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EffAwards nominees from the retail sector were dominated by the budget supermarkets. Campaigns for Aldi and Lidl took three of the five shortlist spots garnered by the sector. Flying the flag for furniture and interiors, campaigns for IKEA and DFS were also shortlisted.

Here’s a short film about each of the shortlisted entries from the retail sector. Read the full shortlist or if you’ve got time to kill you can watch a playlist of all the shortlisted entries.

Related content: Watch Nathan Ansell of Marks and Spencers on the relationship between CX and marketing effectiveness in a retail environment at EffWeek 2016

McCann UK for Aldi
Kevin the Carrot 2016 and 2017: How Aldi UK won Christmas with the help of a humble carrot

TBWA\London and Starcom for Lidl
How Lidl grew a lot

Mother and Vizeum for IKEA
The Wonderful Everyday

McCann UK for Aldi
Shop, Eat. Repeat. How a bold repositioning campaign restored Aldi to record growth

krow communications and MediaCom for DFS
Turning DFS from a value brand, into a brand that people value

Read the full shortlist.

“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”

Bridget Angear, Joint Chief Strategy Officer at AMV BBDO

“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”

David Wheldon, Chief Marketing Officer, RBS

“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”

Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK

“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”

Andrew Canter, Global CEO, BCMA

“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.

Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited

“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”

Chris Combemale, Group CEO, DMA