The partnership also includes the transformation of the global foundation The Effie Lions Foundation
Ascential has signed an agreement to acquire Effie’s business assets, thereby joining Ascential’s Lions Division. The move still requires regulatory approval.
“This landmark partnership will complement the insights and intelligence on marketing and creative effectiveness that Lions already delivers through Warc, The Work and Contagious, providing marketing leaders around the world with the data and evidence they need to champion creative marketing that matters,” said Philip Thomas, CEO of Ascential.
Providing insights from over 125 markets, as well as tools and training, Effie has won numerous marketing effectiveness awards. Ascential has also entered into a long-term partnership with the non-profit Effie Worldwide that will be preserved and transformed into a new global foundation, The Effie Lions Foundation.
The Foundation aims to educate the next generation of talent by providing training for all marketing students, especially those underrepresented in the marketing community, as well as supporting non-profit initiatives and providing access to some of the Lions Division’s digital products.
“The partnership between Effie and Lions is an exciting prospect for the industry, as our ability to share insights and find synergies in our data will help dissect the role creativity plays in driving overall marketing effectiveness,” said Traci Alford, president and CEO of Effie. Effie will continue to be led by Traci Alford.
