Effie Awards Unveils Global Multi-Region Winners for 2024
The Effie Awards has today unveiled the winners of this year’s Global Multi-Region Awards. Two Golds, two Silvers, and a Bronze were awarded to projects demonstrating marketing effectiveness from far and wide. Every continent is represented among the markets, which span countries from Sierra Leone to Japan, Germany to Brazil, Australia to the US.
Following the final round of judging in New York last week, the finalists have been whittled down to five winners:
GOLD:
- Memorial Sloan Kettering Cancer Center, Publicis Groupe, and La Fondation Publicis’ ‘Working with Cancer Pledge’ – in Positive Change: Social Good - Non-Profit
- Microsoft and McCann NY’s ‘ADLaM: An Alphabet to Preserve a Culture’ – in Positive Change: Social Good - Brands
SILVER:
- Accenture and Droga5’s ‘Accenture (B2B)’ – in Business-to-Business
- Johnnie Walker and Anomaly London’s ‘Johnnie Walker: Putting the Walk back in Keep Walking’ – in Food & Beverage
BRONZE:
- H&M and Digitas’ ‘Transforming H&M’s business by placing search at the heart of the customer experience’ – in Fashion & Accessories
The remaining Finalists are: The Ritz-Carlton ‘A Transformational Stay: Leaving The Ritz-Carlton Better Than You Arrived’; Coca-Cola ‘We’re Going to Need More Santas: Coca-Cola Rediscovers the Spirit of Christmas’; Fuze Tea ‘Fuze Tea Made of Fusion’; and Air France ‘Air France 90th anniversary’.
“The Global Multi-Region Effies is a unique and challenging competition, as the standard for success is high, with winners demonstrating significant results across multiple markets and regions,” said Traci Alford, global CEO, Effie Worldwide. “This year’s winners have delivered measurable growth with marketing efforts that transcended languages, borders, and cultures. Representing the full spectrum of effectiveness across the B2B, fashion, tech, and beverage categories, as well as positive community impact, there is much to be learned from their success. Congratulations to all of the winning teams on this impressive achievement.”
The Global Multi-Region Effie Awards, established in 2004, celebrate the most impactful marketing campaigns executed across multiple regions worldwide. To qualify, campaigns must demonstrate proven effectiveness in at least four markets spanning two or more global regions. Entrants must showcase exceptional expertise in global marketing, developing insights and ideas that work across regions, and that are flexible and adaptable to the local market and culture.
Learn more about this year’s winners below, or see the full finalists and winners showcase here. Be sure to also keep an eye out for LBB’s upcoming series, 'Why It Worked', where the people behind each winning entry delve deeper into how they achieved success.
Memorial Sloan Kettering Cancer Center ‘Working with Cancer Pledge’
Award and category: Gold in Positive Change: Social Good - Non-Profit
Markets: France, India, UK, USA
Client: Memorial Sloan Kettering Cancer Center
Lead agencies: Publicis Groupe, La Fondation Publicis
Contributing companies: Le Truc, Digitas United States, Publicis Conseil, Publicis Media
The Working with Cancer Pledge is a pioneer program urging companies to publicly pledge to reduce cancer stigma in the workplace. In just the first year, 1,850 corporations have signed the pledge – surpassing the goal by 85% – impacting more than 30 million employees around the world. The campaign used more than $100 million in donated media to raise awareness as well as drive corporate signups and earned 2B media impressions.
Microsoft ‘ADLaM: An Alphabet to Preserve a Culture’
Award and category: Gold in Positive Change: Social Good - Brands
Client: Microsoft
Lead agency: McCann NY
Contributing companies: NAFFA, Jamra Patel, Andrew Footit Design, Craft
Markets: Guinea, Mali, Sierra Leone, USA
The UN predicts that 90% of the world’s languages could be extinct within the century – including Pulaar, the language of the West African Fulani community comprising 60 million people. Pulaar had no writing system, until two brothers began work on an alphabet back in 1989. Working with the siblings as well as their community, Microsoft has revised, optimised, and digitised their alphabet, preserving the Pulaar language for generations to come, and giving the Fulani people permanent access to the ADLaM alphabet.
Accenture ‘Accenture (B2B)’
Award and category: Silver in Business-to-Business
Client: Accenture
Lead Agency: Droga5
Contributing companies: Imperial Woodpecker, PrettyBird, Stink Films, Somesuch
Markets: Germany, Japan, UK, US
Accenture needed to stand out, simplify offerings, and reclaim leadership in a crowded market, despite being outspent. In a moment of unprecedented uncertainty, the right partner could turn change into opportunity, not threat. The global ‘Let There Be Change’ campaign positioned Accenture as the ultimate partner for embracing change to create new value amid global disruptions, with its bright visuals, films, and interactive content culturally adapted for markets including Japan, Germany, the UK, and the US. As a result, brand salience rose 23 points, favourability by 20 points, and sales opportunities by 52%.
Johnnie Walker ‘Johnnie Walker: Putting the Walk Back in Keep Walking’
Award and category: Silver in Food & Beverage
Client/Brand: Diageo/Johnnie Walker
Lead agency: Anomaly London
Contributing companies: PHD, Smarts
Markets: Australia, Brazil, Chile, USA
‘Keep Walking’, a once iconic platform about progress, had lost its relevance, impacting volume and value sales globally. Looking back at what had made ‘Keep Walking’ iconic in the first place, the future of Johnnie Walker was uncovered by digging deeper into what ‘progress’ means today. With a new definition, Johnnie Walker re-established the power and relevance of ‘Keep Walking’ among the next generations of whisky drinkers, reversing eight years of decline in one, and delivering a profit ROI of €250 million globally.
H&M ‘Transforming H&M’s Business by Placing Search at the Heart of the Customer Experience’
Award and category: Bronze in Fashion & Accessories
Client: H&M
Lead agency: Digitas
Contributing company: PGD India
Markets: Japan, Spain, UK, USA
Despite being an established high street retail brand, H&M was at risk of being left behind by digital-first competitors who were winning in the rapidly growing e-commerce environment. H&M’s SEO business transformation program harnessed data and insights to completely transform the business – its culture, processes, operations, and approach to the channel – breaking down silos and driving business effectiveness at an incredible scale and pace. The program delivered £552 million in incremental revenue at a profit ROI of over 29:1 four years running, hugely growing H&M’s market share in this key digital battleground.
