[et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.16″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row admin_label=”row” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”post_content”][et_pb_text admin_label=”Text” _builder_version=”4.27.4″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n
It\u2019s crunch time for your 2025 Effie entries! If you joined our \u2018How to Win\u2019 webinar, you\u2019d have heard legendary strategist, Effie judge and mentor, Al Crawford, <\/a>share essential tips for crafting a winning paper.\u00a0<\/span><\/p>\n A great starting point is reading <\/span>past winning entries<\/span><\/a> \u2014 and don\u2019t forget to download our <\/span>Guide to Writing an Effie<\/span><\/a>. It\u2019s packed with strategies to help you shape, edit, and refine your entry to ensure it stands out.\u00a0<\/span><\/p>\n Below is a quick summary of how to tell the story of a campaign that smashed its objectives.<\/span><\/p>\n A meandering story loses judges, no matter how good the campaign was. Aim for lean, focused writing. Cut the fluff. As we say in the Guide: \u201cStick to the word count. Better still, come in underneath it.\u201d<\/span><\/p>\n Judges need clarity and narrative flow. Effective entries are scrutinised like courtroom evidence. Build an argument that is watertight <\/span>and<\/b> compelling. That means strong logic, but also rhythm and pace. Accurate <\/span>and<\/span><\/i> interesting.<\/span><\/p>\n The “curse of knowledge” kills clarity. You may know your category inside out, but your judges may not. Spell out acronyms. Define your market dynamics. Make it readable to someone fresh to your field because most likely, they will be.<\/span><\/p>\n The best papers have beautiful logic. The challenge sets up the objective. The objective defines the solution. The results clearly flow from that solution. If your story feels inevitable by the end, you\u2019ve nailed it.<\/span><\/p>\n Creativity is important, but proof is more important. Don\u2019t just say \u201csales went up.\u201d Build the chain from comms to business results. Use charts. Use logic. Use plain English. And please \u2014 avoid \u201cdata doctoring.\u201d A sharp judge will spot it in seconds.<\/span><\/p>\n Yes, we\u2019re serious about effectiveness. But that doesn\u2019t mean your paper has to be dull. Give us tension. Paint the problem with stakes. Show the hustle behind the scenes. Let the reader feel the risk, the smarts, and the breakthrough moment. You\u2019re not just listing tactics \u2014 you\u2019re telling a transformation story.<\/span><\/p>\n To echo Hemingway (and our guide), \u201cThe first draft of anything is shit.\u201d Start early. Test it with others. Redraft again. And again. Then hand it to someone with fresh eyes to attack it with a red pen.<\/span><\/p>\n We\u2019re proud to celebrate ideas that work \u2014 and we know that what gets awarded is what gets remembered, studied, and often replicated. A brilliantly executed idea deserves a brilliantly told story.<\/span><\/p>\n To all current and future Effie entrants: your work was brave, bold and brilliant, now, make the paper sing.\u00a0<\/span><\/p>\n \u2014<\/span> [\/et_pb_text][et_pb_code _builder_version=”4.27.4″ _module_preset=”default” width=”39%” max_width=”100%” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”et_body_layout” sticky_enabled=”0″ custom_margin=”30px||||false|false”]\n\t\t\t1. Shorter is sweeter<\/b><\/h4>\n
2. Think like an academic, write like a journalist<\/b><\/h4>\n
3. Assume nothing<\/b><\/h4>\n
4. Symmetry matters<\/b><\/h4>\n
5. Show the chain of cause and effect<\/b><\/h4>\n
6. Drama is allowed (even encouraged)<\/b><\/h4>\n
7. Edit ruthlessly<\/b><\/h4>\n
Great campaigns deserve great writing<\/b><\/h4>\n
<\/span> Download ‘A Guide to Writing an Effie’ below <\/span><\/i><\/em>to write an entry that does your work justice.<\/span><\/i><\/p>\n