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  "documentTitle": "2020 Effie UK Report  in partnership with Ipsos MORI",
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      "text": "For many of our entrants, even if they are what most would consider ‘big brands’ in their categories, they still have less to spend than the market leader.",
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      "text": "55% Entrants, 73% Finalists, 50% Winners say they spend less than the competition",
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      "text": "percentage of brands spending less than competition: 73%",
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      "text": "For many of our entrants, even if they are what most would consider 'big brands' in their categories, they still have less to spend than the market leader. They, therefore, need to adopt the mindset of a challenger brand.",
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      "text": "Spending less than the competition can be effective",
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