Advertising organization Effie set to be taken over by Cannes Lions' ownership.
In a significant move for the marketing industry, Effie Worldwide, known as the global benchmark for marketing effectiveness, is set to join Ascential's LIONS Division. This union brings together Effie, host of the most prestigious marketing effectiveness awards in the world, with Cannes Lions International Festival of Creativity, WARC, Contagious, Acuity Pricing, and other renowned brands under the LIONS umbrella.
Philip Thomas, CEO of Ascential, commented on the partnership, stating that the coming together of LIONS and Effie is a powerful testament to the fact that effectiveness and creativity in marketing are inextricably linked.
The not-for-profit organization Effie Worldwide, Inc. will be transformed into The Effie LIONS Foundation, Inc. This change will house LIONS' existing not-for-profit initiatives and create new education opportunities for the next generation of marketers.
Traci Alford, President and CEO of Effie Worldwide, will continue to lead Effie in this new capacity. Alford expressed excitement about the collaboration, emphasising the complementary nature of Effie and LIONS' portfolios of brands. She also mentioned closer collaboration between Effie and LIONS as an exciting prospect, focusing on finding synergies in data between the two organisations.
This historic partnership will complement the insights and intelligence on marketing and creative effectiveness LIONS already offers via WARC, The Work, and Contagious. It aims to provide marketing leaders worldwide with the data and evidence they need to make the case for creative marketing that matters.
The Effie LIONS Foundation, Inc. will provide access to some of LIONS' digital products, further enhancing the resources available to marketers. Traci Alford believes the collaboration will help dissect the role creativity plays in driving marketing effectiveness.
Ascential plc, the owner of Cannes Lions, has announced the acquisition of the commercial assets of Effie. However, the acquisition is pending regulatory approval. The featured image for this article is Effie x Ascential.
In a statement, Traci Alford expressed her enthusiasm about Effie joining LIONS, marking a new era in the marketing industry. This union promises to bring about a wealth of opportunities for marketers worldwide.
