Every person wants to be recognized for his or her work, and when it comes to marketing it is true as well. What Oscar is for movies, Effie is for Marketers.
After running their marketing campaign, and getting as much benefit as possible from it, marketers still have a possibility to use their work for additional recognition. This is done through Marketing Communication awards. One of most recognized award is the Effie Award.
Effie Award is now at its 47th edition, and it is running since 1968. To receive or even to be nominated for an award like Effie is a big deal. There are just so many good marketing campaigns and companies out there that it takes really exceptional campaign to stand out from all the masses. After all, it is estimated that worldwide spending on paid marketing reached over $545,4 billions in 2014, and it is only expected to rise, raising by 4,6% in 2015.
There are, of course, other marketing awards like Content Marketing Awards (CMA), but Effie Awards is considered by many as the most important award companies can receive for marketing – The Marketing Award.
The entry fee to submit a marketing campaign to a competition will cost between € 965.00 and € 1.495 and the campaigns will be placed in one of the several categories:
1. FMCG, 2. Consumer Goods, 3. Pharmaceutical & Healthcare, 4. Automotive, 5. Corporate, 6. Retail, 7. IT / Telco, 8. Services, 9. Leisure & Entertainment, 10. Social media Effectiveness, 11. Product/Service Launch, 12. Brand Re-vitalization, 13. Best demonstration of Integrated Effectiveness, 14. Small Budget (under €5 million), 15. Long-term Effectiveness (Campaign which has run for a minimum of five years), and 16. 360 degree Integration.
There are also awards based on effectiveness: Most Effective Marketers, Brands, Agency Holding Group, Agency Networks, and Agency Offices. And there are “Special Awards” called: 1. Grand Prix Award, 2. Agency Network of the Year Award.
The competition will be conducted in two rounds:
Round 1 –The Round 1 Selection is about the cold hard facts such as the campaign background, business and communication objectives, creative strategy, media strategy, and the proof found of the evidence of the results.
Round 2 – the evaluation of the case based 80% on effectiveness and 20% on the creative work.
One of the biggest critics towards Effie awards is that it is an “ego thing”. Some companies are said to make their campaigns with the aim of winning the Effie, not to best serve the customer, as companies study customers and therefore they also study the Effie. They make campaigns that will go better on Effie, just to win the event.
So if you are a marketer and looking to be recognized for your work consider an ultimate challenge. Try to win an Effie award and if you do let us modest people know in the comment session so we can congratulate you, praise you and envy you.