Effectiveness, Objectives and the EFFIE Awards

Sandra E Moriarty

The EFFIE awards1 began in 1969 as a small prestigious award program within the advertising research community sponsored by the New York Chapter of the American Marketing Association. In contrast to the creative award shows like the One Show, the Clios and the Art Directors' Club Awards, which are characterized as 'beauty shows', the EFFIE competition is focused on the effectiveness of the advertising, not just the creativity of the copy or the art. As the EFFIE Call for Entries explains, 'To win an EFFIE, a brand requires a mix of marketing, media, research and creative, of objective and strategy, of client and agency.'

Although some in the industry believe that the EFFIE award minimizes the creative dimension, defenders point out that it is the only award that judges the results of the overall advertising process - the marketing strategy, the media mix, the research, as well as the creative ideas (Moriarty, 1993). Rather than recognizing creative stars, as so many advertising award programs do, the EFFIE awards recognize agency-client teams and the complex interrelationships - across a variety of media and complex message strategies that make marketing communication effective in building brands.