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Effie (pending regulatory approval) will join Ascential’s LIONS division, which emphasizes critical creative marketing, driving growth through creative and effective marketing.
Effie leads, inspires and supports marketing effectiveness practices and practitioners globally, and organizes the world’s largest, most powerful and prestigious marketing effectiveness awards.
Effie provides insights from over 125 markets as well as tools and training. Ascential will also begin (subject to regulatory approval) a long-term partnership with non-profit organization Effie Worldwide, Inc., which will be retained and transformed into a new global foundation, The Effie LIONS Foundation, Inc. (the “Foundation”).
The foundation will work to develop the next generation of talent and provide training to all marketing students, especially those who are underrepresented in the marketing world.
Additionally, the Foundation will adapt existing LIONS non-profit initiatives and provide access to selected LIONS sector digital products, thereby maximizing reinvestment in the sector.
Philip ThomasAscential CEO commented: “The combination of LIONS and Effie is a powerful demonstration that marketing effectiveness and creativity go hand in hand. Every enlightened business knows that creative and effective marketing drives growth.
This landmark partnership will complement the insights and intelligence LIONS already provides on marketing and creative effectiveness through WARC, The Work and Contagious, providing marketing leaders around the world with the data and evidence they need to demonstrate the importance of creative marketing.
At the same time, the creation of the Effie Lions Foundation will educate and inspire our industry and provide more opportunities for all to build careers in the creative and marketing fields. »
Tracy AlfordEffie Worldwide President and CEO commented: “We are thrilled to have such a complementary and unique portfolio of brands alongside LIONS. As the definitive benchmark for global marketing effectiveness, closer collaboration between the Effie and LIONS brands is an exciting prospect for the industry, as our ability to share insights and find synergies in data will help dissect the role creativity plays in overall marketing effectiveness. By working together, we can better understand the key drivers of growth and ultimately help all businesses succeed.” Headquartered in New York, with offices in Beijing and the United Kingdom, Effie has a network of 59 partners covering more than 125 markets. Effie will continue to be led by Traci Alford, President and CEO of Effie Worldwide.
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