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How to win an Effie

At ThinkTV, we’re all about effectiveness. But what goes into a campaign to make it effective? Is there some kind of secret sauce? We wanted to find out and so began ThinkTV’s partnership with The Communications Council to crunch the data on the Australian Effie finalists. 

The Effies 2018 

Analysis of the most effective advertising campaigns shows simple strategies and a focus on sustainable, long term growth, deliver success. And analysis of Australia’s Gold Effie winners reinforces many of the guiding principles for great marketing such as:

  • When it comes to budget, size isn’t always the answer, but a deep understanding of your audience truly is.
  • Gold Effie winners show deep strategic thinking within their campaigns adapting and learning from past campaigns to achieve truly impressive results.
  • Many brands triumphed over significant obstacles as part of their success; declining market share, lack of brand empathy or consumer connection, changing consumer behaviour and competitive threats.
  • High ROI can often be attributed to a commitment to research; research that gave winners a deep understanding of their strategic challenges and their consumers, research used to deliver a holistic and insight-driven approach to campaign planning and inform choices about channel selection that would serve to align media and brand message.
  • Only 10 entries took home the Gold in 2018 but of those, 80% used both TV and online video. A whopping 90% used TV.

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