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The Inaugural Effie Report: Learn What Drives Winning Marketing Campaigns

Editor’s Note: GreenBook and Effie are “cousin” organizations (both trace their descent from the NY AMA) and based on the success of the GRIT Report, we decided to collaborate to take the many years of data from Effie submissions on what makes for a winning marketing campaign and analyze that to understand the key drivers of winners. I’m very proud to have played a role in bringing this to life and the resulting report is the very definition of impactful for marketers. The Effie Report is chock full of insights that will help marketing organizations understand what factors drive success, including the role of research. It doesn’t get any better than this folks. Below is the press release with the details on how to get a copy for yourself and what to expect in the report. Download this today; you won’t be sorry.

Effie Worldwide, in partnership with Millward Brown and GreenBook, today released the inaugural Effie Report, an in-depth analysis of – and discussion around – the drivers of marketing effectiveness. The Effie Report contains intelligence gained from the most recent marketing case studies submitted into the North American Effie Awards program, as analyzed by Millward Brown, a global leader in brand, media and communications research. Fourteen industry leaders added perspective to the findings. Effie Worldwide honors marketing ideas that work and since 1968, across over 40 countries, winning an Effie Award has become a global symbol of achievement.

“As the global champions of effectiveness, we are committed to raising and enriching the debate about best practice,” said Carl Johnson, CEO and Co-Founder, Anomaly and Chairman of the Board, Effie Worldwide. “As with many areas of life, this first Effie Report indicates that some things will never change, and some things will never be the same again.”

Download The 2012 Effie Report

Key insights from the Effie Report include:

  • Effie Finalists tend to spend more on paid media, but not necessarily the most. More finalists spent in the $20 million to $40 million range than in the $40 million+ category, and nearly half spent less than $20 million.
  • Effie medalists have slightly fewer goals to achieve, and campaigns with a business objective, rather than one to reach a target audience, collect more medals.
  • Never underestimate David taking on Goliath – he’s 47 percent more likely to win an Effie medal.
  • In the Shopper Marketing Effie categories, about two-thirds of finalists’ programs demonstrated some aspect of disruption – either by novel product placement in the store, changing the way shoppers perceived the retailer or changing perceptions of the brand.

Effie Report experts, an exclusive group of 14 marketing and advertising opinion leaders, who provided perspectives on how the Effie Report findings relate to their own experience, include:

• Tara Back, President, Jack Morton Worldwide
• Todd Cunningham, Senior VP, Strategic Insights & Research, Viacom Networks
• Dan Fietsam, Chief Creative Officer, Energy BBDO
• Maria Luisa Francoli, Global CEO, MPG
• Stephen Hahn-Griffiths, Former Chief Strategy Officer, Leo Burnett
• Elizabeth Harris, Senior VP – Strategy Director, Leo Burnett/Arc Worldwide
• Daryl Lee, Global Chief Strategy Officer, McCann Erickson
• Colin Mitchell, Worldwide Head of Planning, Ogilvy & Mather
• Leonard F. Murphy, Editor-in-Chief, GreenBook, Senior Partner, Gen2 Advisors
• Dan Ng, Director of Planning, Anomaly
• Mary Ann Packo, CEO, Millward Brown North America
• Suzanne Powers, Exec VP – Global Strategy Officer, Crispin Porter + Bogusky
• Gail B.Tifford, Senior Director – Media, North America, Unilever
• Faris Yakob, Chief Innovation Officer, MDC Partners/kbs+Founding Partner Spies&Assassins

“Effie case studies – from entrants to gold medalists – set a high bar for brand marketers, and we all benefit from the insights uncovered in the 2012 Effie Report,” said Mary Ann Packo, CEO, Millward Brown North America. “Our analysis of the Effie finalist data identified the continued and growing importance of digital, as it allows consumers to engage with a brand and contribute to the brand story. It will be interesting to watch as marketers use innovation and emerging media to encourage consumers’ self-expression while giving them a stake in the brand and its narrative.”

An interactive online dashboard component of the data will be available at The dashboard is being created by Q Research Software.

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Leonard Murphy

Leonard Murphy

Executive Editor & Producer, GreenBook