Increasingly, marketing science points to the importance of brand in driving sustainable growth over time. In recognition of this, Effies Australia has introduced a new category in 2019 to showcase campaigns that have measurably impacted brand health.
McCann Australia chief strategy officer and Effies advisory group member, Fran Clayton, said the new ‘Brand Value’ category celebrates and encourages long-term marketing practices.
“It’s really hard to move brand measures in a significant and sustained way, but when we do the commercial results can be extraordinary, so we should be celebrating that.”
“A strong brand leads to long-term sustainable growth, but it also amplifies short-term activity by creating a halo effect.”
Speaking to the Comms Council, Fran said judges for the category will be looking at ROI across the long-term.
“ROI is a double-edged sword, it’s important for us to hold ourselves accountable. But if we only look at ROI for say six months, we might be missing out on the bigger effect that a campaign can have.”
She said this is particularly vital in an era of reputation marketing.
“I think we’re also going to see more and more brands re-investing in brand to address issues of trust and reputation, particularly in the financial services industry.”
The Australian Effie Awards honour Australia’s most significant achievements in marketing communications and is recognised by advertisers and agencies globally as the pre-eminent award in the industry.
Entries into the Brand Value category will demonstrate that the activity led to a lift in brand measures, and in turn, a lift in business results.
There is no restriction on start date, however the entry must include results in the most recent period.
The creative expression is not restricted to one idea or campaign, but the activity must have a consistent or evolving strategy.
Entries for the Australian Effie Awards close on Thursday 18 April. For more information about the Effie program and to enter visit effies.com.au