Below is a list of all the categories that an agency may enter in. Entry in each category is considered a separate entry. Same fees apply for each entry entered.



Packaged and frozen foods such as pasta, meat, fish or poultry, prepared convenience foods, dairy products & substitutes, bakery goods, cereals and other foods intended primarily for breakfast, fast food, family and other restaurants, snacks, desserts, confectionery, pet food, health drinks & non-alcoholic beverages, fruit.

Beer, wine, spirits, champagne, ready-to-drink beverages, liqueurs, cocktails

Cleaning products, waxes, detergents, floor-care products and services, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services, petcare.

Cosmetics, skin care, hair and nail products, fragrances, and other personal care products such as deodorants, dyes and diapers.

2. Consumer Goods

Electronics, Furnishings, Tools and Appliances: Cameras, white goods i.e. fridges, washing machines, DIY tools, furniture, soft furnishings, audio or visual devices e.g. TVs, radios, DVDs, cameras, sound systems.

Fashion and Miscellaneous: Jewellery, fashion accessories, clothing, eyewear, hosiery, lingerie.

3. General healthcare & OTC products

Consumer health, well-being and beauty products and services that can be directly purchased by a consumer without physician involvement. Health insurance, dental and medical care services. Health education and disease awareness programmes for consumers.

4. Automotive

Cars, trucks, motorcycles, both brand and model advertising, accessories & car care, in car entertainment, services, wheels & tyres.

5. Corporate Reputation

Advertising to promote corporations, not necessarily their products or services.

Employer branding.

6. Retail

Chain stores, supermarkets.

7. IT / Telco

Telephone products and services, cellular products and services, internet services, computers including desktop, portable, PDAs, modems, printers, monitors, software.

IS or Broadband solutions or provider, telco equipment, network hardware, mobile operator, mobile technology, phone cards.

IT training, equipment, network hardware, information security and data management systems.

8. Services

Business services, utilities, banking, credit, charge, insurance, loans, mortgage, mutual funds, travellers' cheques, advertising promoting overall image and capabilities of a financial institution.

Couriers, business-related goods & services such as consultants and professional services.

9. Leisure & Entertainment

Audio/video/DVD (pre-recorded); software; games; cinema and entertainment; books; music, radio or television programming; airlines; holidays; sea travel; boats; car rental; train; travel and tour operators; sports events, sports equipment; culture (arts); bike shares; greeting cards or other products that are intended for gift-giving or leisure activity.

10. Products/Services Launch

For a campaign which has achieved a highly successful product or service launch. The marketing communications must have been key to the success of the launch.


11. Media Innovation

Changing the rules to maximise impact.

This case will showcase those who had the insight and creativity to change the way a particular media channel is consumed. The award will go to those who reached out of the conventional approach to grab their audience and effectively engage with them.

Whether the effort was one execution or multiple, and/or used one engagement channel or multiple the work must represent new and creative usage of media channels we know and love, or have not yet met.

12. Brand

For a campaign which has successfully proven re-vitalisation of a brand. The marketing communications must have been key to the success of the brand re-vitalisation.

13. Best demonstration of Integrated Effectiveness

For a campaign which has applied an integrated approach to strategy and clearly shown how each element of the multi-media strategy was effective.

14. Small Budget

For a campaign which has successfully proven effectiveness with the use of a budget under 5 million. The marketing communications must have been key to the success of the campaign.

15. Long-term Effectiveness

A campaign which has run for a minimum of three years, with proof that the choice and use of marketing communications were key to the campaign's success.

When entering in this category, please ensure that you have data to support your campaign for a minimum of 3 years. Failing to supply data from all 3 years or more will result in disqualification

16. David vs. Goliath

This is an award for 1) smaller, new, or emerging brands making inroads against big, established leaders, or 2) established small brands taking on 'sleeping giants' or 3) companies that moved into a new product/service field with large, well-established competitors (however, your brand cannot be a sub-brand of a larger company).

Entrants must detail the business challenge, the competitive landscape, and how their business succeeded despite the odds. You are required to define your competitive landscape, including the market difference between the David and Goliath to demonstrate why your brand was a David.

Judges will deduct from your case if you do not sufficiently prove that your brand is a David in the situation.

17. Brand Experience

This category is not for efforts that focused on TV, radio or print ads to connect with an audience. It is meant to showcase how you can create a brand experience beyond traditional advertising.

Only work that truly brought a brand or product to life - either literally or virtually - and interacted with a specific audience to achieve desired objectives should be entered.

You may have re-invented the product demo, re-imagined the pop-up store, or led a bricks and mortar retail overhaul; you could have created a new game or interactive film experience that effectively showcases a new product or brand personality - it could have been anything. As long as you can prove it truly came alive and worked.

The winners of this award will be the work that shows how advertisers are reaching out to their audiences to establish meaningful relationships, memorable, engaging experiences, and unique connections with their brands.

Entrants in the Brand Experience category must address how the brand experience related back to the overall brand strategy.

18. Government, Institutional & Recruitment

Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, educational institutions/organizations, armed forces marketing communications. Includes political messages and special interest/trade group communications.

19. NEW: Branded Content

This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The award honors branded content led ideas that are the heart of the communications program.

Entrants must detail the content created, how it related back to the overall brand and business goals, how it was distributed to, and shared by, the audience, and the results it achieved for the brand and business. Branded content may be produced and distributed by either publishers or independently.

20. NEW: Carpe Diem

This category is looking for those brands that had the insight to know how and when to 'throw a stone into a pond' and maximize the ripple effect from that initial throw.

The cases entered into this category will show how to put a brand or product/service in an intensely bright spotlight to create immediate and measurable impact.

Winners will represent those who had the insight and creativity to craft those unexpected and unconventional moments for a brand. The best examples will see live experiences, moments, stunts, and tactics, online & off line, perhaps amplified through PR, social media, digital engagement, or even the use of content created in the moment to fuel paid campaigns.

This category spotlights those effective strategic efforts that were able to generate real desired results as a direct outcome from a single significant moment of activity.


NEW: Positive Change: In this year's competition, we've evolved our celebration of purpose-driven marketing with the expansion of the Positive Change Euro Effie Awards. A multinational program run in collaboration with the World Economic Forum, the Positive Change Euro Effie will offer four categories in Europe:

Environmental Brands
Environmental Non-Profit
Social Brands
Social Non-Profit

Note: For the Positive Change categories only - if your case ran in any country in Europe and meets the Positive Change definition, it is eligible to enter the Positive Change Europe categories. A separate entry form is required. You can download entry materials here.

Category General information

You are allowed to enter a campaign into one Product/Service category and multiple special categories. You will need to complete a fresh online entry form for every category you wish to enter your campaign in.

It is important that each entry is customised for each category entered. Often, judges recognise which cases have been duplicated and re-entered into multiple categories.

Unsure in which category to enter in?

If you are unsure in which category to enter, please email Kasia Gluszak ( with a brief description of the campaign you wish to enter followed by your questions.

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