South Africa, Feb. 11 -- With entry numbers stagnant in previous years, the task for 2024 was clear: how do you make an award known for its rigorous standards the one that marketers and agencies aspire to win?

Lobengula Advertising approached this by applying a structured strategic framework to the campaign:

Lobengula brought this thinking to life through the big idea: 'Some Things You Can't Fake'. The campaign played to the unique credibility of the Effies, where winning isn't about perception, but proven effectiveness. Unlike other awards, where creativity is subjective, Effie winners have the results to back it up.

The 2024 campaign successfully lifted participation, heightened engagement, and reinforced the Effies' credibility as t...