In a few weeks, the winners of the inaugural Effie Awards Ireland will be announced at a highly anticipated live 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 unveil the preselected agencies and brands in the Independent Sunday. But first, a little patience please, and a little more on the rewards and why they are important.
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 the world then changed and the inaugural awards were suspended for another year.
The Effie Awards Ireland replace the ADFX IAPI Awards which have been held annually for many years. While the ADFX Awards did what it says on the tin, they lacked international recognition and seriousness. The Effies, on the other hand, are part of a much larger franchise that manages not only a global program, but also 50 other regional programs in Europe, Latin America, North America, Asia-Pacific and the MENA region countries.
In addition to awarding awards, the nonprofit Effies Worldwide also maintains a global database of marketing and advertising effectiveness case studies and provides a range of educational and training tools to members, including the Effie Academy which supports marketers throughout their careers.
From an Irish perspective, every Gold winner at the upcoming Effie Awards Ireland will have the opportunity to participate in both the Euro Effie Best of the Best and the Global Effie Best of the Best in 2022. In other words, they will be able to present their goods on the world stage.
The key word in all of this, however, is effectiveness, and winning applications 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 make it clear that they are not throwing their hard earned money into one big black hole.
If we’re honest about it, there is no shortage of poorly designed creative ad campaigns. For many reasons, they will not reach consumers and will not provide any financial return to the advertiser.
Likewise, there is no shortage of poorly designed and poorly targeted media plans, especially when it comes to an increasingly opaque digital ecosystem that now accounts for over 50% of global ad spend, of which the lion’s share is effectively controlled by only two players.
While it is easy to demonstrate and criticize waste, we must not lose sight of the importance of advertising in the overall marketing mix. We should also not forget the message that effective advertising pays off and it is important that the industry signals this by recognizing, showcasing and rewarding effective advertising and marketing where possible. This is the purpose of the Effie Awards.
So, now it’s time 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. Two British agencies also join them – Mother London and McCann Manchester.
In case some of these agencies are unfamiliar, many shortlisted companies and brands are household names and include Eason, Bord Bia, Rockshore, the 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 onto IAPI.ie on Thursday, September 23 to find out. In the meantime, good luck to everyone who has made it this far.
The springboard rebounds
GroupM MediaCom Ireland has created a new division to target high growth start-ups and emerging companies with a new agile offering across media, content, experience and efficiency. First launched in the UK last year, the new offering is called Springboard and will provide customers with access to all the planning and intelligence tools available to larger customers as well as a lean structure for ensure quick responses when it comes to making decisions.
A story of two halves
Vodafone Ireland has launched a new multiplatform campaign to support its Red Family plan. Created by Dublin-based Folk Agency Wunderman Thompson, the campaign is an advertising first and involves a “tale of two halves” that revolves around a family story seen from the different perspectives of two brothers. Directed by Australian Liz Murphy, the entire shoot for the TV commercial was handled with Murphy staying Down Under.