North American Effie Awards

Honoring the region's most effective marketing communications

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Article

Looks at how digital payments are evolving and growing with the rise of ‘super apps’, which bundle logistics, commerce, payments and social, and mobile payment platforms.

Article

Looks at the many different ways to execute premiumisation and how offerings need to pay attention to the details of product, packaging and messaging to satisfy premium consumer expectations.

Data

An overview of consumer trust in influencer recommendations across 17 markets.

Article

Surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

Article

Explores consumers' increasing concern about privacy and data protection and how companies can rebuild trust by proactively embracing data ethics in an era where the Internet of Things and smart cities heighten privacy issues.

Article

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

Article

Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Article

Provides marketers with information and guidance about luxury brand advertising.

Article

Provides guidance and key reading on branded utility and how brands can add value to people's lives, including how big data and digital media can help marketers meet and even anticipate consumers' needs.

Article

Lenovo’s Rajesh Thadani tells FUTR ASIA 2021 about the innovative ways through which brands can engage with their customers and shares what the technology giant is doing for its own customers.

Opinion

It’s not just at Christmas: brands usually default to positive emotions, reflecting the idea that people just want to be happy all of the time; humans, however, are complex beings and their emotions are complex things, argues Faris Yakob, but brands are leaving a vast unexplored area untouched.

Opinion

The potential of sound “Sound is going to emerge as a must-have expressive layer in brand experiences. While some brands have been moving in this direction – and a few stand out as leading the way – too many have ignored this aspect of sensory communication. But not anymore; incorporating high quality sound into the entire brand experience is an untapped potential for brand owners. Sound will be embraced by brands going forward as it brings a new level of interactivity, creativity and emotional intelligence to the brand experience.” –  James Ramsden, Executive Creative Director at Coley Porter Bell

Case Study

Justmylook, a beauty retailer, increased engagement rates and email opt-ins in the UK by using InStory ads to reduce mobile bounce rates.

Opinion

The profession likes to cast procurement as something of a bogeyman, but another way is possible, argues The Liberty Guild’s Jon Williams.

Opinion

A great many “unknown unknowns” have marketers second-guessing their 2022 strategy but despite the uncertainty, Hatched’s Stephen Fisher and Adrian Roeling say now is the time to stay the course.

Opinion

As COVID-19 continues to change the world, i-dac Bangkok’s Suchada Supakan explores Thai consumer behaviours and their relationship with content creators, while looking ahead at what’s next for influencer marketing in Thailand in 2022.

Research Paper

KUO Experience, a research company, discovered a new focus on the importance of caring for one another as a result of the COVID-19 pandemic in Spain.

Research Paper

ViacomCBS, a multinational media conglomerate, found that despite the challenges of 2020, young people around the world are largely feeling positive about the future.

Research Paper

Coca-Cola, a soft drink brand, demonstrated to its employees in Brazil during the COVID-19 pandemic that it was not only listening to their opinions but that it was also taking what they said on board and taking action to improve their experience.

Research Paper

Mars Wrigley, a food company, assigned a dedicated team to focus in foresight in North American.

Research Paper

LinkedIn, a professional networking platform, gained insights into measuring consumer trust in the USA.

Research Paper

The EON GROUP, an electric utility company, and Tangere, a survey app, collaborated to gain an insight into public perceptions surrounding HIV in the Philippines and to identify how HIV programming can improve.

Research Paper

Irrational Agency, a behavioural insight agency, highlighted the value in listening to and analysing consumer stories to gain unique insights.