Guidelines
The competition will be conducted in two rounds:
Round 1 – the evaluation of the case based 100% on effectiveness, according to your entry form and evidence of results. The Round 1 Selection is about the cold hard facts such as the campaign background, business objectives, creative strategy, 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 commercial communications. Round 1 Selection is handled on-line
The entries are scored on a 1-10 scale (1 = poor, 10 = extremely effective). Scoring is based on each campaign's success in achieving its specific business objectives. To receive a high score, a campaign must have clear and measurable business objectives, give background information to set the ‘starting point’ and must submit compelling proof that the objectives were met or exceeded in relation to commercial communications.
Each entry is reviewed by a minimum of 10 jury members. The average of the 10 or more scores results in the final score for that entry. The Steering Committee may review a jury member’s scoring which is consistently high, low or deviates significantly from the average for a specific entry.
Once all entries have been scored, the Steering Committee then determines which entries are to be shortlisted.
No entry scoring less than an average of 20 (out of 40) can be considered for shortlisting
The finalists then go on to Round 2 - which is the final round.
Round 2 – the evaluation of the case based 80% on effectiveness and 20% on the creative work.
Round 2 takes place over one day in Brussels, during which the Round 2 Jury meet to evaluate the finalists' cases, including the creative material. To avoid undue influence, the voting for effectiveness takes place before any creative is viewed and marked. The written content is scored on Campaign Objectives, Communications Strategy and Creative Development, Media Strategy, Evidence of Results. A minimum of 8 jury members must review each campaign in Round Two.
The final score for each finalist is an average of the effectiveness score and the creative score, weighted to emphasise effectiveness over the creative (80:20).
The minimum score for a campaign to be eligible for a Bronze Effie is 6.0, 6.8 for Silver, and 7.5 for Gold.
To win a Gold Euro Effie a campaign not only needs to acquire a minimum score of 7.5 but also needs to be clearly recognised by the jury as being an outstanding campaign and case on all counts.
Setting a minimum score level to be eligible for a Gold, Silver and a Bronze Effie is important to maintain the value of the award. By establishing a minimum score level, clients and agencies alike are aware that when they receive a Gold, Silver or Bronze Effie, the effectiveness of their work has truly been outstanding. Gold winners are aware that their campaigns have truly met the highest standards.
If two campaigns receive the same score, and their score is high enough to receive an award in that category, they receive the same level of award.
The Sappi Print Media Efficiency Award and Grand Prix are assessed at the end of the judging session once all scores have been tallied, with guidance from the Chairperson.
The Agency Network of the Year Award is given to the agency network which has the highest combined scores for their winning entries. 1 is given for a Bronze, 3 for a Silver, 5 for a Gold, 5 for Long-term Effectiveness Award and 3 extra points are awarded to the winner of the Grand Prix. The Jury may choose not to award a Grand Prix.Euro Effie awards may not be awarded in each category and allocation is at the discretion of the judges, whose decision shall be final.
Judging Scores
All judging scores in Round 1 and Round 2 are carefully reviewed for evidence of bias.
Disqualification of Judges
A judge is not allowed to review and provide a score for any entries from their agency/company –they are therefore required to disqualify themselves from judging that particular entry. There may be reasons other than the example provided that might cause a judge to excuse themselves from judging a specific case or category.
Discussion
The judging process does not permit jury members to discuss the entries in Round 1. Discussion is a component of the judging event in Round Two prior to voting, but the jury votes remain anonymous and confidential.
All information submitted in the entry form is considered confidential. All jury members are required to sign a "statement of confidentiality" prior to judging.