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jeramymobley · 7 years

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Grey Europe Named Agency of the Year 2017 at EACA Euro Effies

Eight time win of prestigious award is further proof of Grey Europe commitment to delivering Famously Effective work for its clients

Grey Europe has been named Agency of the Year at the 2017 EACA Euro Effies in Brussels. Grey dominated the awards ceremony last night winning a total of eight awards (four Golds, three Silvers and one Bronze) across seven different categories, including Long-term Effectiveness. Grey London took home awards for both Bose and WildAid, INGO bagged even more metal for the Swedish Tourist Association and UncleGrey won for Bolia.com.

In addition, two more awards were won in the new Positive Change Euro Effie Awards; Grey London won Gold for #JoinTheHerd and FamousGrey & Famous Relations won Bronze for their #DiningForBrussels.

Grey Germany and SEK also had shortlisted work for P&G Febreze and Visit Finland & Finnair respectively.

Grey Europe, led by Alain Groenendaal, President and CEO, is part of the advertising network of Grey Group. Grey Group ranks among the largest global communications companies. Its parent company is WPP. Under the banner of “Grey Famously Effective Since 1917,” the agency serves a blue-chip roster of many of the world’s best known companies: Procter & Gamble, GlaxoSmithKline, C&A, Marks & Spencer, Canon, Weber, Vodafone, Volvo and HSBC. Grey was named ADWEEK’s “Global Agency of the Year” for 2015.

“Effectiveness has always been a real priority and investment for us. Now more than ever, it’s important that we all raise the bar on effectiveness and demonstrate the growth and ROI of creative communications. We’re especially pleased to be recognised for the breadth of clients we are helping to grow – from Bose to Bolia, Febreze and Gillette to Swedish tourism and the people of Brussels – and even this year the biggest client of all – the African Elephant. Most of all, this is for all of us – the creative industries, the marketers, the media. And of course, thank you to the EACA Euro Effies for all their work in organising – and the judges who give their time for free,” said Alain Groenendaal, President and CEO of Grey Europe.

The article Grey Europe Named Agency of the Year 2017 at EACA Euro Effies appeared first on World Branding Forum.

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glenmenlow · 7 years

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Grey Europe Named Agency of the Year 2017 at EACA Euro Effies

Eight time win of prestigious award is further proof of Grey Europe commitment to delivering Famously Effective work for its clients

In addition, two more awards were won in the new Positive Change Euro Effie Awards; Grey London won Gold for #JoinTheHerd and FamousGrey & Famous Relations won Bronze for their #DiningForBrussels.

Grey Germany and SEK also had shortlisted work for P&G Febreze and Visit Finland & Finnair respectively.

The article Grey Europe Named Agency of the Year 2017 at EACA Euro Effies appeared first on World Branding Forum.

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joejstrickl · 7 years

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Grey Europe Named Agency of the Year 2017 at EACA Euro Effies

Eight time win of prestigious award is further proof of Grey Europe commitment to delivering Famously Effective work for its clients

In addition, two more awards were won in the new Positive Change Euro Effie Awards; Grey London won Gold for #JoinTheHerd and FamousGrey & Famous Relations won Bronze for their #DiningForBrussels.

Grey Germany and SEK also had shortlisted work for P&G Febreze and Visit Finland & Finnair respectively.

The article Grey Europe Named Agency of the Year 2017 at EACA Euro Effies appeared first on World Branding Forum.

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markjsousa · 7 years

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Grey Europe Named Agency of the Year 2017 at EACA Euro Effies

Eight time win of prestigious award is further proof of Grey Europe commitment to delivering Famously Effective work for its clients

In addition, two more awards were won in the new Positive Change Euro Effie Awards; Grey London won Gold for #JoinTheHerd and FamousGrey & Famous Relations won Bronze for their #DiningForBrussels.

Grey Germany and SEK also had shortlisted work for P&G Febreze and Visit Finland & Finnair respectively.

The article Grey Europe Named Agency of the Year 2017 at EACA Euro Effies appeared first on World Branding Forum.

