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      "text": "Effie is the world's largest community of thinkers and practitioners of marketing effectiveness, powered by a data set of effectiveness cases from our 55 programmes across the globe. 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. We are proud to partner with Ipsos to share the latest trends and actionable lessons from the latest Effie UK Awards entrants and winners.",
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      "text": "JULIET HAYGARTH\nMD Effie UK",
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      "text": "Effie believes that effectiveness is dynamic. While the fundamentals remain the same, the marketing landscape is ever-evolving. In the following pages you will see how the power of non-conformity in creativity has never been more relevant, and read practical tips around channel planning, targeting and setting objectives. Many thanks to IPSOS for analysing the cases and pulling out the key lessons and commonalities so clearly. Congratulations to the brands featured in this report. Winning an Effie isn't easy and all the cases we draw on drove impressive, tangible growth for their respective brands. We hope you find this report useful. We hope it provides a bit of inspiration as we all dig deep to survive and thrive in 2021.",
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