My Favorite Effie Winner: Personal views from PepsiCo, MTV, Time Warner and StrawberryFrog marketers

This short report from Advertising Week 2010 describes a panel of top marketers' favorite Effie winners from past competitions.

My Favourite Effie Winner: Personal views from PepsiCo, MTV, Time Warner and StrawberryFrog marketers

Geoffrey PrecourtWarc

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...

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