#effieblog

Leading, inspiring and championing the practice and practitioners of marketing effectiveness globally. Effie Worldwide is the industry leader in recognizing effective marketing communications, while serving as a forum for dialogue about the drivers of effectiveness. With an influential network of 50+ partner organizations worldwide, Effie honors ideas that worked in every corner of the globe.

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In One Sentence: Roman Kumar Vias, CEO & Founder, Qmarketing

October 26, 2020

In one sentence, what is the best advice you can offer marketers today? 

When you are a marketer you are a lifelong student, so you need to learn from the market, from data, from your colleagues, and from the changing world. 

In one sentence, how do you define effective marketing? 

Effective marketing is anti-fragile marketing that becomes stronger with the aid of circumstances. 

In one sentence, how can marketers stay effective in times of challenge?

Marketers need to see their failures as learnings and learn permanently from their and others’ mistakes.

Roman Kumar Vias served on the jury for the 2020 Effie Awards Russia competition.

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In One Sentence: Noaman Asar, Managing Director, Kantar Pakistan

October 19, 2020

In one sentence, how do you define effective marketing?

Effective marketing forms an emotional connection in the mind of the consumer that, in return, creates a predisposition to buy the brand; when both the CFO and the CMO are happy with the results of your marketing, you’ve hit the happy medium. 

In one sentence, what is the best advice you can offer marketers today?

Remember that people feel first and think second, and therefore ads should engage audiences emotionally without losing out on the reason why they should love your brand. 

In one sentence, how can marketers stay effective in times of challenge? 

In these uncertain and challenging times, our consumers want marketers to have a purpose that is optimistic and caring; we should continue to communicate with this in mind, and they will reward us with affinity, love and brand loyalty.

Noaman Asar served on the Round One & Final Round juries for the 2020 Effie Awards Pakistan competition.

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In One Sentence: Yusuf Chuku, Global CSO, VMLY&R

October 12, 2020

In one sentence, what is the best advice you can offer marketers today?

Seek shared value; you’ll find it at the intersection of what your brand stands for, what’s important to your customers and what will consistently grow the business.

In one sentence, how do you define effective marketing?

There’s been an acceleration of people’s expectations of the experience they expect a brand to deliver; effective marketing is the ability to simultaneously create connected brand and customer experiences.

Yusuf Chuku served on the Final Round Jury for the 2020 Global Effie Awards and Effie Awards United States competition.

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In One Sentence: Andreas Moellmann, Chief Experience Officer, APAC, Geometry

October 5, 2020

In one sentence, how do you define effective marketing?

Knowing (vs guessing) the contribution and value of your marketing efforts to your business.

In one sentence, what is the best advice you can offer marketers today?

Reject obvious answers, and challenge yourself on all levels to identify and create outstanding solutions; your efforts will be handsomely rewarded.

Andreas Moellmann served on the Round One jury for the 2020 Global Multi-Region Effie Awards competition.

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In One Sentence: Eric Weisberg, Global CCO, Doner

September 28, 2020

In one sentence, how do you define effective marketing?

Data is not “the new creative”; the effective campaigns of tomorrow will sit at the intersection of art AND science.

In one sentence, what is the best advice you can offer marketers today?

Never let measurement be a crutch for magic; any brand can incrementally improve ROI, but the great ones do it with passion and purpose, not just precision.

Eric Weisberg served on the Final Round Jury for the 2020 Effie Awards United States competition.

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In One Sentence: Galya Prokopieva, CEO, Economedia

September 21, 2020

In one sentence, how do you define effective marketing?

Marketing that drives sales and appreciation without littering the communications channels.

In one sentence, what is the best advice you can offer marketers today?

The closer today’s tools bring us to our customers, the more care we should take to respect them.

Galya Prokopieva served on the jury for the 2019 Effie Awards Bulgaria competition.

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In One Sentence: Vicente Carrasco, CEO, VMLY&R Chile

September 14, 2020

In one sentence, what is the best advice you can offer marketers today?

Ideally, marketing is related to building new needs, adding features to products, moving from functional to emotional benefits, and developing brands with purpose and other reasons to be preferred by consumers...and today, consumers are empowered by the knowledge in their hands thanks to technology - so my advice to marketers is to please stop selling smoke.

In one sentence, how do you define effective marketing?

Effective marketing gets results – tracked by ROI, business growth, and tons of data analysis and technology – but still has a subjective and only human element: the creativity that allows us to achieve these results.

Vicente Carrasco served on the Final Round jury for the 2019 Effie Awards Chile competition.

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In One Sentence: Haruyo Rodulfo, CEO, Wavemaker Mexico

September 7, 2020

In one sentence, how do you define effective marketing?

Effective marketing is a process of continuous improvement, avoiding “the way we’ve always done it” and looking to anticipate the next change in our business and in the consumer.

In one sentence, what is the best advice you can offer marketers today?

