#defining effectiveness

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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: 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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