It’s time for effective ad campaigns to shine
In a few weeks, the winners of the first Effie Awards Ireland will be announced at a highly anticipated live-streamed event that will have many members of the advertising industry glued to their seats for an hour or two.
In the meantime, we can exclusively reveal to you the pre-selected agencies and brands in the Sunday Independent. But first, a little patience please, and a bit more about prices and why they matter.
Organized by the Institute of Advertising Practitioners in Ireland (IAPI), the awards were first announced in 2019 and were due to take place in 2020. But then the world changed and the inaugural awards were frozen for another year .
The Effie Awards Ireland replace the IAPI ADFX Awards which have been held annually for many years. While the ADFX Awards did what they say on the tin, they lacked international recognition and gravity. The Effies, meanwhile, are part of a much larger franchise that runs not only a global program, but also 50 other regional programs in Europe, Latin America, North America, Asia-Pacific and the countries MENA.
As well as organizing awards, the non-profit organization Effies Worldwide also maintains a global database of marketing and advertising effectiveness case studies and provides a range of educational and training tools for members, including the Effie Academy which supports marketers throughout their careers.
From an Irish perspective, each gold winner of the upcoming Effie Awards Ireland will have the opportunity to compete in both the Euro Effie Best of the Best as well as the Global Effie Best of the Best Awards in 2022. other words, they can showcase their wares on the world stage.
The key word in all of this, however, is effectiveness, and winning entries must clearly demonstrate that their campaigns have been effective and delivered on a number of key fronts.
At a time of profound change in much of the marketing and advertising world — and even more in the last 16 months — it has never been more important for marketers and their advertising agencies to clearly demonstrate that they are not throwing their hard-earned money into a big black hole.
If we’re honest about it, there’s no shortage of poorly designed creative ad campaigns. For many reasons, they will fail to land with consumers and provide no financial return to the advertiser.
Similarly, there is no shortage of poorly designed and ill-targeted media plans, especially when dealing with an increasingly opaque digital ecosystem that now accounts for over 50% of global advertising spend, the lion’s share of which is actually controlled by only two players.
While it is easy to demonstrate and criticize waste, the importance of advertising in the overall marketing mix should not be lost sight of. We must also not forget the message that effective advertising pays dividends and it is important that the industry makes this known by recognizing, showcasing and rewarding effective advertising and marketing when and where possible. That’s what the Effie Awards are for.
So, now for the drumbeat of the creative and media agencies that made the 2021 shortlist.
In no particular order, they include BBDO Dublin, Publicis Dublin, Boys+Girls, Rothco, part of Accenture Interactive, The Brill Building, Bonfire, Core, Folk Wunderman Thompson, Havas Dublin, TBWA Dublin, The Public House, In the Company of Huskies , Javelin, Dentsu, OMD Ireland, Mediacom and PHD Ireland. They are also joined by two British agencies — Mother London and McCann Manchester.
In case some of these agencies are unfamiliar, many of the companies and brands that have been shortlisted are household names and include Eason, Bord Bia, Rockshore, National Lottery, Vodafone, HSE, SuperValu, Jameson, Three Ireland , Energia, An Post, St Vincent de Paul, Aldi, SSE Airtricity, Heineken 0.0, Electric Ireland, FBD Insurance and, yes, Independent.ie.
As for the winners, log on to IAPI.ie on Thursday 23rd September to find out. In the meantime, good luck to everyone who has made it this far.
The springboard bounces
Agency GroupM MediaCom Ireland has created a new division to target high-growth start-ups and emerging businesses with a new agile offering spanning media, content, experience and efficiency. First launched in the UK last year, the new offering is called Springboard and will give customers access to all the planning and intelligence tools available to large customers as well as a lean structure to ensure rapid responses in decision-making.
A tale of two halves
Vodafone Ireland has rolled out a new cross-platform campaign to support its Red Family plan. Created by Dublin-based agency Folk Wunderman Thompson, the campaign is an advertising first and involves a “two-part tale” that revolves around a family story seen from the different angles of two brothers. Directed by Australian Liz Murphy, all TV commercial filming was handled with Murphy remaining Down Under.