All campaigns that ran in a single country in Europe between 1 January 2019 and 31 March 2021 are eligible to enter.

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 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 2021 Best of Europe Awards welcomes 2020 Gold Effie Winners from local Effie programmes, as well as entries from countries without an Effie programme that have run between 1 January 2019 and 31 March 2021. The category is split into an Effie Partner track (for the 2020 Gold 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 a 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 2020 Gold Effie-winning campaign for a local Effie programme in Europe may be submitted and will automatically qualify for Final Round Judging:

  • 2020 Gold Effie winners at the national level are asked to transfer their winning case into this template and select an overarching category from the Best of Europe category list here that best fits the campaign. Please note that the online form requires you to submit some additional background information on your market.
  • Please note you are required to update your case to the eligibility time period for Best of Europe. The eligibility period is 1 January 2019 - 31 March 2021.
  • 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 2019 and 31 March 2021 may be submitted.

Work may have started running before 1/1/19 and it may continue running after 31/03/21. 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.


Creative work is scored as part of Scoring Section 3: Bringing the Idea to Life. Because judges are required to read the written case before reviewing the creative work, the creative reel should focus on creative examples. The reel is not meant to be a video version of the written case – judges are eager to view the work after reading the case.

Please note that the creative reel is not mandatory, work can be submitted as separate uploads or on a creative reel. However, creative work not produced in English must be accompanied by an English translation. Refer to the creative requirements document.



This category includes vehicles as well as aftermarket.

  • Vehicles includes cars, trucks, motorcycles, vans, both brand and model advertising.
  • Aftermarket includes: gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, windshield wipers, enhancements, etc.


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.

Internet & Telecom

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

Media, Leisure & Entertainment

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.

Products/Services Launch

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


Open to all retail / e-tail / mail order companies with general or specific merchandise. E.g., department stores; online retailers; clothing, fashion, shoes or jewellery stores and food retailers; movie/bookstores; discount/bulk retailers; pet care; toy stores; greeting cards; craft stores, etc. Also includes fashion brands & designers selling direct to consumer such as clothing, jewellery, handbag, accessories, shoes, eyewear designers.


Business services, utilities, banking, credit, charge, insurance, loans, mortgage, mutual funds, travellers' cheques, advertising promoting overall image and capabilities of a financial institution.

Couriers, business-related goods & services such as consultants and professional services.


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 in the Brand Experience category must address how the brand experience related back to the overall brand strategy.

Branded Content

This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The core of a branded content entry should be content designed to be consumed/experienced and sought out by the consumer for entertaining or informative reasons.

Entrants must detail the content created, how it related back to the overall brand and business goals, how it was distributed to, and shared by, the audience, and the results it achieved for the brand and business. Branded content may be produced and distributed by either publishers or independently and can include long-form entertainment.

Note: Judges will expect to understand why branded content was chosen as a tactic.

Corporate Reputation

This category is for communications 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.

Crisis Response / Critical Pivot

This award is for brands that created positive change by effectively pivoting their marketing program or business activities in response to significant structural and cultural shifts (e.g. Covid-19, BLM, elections, etc.) in the current landscape. Entrants will need 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.

Media Innovation/Idea

Changing the rules to maximise impact. Cases entered in this case will either:

•  Showcase those who had the insight and creativity to change the way a particular media channel is consumed. The award will go to those who reached out of the conventional approach to grab their audience and effectively engage with them. Whether the effort was one execution or multiple, and/or used one engagement channel or multiple – the work must represent new and creative usage of media channels we know and love, or have not yet met.

•  Showcase outstanding effectiveness as a result of media-led ideas. The line between what constitutes a creative idea and a media idea is blurring. There are occasions when the media idea drove the entire effort. Of course, media cannot exist without the content, but this award is intended to recognize those cases that were led by the media thinking – where the integration of media and message led to success. The award honors media-led ideas that are powerful enough to become the genesis of the communications program itself, to the extent that the program would not have been successful without the strategic media idea.

Positive Change

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

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.

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.