Among the various awards that India has for the media and advertising fraternity, the Effie Awards prove to be one of the more difficult ones due to various reasons. The entry fee, for instance, is higher than most awards (Rs 17,500 per entry) due to the license that has to be paid to Effie Awards New York. Moreover, the awards judge the entire process from brief to results and are not just about creatives.
Despite this, the Bombay Ad Club has received 79 entries from the industry for Effie Awards 2006, the same number as last year, the highest that Effie Awards had received in the last five years. The agencies participating in the Awards include Ambience Publicis, David, Contract, FCB Ulka, Grey Worldwide, Interface, JWT, Lowe, McCann Erickson, Mudra, O&M, Rediffusion DY&R, Urja, Leo Burnett and Law & Kenneth Worldwide, among others.
Ad Club’s Bipin Pandit informed that the first round of judging was scheduled for October 10, 2006. Some of the judges in this round are JWT’s Agnello Dias, Contract’s Umesh Shrikhane, O&M’s Madhukar Sanbnavis, Leo Burnett’s K V Sridhar, Rediffusion DY&R’s K S Chakravarthy, Mudra’s Madhukar Kamath and Anand Halve, and Lowe’s Josy George, among others. A panel of 12 judges has been created for this round. The Proctor is Dora Sopariwala.
Speaking on the judging process, Pranesh Misra, Chairman, Effie Award Function Committee, said, “Effie has the most thorough and holistic judging process in advertising. Unlike the creative awards, which basically focus on creative, Effie focuses on the brief, the strategy, the creative and the results, thus, covering all aspects in advertising. The judging process happens in two stages – the screening stage and the comprehensive stage.”
At the screening stage, which is set to take place on October 10, the jury will look at the entries – the background, the brief, the way the strategy was developed and results. Based on that and without looking at the creative, a shortlist will be drawn. Some of the criteria for judging the entries include the logic on which the ad was based, the problem it addressed, did the problem get addressed, did the solution weave out of the strategy and were there any results.
Then the shortlisted entries will be put in round two, where an independent jury will look at the ad and grade the creative independently. A combination of these will create the final score.
“No discussion is allowed at either of the stages between the jury members – it’s like a classroom, everybody gets 10 minutes to read the case and move on to the next. There is a Proctor who monitors the proceedings strictly. We’ve had Proctors of the stature of Dorab Sopariwala and Atul Tandon, who really operate like Principals or Umpires,” said Misra.
In the final round, the cut off is decided on the basis of the total points and the Gold, Silver and Bronze winners are declared.