Championing the practice and practitioners of marketing effectiveness.

effie: Around The World

40+ National Effie Awards programs worldwide, including:

Argentina Colombia Guatemala Romania Australia Costa Rica India Russia Brazil Ecuador Korea Singapore Chile France Mexico Switzerland China Germany Peru Uruguay

Regional programs:

• Asia Pacific • Euro • Middle East North Africa • North America • Global

2015 Competition Information

How it works…

effie: overview

Entries may be submitted by any type of company – full service agency, media agency, advertiser, etc.

Collaboration among agency and client partners encouraged

Competitions accepting entries now:

North America

Shopper Marketing

Upcoming competitions:

Global Effie

Positive Change

effie: north america overview

60+ Product & Service categories and Specialty awards Business Challenges

Health

Media

Specialty Audiences

Awarded at the North American Effie Awards Gala in June 2015

Note: The North American Entry Form and Online Entry Area must be used to enter this competition. The Sustained Success category requires the use of a separate entry form and creative requirements.

effie: shopper marketing overview

Presented in partnership with the Path to Purchase Institute, these awards focus on integrated campaigns that were specifically designed to engage the shopper and guide his or her purchase process towards a desired end result.

9 Categories: Retailers and Manufacturers eligible to enter any category

Awarded at the P2PI’s Annual Shopper Summit in March 2015

Note: The Shopper Marketing Entry Form and Online Entry Area must be used to enter this competition.

effie: entry timeline (includes specialty categories)

North America &

Shopper Mktg.

Due Date Fee

On-Time October 14 $ 885.00

Extension October 15 – October 22 $ 1,195.00

Last Chance October 23 – November 3 $ 1,795.00

Exceptions:

North America: GoodWorks – Non-Profit: Flat fee of $443 through November 3 North America: Seasonal Marketing Shopper Marketing: Seasonal Event Deadlines run November 6 / November 13 / November 20

effie: new entrant discount

Entrants who haven’t submitted cases into the 2012,

2013, or 2014 Effie Competitions

$200 Discount Per Entry

Discount is manually applied by Effie admin to your

entries

Email sarah@effie.org with Entry ID#, agency name

and location to receive the discount

effie: timeline

Judging, North America

Round One November – January

Final Round February - March

Finalists Announced Early February

Winners Announced Late March

Grand Effie Judging June 4

NA Awards Gala June 4

effie: timeline

Judging, Shopper Marketing

Round One December

Final Round January

Finalists Announced Early January

Winners Announced Early February

Shopper Awards Gala (@ P2PI’s Annual Shopper Summit)

March 18

NA Awards Gala June 4

Eligibility

Any & all forms of consumer engagement and marketing communications are eligible

effie: eligible efforts

Any one or combination of mediums that demonstrated how you tackled your client’s objectives are eligible

TV Radio Print OOH Interactive/Digital Retail Experience Guerrilla Consumer Involvement

Both B2B and B2C efforts are eligible.

Direct Cinema Packaging & Product Design Sponsorship Events PR Branded Content Social Media

effie: eligibility

Marketing efforts that occurred in the US or Canada between September 1, 2013 – August 31, 2014 Data submitted must be relative to this qualifying time, and your work must have made an impact during this time period. Do not include results after August 31, 2014. This is one of the top reasons for disqualification. Exceptions: Seasonal Marketing (NA): August 1, 2013 – September 30, 2014 Seasonal/Event (Shopper): October 1, 2013 – September 30, 2014 In these categories, do not include results past September 30, 2014.

effie: eligibility: multiple categories

North America

Entrants can enter the same work into ONE Product & Service category and MULTIPLE specialty categories.

Shopper Marketing

Entrants can enter the same work into a maximum of TWO categories

Exception: New Product & Service entries can only enter the New Product or Service category in both competitions but they may enter other specialty categories.

effie: eligibility: past winners

• Past Silver and Bronze winning work can enter again into any category.

• Past Gold winners can re-enter into a category in which they did not win Gold. Past Gold winning work can re-enter in their winning category after 2 years.

• Past Gold Sustained Success winners cannot reenter for 3 years.

• Past Gold Global winners cannot reenter until 3 years have passed.

