The WARC Podcast Exclusive interview: The future of Effies
Mar 6, 2025
Traci Alford, CEO of Effie Worldwide, and Phil Thomas, Chair of Cannes Lions, delve into the exciting future of marketing awards. They discuss the transformative partnership between Effies and Cannes Lions, aiming to enhance creativity and effectiveness in marketing. The conversation highlights the importance of inclusivity and education in the industry, detailing initiatives to support underrepresented groups. They also explore innovative trends in marketing effectiveness and collaboration, setting the stage for groundbreaking developments at the upcoming Cannes Lions festival.
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Creativity and Effectiveness Unite
- Creativity and marketing effectiveness are increasingly inseparable and need to be integrated.
- Joining Effie and Lions combines creativity and effectiveness to elevate marketing conversations globally.
Marketing Investment Challenges
- CMOs struggle to justify marketing investment because CEOs and CFOs often do not understand marketing.
- Combining Effie's effectiveness data with Lions' creativity data equips marketers to prove marketing's business value.
Creativity Embedded in Effectiveness
- Effie's framework integrates creativity as a significant element of marketing effectiveness.
- The collaboration with Lions will deepen the understanding of how creativity drives growth and effectiveness.