History
Introduced by the New York American Marketing Association in 1968, the Effie® Awards have since become recognised by advertisers and agencies as the pre-eminent award in the advertising industry. It is now held in 51 countries around the world with 2 regional programmes as well as a global competition.
The annual awards are presented to recognise the year’s most effective advertising and marketing communications campaigns – campaigns that have delivered superior results in meeting the objectives they were designed to achieve.
EFFIE CORE VALUES
Effie stands for a consistent philosophy and rigorous set of practices, built around the demonstrated ability of communications campaigns to achieve marketing goals.
- Effie is first and foremost an effectiveness award, based upon proven results in the market place. Creative execution is seen as part of the Effie process and is factored into the judgement for an Effie award.
- Effie encourages the dissemination of learning about best practices in advertising and marketing communications effectiveness.
- A strong international Effie network strengthens all Effie programs. It enables partners to share with each other, with the goal of strengthening and expanding the brand worldwide.
WHAT MAKES A WINNING ENTRY?
Campaigns need to successfully combine all disciplines that enter into a successful marketing programme: planning, market research, media creative and account management. They must demonstrate a partnership between agency and client in the creation, management and building of a brand.
THE OBJECTIVES?
…The Awards are presented in recognition of the year’s most effective advertising campaigns – campaigns that have delivered superior results by meeting or surpassing the objectives they were designed to achieve.
- ECONOMIC EFFECTS
To create increased confidence that effective advertising generates substantial economic value - INNOVATION
To support a culture of continuous improvement, innovation and originality in all facets of advertising - MEASUREMENT
To reinforce the importance of precisely measuring the effect(s) of advertising with its audience - UNDERSTANDING
To further understanding throughout the marketing and advertising industry as to how advertising works. - PROFESSIONALISM
To raise standards of professionalism in the marketing and advertising industries. - PRESTIGE
To celebrate the success of effective marketers and agencies.
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