• Winners in David vs. Goliath cannot reenter the David vs. Goliath category in the following year.

http://www.effie.org/award_program/partner/26

Categories

effie: product & service

• 30+ product and service categories, including: • Automotive

• Beauty

• Beverages

• Electronics

• Energy, Nutrition & Fitness

• Entertainment & Sports

• Fashion & Style

• Insurance

• Internet/Telecom

http://www.effie.org/award_program/partner/26

• Media & Entertainment Companies

• Packaged Food

• Personal Care

• Professional Services

• Real Estate

• Restaurants

• Retail

• Software & Apps

• Snacks & Desserts

• Travel & Tourism

effie: specialty

The Specialty Categories are designed to address a specific business situation or challenge. Business Challenges

Corporate Reputation David vs. Goliath New Product/Service Renaissance Small Budgets Sustained Success*

Other Brand Experience Business-to-Business Engaged Community GoodWorks Health Media Single Impact Engagement

http://www.effie.org/award_program/partner/26

Specialty Audience**

African-American

Asian

Hispanic

Influencers

LGBT

Youth Marketing

*Sustained Success and Shopper Marketing entries require a special entry form. **Select specialty audience entries must include the Creative Viewing Guide as a final page on the entry form.

effie: new categories

North America

New: Olympics Marketing Seasonal Yearly Topical: World Cup

Revised: Media Innovation

New Channel Creation Existing Channel

Disease Awareness & Education Advocacy Pharma/Corporate

Corporate Reputation Professional Services

Shopper Marketing

New: Category/Aisle Reinvention

Revised:

Categories are no longer split between Manufacturer and Retailer categories

Both manufacturers and retailers can submit into any category

Some similar manufacturer and retailer categories are combined into a universal category

Judging

All judging panels consist of professionals from all disciplines:

both agency & client side

effie: scoring

• Judges are asked to evaluate specific criteria in scoring a case’s overall effectiveness:

Strategic Communications Challenge & Objectives 23.3% Idea 23.3% Bringing the Idea to Life 23.3% Results 30%

100%

• Scoring is done anonymously & confidentially.

effie: round one

Entries are judged on a stand-alone basis without comparison to other entries in a category.

Each entry is reviewed by at least 5 judges.

The entry form, creative reel & images for judging are reviewed and scored on a personal laptop.

Judges review 8-15 entries in a judging session

Judging takes place in cities across the US & Canada for North America; in Chicago & NYC for Shopper Marketing

effie: round two

Finalists are judged within their category.

Each finalist case is reviewed by at least 10 judges.

Judges review the entry form, creative reel & hard copies. The video is viewed on a central screen.

Discussion occurs at end of category

Judges submit their scores anonymously & confidentially

effie: specialty juries

Final Round specialty juries also exist for a selection of categories and specialty awards:

• Brand Experience

• Global

• GoodWorks

• Health

• Media

• Shopper Marketing

• Single Impact Engagement

effie: grand

Top scoring Gold Effie winners are considered from both the North American & Shopper Marketing Effies

Due to the specific nature of Sustained Success entries, Gold Sustained Success winners are not eligible for the Grand Effie.

All components (entry form, creative reel & hard copies) are reviewed and scored on a central screen.

The winner is determined by discussion and consensus.

2014 Grand Effie Winner

“Dove Real Beauty Sketches – Winning back Dove Love”

Lead Agencies: Ogilvy Brasil, Edelman

Client: Unilever

effie: insight guide

The Insight Guide provides feedback directly from the judges who scored your case.

You will learn:

• The scoring sections that scored the highest & lowest

• The strongest parts of your case

• The weakest elements of your case

• If anything was confusing to the judges

• General judge commentary to help you with future entries

$250/entry if purchased at time of submission $350/entry if purchased after judging begins

effie: entering online

Start your entry in the online system as soon as it opens. This will allow Effie to contact you with competition updates.

You can edit the entry in the online area at any time until you click submit.

You will be asked for additional information that is not on the entry form for research and database purposes. It is important to give yourself time to review these additional questions.

Company & Individual Credits – Check for consistency & proper spelling

Maximum of 6 companies

Maximum of 10 individuals

effie: entering online

New this year:

Web-ready images of your work

Authorization & Verification Form

Generated on the Permissions Time after you have completed all company & individual credits

Authorizes entry and approves credits

Signed by an agency or client executive in a departmental or account leadership position

effie: crediting companies & individuals

Credits must be signed off by the most senior level executive responsible for the account (agency or client side)

Credits cannot be removed or replaced after time of entry

If another agency deserves equal recognition, they may be listed as a secondary lead agency. Secondary lead agency selections are final at time of entry and cannot be altered after submission.

