The top ten drivers of marketing effectiveness from the Effie Awards – and beyond

Research covering thousands of entries to the Effie Awards provides invaluable guidance for marketers that are seeking to achieve higher levels of effectiveness.

“If you really wanted to be effective, what should you do next year?”

To address this perennial marketing dilemma, Mark Ritson – a consultant who has worked with brands like Johnson & Johnson, De Beers, and Sephora, coupled with duties in academia and the media – can draw on an analysis of 5,900 entries to the Effie Awards.

Now in their fifth decade, the Effies were originally launched by the New York American Marketing Association in 1968 to recognize the most effective campaigns. Today, there are more than 50 Effie initiatives worldwide pursuing this very goal.

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