Effie UK, which recognizes and celebrates the most effective marketing in the U.K., has unveiled the winners of the 2024 Effie Awards UK competition.

Thirty-eight Gold, Silver and Bronze winners were awarded this year for solving a marketing challenge effectively, connecting with the target audience and achieving outstanding results. IKEA scooped the Grand Effie for the most effective marketing campaign in the UK this year, and also a Gold for its long-running brand campaign, “The Wonderful Everyday.” Five other brands were also awarded Gold: McCain, McDonald’s, Ford, Specsavers and Tesco Mobile.

Thirteen brands – P&O Ferries, Tourism Australia, Very, Three UK, Mayor of London, Department of Health and Social Care, McVitie’s, ITV, KFC, The National Lottery, HSBC, Uber and IKEA – received Silver Awards.

Effie UK also handed out Eighteen Bronze awards to: ITV, Tourism Australia, Vanish, Heinz Pasta Sauces, KFC, Boots, ITV Britain Get Talking, Tesco, Nurofen, British Airways, Smarty Mobile, Capita for the British Army, Starling Bank, Aviva, Park Christmas Savings and Aldi UK.

Among this year’s top-winning agencies were Mother London, which as well as winning the Grand Effie, Gold and Silver for its work for IKEA also picked up Silvers for its work for KFC and Uber (both in the New Product or Service Introductions and Line Extensions category), and a Bronze (in the Restaurants category, also for KFC).

VML won a Gold in the Positive Change: Social Good category for its work for Ford, a Silver for HSBC (in the Sustained Success - Services category), and two Bronzes for Boots (in the Beauty & Personal Care and Sustained Success - Products categories) plus a third - by VML Spain - for Heinz Pasta Sauces (Sustained... Read More