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'It's like crack cocaine': Effies international judge Chris Baker on the harmfulness of short-term thinking
The industry will this week again be raising a glass to the most effective advertising in the country at the Effie Awards. But this year, the event takes place in slightly more inhospitable conditions, with many questioning what marketing success even means anymore. Is it about ROI? Is it about long-term or short-term results? And if it is about long-term results, then why do we have awards events every year? This year’s international judge Chris Baker answers the big questions swirling around the Effies.
Over 500 advertising and marketing folk descended on the Langham last night for the final and, some might argue, most important event on the awards calendar. The Effie Awards are so highly coveted because the judging process places enormous emphasis on the business results achieved by creative ideas. Winning the big awards is notoriously difficult, and this was again reiterated this year with only seven gold gongs being handed over the course of proceedings. Here's the lowdown on who won what.
After an intensive judging process that saw entries scrutinised by 200 preliminary judges and 70 category judges, CAANZ has announced a shortlist of 99 finalists for the 2015 New Effie Awards. Leading the finalists' pack this year is Colenso BBDO with 24 nominations across the 15 categories, followed by FCB with 17, Saatchi & Saatchi with ten, DDB with eight, JWT and Barnes Catmur & Friends with five apiece, and .99/JustOne with four.
The EFFIEs are looming, judging is currently taking place and tickets are now on sale for the effectiveness function featuring guest speaker Gareth Kay, the director of brand strategy and associate Partner of Goodby, Silverstein and Partners, San Francisco, which, in semi-related news, is currently getting a bit of stick for its 'new' logo.
As consumers, we might not give much thought to advertisements beyond having a chuckle at some or snarling and changing channels in response to others. On the other side of the screen, it's a different story. Stakeholders want to know campaigns are doing what they're meant to do: making an impact and delivering commercial results. And that's what the Effie Awards reward.
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In recognition of the high level of quality work submitted for the 2009 CAANZ EFFIE® Awards, judges awarded 9 Gold, 16 Silver and 22 Bronze EFFIEs this year - an indication the industry continues to reach new heights of effectiveness. Presented annually by the Communication Agencies Association of New Zealand (CAANZ ...
Tune in to our tweets tonight at the advertising event of the year, the Effie Awards. StopPress correspondent David MacGregor will be tweeting live from Sky City Convention Centre – follow him @stoppressnz on the topic #effies. The full list of winners will be posted after the ceremony.
Since its inception in New York in 1968, the pseudo-acronym has become synonymous with the most effective and creative TV advertising the industry has to offer. See all the finalists here. Mark your diaries on Thursday 8 October for the biggest annual bash for ad agencies. The formal ceremony will ...
The Communications Agencies Association of NZ (CAANZ) has partnered with Vodafone to champion mobile marketing and “celebrate creativity and effectiveness in the mobile channel,” says Vodafone mobile marketing manager, Simon Neal. “It is a young and evolving channel, and presents a tremendous and very unique opportunity for brands to engage ...