IKEA and agency Mother have won the Grand Effie at the 2024 Effie Awards UK for most effective marketing campaign. Its long-running ‘the wonderful everyday’ campaign also won a gold. Other golds went to McCain (which also won the IPA’s Ad Effectiveness competition), McDonald’s, Ford, Specsavers and Tesco Mobile.
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 won silver awards; bronzes went 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.
Mother won silvers for KFC and Uber (New Product or Service Introductions and Line Extensions), and a bronze for KFC. VML and adam&eveDDB also performed strongly.
EFfie UK MD Rachel Emms says: “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.”
