The judging procedure is conducted in two rounds to select the most effective cases of the year. In each round a jury of senior industry professionals from a variety of marketing disciplines evaluate entries based on proof that commercial communications was key to the success of the campaign. The round one jury is different to that of round two.
Each judge reviews around 15 cases across a range of categories. Judges review the effectiveness of each campaign - only those campaigns which score above the minimum cut-off for Effie finalist eligibility are eligible to go through to Round 2.
The evaluation of the cases is based on effectiveness, according to each entry form and its evidence of results.
The Round 1 selection is about the facts contained in the entry form - the campaign background, business objectives, creative development, media strategy, and, most importantly, the proof found within the evidence of results which shows beyond any reasonable doubt the effectiveness of the choice and use of marketing communications.
Round 1 is judged entirely online.
The Jury in Round 2 also evaluates effectiveness, to determine winners from among the finalist cases.
Round 2 takes place in Brussels, during which the Round 2 Jury meets to evaluate the finalists' cases, including the creative material.
The written content is scored on Campaign Objectives, Communications Strategy, Creative Development and Evidence of Results. The jury reviews all finalist cases by category.
It is important to remember that brevity and clarity in your written case is essential to stand out in Effie judging. Judges are looking for clear, compelling cases that demonstrate the campaign’s effectiveness is meeting challenging goals.
- Strategic Challenge including Campaign Objectives (1-20 scale)
- Creative Strategy (1-20 scale)
- Bringing the Idea to Life (1-20 scale)
- Effectiveness/Evidence of Results (1-40 scale)
Conflict of interest
Jurors are allocated cases that do not prove a conflict of interest. Before the judging begins, they are advised to inform the moderator if they are allocated a case they shouldn't be scoring.
The judging process does not permit jury members to discuss the entries in Round 1. Discussion is an important component of the judging event in Round Two but the jury votes remain anonymous and confidential. Jurors are asked to sign a confidentiality form before the judging begins.
It is important to note that not all categories produce winners and if a category has one finalist it does not mean that this campaign is a winner.