2014 Effie Winners: Nimble, Focused, Unafraid

November 11, 2014

By Michael Berberich

Millward Brown Vermeer, ANA’s partner in the Marketing 2020 initiative, reviewed the winners of the 2014 Effie awards to find the newest trends and latest best practices in the world of advertising. It found that leading marketers were bucking conventions in terms of the channels used, the audience targeted, and the willingness to take risks. The advertising landscape no longer allows for yearlong marketing plans or one-size-fits-all messaging, and brands that act quickly and flexibly can beat out larger or more established competition.

When adidas spokesperson and All-Star point guard Derek Rose tore his ACL, keeping him off the court for at least a year, the brand had to re-think its entire campaign. The brand acted quickly and developed an online video-led campaign called “The Return,” which chronicled Rose’s recovery and allowed fans the chance to voice their support. The campaign generated a substantial amount of social buzz, brand affinity, and traffic to the adidas website, and gave Rose a platform to connect with his fans on a personal level.   

The most well-known example of this new, nimbler advertising is the now-historic Oreo’s “Dunk in the Dark” tweet. Every marketer is familiar with the tweet, but not all realize that in order for it to happen as quickly as it did, Oreo created a “war room” consisting of copywriters, visual designers, social media professionals, legal advisors, and corporate representatives. When the lights went out in the Superdome, everyone involved with the creation and dissemination of an Oreo ad was in the same room, and the process (which can take months) only needed seconds.

For more Effie insights, visit the full list of 2014 Award Winners here.

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