Two of the big awards for commercial creativity in the world are being bolted together.
The owner of Cannes Lions, Ascential, is acquiring the commercial assets of Effie, the global network about marketing effectiveness.
Effie will, subject to regulatory approval, join Ascential’s LIONS Division.
Commercial details haven't been released.
CEO Traci Alford will continue to run Effie Worldwide with its network of 59 partners covering more than 125 markets.
UK publisher and events business Informa last month announced it was buying Ascential.
In the latest move, Ascential will also embark on a long-term partnership with the not-for-profit organisation, Effie Worldwide, which will be preserved and transformed into a new global foundation, The Effie LIONS Foundation.
The foundation will be dedicated to educating the next generation of talent, offering training for all marketing students, especially those under-represented in the marketing community.
“The coming together of LIONS and Effie is a powerful testament to the fact that effectiveness and creativity in marketing are inextricably linked," said Philip Thomas, CEO, Ascential.
"All enlightened businesses know that creative, effective marketing drives growth.
"This historic partnership will complement the insights and intelligence on marketing and creative effectiveness LIONS already offers via WARC, The Work and Contagious, providing marketing leaders worldwide with the data and evidence they need to make the case for creative marketing that matters."
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