Commerce & Shopper Effie Awards Entry Deadlines Approaching

A 2019 Effie winner from General Mills and ShopperWorks

Deadlines are approaching for entries in the annual Effie Awards competition, which this year boasts several new categories — and a new name — to reflect the ever-evolving marketing challenges across the consumer goods industry. 

The Commerce & Shopper Effies (formerly the Shopper Marketing Effies) recognize the most effective integrated campaigns designed to engage shoppers and guide them through the purchase process. The program has been presented in partnership with the Path to Purchase Institute since 2011.

The competition has added new categories: Brand Experience, Data-Driven, and Media Innovation:

Brand Experience:  This award will recognize work that brought a consumer brand, product or retailer to life through interaction with shoppers that influenced conversion.

Data-Driven: This award will honor brands and retailers using data, analytics and technology to identify and match the right shopper with the right message at the right time.

Media Innovation: This award will go to brands and retailers that moved beyond conventional approaches to effectively engage with shoppers by creating a new channel or changing the way a particular media channel is consumed.

Work that ran in the United States between September 1, 2018 and August 31, 2019 is eligible to enter. Entry deadlines run Oct. 15-Nov. 12, 2019, with exceptions including entries into the Seasonal Marketing category.  

Effie finalists and winners will receive points toward their ranking in the Effie Index, which globally ranks the most effective brands, marketers and agencies.  

The complete list of 2020 Commerce & Shopper Effie categories features:

  • Brand Experience
  • Category/Aisle Evolution
  • Challenger Brand Solution
  • Data-Driven
  • E-Commerce
  • Media Innovation
  • Multi-Brand Shopper Solution
  • Multi-Retailer Program
  • New Product/Service Introduction
  • Omni-Channel Shopper Solution
  • Seasonal/Event
  • Single-Retailer Program:
    • Mass Merchants
    • Supermarkets
    • Drugstores
    • Other
  • Sustained Success


Competition updates and materials, including entry resources, are available on the Effie U.S. website.    

About Effie
Effie is a global 501c3 non-profit whose purpose is to lead and evolve the forum for marketing effectiveness. Effie leads, inspires and champions the practice and practitioners of marketing effectiveness through education, awards, ever-evolving initiatives and first-class insights into marketing strategies that produce results. 

The organization recognizes the most effective brands, marketers and agencies, globally, regionally and locally through its 50+ award programs across the world and through its coveted effectiveness rankings, the Effie Index. Since 1968, Effie is known as global symbol of achievement, while serving as a resource to steer the future of marketing success. For more details, visit