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Efficacy effectiveness and the Effie Awards

17-January-2014
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Efficacy effectiveness and the Effie Awards

The Effie Awards are here, with Ogilvy & Mather and Lowe Lintas leading the list of shortlisted case studies with 51 and 31 shortlisted entries, respectively.

Being controversy free, with the USP of creative effectiveness and active client participation seem to have worked in favour of the Effie Awards, which has seen a 20 per cent increase in the number of entries this year to 419 from last year’s 357. The entry fee has been kept at Rs 21,000. This year, 50 agencies are taking part in the Awards.

exchange4media explores if there is room for improvement and what is different about the Effies this year.

“Not much will change about the Effies because it is doing very well and the emphasis is put much more on effectiveness and creativity, which are incomplete without each other. It doesn’t need to change, it is doing fantastically well, in fact, people should learn from the Effie Awards because the parameters are so clear for people to understand. There is no ambiguity at all, we must thank a lot of client participation in Effies in making it controversy free,” observed KV Sridhar, Chief Creative Officer, Leo Burnett India and Sub-continent.

His sentiments are echoed by Karan Kumar, General Manager, ITC Retail, who represents the client side and was also a jury member this year, when he said, “The creative effectiveness quotient has continued to be high and pleasingly grown. I came across success stories where alternate media choiceshave powered spectacular business performance – digital, outdoor experiential platforms in particular. Many less conventional marketing platforms are proving their metal and capability.”

According to Kumar, Dumdaar Maggi, Killer Jeans, Fortune Oil, and the McDonalds Breakfast Menu are some examples of work that struck the right balance between creativity and effectiveness.

Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group, who is also Chairperson of Effie 2013, feels that while some things will never change about the Effie Awards, namely client-agency participation, usage of technology for a paper free judging, the committee does take stock of the previous year’s management and show and areas for improvement for next year at the planning stage for the new year.

This year has seen the introduction of two new categories – Effies for Good and Effies for Experiential Marketing.

For the past three years, judging is being conducted in Mumbai and Delhi, recognising that Delhi is becoming an increasingly important market.

As Kakar said, “Clients want to see work that works in the market place and want to raise the bar of efficacy and effectiveness.”

What seems to be working for the Effie Awards is that it brings together the client and the agency. The common perception is that creative agencies thrive on creative work, whereas clients want work that connect with consumers in a manner that shows a positive impact on business metrics. The Effies brings in an amalgamation of such work, ultimately more of such work will be a win-win for all.

A happy client and a happy creative agency...too idealistic?

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