Recent Advertising graduate, Daniela Eriksson, has won an EFFIE Award at the inaugural IAA Effie Awards UK. Effie Awards are recognised throughout the industry as the global standard of marketing effectiveness excellence.
The 2016 Effie UK Awards Ceremony took place on Thursday, 19 May 2016, in the iconic BAFTA Princess Anne Theatre. The evening celebrated advertising effectiveness in the United Kingdom, honoring the finalists and awarding the Effie UK and Global Effie winners.
Daniela, who is originally from Sweden started her studies at in Stockholm’s Berghs School of Communication and chose to make the move to Perth due to the appeal of ECU’s Advertising and Marketing course, “What’s good about ECU is that it’s really what you make it, if you want to go on and create yourself a career you’re given all the tools and contacts to do so…I met my first employer at ECU (through) the Introduction to Advertising class I did. The standard of lecturers, particularly within the advertising courses are fantastic, not many schools can pride themselves with having the likes of Jon Steel lecturing, arguably one of the most famous people in advertising today.”
Since completing her studies in the Bachelor of Communications majoring in Advertising and Public Relations, Daniela has moved to London and worked with International agencies OMD international and Manning Gottlieb OMD. “After making the big move back to Europe I have worked hard to get the opportunity to work on big global brands like PlayStation, Heinz and Nissan. Getting to do that is an achievement in itself I think, but having won an Effie for the work we did with car rental company Sixt can definitely not be forgotten,” said Daniela.
For the award-winning campaign, Daniela and her team worked with car rental company Sixt to create a cut-through awareness raising campaign that made a splash across London. After 17 years in the United Kingdom, Sixt were still a small player on the car rental market so the aim of the campaign was to appear big and bold on a shoestring budget compared to the competitive likes of Hertz and Avis. It was the first campaign Sixt has ever run in the UK and resulted in a massive revenue growth four times the objective of the campaign.
Daniela says that the EFFIE award, “was a team effort, but it’s a testament to what’s achievable.” With accounts such as John Lewis, Virgin Media and Starbucks in the same office, the agency is not short of award winning work.
Daniela currently works for Manning Gottlieb London as a Media Planner mainly focusing on two of the agencies auto accounts, Nissan and Infiniti, but also working in the agency’s retail team. She was also one of our hosts on last year’s Advertising Study Tour and organised for the students to do a pitch for the Renault Clio.