Embrace the curiosity, be open to diverse perspectives and encourage different voices; ask “why?” and “what if?” and work on getting out of your comfort zone.

In one sentence, how are you effectively managing your team while working remotely?

With a lot of communication, a vision focused on results and trust, the necessary technical, emotional, and mental tools (weekly social catch up, yoga and relaxation classes, psychological & nutritional support, etc), and listening and adapting to get the best work out of each person within our personal circumstances.

Haruyo Rodulfo served on the Round One jury for the 2020 Global Multi-Region Effie Awards competition.

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In One Sentence: Catherine Davis, Chief Marketing & Communications Officer, Feeding America

August 31, 2020

In one sentence, how do you define effective marketing?

Creating relevance that drives business growth, which requires an intimate understanding of your core audience; their attitudes, behaviors, and underlying core values; and a willingness to have a strong point of view.

In one sentence, what is the best advice you can offer marketers today?

Inspire passion; in a constantly changing and often chaotic environment, it is the only way to create a meaningful role in people's lives.

Catherine Davis served on the Final Round Jury for the 2020 Effie Awards United States competition.

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In One Sentence: Robert Sundy, Head of Brands & Marketing Services, Whirlpool Corporation

August 24, 2020

In one sentence, what is the best advice you can offer marketers today?

In addition to the core marketing competencies of yesterday, being a marketer today is truly a team sport that requires you to remove friction across your organization so the consumer doesn't feel it.

In one sentence, how do you define effective marketing?

Effective marketing causes a consumer to act and vote for your brand with their endorsement, wallet, voice or heart.

Robert Sundy served on the Round One Jury for the 2020 Effie Awards United States competition.

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In One Sentence: Natalia Paliy, Head of Marketing, Philips Ukraine

August 17, 2020

In one sentence, what is the best advice you can offer marketers today?

Stay attuned (to understanding the latest trends), be adaptive (and change your strategy or plan if conditions require it), act with the consumer in your mind and heart (with the goal of making them happier) and keep on learning (but don’t forget the basics).

In one sentence, how do you define effective marketing?

Effective marketing should inspire business results and make impact; bring the consumer real value (so that they are ready and eager to pay the price you are charging); and have a bigger mission to make this world a better place.

Natalia Paliy served as a judge for the 2019 Effie Awards Ukraine competition.

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In One Sentence: Clarissa Pantoja, Brand Director, Grupo Modelo

July 20, 2020

In one sentence, how do you define effective marketing?

Effective marketing has a clear goal, uses outstanding creativity that is fresh and new to the industry, and is able to deliver great results.

In one sentence, what is the best advice you can offer marketers today?

Be extremely connected with your consumer, know him more than anything, put him at the center, know his behavior, learn how he connects with culture - especially how he consumes your product.

Clarissa Pantoja was a Final Round judge for the 2019 LATAM Effie Awards competition.

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In One Sentence: Juan Diez, CEO, IPG Mediabrands Mexico

July 13, 2020

In one sentence, what is the best advice you can offer marketers today? 

In an ever-changing landscape, remember that whatever brought you where you are today won’t guarantee you success in the future.

In one sentence, how do you define effective marketing?

Where vanity and classic marketing metrics are left behind and we measure our actions with real – and ideally achievable – business outcomes.

Juan Diez served on the Final Round jury for the 2019 Effie Awards Mexico competition.

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In One Sentence: Taylor Wiegert, VP, Planning Director, The Martin Agency

June 29, 2020

In one sentence, what is the best advice you can offer marketers today? 

Know what you stand for and what you stand against—that’s where brands find their tension and become worthy of attention in our increasingly attention-starved culture.

In one sentence, how do you define effective marketing?

The worst thing for a brand to become is invisible, so the most effective marketing elevates a brand’s role in the lives of consumers and culture—undeniable relevance and talkability are key.

Taylor Wiegert served on the Round One Jury for the 2020 Effie Awards United States competition.

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In One Sentence: Alex Osadchiy, Chief Strategy Officer, Publicis Groupe Ukraine

June 22, 2020

In one sentence, what is the best advice you can offer marketers today? 

When you’re living in a digital age, it is hard to remember that people are analogue beings - let’s keep this beautiful simplicity in our focus.

Alex Osadchiy served as a judge for the 2019 Effie Awards Ukraine competition.

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In One Sentence: Karsten Jankowski, General Manager, Marketing, PR & Customer Service, INFINITI Middle East

June 15, 2020

In one sentence, what is the best advice you can offer marketers today?

Whatever the marketing targets are - brand building, creating awareness, consideration, or other aims - my general recommendation to marketers is to efficiently utilize resources while staying daring, challenging, and open to new ideas and thinking ahead of the competition.

In one sentence, how do you define effective marketing?

The most effective brands orchestrate a cacophony of channels and ad formats into a harmonic melody, while being channel and customer lifecycle-specific in their messaging.

Karsten Jankowski served on the Final Round jury for the 2019 MENA Effie Awards competition.

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