The 2010 shortlist represents work from 21 agency groups from Germany, France, UK, the Netherlands, Slovenia, Poland and Switzerland.

On 29 June, a new panel of 25 senior judges, chaired by Adam Kakembo, Marketing Director of Wrangler EMEA, will meet to review the shortlisted campaigns, consider the creative work (20%) and evidence of results (80%) and decide the winners of this year’s Euro Effie awards, including the prestigious Agency Network of the Year Award, currently held by McCann Erickson.

“This has been the highest scoring first round since the Euro Effies were launched in 1996,” commented Dominic Lyle, Director General of EACA. “2009 has produced a bumper crop of excellent campaigns from a broad spread of agencies.”

The winners of this year’s competition will be announced on the evening of Wednesday 15 September 2010 at the Awards Gala in Brussels’ AutoWorld. Winners will also be announced on the official website www.euro-effie.com on 16 September 2010. 

The Euro Effies Awards are organised by EACA, in partnership with EuroNews and supported by European and international media, advertisers and associations such as TIME and Fortune, WARC, Sappi, AdForum, Procter & Gamble, European Publisher’s Council, Contagious magazine, Viva Xpress International and creativebrief.

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For further information, please contact:

The European Association of Communications Agencies (EACA) is a Brussels-based organisation which represents full-service advertising and media agencies and agency associations in Europe. EACA aims to promote honest, effective advertising, high professional standards, and awareness of the contribution of advertising in a free market economy and to encourage close co-operation between agencies, advertisers and media in European advertising bodies.

Introduced in 1996 to reward advertising that builds brands across borders, the EURO EFFIES were the first pan-European advertising awards to be judged on the basis of effectiveness.    EFFIE® and EURO EFFIE® are registered trademarks of  Effie Worldwide, Inc. and are under license to EACA.  All rights reserved.  Learn more about EFFIE at www.effie.org

The 2010 Round 2 jurors:

The Jury will be chaired by Adam Kakembo, Marketing Director of Wrangler EMEA
Moderator Walter Dermul, CEO BrandCoach
Moderator Dominic Lyle, Director General EACA

The Euro Effies 2010 Finalists

The EACA Euro Effies are open to all agencies for campaigns which ran in two or more European markets in 2009. To be considered for a Euro Effie, campaigns must prove beyond reasonable doubt that the choice and use of commercial communications were key to the campaign's success.

Adam Kakembo, Marketing Director of Wrangler EMEA,will chair the Jury for this year’s EACA Euro Effies Awards. Kakembo worked for the Marketing Cake Agency (part of Havas Group) and held senior marketing positions at LVMH-owned luxury brand Loewe and Timberland before joining Wrangler.

Euro Effies’ judging takes place in two Rounds, with entries and first round judging both managed on-line via the official website www.euro-effie.com. Round 1 is focused on the effectiveness of each campaign based on objectives, strategy, market insights, choice and use of media channels and results.  The Round 2 judging panel, which comprises senior agency and client representatives, will evaluate the finalists and select the winners. In Round 2 the creative element is taken into consideration and contributes up 20% of the final score. 

Winners will be officially announced at an Awards Gala in Brussels on 15 September and on the Euro Effies website www.euro-effie.com on 16 September 2010.

In addition to the standard categories, the 2010 competition will retain the following established Special Awards: the Sappi Print Media Efficiency Award, sponsored by Sappi, which recognises efficiency in print where print comprises at least 40% of the
budget, the Grand Prix, sponsored by WARC and the coveted Agency Network of the Year Award, sponsored by The Economist and currently held by McCann WorldGroup.

The Euro Effies are organised by the European Association of Communications Agencies (EACA) in partnership with EuroNews with the support of Sappi, The Economist, TIME and Fortune, WARC, Cream, adforum, Procter & Gamble, creativebrief and Viva Xpress Logistics.

The EFFIE award was created in 1968 by the New York AMA and is now celebrated in over 40 countries worldwide. 

