LIONS to acquire Effies
Ascential also plans to enter a long-term partnership with the non-profit organisation Effie Worldwide, establishing a new global foundation, The Effie LIONS Foundation.
Events, intelligence and advisory services company Ascential, owner of the heritage industry institute LIONS, has announced an agreement to acquire the commercial assets of Effies.
The Effies is known for its global influence in marketing effectiveness, hosting one of the largest and most prestigious awards in this field.
Pending regulatory approval, the acquisition will see the Effies integrated into Ascential's LIONS division. The integration with LIONS aims to bolster the division’s capacity to support and drive growth through creative and effective marketing strategies.
Ascential further plans to enter a long-term partnership with the non-profit organisation Effie Worldwide. The collaboration will lead to the establishment of a new global foundation, The Effie LIONS Foundation.
The foundation will focus on educating the next generation of marketing talent, with an emphasis on training for marketing students, especially those from underrepresented backgrounds. It will also house existing LIONS non-profit initiatives and offer access to some LIONS Division digital products.
“The coming together of LIONS and Effie is a powerful testament to the fact that effectiveness and creativity in marketing are inextricably linked. All enlightened businesses know that creative, effective marketing drives growth," said Philip Thomas, CEO of Ascential.
Traci Alford, President and CEO, Effie Worldwide, added: "This historic partnership will complement the insights and intelligence on marketing and creative effectiveness LIONS already offers via WARC, The Work and Contagious, providing marketing leaders worldwide with the data and evidence they need to make the case for creative marketing that matters.
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"Meanwhile, the creation of The Effie LIONS Foundation, Inc. will educate and inspire our industry, and broaden the opportunities available to everyone to build a career in creativity and marketing.”
The moves follows the recent announcement of The Cannes Lions International Festival of Creativity appointing the Advertising Council Australia (ACA) as its official national representative in Australia.
The strategic partnership will see ACA join the international network that sets benchmarks for creative excellence and innovation in advertising.
