Inside the Judges’ Room with Google

Inside the Judges’ Room with Google

Brussels, 5 December 2022: After months of judging sessions, dedicated deliberation and passionate debates, the 2022 Effie Europe season has come to an end with a virtual gala that saw many incredible European campaigns, and fantastic guest speakers. One of them, Mark Howe, Managing Director, EMEA Advertising Industry Relations at Google, took part in the judging process and gave a live insight into his experience on the jury.

However, Mark was not the only Googler among the judges, as Ant Hill, Head of Creative Works at Google UK&I, Franc Cheetham, Creative Lead, Sustainability Specialist at Google in France, and Achim Rietze, Strategy Lead, Creative Works Central Europe, also took time to share their expertise and helped us choose the most effective European campaigns of 2022.

In an exclusive interview, the four Googlers take us inside the judges’ room and chat about their jury experience, effectiveness, current trends, their favorite campaigns, and give you some advice on how to step up your game and win an Effie.

Mark Howe, Managing Director, EMEA Advertising Industry Relations, commented: “It’s never been such an exciting time to play in the marketing space, with emerging communities and everyone becoming both creators and consumers, diverse media formats and emerging technologies to get your brand messaging across. My advice? Learn from history, don’t ignore it, always stay true to the origins of the marketing strategy you’ve created and deliver both a visually stimulating and engaging creative that matches or works seamlessly in the relevant media. To create something impactful, test, iterate, repeat.”

Achim Rietze, Strategy Lead, Creative Works Central Europe, added: “I agree, we’ve never been able to understand campaigns like today. With better data and tools, we can break down ads into their elements and understand how they contribute to the effectiveness – the use of audio, presentation of products or narrative structure. We can look at different sequencing strategies and analyse how they work towards specific marketing objectives – which ones drive brand awareness versus purchase intent for example. And finally, we can look at all of this through the lens of audiences and geographies and learn from that. So for marketers such an experimentation approach creates a lot of complexity, but also opportunity.”

Over 100 industry professionals from more than 20 European countries contributed their time to identify this year’s winners. The jury awarded 56 trophies to 41 agencies from 20 countries across Europe. Check out the list of winners.

The Effie Awards Europe are organised by the European Association of Communications Agencies (EACA) in partnership with Google, The European Interactive Digital Advertising Alliance (EDAA), The European Publishers’ Council (EPC), & Viva Xpress Logistics.

For further information, please contact Kasia Gluszak, Project Manager at

About the Effie Awards Europe

Introduced in 1996, the Effie Awards Europe were the first pan-European marketing communications awards to be judged based on effectiveness. Effie leads, inspires and champions the practice and practitioners of marketing effectiveness through education, awards, ever-evolving initiatives and first-class insights into marketing strategies that produce results. Effie recognises the most effective brands, marketers and agencies in Europe and is considered as global symbol of achievement, while serving as a resource to steer the future of marketing success. EFFIE® and EFFIE EUROPE® are registered trademarks of Effie Worldwide, Inc. and are under license to EACA.  All rights reserved.  Find us on Twitter, LinkedIn and Facebook.

About EACA

The European Association of Communications Agencies (EACA) represents more than 2 500 communications agencies and agency associations from nearly 30 European countries that directly employ more than 120 000 people. EACA members include advertising, media, digital, branding and PR agencies. EACA promotes honest, effective advertising, high professional standards and awareness of the contribution of advertising in a free-market economy and encourages close co-operation between agencies, advertisers and media in European advertising bodies. EACA works closely with EU institutions to ensure freedom to advertise responsibly and creatively. For more information, visit Connect with us on Twitter, Facebook & LinkedIn.