacturer Audi, which came away with one gold and three silver awards.
“I think the recipe for success is a strong idea that strikes people,” said Karen Heumann, the founder of Thjnk agency, which works with Audi.
Grand Prix prize winners are 180 Amsterdam and Sony for their campaign ‘This is for the Players. This is PS4’ for the launch of the eighth generation of the console.