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EFFIE Awards Evolve to Reflect Marketing Industry Changes with New...

In a move to reflect the shift in the way marketing communications campaigns are developed and delivered, the EFFIE Awards announced today the first phase of a multi-year plan to further evolve the competition. The EFFIE Awards honor the one significant achievement in advertising and marketing communications: effectiveness.



Starting this fall, entries for the 2006 EFFIE Awards include four new categories that recognize the many different origins of creative ideas and the communications vehicles contributing to a campaign's8217;s effectiveness. The new categories include Anything Goes (innovation, creativity and content in the face of a small budget), Media Strategy (outstanding effectiveness driven by a media idea) and Third Screen (marketing using a mobile phone as a main media channel). In addition, the Sappi Print Media Effectiveness Award will recognize campaigns using at least 40 percent of print in the execution.



's8220;As the marketing industry evolves, so does EFFIE,'s8221; said Gary Steele, Executive Vice President, McCann Worldgroup and President of the EFFIE Steering Committee. 's8220;Effective marketing campaigns stem from a great idea which can just as easily originate from a creative director or a media planner and appear as a traditional 30 second TV spot or on a mobile phone.'s8221;



In addition to the new categories, EFFIE entries will be judged differently than in years past, with 70 percent of a campaign's8217;s final score based on Background / Strategy, Creative and Media (with each section garnering equal weight) and 30 percent of the score based on Proof of Results.Previously, judges gave one score for the brief and one for the creative, with the brief score counting for two-thirds of the total.



Driven by the EFFIE Steering Committee, with input from past EFFIE winners and members of the client and agency community, EFFIE categories and the judging process will continue to adapt in step with the progression of the marketing industry.



The entry deadline for the 2006 EFFIE Awards is October 28, 2005. Each of the new award categories has a special form and/or requirements. For more information on the new judging criteria and categories, visit www.effie.org. In addition the EFFIE Awards will hold seminars on September 21 and October 6 in New York City, to introduce the 2006 competition and answer questions on the new categories and judging criteria. For full details and to register to attend visit www.effie.org.



About the EFFIEs

The EFFIE Awards program is the only national competition that judges advertising and marketing effectiveness. It has since become recognized by agencies and advertisers as the pre-eminent award in the advertising industry. EFFIE Awards are now given in 30 countries worldwide. For more details, visit www.effie.org.

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