Open to all 2021 Gold & Grand Effie winners from Effie’s national programmes.

No Effie programme in your country? You can still enter this track if your effort ran between 1 January 2020 and 31 March 2022.

In 2019, as part of Effie’s 50th anniversary celebrations, Effie Europe introduced a special recognition – Best of the Best Europe – to recognise the most effective marketing efforts in the region. This track was open to past Gold/Grand Effie winners. In order to celebrate effective work across all of Europe, the programme is now open to entries from countries without an Effie programme as well.

The 2022 Best of Europe Awards welcomes 2021 Gold/Grand Effie Winners from local Effie programmes, as well as entries from countries without an Effie programme that have run between 1 January 2020 and 31 March 2022. The category is split into an Effie Partner track (for the 2021 Gold/Grand Winners) and a track for the non-Effie markets. Campaigns can be entered into a maximum of two categories. Of those two categories, only one category submission may be an industry category. You are not required to enter an industry category – you may enter two specialty categories instead. If you’re not sure, or if you don’t see your product or service category listed here, contact us and we’ll try to help.

Best of Europe - Effie Partner Track: any 2021 Gold/Grand Effie-winning campaign from a local Effie programme in Europe may be submitted:

  • 2021 Gold Effie winners at the national level are asked to transfer their winning case into the Best of Europe Entry Form and select an overarching category from the Best of Europe category list that best fits the campaign.
  • Please note you are required to update your case to the eligibility time period for Best of Europe. The eligibility period is 1 January 2020 - 31 March 2022.
  • All European Effie programs can be seen here.

Best of Europe – non-Effie markets: countries without an Effie program are welcomed to participate as well. Any effective marketing effort that ran in a country in Europe that you can tell a great results story about should be considered. Specifically, any campaign that ran between 1 January 2020 and 31 March 2022 may be submitted. Your entry will go through an additional judging round.

Work may have started running before 1/1/20 and it may continue running after 31/03/22. All presented work must have run at some point during the eligibility period and the results score will be based on data within the eligibility period. Including results beyond the end of the eligibility period is grounds for disqualification. It is encouraged to include prior year data for context. Do not include results beyond the end of the eligibility period.


Best of Europe: FMCG

Fresh food, packaged and frozen foods such as pasta, meat, fish or poultry, prepared convenience foods, dairy products & substitutes, bakery goods, cereals and other foods intended primarily for breakfast, fast food, family and other restaurants, snacks, desserts, confectionery, pet food, health drinks & non-alcoholic beverages, fruit.

Beer, wine, spirits, champagne, ready-to-drink beverages, liqueurs, cocktails
Cleaning products, waxes, detergents, floor-care products and services, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services, petcare.

Cosmetics, skin care, hair and nail products, fragrances, and other personal care products such as deodorants, dyes and diapers.

Electronics, Furnishings, Tools and Appliances: Cameras, white goods i.e. fridges, washing machines, DIY tools, furniture, soft furnishings, audio or visual devices e.g. TVs, radios, DVDs, cameras, sound systems.

Fashion and Miscellaneous: Jewellery, fashion accessories, clothing, eyewear, hosiery, lingerie.

Best of Europe: Government & Public Service

Municipal or state economic development, lotteries, utilities, civil, diplomatic or armed forces, parks, libraries, public services, etc. Includes political messages and recruitment efforts.

Best of Europe: Health & Wellness

Health and wellness products and services that can be directly purchased by a consumer with or without physician involvement. Efforts may also be targeted to physicians or healthcare professionals. Also including work related to health insurance, dental and medical care services. Additionally, work that focuses on health education and disease awareness programs for healthcare professionals, patients and/or consumers.

Best of Europe: Internet & Telecom

Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.

Best of Europe: Media, Entertainment & Leisure

TV stations/networks, websites (entertainment, lifestyle, news, trade, etc.), magazines, newspapers, consumer or trade media, radio stations, broadcasters, etc.

Plays, museums, immersive experiences, music organisations and festivals, concert series, cultural festivals, theater festivals.

Includes all forms of entertainment. e.g. apps, movies, programming (TV, online, radio), books, DVDs, video games, board games, etc. Sporting events such as Wimbledon, sports teams, etc.

