The Creative Effectiveness Eurobest Award celebrates the measurable impact of creative work.
Entries will need to demonstrate how an effective strategy rooted in creativity has met its chosen business objectives, how it generated positive customer outcomes and drove sustainable business impact over time.
A number of criteria will be considered during judging and weighted as follows: 25% idea; 25% strategy; 50% impact and results.
To be eligible your work must have won or been shortlisted at one of the previous three Eurobest festivals.
The same piece of work can be entered up to three times in Creative Effectiveness. However, the same piece of work may only be entered once in ‘A. Creative Effectiveness: Sectors’.
Work in this section should focus on effectiveness achieved in a particular sector, and whether the work achieved or exceeded its objectives and goals.
The same entry can be submitted only once in this section.
A01 Consumer Goods.
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics and cars and automotive products & services.
* All fast food entries should go in A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
Pharma, OTC drugs, wellness.
A03 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport and travel related services, including public transport and tourism boards. All entertainment and leisure related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafes and bars.
A04 Media / Entertainment.
Music, film, television, publications & media, books, news, digital platforms, other media.
A05 Consumer Services / Business to Business.
Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate comms.
A06 Not-for-profit / Charity / Government.
Government, public information, other not-for-profit, military, charities, non-profit.
Work in this section should demonstrate how the work enabled the brand to effectively achieve their objectives in a chosen market.
B01 Single Market.
Work which has been implemented in a single market with a single target market at its core. Entries should describe how the work was creatively designed for the target market and the tangible business and/or awareness results achieved.
B02 Multi Market.
Work which has been implemented across multiple markets, including global approaches. Entries should describe how the work was creatively designed for multiple markets and the tangible business and/or awareness results achieved.
B03 Creative Effectiveness for Good.
Celebrating the measurable impact of creative work with social purpose at the heart. The work should be for a charity, non-profit or government body or for brands who can demonstrate they worked in partnership with a not-for-profit organisation. Entries should illustrate how the campaign drove tangible results, was instrumental to cultural change or integral to achieving a brand's purpose.
Work in these categories should focus on the brand challenge or opportunity identified. Entries should explain their strategic response, as well as specific channels and touchpoints chosen and why.
C01 Launch & Re-Brand.
Work created to launch or re-brand/refresh a product, service or organisation
C02 Acquisition & Retention.
Work which effectively attracts new customers, drives new engagement or strengthens existing customer relationships. Entries should show an increase in new business or customer activity.
C03 Real-time Response.
Effective targeted work which responds to world events, public affairs and other real-world, real-time activity prompting social sharing and a measurable response.
C04 Sustained Success.
Celebrating the long-term impact of creative work. Entries should demonstrate how a long running campaign drove tangible business results, was instrumental to cultural change or integral to achieving a brand’s purpose. Entries in this category must show results over several years.
Celebrating the measurable impact of creative work that is the result of a collaboration between brands and agencies or partner agencies to achieve a business goal. Entries should demonstrate how the collaborative effort drove tangible business results.
C06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. Entries should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
C07 Challenger Brand.
Brands which have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
C08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.