Effectiveness, Objectives, and the EFFIE Awards

This is a study of how briefs are constructed for the EFFIES award program which showcases effectiveness in advertising.

Effectiveness, Objectives and the EFFIE Awards

Sandra E Moriarty

The EFFIE awards1began 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...

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