“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...