Euro Effie Awards & Kantar Millward Brown Produce Euro Effie Report
EACA, the European Association of Communications Agencies, and Kantar Millward Brown, the world leaders in communications research, have joined forces to publish the Euro Effie Report, not only the most comprehensive analysis of Euro Effie case studies ever undertaken, but the most comprehensive analysis of effective marketing across Europe.
The Euro Effies celebrates its 20th anniversary this year and the report, based on Euro Effie entries received between 2011 and 2015, identifies the key factors that make campaigns highly effective.
The findings from the analysis indicate that, whilst every campaign is different, there are some very clear commonalities in approach that distinguish the winning campaigns each year. Four key trends – The Big Idea, Family Resemblance, Working as a Team and Pass it on – indicate how likely an entry is to be successful and provide the cornerstone of effective commercial communications today across Europe.
According to Dan White, communications expert at Kantar Millward Brown, the research agency has a long-standing relationship with the Effies, built on a mutual passion for great marketing. “For their 20th anniversary, the EACA wanted to uncover the characteristics for an effective campaign and see if this has changed in recent times”, he said. “With over 40 years of communications research experience, Kantar Millward Brown was happy to help. As someone with a love for marketing it was fascinating to see such clear patterns emerging, despite the unique nature and varying budgets of many of the campaigns and a few very exciting changes emerging over recent years”.
All Euro Effie winners reflected at least one of the four key success factors, however it was very rare for any of them to reflect all four. Imagine what brands could achieve if they did?
The Euro Effie Report is intended to serve as a guide and an inspiration to future generations of Euro Effie hopefuls and to raise awareness of the symbiotic relationship between creativity and effectiveness.
Genre: PR , People , Strategy/Insight