IKEA Wins Grand Effie at the 2024 Effie Awards UK

Effie UK, which recognises and celebrates the most effective marketing in the UK, is proud to unveil the winners of the 2024 Effie Awards UK competition.

Thirty-Eight Gold, Silver and Bronze winners were awarded this year for solving a marketing challenge effectively, connecting with the target audience and achieving outstanding results. IKEA scooped the Grand Effie for the most effective marketing campaign in the UK this year, and also a Gold for its long-running brand campaign, ‘The Wonderful Everyday’. Five other brands were also awarded Gold: McCain, McDonald’s, Ford, Specsavers and Tesco Mobile.

Thirteen brands – P&O Ferries, Tourism Australia, Very, Three UK, Mayor of London, Department of Health and Social Care, McVitie’s, ITV, KFC, The National Lottery, HSBC, Uber and IKEA – received Silver Awards. 

Effie UK also handed out Eighteen Bronze awards to: ITV, Tourism Australia, Vanish, Heinz Pasta Sauces, KFC, Boots, ITV Britain Get Talking, Tesco, Nurofen, British Airways, Smarty Mobile, Capita for the British Army, Starling Bank, Aviva, Park Christmas Savings and Aldi UK.

Among this year’s top-winning agencies were Mother London, which as well as winning the Grand Effie, Gold and  Silver for its work for IKEA also picked up Silvers for its work for KFC and Uber (both in the New Product or Service Introductions and Line Extensions category), and a Bronze (in the Restaurants category, also for KFC).

VML won a Gold in the Positive Change: Social Good category for its work for Ford, a Silver for HSBC (in the Sustained Success - Services category), and two Bronzes for Boots (in the Beauty & Personal Care and Sustained Success - Products categories) plus a third - by VML Spain - for Heinz Pasta Sauces (Sustained Success - Products). 

adam&eveDDB won a Gold in the Sustained Success - Products category for its work for McCain, a Silver for the National Lottery (again, in the Sustained Success - Products category), and a Bronze for its work for Aviva (Finance category). 

This year, Effie UK awarded 38 Gold, Silver and Bronzes compared with twenty-one last year - a reflection of this being a record year for entries. The number of entries increased year on year, with the Sustained Success categories responsible for the largest number of winners.

The 2024 Effie Awards UK were announced at a special celebration held at the Grand Connaught Rooms in Central London on the 19th of November 2024, and this year saw an entry written and submitted by a client team winning two awards (Tourism Australia, which picked up a Silver and Bronze award), highlighting that Effie champions marketing in all forms, not just ad campaigns.

Rachel Emms, managing director, Effie UK, said, “It’s hard to make effective marketing day in and day out. And so, it follows that it’s hard to win an Effie. This year our awards have grown again, with more entries than ever before. It produced a strong set of 52 finalists that are a testament to the talent, tenacity and innovation of marketers right across the country.”

The winners’ details in full can be seen here.