How to move markets by moving people

Four very different examples, from the Euro Effies, of how consumers were successfully engaged to drive commercial outcomes.

“Effectiveness is too often decoupled from creativity,” said Harjot Singh, Chief Strategy Officer, McCann Worldgroup and Effie Awards Europe Jury Co-Chair 2019, as he addressed the audience at the Euro Effie forum in Brussels. He added: “The only way to move a market is to move people with creatively compelling work that can achieve commercial outcomes.”

The forum showcased four very diverse yet highly creative case studies which were subsequently recognised at the Effie Europe awards ceremony.

Humour disarms quality concerns

The first took the Grand Prix: McCann Manchester’s Like Brands case study for supermarket Aldi, presented by Darren...

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