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What makes effective marketing?

In 2016, we found that of the 39 Effies awarded, the campaigns that made the cut started out with both sales and communications goals. Research mattered with 93% of winners utilising insights generated through research and 74% of winners having a clear, specific target audience. 

The Effies 2016

When it comes to media channels, four was the sweet spot and TV was a great place to start with 71% of winners including the medium in their campaigns. A celebrity didn’t hurt and a bit of humour was highly regarded

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