The Creative & Communications Association is to unveil the first collective analysis of Effie Awards Ireland entries at its inaugural Future of Effectiveness Conference in Dublin later this month.
The new research, carried out by Ipsos B&A, will examine Irish Effie submissions across the public and private sectors and across different levels of award recognition, including Gold and Bronze winning entries.
According to the CCA, the analysis will identify patterns in how creative impact is generated, measured and demonstrated, providing the Irish advertising and communications industry with a new evidence base for examining effectiveness.
The findings will be presented at the Future of Effectiveness Conference, which takes place at the Round Room at the Mansion House in Dublin on Tuesday, October 20.
Delegates will also receive access to a downloadable research brochure following the presentation.
The conference will bring together senior figures from advertising, marketing, communications, business and measurement to examine how creative ideas generate commercial and wider organisational value.
Speakers will include Nicola Tillen, SVP, LIONS Intelligence and global managing director, WARC; Alistair Macrow, former global CMO and CEO, McDonald’s UK & Ireland; Zaid Al Qassab, former global CEO, M&C Saatchi and former CEO, Channel 4; and David Wheldon OBE, president, World Federation of Advertisers.
The programme will explore the relationship between creativity, commercial growth, behaviour change and public value, as well as the impact of technological change on the businesses producing and commissioning creative work.
Siobhán Masterson, CEO, Creative & Communications Association, said the conference would consider effectiveness both in terms of individual campaigns and the wider industry.
“Technological change is transforming our industry at unprecedented speed,” she said.
“This conference will look not only at what makes creative and communications work effective, but at what our businesses, our people and our wider industry need to remain effective in the future. The new Ipsos B&A analysis will give us an important Irish evidence base for that conversation.”
CCA has also announced the key dates for the Effie Awards Ireland 2027 programme. While the 2027 Effie Steering Committee will be appointed in October, the formal launch and announcement of jurors will take place on November 17.
This will be followed up by an entry preparation webinar on December 4 and case-writing clinics will take place on January 20 and 21, 2027. These will be followed by a webinar on embedding a culture of effectiveness on February 12.
The early-bird entry deadline has been set for March 11, with the standard deadline on April 8. Then round one judging is set to take place on May 20 and 21, followed by round two judging on July 1 and 2. The finalists will be announced on September 13, with the programme culminating in the Effie Awards Ireland Gala on October 14, 2027.
The Future of Effectiveness Conference runs from 8am to 1pm on October 20 and is being delivered in partnership with RTÉ, with support from Allianz, Ipsos B&A and An Post. Tickets are priced at €295 for CCA members and €520 for non-members.
Tickets for The Future of Effectiveness Conference can be purchased HERE
