创作者时代的现代品牌建设揭秘

Lessons from Effie Europe Winners EACA / Effie Awards Europe in partnership with Kantar INTRODUCTION Our congratulationsto all the agenciesand organisationsrecognised this year There’s a brilliant moment in the Netflixcomedy series Derry Girls* that capturesthe tension in brand building today. One ofthe girls confesses she’s stressed becauseher new English teacher criticised herpoetry: “She said we weren’t writing fromthe soul.” Her mum, the famous Ma Mary,explodes: “Why in under God weren’t youwriting from the soul, Erin?” As if greatpoetry could be produced by followinga manual. Marketers and agencies get Our findings focus on three key questions:how to build a strong and memorable linkto your brand, how to work with creatorsin ways that deliver impact beyonda fleeting moment or a redeemed This year, we evaluated111winning assets in 2025,building on an analysis of390+ The winning work offers insights into howyou can approach these challenges in yourown practice, not in a prescriptive way,but in a way you can reflect on and makeyour own. So when the next marketingguru recommends a magic number as thesolution to a complex problem, you can Effie Europe winning assetsfrom 2022-2025. And this is where Effie Awards Europe comein – a celebration of creative ideas thatworked, and a guiding light for marketerswho want to do their best, most effectivework. As Strategic Insights Partner, Kantar This was done using LINK AI, Kantar’scutting-edge, AI-powered solutionthat evaluates and optimises contentat scale, and provides insights in as Join us as we explore the insightsbehind these remarkable campaignsand celebrate the creativity and Global Creative ThoughtLeadership Manager, Kantar This year’s winners stood out for theirability to drive long-term impact. So we’veused this as an opportunity to unpackhow brands can predispose more peoplein a landscape where media and creativity *Derry Girls is a comedy seriesset in Northern Ireland duringthe 1990s, following a group of VĚRA ŠÍDLOVÁGlobal Creative ThoughtLeadership Director, Kantar EFFIE EUROPEWINNERS:2025 VS. 2024 CONTENTS This year’s Effie Europe winners reachrecord brand-building scores KEEP UNMISSABLEBRANDING AT THE CORE PAGE 6 TREAT CREATORS ASCREATIVE PARTNERS CONNECT COHERENTLYACROSS CHANNELS Creating a strong link with your brand is essential foreffective campaigns. If people don’t associate thecontent with you, you might be wasting yourprecious media budget or even worse, spending it infavour of your direct competitors. This year’s Effiewinners show a strong improvement in creating astrong link to the brands they advertise, a whopping+10 percentile point increase compared to last year’s CASE SPOTLIGHT: JURY COMMENTS: One of the standout examples is “Nothing Cracks Like Magnum.” “Connecting the ownable brandasset - the sound - to the point ofdifferentiation and challenge in the The campaign centres around thebrand’s distinctive asset that symbolisesits premium nature – the unmistakablecracking sound of its thick chocolatecoating. The sound is the hero of thecampaign videos, causing cats to jumpand pigeons to fly away en masse.And even in static formats, the visual “Excellent creative execution. Even in astatic format and without audio, it gives NOTHING CRACKS LIKE MAGNUM CLIENT:MAGNUM LEAD AGENCY:LOLA MULLENLOWE CONTRIBUTING AGENCY:MINDSHARE WORLDWIDE CASE SPOTLIGHT: Unmistakable branding through contentand creator marketing can be difficult.The postal services brand An Postcracked the code and earned a Bronze.The aim of their“Sell it, Send it, Cashit In”campaign was to encourage JURY COMMENT: “Love the way the case modernises apostal brand with the right use cases ofcircularity, based on specific consumer For this campaign, she created a contentseries where she interviews Irish businessowners and innovators about the circulareconomy, and gives audiences ideas onhow to participate. The campaign achievesstrong branding by clearly showing that SELL IT, SEND IT, CASH IT IN LEAD AGENCIES:BOYS & GIRLS, CORE HONOURABLEMENTIONS: REFRESHING THE LEGEND CLIENT:ZLATÝ BAŽANT (HEINEKEN) LEAD AGENCY:THIS IS LOCCO CONTRIBUTING AGENCY:DENTSU SLOVAKIA In contrast, Zlatý Bažant Radler 0,0’s“Legendary Slovak Refreshment”featuredthe World road cycling champion Peter Saganon a pedal boat to firmly cement the brand asthe top choice for summer fun. The campaign This unmistakable branding can be achieved invery different ways, as shown by two standoutEffie winners that also scored high on branding.Greenpeace Denmark’s“The Dead Sea”turneda complex environmental crisis into an emotionalstory, by staging a symbolic funeral for Vejle CLIENT:GREENPEACE 2 TREAT CREATORSAS CREATIVE It’s fair to say creators have become a cornerstoneof modern marketing, shifting from the periphery We are moving past the era where creatorsare treated as a simple media buy. What creatorsbring to the table today goes beyond theirfollowing count, and it’s thei