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Colgate’s Robert Carter: Entries, Effectiveness & Effies

Effie Mena Awards

Colgate’s Robert Carter: Entries, Effectiveness & Effies

Robert Carter, marketing director for the NEMAT region at Colgate Palmolive, and MENA Effie Awards 2018 jury member shares his tips for case studies and talks about the importance of the MENA Effie Awards and what it represents: marketing effectiveness.

3 must-haves in a winning Effie case study:

  1. A strong consumer insight.
  2. Simple, effective creative built from this insight.
  3. Strong results.

3 mistakes to avoid in an Effie case study:

  1. No results.
  2. Complicated communication or mechanics.
  3. Lack of a coherent media strategy.

Why are the Effies important for the industry? 

It is a great chance for the marketing community to challenge themselves to think differently about their categories and brands. It also enables people to connect in a diverse environment to create a sense of belonging to the group.

What is ‘marketing effectiveness’ to you? 

First, marketing effectiveness is clearly communicating your brand purpose to your target audience. Then, this must drive an emotional connection so that the brand can stand for something to consumers. And finally, this must drive a desired outcome or behavior.


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