From strategic definition, to implementation, to the measurement of results: the Effie Awards recognize the excellence of Italian marketing campaigns and open the doors to internationality.

Milan, 13 October 2020 - The award ceremony of the Effie Awards Italy, now in its second year, was held today in the presence of the few guests permitted by safety regulations and broadcast live on YouTube, brought to Italy jointly by UNA, Imprese della Comunicazione Unite, and UPA, the Association that brings together the most important Italian investors in advertising and communication. The event, supported  by main sponsors Google and Nielsen, recognized campaigns that stood out for the effectiveness of their marketing results and communications performance.

Despite the moment, made complex by the health emergency, the second Italian edition recorded an important response in terms of entries. In part thanks to the many innovations introduced this year, such as the introduction of new categories including Digital Video Campaigns, PR Initiatives and Branded Entertainment, entries increased by 50% compared to the previous year.

Entries were judged by three juries of 70 industry experts, representing the corporate world and agencies in all its forms - from media, creative, PR, and promotional and events agencies - and chaired by Assunta Timpone, Media Director of L'Oreal Italia.
 
In line with the international model, the campaigns were evaluated according to four different criteria, each with specific weight, starting with the definition of objectives, strategy, both creative and media execution, and the most important criterion, results obtained. All winners and finalists will earn points toward the worldwide Effie Index and have the opportunity to participate in international competitions such as Effie Awards Europe and Global Best of the Best Effie Awards.

The prizes awarded are as follows:

*Lead agency(s)

GOLD

Campaign: Nutella Gemella
Category: Brand Experience
Brand: Nutella
Company: Ferrero
Agency: Ogilvy Italia

Campaign: #Stranger80s
Category: Media & Entertainment Companies
Brand: Stranger Things 3
Company: Netflix USA
Agency: GroupM*, Dude

Campaign: #Stranger80s
Category: Media Idea
Brand: Stranger Things 3
Company: Netflix USA
Agency: GroupM*, Dude

Campaign: Passion On Board - Fly to Your Passions
Category: Small Budgets
Brand: Air Dolomiti
Company: Air Dolomiti
Agency: Ogilvy Italia*, Soho What, Dario Bologna

SILVER

Campaign: Gillette Bomber Cup
Category: Brand Experience
Brand: Gillette
Company: Procter & Gamble
Agency: MKTG*, Carat Italia*, Wunderman Thompson Italia, PG Esports Italia, Tom's Hardware Italia

Campaign: Future Legend
Category: Brand Experience
Brand: Coca-Cola
Company: Coca-Cola
Agency: McCann Worldgroup Italia*, MediaCom Italia*, ON Stage, The Big Now / mcgarrybowen

Campaign: Campari Soda
Category: Brand Pop
Brand: Campari Soda
Company: Davide Campari Milan
Agency: Ogilvy Italia*, MindShare Italia, GroupM Italia, The Family Production Film Italia, FM Photographer Italia

BRONZE

Campaign: L'Oréal Revitalift Laser x3
Category: Beauty & Personal Care
Brand: L'Oréal Revitalift
Company: L'Oréal Italia
Agency: McCann Worldgroup Italia*, Zenith Italy*

Campaign: Future Legend
Category: Brand Experience
Brand: Coca-Cola
Company: Coca-Cola
Agency: McCann Worldgroup Italia*, MediaCom Italia*, ON Stage, The Big Now / mcgarrybowen

Campaign: Fanta Fun Tour 2019
Category: Branded Content & Branded Integrated Partnerships
Brand: Fanta
Company: Coca-Cola Italy
Agency: 2MuchTV - Monkey Trip Communication Italia*, MediaCom Italia*, McCann Worldgroup Italia, The Big Now / mcgarrybowen, Show Reel Media Group Italia

Campaign: Slaps
Category: Corporate Reputation
Brand: Corepla
Company: Corepla
Agency: Isobar Dentsu Aegis Network Group

Campaign: Share The Magic Of Christmas #Babbonataleseitu
Category: Corporate Reputation
Brand: Coca-Cola
Company: Coca-Cola
Agency: All Communication*, McCann Worldgroup Italia, MediaCom Italia, Show Reel Agency, The Big Now / mcgarrybowen

Campaign: Eni +
Category: Energy
Brand: Eni
Company: Eni
Agency: TBWA Group

Campaign: Gold Card
Category: Finance & Insurance
Brand: American Express
Company: American Express
Agency: The Big Now / mcgarrybowen*, Dentsu Aegis Network Italy

Campaign: Burn Racist Giga
Category: Media Idea
Brand: Burn Racist Giga
Company: Rolling Stones
Agency: Casa della Comunicazione*, Serviceplan Group, Plan.Net Italia, Inmediato Mediaplus, Oltre Fargo

Campaign: Welcome Creators
Category: Small Budgets
Brand: Idroscalo Milano
Company: CAP Group
Agency: Deloitte Consulting*, Uramaki | Digital Content

Campaign: Burger King - Bronx
Category: Renaissance
Brand: Burger King
Company: Burger King Italy
Agency: Leagas Delaney*, Vizeum

The Grand Effie was awarded to the “Nutella Gemella” campaign by Ogilvy Italia.