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effieworldwide · 5 years

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In One Sentence: Pekka Rantamoijanen, Customer Experience Manager, Valio

July 1, 2019

In one sentence, how do you define effective marketing?

In a modern world where each person is exposed to thousands of ads per day, effective marketing has a clear, unified idea with a solid concept – it’s more important than ever.

Pekka Rantamoijanen served on the jury for the 2018 Effie Awards Finland competition.

Read more from Effie judges & winners “In One Sentence” >

#In One Sentence #Defining Effectiveness #Valio #Effie Awards Finland #Effie Finland

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effieworldwide · 5 years

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In One Sentence: Tobias Wacker, Creative Director, Hasan & Partners

May 20, 2019

In one sentence, what is the best advice you can offer to marketers today?

Please fear the obvious and think twice, or better thrice, before believing data, research, focus groups, consultants… – absolutely nothing can replace a strong point of view, a vision and the power of ideas.

Tobias Wacker served as a jury member for the 2018 Effie Awards Finland competition.

#In One Sentence #Effie Finland #Effie Awards Finland #advice for marketers

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effieworldwide · 7 years

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Winner Spotlight: Valio & hasan & partners, “Lemmy”

March 9, 2017

All images courtesy of Valio and hasan & partners.

In 2016, Valio, a leading manufacturer of dairy goods in Finland, faced declining interest in their product offerings. Together, Valio and agency partner, hasan & partners, needed to develop a marketing campaign that would strengthen brand recognition both locally and globally. The team came up with an unexpected solution: Legendary Motörhead frontman Lemmy Kilmister was named a spokesman for the milk brand, a juxtaposition that would surely get people’s attention.

Sadly, news of Lemmy’s passing broke while the campaign was in post-production, less than one month after filming the spot. The news came as a shock and the team quickly regrouped upon realizing their original marketing strategy wouldn’t work. This introduced a new set of challenges as they worked to find a meaningful and authentic way to honor the rocker. With the blessing of Lemmy’s management, Valio and hasan & partners turned his forthcoming ad into a tribute to the Motörhead artist. The video was released the day before Lemmy’s funeral, and given the delicate nature of the effort, no paid media was used.

Coverage of Valio’s tribute to Lemmy spread through more than 33 countries, and the film was seen by more than 87 million people around the world (if you haven’t seen it, watch it here). Valio and hasan & partners’ “Lemmy” tribute earned two Effies at the 2016 Finland Gala, including one Gold and the night’s top honor, the Grand Effie.

We asked Jussi Lindholm, Chief Operating Officer at hasan & partners, to share how the tribute came to be. Read on to learn how he and his team turned a tragic and difficult situation into a valuable lesson on content marketing.

Tell us a bit about your Grand Effie-winning effort. What was the state of Valio’s business prior to developing this campaign?

JL: Milk consumption has been declining since the 1950s. The situation is particularly difficult for the basic milk products of leading brands, which are under constant pressure from ever-lower prices and generic labels. So, the current strategy is to focus on added-value products and to seek growth opportunities in the global market.

Though available in 27 countries, Valio products are actively marketed in only a few of these. Achieving growth globally requires heightened product recognition, both among consumers and also among key decision makers when they are deciding on their new product offerings. Entering a new market is always easier when the brand is known by at least some of its potential audience.

Supporting all target markets would require significant investment – with no guarantee that the effort will be effective. So, the starting point for our strategy was to rely on the old formula: “marketing effect = message x media.” We planned to do this in a way that has proven effective in the domestic market, but would also offer the chance to gain major international visibility.

What was the insight that led to the big idea? How did you uncover this insight?

JL: In the domestic market, our aim was to get the attention of men over 30 years old, since this group includes many who have stopped consuming ordinary milk products and who pay little attention to marketing communications from Valio.

We felt we could get their attention by doing something surprising – and thereby create an opportunity to explain that Valio now offers much more than just ordinary milk products. If this offering includes some products that are suitable even for Lemmy, then it’s sure to have something for them as well.

