Winners of the 2024 EACA Best Practice Awards Announced!
Winners of the 2024 EACA Best Practice Awards Announced
On April 18th, at the charming Mama Shelter Hotel in Paris, the EACA held its much-anticipated Best Practice Awards for 2024. These awards are a testament to the commitment to excellence in marketing and advertising, honouring national associations that drive significant progress and positive change within the industry and broader society.
The case selection process was thorough and thoughtful, with an expert jury composed of Christian de la Villehuchet, President of EACA; Tamara Daltroff, CEO of EACA; Carsten Kritscher, New Business Director Europe at Innocean; Helen Price, Global Chief Investment Officer at Wavemaker; and Miranda Hipwell, Chief Executive Officer at Adam&eveDDB.
The jury had the challenging task of reviewing 26 outstanding finalist cases. From this competitive field, they selected 5 winners and granted 2 special mentions. They assessed each entry against a rigorous set of criteria, focusing on the initiative’s relevance to best practices such as the innovation and creativity of the solution, the effectiveness of the outcomes, and the potential for replication in other markets or usefulness for other associations.
This year’s winners exemplified the ideals of innovation, effectiveness, and social responsibility in their campaigns:
1. Advertising Unlocked (IPA, UK) received the Grand Prix for its pioneering efforts in nurturing new talent. Advertising Unlocked aims to diversify the UK advertising industry’s future workforce by opening agency doors to students, particularly from state schools. In 2023, 91 agencies participated, exposing 2,000 students to advertising careers, with most students now considering a path in advertising due to their positive experiences.
2. The Female Futures Fund (IAPI, Ireland) was awarded Gold for its remarkable work in fostering diversity and inclusion. Addressing gender disparity in leadership roles within Ireland’s advertising sector, the Female Futures Fund provides professional development for women through mentorship and workshops. Since its inception, the initiative has significantly increased female representation in C-suite positions across IAPI member agencies.
3. BINGO’s First Creative Campaign for Best Practices (SAR, Poland) took home Silver for its inventive approach to enhancing pitching practices. BINGO’s campaign creatively addresses the inefficiencies and short-term focus in advertising pitches. Through engaging industry players in a BINGO-format campaign, it has reached thousands, demonstrating the effectiveness and the potential for market-wide best practice adoption.
4. Ad Academy (BACA, Bulgaria) gained Bronze for its significant contributions to education. Ad Academy connects academic learning with real-world advertising experience, offering students a competitive environment to develop and present campaigns. This initiative has secured over 500 internships and jobs, proving its effectiveness in bridging the education-industry gap.
5. IIN (AACC, France) took home Bronze for fostering talent. IIN opens the advertising industry to diverse creative talents who may feel the field is out of reach, offering training and internships. The program has successfully integrated its first cohort into the industry, showcasing the possibility of replicating its inclusive model in other countries.
Special mentions
1.The Effectiveness Accreditation Programme (IPA, UK) sets agencies apart by recognizing their commitment to effectiveness across their operations. With growing participation since its 2021 launch, it demonstrates the industry’s increasing focus on effectiveness as a core value, offering a replicable model for global adoption.
2. CommToZero (ACC Belgium) unites the Belgian marketing community around sustainability, offering essential tools like Carbon Calculators at no cost. Its success and user engagement illustrate the platform’s potential as a model for sustainability initiatives in other markets.