My Favourite Effie Winner: Personal views from PepsiCo, MTV, Time Warner and StrawberryFrog marketers
For Shiv Singh, head of digital at PepsiCo Beverages America, an Effie-quality award-winning advertisement in the 21st Century needs to "get consumers to take deep action". Today, that's the final frontier. Building awareness is going to happen. In fact, there are so many actions that it's all but certain to happen. But to drive — to actually drive deep change — is the new frontier. A great ad has to so something, not just change perceptions.
Todd Cunningham, MTV Networks' svp/strategic insights and...