"Effectiveness is the new currency of communication and marketing, especially in times like these when investment opportunities are more limited. I think that's why, in contrast to other awards, registrations for Effie are growing. We strongly wanted to bring this award to Italy, and seeing its value rise so quickly gratifies us a lot ”declared Emanuele Nenna, President of UNA. “Working together with UPA is one of the reasons for success: the market feels represented and properly valued. Furthermore, the Effie international circuit guarantees a showcase in which to showcase Italian skills, which are still too often far from the spotlight. A good second edition of the award is the best premise for the 2021 edition, which we are already working on, to be that of consecration."

"The world of communication is constantly changing - says Lorenzo Sassoli de Bianchi, President of UPA - accelerated by the evolution of technology and changes in consumer attitudes. Even in a complex phase like the one we are experiencing, advertising is a fundamental lever for growth, for brand identity, for the commercial objectives of our companies. Effie, which reaches its second Italian edition overcoming the many obstacles caused by the health emergency, is an excellent training ground for measuring the effectiveness of communication. The partnership with UNA has allowed us, thanks to an accurate evaluation of the projects, to select the best campaigns, concrete examples of excellent creativity oriented to results and the market ".

To review the recording of the awards ceremony, click here.

After the second edition of Effie Awards Italy, we are already looking toward the 2021 edition. The President of the Jury for next year has also been announced: Graziana Pasqualotto, VP, OMD will assume the role held by Assunta Timpone, Media Director of L'Oreal Italia in 2020.

About Effie
Effie is a global 501c3 non-profit whose mission is to lead and evolve the forum for marketing effectiveness.   Effie leads, inspires and champions the practice and practitioners of marketing effectiveness through education, awards, ever-evolving initiatives and first-class insights into marketing strategies that produce results.  The organization recognizes the most effective brands, marketers and agencies, globally, regionally and locally through its 50+ award programs across the world and through its coveted effectiveness rankings, the Effie Index. Since 1968, Effie is known as global symbol of achievement, while serving as a resource to steer the future of marketing success.  For more details, visit effie.org.

UNA
UNA, Companies of the United Communications, was born in 2019 via incorporation of ASSOCOM and UNICOM. UNA's goal is to represent a new, innovative and unique reality capable of responding to the latest needs of an increasingly rich and vibrant market. An important project to give life to a completely new and highly diversified reality, it currently has about 180 associated companies operating throughout Italy, from the world of creative and digital agencies, public relations agencies, media centers, events and the retail world. Within the Association there are specific HUBs to ensure vertical working groups and sharing of best practices. UNA is a member of Audi, is registered with the EACA (European Association of Communication Enterprises) and ICCO (International Communications Consultancy Organization), is a founding member of Pubblicità Progresso and is a member of the IAP (Institute of Advertising Self-discipline).

UPA
Founded in 1948, the Association brings together the most important and prestigious industrial, commercial and service companies that invest in advertising and communication in the national market. UPA is promoted and guided by the companies that constitute it to address and solve common problems in the field of advertising, and to represent the interests of companies towards legislators, advertising agencies, the media, licensees, consumers and all other commercial communication market stakeholders. All the activities and behaviors of the Association are based on transparency and responsibility, with constant attention to market innovation. UPA is committed to enhancing advertising in all its forms, and in particular to making its irreplaceable contribution to the economy as a stimulus and accelerator of production known. UPA is a founding member of all and survey companies (Audi), of Pubblicità Progresso, of the IAP (Institute of Advertising Self-discipline and, on an international level, of the WFA (World Federation of Advertisers) Through an active action in all these bodies, UPA pursues ethical improvement and professional advertising.

For more information:

UNA
Stefano Del Frate, 0297677150
info@effie.it

UPA
Patrizia Gilberti, 0258303741
info@effie.it

Hotwire
Beatrice Agostinacchio, 0236643650
UNA@hotwireglobal.com

This press release originally appeared in Italian. It has been translated and edited for clarity.