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For further information, please contact:

The European Association of Communications Agencies (EACA) is a Brussels-based organisation which represents full-service advertising and media agencies and agency associations in Europe. EACA aims to promote honest, effective advertising, high professional standards, and awareness of the contribution of advertising in a free market economy and to encourage close co-operation between agencies, advertisers and media in European advertising bodies.

Introduced in 1996 to reward advertising that builds brands across borders, the EURO EFFIES were the first pan-European advertising awards to be judged on the basis of effectiveness. EFFIE® and EURO EFFIE® are registered trademarks of Effie Worldwide, Inc. and are under license to EACA. All rights reserved. Learn more about EFFIE at www.effie.org

Gold Awards went to McCann Erickson London, T.A.G. San Francisco and Microsoft Xbox for the successful ‘Halo: Heroic Story Telling’, Ogilvy Advertising and Walker Media for Barclays Wealth, DDB UK and Philips NV (media agency: Carat Global Management) for their Coolskin Nivea For Men campaign ‘Feel different’, MAB Media Audience Beratung GmbH and BMW Group (media agency: Mediaplus) for the BMW ‘Sunset BLVD’ campaign and Grey London and Procter & Gamble (media agency: ZenithOptimedia) for the campaign ‘The Affair’ for Lenor Infusions. Ogilvy Advertising and Mindshare for Dove Deodorant also won a Gold Euro Effie in the Long Term Effectiveness category. France also produced a Gold winner as McCann Paris was awarded for their campaign ‘George Clooney II’ for Nespresso.

The prestigious Euro Effie Grand Prix 2009 was won by Microsoft Xbox, McCann Erickson London and T.A.G. San Francisco for their powerful integrated campaign “Believe” for the cult game Halo 3.

In a tight battle with Ogilvy Advertising and 4-times winner Grey, McCann Erickson took the title ‘Agency Network of the Year’ receiving 100 free advertising spots from Euro Effies partner EuroNews to be used before 1 January 2010.

Brett Gosper, McCann Erickson’s President EMEA said: “Our mission is to do work that creates demand for our clients, but it is doubly gratifying when it wins awards too. It really is a tribute to our clients who have bought into radically different ways of doing things than in the past.”

For only the second time since 2002, the Euro Effies Jury also awarded a Special Commendation in the Grand Prix category to Barclays and Ogilvy Advertising for their campaign ‘Barclays Wealth brand launch’, stating that the campaign was simple, yet powerful, convincing, and impressive.

Silver Awards went to Grey London and GlaxoSmithKline for their campaign ‘Parodontax - In your sink’ for Parodontax toothpaste, MAB Media Audience Beratung GmbH and Mediaplus with the campaign ‘Condensed 1ntensity’ for the BMW 1series Coupé and Dutch agency KesselsKramer for the campaign ‘Start a Party’ for Diageo’s J&B Whisky.

Bronze awards went to Grey London for Procter & Gamble`s Clairol nice `n easy, AMV BBDO for ‘Giving Snickers some nuts’, DDB Berlin GmbH (media agency: MediaCom) for the ‘Experience real value for Golf VI’ campaign, Draftfcb Deutschland GmbH and OMD International for their ‘Good Investment’ campaign for Beiersdorf’s Nivea for Men DNAge and Ogilvy Amsterdam for the ‘CIO Sourcing’ campaign for IBM.

This year`s international jury of senior agency & advertiser representatives was chaired by Phillip Manzi, Global Director of Marketing Operations at Nokia. The Euro Effies 2009 Gala was hosted by Sir John Hegarty, Worldwide Creative Director, Bartle Bogle Hegarty.

The Sappi Print Media Efficiency Award, which recognizes communication campaigns that integrate print media in the most efficient way, went to Ogilvy Advertising for their creative print media communications campaign ‘Barclays Wealth brand launch’.

The Euro Effies Awards are produced in partnership with EuroNews and supported by European and international media, advertisers and associations such as Sappi Fine Paper Europe, TIME magazine, The Economist, Procter & Gamble, AdForum, WARC, Cream, Viva Xpress Logistics and creativebrief.

