Last 5 October, in Milan, at Villa Necchi Campiglio and live streaming on YouTube, the award ceremony of Effie Awards® Italy, an initiative promoted by UNA, Imprese della Comunicazione Unite, and UPA, the Association that brings together the most important advertising communication investors in Italy, and supported by major partner companies: Google (Diamond Sponsor), Nielsen (Platinum Sponsor), Publitalia '80 (Platinum Sponsor), Accenture (Gold Sponsor), WebAds (Gold Sponsor) and Ogury (Silver Sponsor).
To get on the podium during the evening presented by Geppi Cucciari, the campaigns that stood out for the effectiveness of marketing results and communication performance. Two new categories introduced this year, in line with the evolution of marketing communication: Brand Performance and E-commerce Boost.
Even in a year largely conditioned by the pandemic, the third Italian edition recorded an important response in terms of subscriptions, with an increase of 20%.
To add value to the award, three juries of industry experts, chaired by Graziana Pasqualotto, Vice President of UNA, representing companies, academia, media and agencies, in all forms - from media, creative, PR and dedicated to promotion and events.
In line with the international methodology, the campaigns were evaluated according to four different parameters, each with a specific weight, from the definition of objectives, to strategy, to execution up to the most important criterion of the results obtained.
The strict international principles of the award and a particularly selective evaluation process guide the awarding of the awards. In addition to the trophy, the winners will receive a valid score for the world Effie Index and participation in the international editions of the Award, Effie Europe and Best of the Best Worldwide.
This year's Grand Effie was won by the "Sogni d'oro Melatonina" campaign by VMLY & R.