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      "text": "A common theme for the award winners featured in this report is the breaking of category convention to deliver effectiveness.",
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      "text": "Focused strategic thinking married to a well defined problem produces the most effective work. The right channels delivering stand out creative work mean you don't have to spend your way to success.",
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      "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.",
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      "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.",
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