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We are best known for championing and benchmarking effectiveness excellence through our awards. But our mission is much wider than that. We exist to help move the industry on by sharing the progressive thinking generated by our network and our cases studies. To help foster an industry wide culture of effectiveness through our training, events and content programmes. One way we do this is by sharing learnings from our Awards programmes, which recognise any and all forms of marketing that contribute to a brand's success. 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The right channels delivering stand out creative work mean you don't have to spend your way to success.", "attrs": null, "canon": { "kind": { "name": "List", "slug": "list", "status": "active", "canonId": "019de52c-f94b-779b-a53b-fd4904a5f4d2", "version": 1, "description": "Bullet or numbered list." }, "tool": null, "subkind": { "name": "Bullet list", "slug": "bullet", "status": "active", "canonId": "019de52c-fc98-7169-a083-5cab805076ca", "version": 1, "description": null }, "framework": null }, "subkind": "bullet", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:15:25.892+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "26609f19-ab97-4a80-b57b-93b6c3ce5bf2", "parentComponentId": null }, { "bbox": { "h": 0.55, "w": 0.24, "x": 0.24, "y": 0.24 }, "kind": "paragraph", "text": "At Ipsos we are committed to helping our clients and their agencies develop the most creative and effective advertising to deliver brand growth. As such it is an absolute pleasure to partner with Effie to bring you inspiration from the 2020 awards for your future campaigns. I think it's safe to say that 2020 was a tough year for everyone. The pandemic brought about a shift in the way that we live and relate to others, the likes of which most of us will never have experienced before. Of course we can't say exactly which of these changes will be permanent features in our lives in the years to come. But, what we can say with certainty is that it is this internal and external context which people find themselves in that shapes people's beliefs, values and goals. Brands that flex to the context while remaining true to themselves will prosper.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:15:25.892+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "41c5ad45-daad-4bd9-a42e-51ea78ddc4d8", "parentComponentId": null }, { "bbox": { "h": 0.08, "w": 0.25, "x": 0.51, "y": 0.75 }, "kind": "paragraph", "text": "ELEANOR THORNTON-FIRKIN\nHead Creative Excellence, Ipsos MORI", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:15:25.892+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "71ad9b0d-4842-4ebe-ab87-6764ceaf436e", "parentComponentId": null }, { "bbox": { "h": 0.25, "w": 0.45, "x": 0.51, "y": 0.45 }, "kind": "paragraph", "text": "There is and will always be a very healthy debate on what constitutes stand out creative work. At Ipsos our data confirms time and time again that stand out creative work does not play to category conventions rather it breaks the category rules to deliver attention for your communications. We believe that without attention there is no effectiveness. A common theme for the award winners featured in this report is the breaking of category convention to deliver effectiveness. 2021 looks like it's not going to be plain sailing, so I hope this report provides some practical guidance on how to continue to deliver effective campaigns in the coming year.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:15:25.892+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "a80cd2c9-f187-45f9-b519-cd9c8d549a80", "parentComponentId": null }, { "bbox": null, "kind": "quote", "text": "A common theme for the award winners featured in this report is the breaking of category convention to deliver effectiveness. - Eleanor Thornton-Firkin, Head Creative Excellence, Ipsos MORI", "attrs": null, "canon": { "kind": { "name": "Quote", "slug": "quote", "status": "active", "canonId": "019de52c-f8fb-751e-8bc6-d58e2d59562a", "version": 1, "description": "Pull quote or testimonial." }, "tool": { "name": "Authority citation", "slug": "authority-citation", "status": "active", "bestFor": null, "canonId": "019dd9e1-49ae-7557-89ad-3fca70469b45", "version": 1, "bodyDocId": null, "description": "Quoting an authority figure, study, or precedent to lend weight.", "familyLabel": null }, "subkind": null, "framework": null }, "subkind": null, "groupRole": null, "confidence": null, "extraction": { "at": "2026-04-24 15:50:41+00", "model": "or:google/gemini-3.1-flash-lite-preview", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "019dd952-22fd-7168-b9ef-742da8760e8d", "parentComponentId": null }, { "bbox": { "h": 0.05, "w": 0.25, "x": 0.04, "y": 0.08 }, "kind": "title", "text": "Foreword by Ipsos", "attrs": null, "canon": { "kind": { "name": "Title", "slug": "title", "status": "active", "canonId": "019de52c-f7dd-76d9-b848-b1f12bd85cf4", "version": 1, "description": "Slide title or headline." }, "tool": null, "subkind": { "name": "Headline", "slug": "headline", "status": "active", "canonId": "019de52c-fae1-7463-9a7c-d60668eced0d", "version": 1, "description": null }, "framework": null }, "subkind": "headline", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:15:25.892+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "3f3eba1e-c574-4b99-bc46-a83fb4cc0405", "parentComponentId": null } ], "metrics": [], "tools": [ { "tool": { "name": "CEO quote contradiction", "slug": "ceo-quote-contradiction", "status": "active", "bestFor": "When management credibility is the lever", "canonId": "019dd9e1-52e9-717f-8454-93e627563ed6", "version": 1, "bodyDocId": "019dd9a1-8296-720d-8f51-da76937f9415", "description": "You reproduce management's own words — verbatim, with source and date — and\nthen place them next to the outcome that contradicts them. 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In this case, cinema – deemed at an industry level the least effective media choice - proved to be the most successful element of the campaign, driving both short and long term effects. While cinema may not be top of the pecking order in the opening months of 2021, the principle of thinking twice about media rules of thumb is more prevalent than ever. The world we live in has become almost unrecognisable, and in this strangely disconnected yet hyper engaged era, so has our relationship with media. 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Challenge, Context, Objectives: Campaigns are typically more effective when the objectives are focused and connected. There is no inherent benefit to effectiveness from targeted or mass market strategies.", "attrs": null, "canon": { "kind": { "name": "List", "slug": "list", "status": "active", "canonId": "019de52c-f94b-779b-a53b-fd4904a5f4d2", "version": 1, "description": "Bullet or numbered list." }, "tool": null, "subkind": { "name": "Numbered list", "slug": "numbered", "status": "active", "canonId": "019de52c-fcc0-7718-a284-a4250c805df2", "version": 1, "description": null }, "framework": null }, "subkind": "numbered", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:15:30.241+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "4b5801ab-0c49-4e44-abf4-e955d1836369", "parentComponentId": null }, { "bbox": { "h": 0.5, "w": 0.2, "x": 0.52, "y": 0.25 }, "kind": "list", "text": "3. Bringing the Idea to Life: More channels are used by Winners and these also tend to be the channels with the greatest reach. Highly effective campaigns do not always need to outspend the competition to succeed, rather they succeed by taking a different path to the rest of the category. 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