The global aim was to focus not just on consumers, but also on B2B buyers, as we especially wanted the latter to know more about Valio’s innovative portfolio when considering new product listings.

We knew that to reach these audiences we had to do something that was exceptional and unconventional for the category, and that would potentially make the news and appear in popular media well beyond the industry press.

About finding the insight:

Valio has an established approach to pre-testing of advertising. It includes a review and analysis of consumer memories of old advertisements from Valio and from the category in general.

A comprehensive assessment showed that in Finland there are few milk advertisements over the years that consumers remember particularly well. One exception is the Milk and Health Association classic, “I never drank milk,” which came up again and again in our focus groups. This was particularly evident in the slightly older target group that includes a large number of former milk drinkers – who currently were beyond the reach of milk advertising. This group could potentially be reached with a contemporary – and surprising – version of the “I never drank milk” message, which would also create interest in Valio’s new added-value milk products.

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The original “I never drank milk ad,” made in the late 1990’s for the Dairy Nutrition Council of Finland.

Correctly done, this would give us a PR and marketing asset that could also be cost-effectively applied in international marketing – measured both by local sales units and also as an effective B2B sales tool for building awareness and stimulating social conversation.

Our aim was simply to create a highly surprising video that was relevant to the target audience and could be used in domestic TV advertising – and that also had real viral potential that could make it a topic of discussion globally. Additionally, especially if supported by comprehensive PR and seeding, our aim was to create viral interest in key Valio markets that could then be used to target B2B decision makers.

The core of our idea was based on a controversial encounter between a rock legend and a milk brand; an encounter so surprising that even Lemmy himself found it funny and compelling enough to arouse his interest and commitment. A key to the idea’s success was that it was a credible way for the legend to play himself, as opposed to making a conventional endorsement commercial.

After the news of Lemmy’s passing, how did the campaign change course?

JL: The campaign advertisement had already been filmed and post-production was in progress when news of Lemmy’s death reached the team. It was immediately clear to us that the campaign could not be implemented as planned, and that there was an urgent need to reassess the whole case and evaluate and navigate a new set of risks.

The team decided to shift from advertising to PR mode, and link the message to the new circumstances. This new approach was then discussed with Lemmy’s management, and with their approval it was decided that the commercial would now take the form of a tribute.

The newly selected scene was a moment that had not been included in the original script, but which would portray Lemmy in an authentic light as a man who loved life, and would be done in a way that conveyed the right mood to the public under difficult circumstances. The selected scene was one that portrayed the legend in a way that fit quite perfectly with how people wanted to remember him. It was the fact that our portrayal of Lemmy rang so true that insulated it from any objections about distributing it under admittedly delicate circumstances – it really was a genuine memory.

This is not to say that the selected material was not controversial, as here was Lemmy on video telling us that he had never drank Valio products, even referring to the viewers as “you assholes.” Yet this was Lemmy at his most authentic, which made it relevant, interesting, and fully respectful of his memory. This is not to say that there were not still risks involved for Valio, but fully aligning our message with Lemmy’s authentic, iconic spirit meant the risks had been brought to an acceptable level in relation to the potential benefits that a global viral breakthrough offered.

The chosen release date was the day before Lemmy’s funeral, when the level of public interest – but also the potential risk – would be highest. Yet the risk was justified, as the tone and content of the tribute had been approved by the musician’s management, which the advertiser could refer to if necessary.

The campaign thus became a skillful exercise in “crisis communication,” as now the campaign was in a position to press ahead with every crisis communication specialist’s dream of turning crisis communications into skilled content marketing.

In its final form, the campaign became a package constructed around pure content marketing and PR, with the investment nearly 100% applied to producing the content itself. While this approach brings substantial risks, it can offer even greater opportunities.

Since this was a tribute, it was clear that no paid media should be used, as this would tend to diminish the value and authenticity of the message.

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What is the biggest learning you’ve taken away from this effort?

JL: Listen to your audiences.

With this case, we first listened to the consumers and this helped us discover our creative insight. After the sad news of Lemmy’s passing broke, we listened to the band and the fans who were asked to share their memories. Without this focus on listening, our campaign and the tribute that flowed from it would have never taken place.

