Lions Group, proprietor of the Cannes Lions festival, set to gain control over Effie organization
In a significant move, Ascential plc, the owner of the renowned Cannes Lions, has announced its acquisition of the commercial assets of Effie Worldwide, Inc. This acquisition marks the transformation of Effie Worldwide, Inc. into The Effie LIONS Foundation, Inc.
The Effie LIONS Foundation, temporarily led by Traci Alford, President and CEO of Effie Worldwide, will create new education opportunities for the next generation of marketers. Traci Alford, in a statement, expressed her excitement about Effie joining LIONS, emphasizing the role creativity plays in driving marketing effectiveness overall.
Effie, known as the 'global benchmark for marketing effectiveness', hosts the most prestigious marketing effectiveness awards in the world. The partnership between LIONS and Effie will provide marketing leaders worldwide with the data and evidence they need to make the case for creative marketing that matters.
Traci Alford mentioned closer collaboration between Effie and the LIONS brands as an exciting prospect. She also highlighted the potential for shared insights and finding synergies in data between Effie and the LIONS brands. The Effie LIONS Foundation will house LIONS' existing not-for-profit initiatives.
Philip Thomas, CEO of Ascential, commented that the coming together of LIONS and Effie will complement the insights and intelligence on marketing and creative effectiveness LIONS already offers. He further added that the partnership will provide access to some of LIONS' digital products.
The acquisition is pending regulatory approval. Once approved, Effie will join Ascential's LIONS Division, which includes the Cannes Lions International Festival of Creativity, WARC, Contagious, and Acuity Pricing.
Traci Alford, in her role as the leader of the Effie LIONS Foundation, has emphasized the importance of collaboration and the potential for the foundation to make a significant impact in the marketing industry. With its focus on education, effectiveness, and creativity, the Effie LIONS Foundation is poised to shape the future of marketing.
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