Effies 2021: Call for brands that powered through pandemic – and can prove it

News 1 Mar 2021 - 2 min read

Effies 2021: Call for brands that powered through pandemic – and can prove it

By Danielle Long - Contributing Editor

Canadian Club's Boss of Summer ad scooped an Effie for Beam Suntory in 2020

Market Voice 3 min read

Retail media: Key lessons to avoid repeating programmatic ‘gold rush’ mistakes, hollowing out brand budgets

By Rory Heffernan - Chief Executive Officer, Atomic 212º | Partner Content

Retail media’s rise comes as marketers are being told to do even more with even less, says Atomic 212º Chief Executive Officer, Rory Heffernan, and puts brand budgets under further pressure.

Market Voice 4 min read

Airports are back bigger and better: why they are the next frontier for incredibly human brand connection

By Jemma Enright - General Manager, Airport, JCDecaux ANZ | Partner Content

In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright.

Market Voice 3 min read

The best relationships are personal – regional strategies should be too

By Phil Leyshon - Director of Digital, ACM | Partner Content

Mi3 sat down with ACM Director of Digital Phil Leyshon to discuss how first party data and enriched targeting is bringing brands closer to the regions – and notching upwards of 30 per cent growth.

Tags: advertising effectiveness Effies binet & field Advertising Council Australia Beam Suntory Trent Chapman

The Advertising Council Australia aims to showcase the recession's most resourceful and resilient of brands with the 2021 Australian Effie Awards. It wants to hear from brands that can prove their marketing moved the needle.

What you need to know:

2021 Effies introduce new categories and criteria to address the impact of Covid-19 on brands.
Awards will serve as a collection of best practice for marketing in a recession.
Marketers welcome the rigour of the judging process in uncertain times.

With the focus on the bottom line never been more critical, and justifying advertising spend and effectiveness crucial, the 2021 Effies hope to create a collection of best practice case studies for marketing in a recession.

In what the ACA is calling the "most important year" in the Australian Effie Awards' 13-year history, it has added two new categories addressing Covid-19's impact on brands; 'Outsmarting Covid', to recognise work that contributes to the industry’s collective marketing knowledge, and ‘Jumpstart’ for brands that haven’t entered before but have an effectiveness case study to share.

"In Australia, we haven't had a recession since 1990, and the marketing and general business community don't have the case histories and general understanding of [how to navigate] this," said ACA CEO Tony Hale.

“We want to challenge the marketing community to have a crack at The Effies because we think it's the most important year that we've ever had. I would hope we get a whole bunch of cases that show who has benefited so that if another recession hits, there's a greater understanding of how to capitalise on it and what the best marketing behaviours may be."

“There are smart marketers that got in there and made the most of the opportunities,” says Hale. “This is an opportunity to see who the big winners in this recession really were.”

Trent Chapman, marketing director ANZ at Beam Suntory, which scooped two gold Effies last year for Canadian Club, says current market uncertainty makes the rigour of the judging process increasingly critical to credibility.

"More than ever, we need powerful creative to deliver effective results, and the Effies provide a great balance of art and science," Chapman told Mi3.

“There’s so much unknown now in the marketplace.Although it looks on the surface that results may appear to be strong, they may not be, and that's why the rigour placed around the return on investment is critical.”

Details here.