Through this process of listening, a one-day “campaign” attracted global attention for our Finnish client, Valio. And as a tribute, the international impact was much greater than we could have ever anticipated with the original plan; what began as a commercial ended up as global news.

Is there anything else we should know about Valio’s tribute to Lemmy?

JL: All together, it took over three years to create this campaign. Yet less than a month after the shoot, and with the commercial’s post-production nearly complete, the devastating news came in. It’s perhaps not hard to correctly guess the range of questions and reactions we had when the sad news of Lemmy’s untimely passing arrived – and before we were able to see the possibility of transforming a commercial into a respectful, spot-on tribute.

The feeling for us at that moment was one of real tragedy. It was absolutely heart-breaking, but at the same time we were profoundly grateful we had had this moment with Lemmy.

That one magical moment we selected for the final tribute was not part of the original script, but when we saw it we felt it crystallized the spirit of a true icon – and we wanted to share it.

As a Motörhead fan, this project meant the world to me.

“Born to lose, live to win. Long live the King.”

To learn more about the Effie Awards Finland program, click here.

#Effie Awards Finland #Valio #hasan & partners #Marketing Effectiveness Playbook #Winner Spotlight #Grand Effie

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jeramymobley · 7 years

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Grey Europe Named Agency of the Year 2017 at EACA Euro Effies

Eight time win of prestigious award is further proof of Grey Europe commitment to delivering Famously Effective work for its clients

In addition, two more awards were won in the new Positive Change Euro Effie Awards; Grey London won Gold for #JoinTheHerd and FamousGrey & Famous Relations won Bronze for their #DiningForBrussels.

Grey Germany and SEK also had shortlisted work for P&G Febreze and Visit Finland & Finnair respectively.

The article Grey Europe Named Agency of the Year 2017 at EACA Euro Effies appeared first on World Branding Forum.

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glenmenlow · 7 years

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Grey Europe Named Agency of the Year 2017 at EACA Euro Effies

Eight time win of prestigious award is further proof of Grey Europe commitment to delivering Famously Effective work for its clients

In addition, two more awards were won in the new Positive Change Euro Effie Awards; Grey London won Gold for #JoinTheHerd and FamousGrey & Famous Relations won Bronze for their #DiningForBrussels.

Grey Germany and SEK also had shortlisted work for P&G Febreze and Visit Finland & Finnair respectively.

The article Grey Europe Named Agency of the Year 2017 at EACA Euro Effies appeared first on World Branding Forum.

from WordPress https://glenmenlow.wordpress.com/2017/10/20/grey-europe-named-agency-of-the-year-2017-at-eaca-euro-effies/ via IFTTT

#IFTTT #WordPress

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markjsousa · 7 years

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Grey Europe Named Agency of the Year 2017 at EACA Euro Effies

Eight time win of prestigious award is further proof of Grey Europe commitment to delivering Famously Effective work for its clients

In addition, two more awards were won in the new Positive Change Euro Effie Awards; Grey London won Gold for #JoinTheHerd and FamousGrey & Famous Relations won Bronze for their #DiningForBrussels.

Grey Germany and SEK also had shortlisted work for P&G Febreze and Visit Finland & Finnair respectively.

The article Grey Europe Named Agency of the Year 2017 at EACA Euro Effies appeared first on World Branding Forum.

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joejstrickl · 7 years

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Grey Europe Named Agency of the Year 2017 at EACA Euro Effies

Eight time win of prestigious award is further proof of Grey Europe commitment to delivering Famously Effective work for its clients

In addition, two more awards were won in the new Positive Change Euro Effie Awards; Grey London won Gold for #JoinTheHerd and FamousGrey & Famous Relations won Bronze for their #DiningForBrussels.

Grey Germany and SEK also had shortlisted work for P&G Febreze and Visit Finland & Finnair respectively.

The article Grey Europe Named Agency of the Year 2017 at EACA Euro Effies appeared first on World Branding Forum.

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