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 Success – Products).
adam&eveDDB won a Gold in the Sustained Success – Products category for its work for McCain, a Silver for the National Lottery (again, in the Sustained Success – Products category), and a Bronze for its work for Aviva (Finance category).
The Effie UK tally of 38 awards is nearly double the 21 presented last year–a reflection of this being a record year for entries. The number of entries increased year on year, with the Sustained Success categories responsible for the largest number of winners.
The 2024 Effie Awards UK were announced at a special celebration held at the Grand Connaught Rooms in Central London last night (11/19), and this year saw an entry written and submitted by a client team winning two awards (Tourism Australia, which picked up a Silver and Bronze award), highlighting that Effie champions marketing in all forms, not just ad campaigns.
Rachel Emms, managing director, Effie UK, said, “It’s hard to make effective marketing day in and day out. And so, it follows that it’s hard to win an Effie. This year our awards have grown again, with more entries than ever before. It produced a strong set of 52 finalists that are a testament to the talent, tenacity and innovation of marketers right across the country.”
Here’s a full list of Effie UK 2024 Award winners:
GRAND EFFIE
Brand: IKEA
Agency: Mother London
GOLD
Category: 2024 / Sustained Success – Products
Brand: McCain
Lead agency: adam&eveDDB
Category: Sustained Success – Services
Brand: McDonald’s
Lead agency: Leo Burnett
Category: Positive Change: Social Good – Brands
Brand: Ford
Lead agency: VML
Category: Sustained Success – Products
Brand: IKEA
Lead agency: Mother London
Category: Healthcare
Brand: Specsavers
Lead agency: MG OMD
Category: Sustained Success – Services
Brand: Tesco Mobile
Lead agency: BBH
SILVER
Category: Travel, Transport, & Tourism
Brand: P&O Ferries
Lead agency: Publicis London
Category: Renaissance
Brand: Tourism Australia
Lead agency: Tourism Australia
Category: Seasonal Marketing
Brand: Very
Lead agency: The Gate
Category: Sustained Success – Services
Brand: Three UK
Lead agency: Wonderhood Studios
Category: Government, Institutional & Third Sector
Brand: Mayor of London
Lead agency: Ogilvy UK
Category: Behavioural Science
Brand: Department of Health and Social Care
Lead agency: Mullen Lowe
Category: Food
Brand: McVitie’s
Lead agency: TBWA/LDN
Category: Media & Entertainment Companies
Brand: ITV
Lead agency: Uncommon Creative Studio
Category: New Product or Service Introductions and Line Extensions
Brand: KFC
Lead agency: Mother London
Category: Sustained Success – Products
Brand: The National Lottery
Lead agency: adam&eveDDB
Category: Topical Marketing
Brand: IKEA
Lead agency: Mother London
Category: Sustained Success – Services
Brand: HSBC
Lead agency: VML
Category: New Product or Service Introductions and Line Extensions
Brand: Uber
Lead agency: Mother London
BRONZE
Category: New Product or Service Introductions and Line Extensions
Brand: ITV
Lead agency: Uncommon Creative Studio
Category: Travel, Transport, & Tourism
Brand: Tourism Australia
Lead agency: Tourism Australia
Category: Home Goods & Services
Brand: Vanish
Lead agency: Havas London
Category: Sustained Success – Products
Brand: Heinz Pasta Sauces
Lead agency: VML Spain
Category: Restaurants
Brand: KFC
Lead agency: Mother London
Category: Beauty & Personal Care
Brand: Boots
Lead agency: VML
Category: Positive Change: Social Good – Brands
Brand: ITV Britain Get Talking
Lead agency: Uncommon Creative Studio
Category: Sustained Success – Services
Brand: Tesco
Lead agency: BBH
Category: Positive Change: Social Good – Brands
Brand: Nurofen
Lead agency: McCann London
Category: Travel, Transport, & Tourism
Brand: British Airways
Lead agency: Uncommon Creative Studio
Category: Healthcare
Brand: Nurofen
Lead agency: McCann London
Category: Internet, Telecom & Utilities
Brand: SMARTY Mobile
Lead agency: The Gate
Category: Government, Institutional & Third Sector
Brand: Capita for the British Army
Lead agency: Accenture Song Brand UK
Category: Sustained Success – Products
Brand: Boots
Lead agency: VML
Category: Sustained Success – Services
Brand: Starling Bank
Lead agency: Wonderhood Studios
Category: Finance
Brand: Aviva
Lead agency: adam&eveDDB
Category: Seasonal Marketing
Brand: Park Christmas Savings
Lead agency: TBWA / MCR
Category: Social Media
Brand: Aldi UK
Lead agency: McCann