Recreational, sporting, and camping goods/services and other items/services intended for leisure activity.

Cruises, hotels, resorts, amusement parks, recreational, travel tours, travel websites and booking services, etc.

Best of Europe: Product/Service Launch

For a campaign which has achieved a highly successful product or service launch. The marketing must have been key to the success of the launch.

Best of Europe: Retail

Open to all retail companies (online and/or brick & mortar) with general or specific merchandise, including department stores; online retailers; clothing, fashion, shoes or jewelry stores; food retailers; movie/book stores; furnishings and design retailers, discount/bulk retailers; home & garden stores, pet care; toy stores; specialty stores; convenience stores, etc.

Best of Europe: Services

Financial products and services including: overall corporate/brand image and capabilities of a financial institution; specific products or services including credit cards, charge cards, debit cards, home banking, loans, mobile payment services, mortgage, mutual funds, etc.

Includes services such as delivery services, consulting, accounting, legal, employment, realtors, domestic services, etc.


Best of Europe: Brand Experience

This category is not for efforts that focused on TV, radio or print ads to connect with an audience. It is meant to showcase how you can create a brand experience beyond traditional advertising.

Only work that truly brought a brand or product to life - either literally or virtually - and interacted with a specific audience to achieve desired objectives should be entered.

You may have re-invented the product demo, re-imagined the pop-up store, or led a bricks and mortar retail overhaul; you could have created a new game or interactive film experience that effectively showcases a new product or brand personality - it could have been anything. As long as you can prove it truly came alive and worked.

The winners of this award will be the work that shows how advertisers are reaching out to their audiences to establish meaningful relationships, memorable, engaging experiences, and unique connections with their brands.

Entrants must address how the brand experience related back to the overall brand strategy.

Best of Europe: Business-to-business

This category is for marketing efforts from businesses targeting other businesses. Business-to-business efforts for any type of product or service, from any marketplace segment, are eligible to enter.

Best of Europe: Corporate Reputation

This category is for efforts that promote corporations, not exclusively their products. Includes sponsorships, image & identity. In addition to presenting metrics related to the reputation, entrants are encouraged to also address how these metrics relate to the business of the brand and why they are important.

Best of Europe: Crisis Response / Critical Pivot

This award is for brands that effectively pivoted their marketing programme or business activities in response to significant structural and cultural shifts and moments of crisis (e.g. pandemic, social justice movement, political events, etc.). These shifts can be internal to the business or external. Entrants will need explain the shift to the judges, how it has impacted the business, frame for the judges how the business approach has changed in response and how has the marketing strategy adjusted to secure a successful outcome for the business/brand. It will be important for the entrants to demonstrate the effectiveness of the action for the brand. Examples can include a pivot in positioning, a change in portfolio management, a digital acceleration, etc.

Best of Europe: Media Strategy & Idea

This category recognises those efforts that were lead by media thinking. The award honours media led strategic thinking and ideas that are powerful enough to become the genesis of the communications programme itself. The line between what constitutes a creative idea and a media idea is blurring. There are occasions when the media idea or media strategy drove the entire effort. All efforts driven by the media strategy and/or idea are eligible to enter.
• Media Strategy – Cases where media planning and strategic approach spearheaded the effort.
• Content Led – Cases led by a content idea.
• Data Driven Insights – Cases led by a data driven insight.
• Tech Led – Cases led by a technology idea.
• Media Idea Led – Cases led by a Media Idea other than those listed above.

Best of Europe: Positive Change

Recognising brands and non-profits that are promoting the greater good through marketing communications. Both, environmental and social good submissions are accepted.

Best of Europe: Small Budget

Cases eligible for this category must represent the only communications efforts for this brand during the qualifying time period. To be eligible, an entry may not be for a line extension, a sub brand, or have an overarching brand campaign to support it. Value of donated and non-traditional media as well as activation costs must be included. This category is all about what you were able to achieve with a small media budget, rather than small production and creative budget. Budget eligibility is as follows: €1 million.

Best of Europe: Sustained Success

Product or service marketing efforts that have experienced sustained success for 3 or more years are eligible for entry.
Entries must have a common objective in both strategy and creative executions; with a continuation of core executional elements (e.g. spokesperson, song, theme, tagline, etc.) that demonstrates effectiveness over time.