Credit change requests – additions to unused fields or revisions to the formatting of an existing credits – are not guaranteed and all credit change requests after the entry period will require a $350 fee.

See entry kit and Authorization & Verification Form for full details.

effie: confidentiality

Confidentiality

You will have the option to select publication permission settings for the written brief in the online entry area:

Publish as it was submitted

Publish an edited version (provided by the entrant after finalist notifications are sent)

Cannot publish ever

All judges sign confidentiality agreements

You may index data in your results

Requirements for Creative Assets

Show the how-when-where you connected with your target

effie: reel

The creative reel should showcase the creative elements that brought the big idea to life.

This is not a video of your written case. Judges read your written case before watching the creative reel. They are looking to review the actual work that ran in the marketplace.

Reel must include at least one example of each integral communication touch point.

Elements must have run in the marketplace.

Elements must directly relate to your Strategic Objectives and Results.

You are required to show complete commercials-except where editing is necessary because of time (e.g. events, branded content, videos longer than 90 seconds)

Do not include results.

Do not include social media numbers (likes, # followers, etc.).

effie: reel

Editing features can be used (i.e. voiceover, text, etc.) to better explain the work shown. However, entrants are encouraged to keep the focus on the creative work.

Do not include any music or images that you do not have the rights to use.

Stock music and images are allowed, but cannot cause confusion with how your work ran in the marketplace.

Reel cannot include results and will automatically be disqualified.

Do not include agency names or logos in your video.

Do not include competitive work or competitor logos in your reel (unless the work/logos were a part of the work that ran in the marketplace.)

4 Minute Maximum; Sustained Success: 5 Minute Maximum.

effie: images

Files to be Uploaded:

For Judging:

1-2 Examples of Your Work featured on the 4-minute video that judges would benefit from seeing as a still image (i.e. text on a magazine, internet web page, direct mail piece). This image is seen by round one judges on a laptop.

For Publicity:

One Case Image that best represents the essence of your case

2-3 Web-Ready Images of Your Work for the Case Study Database

Lead Agency & Client Team Photos

Lead Agency & Client Company Logos

Words of Wisdom

Detail the why behind the strategy and provide proof that your work

achieved results

effie: dos

Be direct & concise. You are not required to fill all 7 pages (9 for Sustained Success).

Provide context throughout the entry form (challenge, objectives, results, etc.).

Review the Reasons for Disqualification and Formatting Requirements No results past the eligibility period Source all data No agency names or logos anywhere in your entry form or creative materials No results in the creative reel

Source all data & results throughout the entry form

Thoroughly review the case for typos, grammatical issues, and inconsistencies Specialty Audience categories: Take advantage of the Creative Viewing Guide Utilize Effie Resources to prepare effective entries (case study samples, advice from the jury)

effie: don’ts

Retrofit objectives to match results achieved

Go over the page limit

Include unfamiliar terms/jargon without explanation

Assume judges have an understanding of your company or it’s competitive situation

Leave questions in the entry form unanswered

Include agency names anywhere in your entry form or files for judging – this includes all agencies, not just your own

effie: suggestions

Hold a mock judging session or ask colleagues to review your entry. Ask them where it falls down in interest, brevity and clarity.

Does it leave them with questions? What parts of the entry are confusing?

Do they find that any of the questions are unanswered?

Are there any variables that they think could have contributed to the results? If so, address those in your entry.

It’s best if your mock judges do not work on your brand

Reach out to past judges from your company for guidance.

Read past winning cases in the Effie Case Study database at http://www.effie.org/case_studies/cases

effie: resources

Advice from the Jury

North America

Shopper Marketing

Case Study Samples

North America

Health

Media

Shopper Marketing

Full Case Study Database

Effie YouTube Channel

Thoughts from past jury members

Creative Reel Samples

Webinars & Tutorials

Entry Materials

North America

Shopper Marketing

Other Competition Pages

Worldwide Partners

Global Effies

Positive Change Effies (coming soon)

effie: contacts

Entry Requirements, Eligibility, Online Process:

Steph Jones, Manager, Effie Worldwide Sarah Lee, Assistant, Effie Worldwide steph@effie.org sarah@effie.org 212-849-2755 212-849-2758

Payment Questions

Sarah Lee, Assistant, Effie Worldwide sarah@effie.org 212-849-2758

Interest in judging:

Nikki Tate, Events & Program Coordinator, Effie Worldwide nikki@effie.org 646-254-6313