Final 12 months was an thrilling one for efficiency entrepreneurs, partly as a result of they bought hyped about what scared so many professionals through the pandemic: accountability. Measurable outcomes proved their concepts labored, and labored properly. So, there’s maybe no higher 12 months for Adweek’s Efficiency Advertising Awards to debut than in 2021. These 24 honorees signify a self-discipline that rewards monitoring buyer journeys to clicks, leads and gross sales. Efficiency advertising and marketing was gaining in prominence lengthy earlier than the pandemic toppled “the way in which we’ve all the time accomplished it” organizational mindsets, however when widespread lockdowns compelled many individuals to do business from home, it escalated advertising and marketing mannequin adjustments. From lead-generating webinars hosted on a platform that 2020 catapulted to fame, to United States Postal Service deliveries considered through electronic mail, these campaigns delivered the accountability companies demand and the creativity the trade celebrates with results-driven, focused advertising and marketing that rose above the remaining.