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Thank you for participating on the 2021 Effie Awards Jury. As a Round Two Judge, you will help determine whether an entry deserves to win an Effie.

As a Final Round judge, you will evaluate cases across a range of categories. This year, judges will participate in one of four sessions and score their cases independently, however will participate in a group discussion.

All judges will:

1. Evaluate cases. You will provide four scores for each entry, providing a separate score for each scoring section.

2. Provide case-specific feedback to further explain your scoring via the Insight Guide questions, advancement flags, and case tags.

3. Participate in a discussion initiated by the Moderator. 4. Share feedback with Effie about the judging process and entry requirements via the Evaluation

Form.

In the group discussion session, judges will discuss the merits of each assigned case. While conversation and debate is welcomed, judges score independently.

Judging Dates

1. Monday, July 12th 1:00pm – 5:30pm ET / 10:00am – 2:30pm PT 2. Tuesday, July 13th 1:00pm – 5:30pm ET / 10:00am – 2:30pm PT 3. Wednesday, July 14th 9:00am – 1:30pm ET / 6:00am – 10:30am PT 4. Thursday, July 15th 9:00am – 1:30pm ET / 6:00am – 10:30am PT

Finalise Case Scoring

Your scores will save automatically as you go through the Judging process. Scores must be finalised, ready for automatic submission before Friday July 16th, at 9pm ET / 6pm PST.

Finalist Jury Guide

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You will provide four whole number scores (10-100) for each of the four scoring sections. Challenge, Context & Objectives (Section 1A - 1C) 23.3% Insights & Strategic Idea (Section 2A - 2B) 23.3% Bringing the Idea to Life 23.3% (Section 3, Investment Overview, Creative Work)

Results (Section 4A – 4B) 30%

A scoring scale will be provided to you to help calibrate your scoring. After you have entered your four scores in the Judging Portal, you will see your total weighted score. You will also be able to note any Scoring Concerns for each entry. It is up to you to decide whether these failures to follow instructions either preclude you from making an informed decision or give the entrants an unfair advantage. Please reflect these considerations in your scoring. Judges are scoring based on effectiveness within the context of the category definition. For example, the metrics judges look for in a category about Engaged Community may be different from those in a category about Sustained Success.

In this section, entrants should clearly present their objectives and explain why these objectives are significant in the context of their business situation.

This section is the glue that shapes the other elements of the case. The remaining elements of the case are assessed for both suitability and ambitiousness within the framework of the challenge.

In this section, weight should be given to both the degree of difficulty and whether the entrant has provided enough context to evaluate the case’s effectiveness. You may choose to provide a lower score if context regarding the category situation is missing or if an explanation of why the goals were challenging is missing.

Entrants should explain their strategic process and thinking in this section. Entrants must state the idea and describe what led to the idea – i.e. a consumer or business insight, channel insight or marketplace/brand opportunity. What was the big idea and how did it address the business challenge? Judges should evaluate how inventive and effective the idea and strategy are in meeting the challenge.

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Entrants should explain why they chose to do what they did and how it related to their strategy and audience. Judges should provide their score for this section based on this rationale, the additional information provided in the Investment Overview, and the creative output and/or other materials created to bring the idea to life internally or externally as presented in the reel and accompanying images. Entrants should provide visuals of every key touchpoint in their activity. Between the creative examples and this section in the written entry form, the judges should have a clear understanding of how the idea was brought to life and how the creative elements and/or other materials created worked together to achieve the objectives.

WRITTEN CASE (QUESTION 3) Entrants should describe how and where they brought their idea to life. and provide rationale for their marketing strategy. Entrants should provide a description of the customer experience, media ecosystem and/or communications plan. How did the marketing strategies work together to reach their specific audience?

INVESTMENT OVERVIEW The Investment Overview provides detailed information on the media channels used, media spend, etc.

CREATIVE WORK Examples of the integral creative work, as explained in Question 3, are shown in both image & video format.

Your scoring should be based on the creative work that ran in the marketplace, not the production value of the creative reel provided. It is fine for a reel to simply show examples of the work without explanation. Entrants were instructed to simply showcase their integral creative output and/or other materials created to bring the idea to life. It is acceptable for entrants to include strategy, set up, and editing effects, but it is not required. Set-up and explanation should not impede your ability to review creative examples. Results are not eligible to be included in the creative reel.

Please consider these key issues:

How well the work reflects the articulated Strategy and Idea. The contribution the work was expected to make to the overall marketing effort. How the submitted materials for the case work together and individually.

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Evaluate the degree to which the results clearly demonstrate success in achieving the stated objectives. Please also bear in mind the Effie category in which the case is submitted.

Objectives and results should correlate. For example, if the objective is to improve brand awareness, the only proof of success cannot be an increase in sales. If an entrant achieved additional results, it is fine for them to explain what they are and why they are significant. If an entrant did not achieve a particular objective, this should also be acknowledged and explained in this section.

Please consider the environment in which each case exists. As an example, a small percentage increase in a highly segmented, high-volume category may be more difficult to achieve than a large percentage change in a small, less competitive category.

The more precise and relevant the documentation provided to you by the entrant, the stronger the case. You must also decide whether the evidence presented meets accepted research standards.

The privacy of all Effie entrants and the data provided for the purposes of the Awards program is our top priority. All judges must sign a Non-Disclosure / Confidentiality Agreement to access their assigned cases.

The information contained within the cases you will review is privileged information and confidential. Judges are not permitted to keep notes or take screen shots from the Judging Portal or discuss any cases after the judging process ends. Judges cannot score work from their company or competitors to brands they work on.

Work presented must have run in CANADA between September 1, 2019, and December 31, 2020. Work may run prior to September 1, 2019 or continue running after December 31, 2020; however, the results that are eligible for this year’s competition must fall within this time period. No results may be provided after the end of the eligibility period.

Please note: Entrants have been encouraged to include prior year data for context.

Special Circumstances:

If an entry launched in August 2019 or concluded in January 2021, entrants may include data & creative work from that time period to be evaluated by the judges as part of the standard eligibility period. To be eligible for this grace period, the effort must have also run within the standard eligibility period (9/1/19-12/31/20).

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Entrants are advised to leave the end date of their campaign blank if it is ongoing or has no specified end date.

Sustained Success Category: In this category, judges are evaluating sustained success over multiple years. Results and creative work must date back to August 31, 2017.