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.
‘It’s like crack cocaine’: Effies international judge Chris Baker on the harmfulness of short-term thinking