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For further information, please contact:

EFFIE® and EURO EFFIE® are registered trademarks of Effie Worldwide, Inc. and are under license to EACA. All rights reserved.
Find out more about the Euro Effies by visiting www.euro-effie.com

The shortlist represents entries submitted by 21 agencies from France, Germany, Slovakia, Czech Republic, Romania, Spain, Switzerland, The Netherlands and United Kingdom.

On 18 June in Brussels, a second panel of senior jurors chaired by Phillip Manzi, Global Director of Marketing Operations, Nokia, will evaluate and score each case for effective results (80%) and creative execution (20%) and make the final decision on this year’s Euro Effie winners.

Winners will be announced on the evening of Wednesday 16 September 2009 at the Awards Gala in Brussels hosted by Worldwide Creative Director, Bartle Bogle Hegarty, John Hegarty. Winners will also be announced on the official website www.euro-effie.com on 19 September 2009.  Tickets to the event are now available online.

The Euro Effies Awards are organised by EACA, in partnership with EuroNews and supported by European and international media, advertisers and associations such as TIME, The Economist, WARC, Sappi, European Publisher’s Council, AdForum, Procter & Gamble, CMDGlobal, Viva International and creativebrief.

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FOR MORE INFORMATION PLEASE CONTACT:

EACA

Yulia Fokina
Euro Effies Event Manager
152 Boulevard Brand Whitlock
1200 Brussels, Belgium
Tel: + 32 2 740 0712
E-mail: effie@eaca.be
www.eaca.be

The European Association of Communications Agencies (EACA) is a Brussels-based organisation whose mission is to represent full-service advertising and media agencies and agency associations in Europe. EACA aims to promote honest, effective advertising, high professional standards, and awareness of the contribution of advertising in a free market economy and to encourage close co-operation between agencies, advertisers and media in European advertising bodies.

EFFIE® and EURO EFFIE® are registered trademarks of the American Marketing Association New York Chapter, Inc. and are under license to EACA.  All rights reserved.  Learn more about EFFIE at www.effie.org

EACA EURO EFFIES 2009 FINALISTS

Manzi’s previous responsibilities at Nokia have included Strategy Development, Multimedia Brand Management and the Global Launch of Mobile TV. He has more than 18 years senior marketing and business development experience gained in organizations including ITV, Microsoft, image.net and BSKYB, both in local and international positions.

The Round 2 Euro Effies jury this year includes senior managers from MasterCard, LDV United, McDonalds, Media Consulta, PHD EMEA, Procter & Gamble and McCann Erikson.

Winners will be announced on the evening of Wednesday 16 September 2009 at the Awards Gala in Brussels, hosted by BBH Worldwide Creative Director, Sir John Hegarty, and will be announced on www.euro-effie.com on 17 September 2009.

Introduced in 1996 to reward advertising that builds brands across borders, the Euro Effies were the first pan-European advertising awards to be judged on the basis of effectiveness. The EFFIE award was created in 1968 by the New York AMA and is now celebrated in 40 countries worldwide. 

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EACA

EACA EURO EFFIES 2009

LIST OF JURY MEMBERS

EACA EURO EFFIES LIST OF PARTNERS 2009

The EACA Euro Effies is organised by EACA, in partnership with EuroNews, and is supported by the following international organisations:

• WARC
• TIME Magazine
• Sappi Fine Paper Europe – the official paper partner
• Adforum
• The Economist
• Procter & Gamble
• CMDglobal.com
• Viva Xpress Logistics
• Creativebrief

For contact details or further information about our partners please email effie@eaca.be

One of the stated objectives of the 2008 EACA Euro Effies was to reduce the historic dominance of television-based campaigns in this advertising competition.

Whilst there was evidence from the 08 awards’ results of progress towards this goal, of the 14 award winners (down from 20 winners in 2007) an estimated 52% of the winners’ total media spend was still invested on television.

This is higher than the average 31.5% per cent of media budgets dedicated to television across the EU 15 (Note: throughout this article we have used figures from WARC’s European Advertising and Media Forecast to benchmark media expenditure patterns in the 2008 Euro Effies). All but one of the 2008 winners used television (the same proportion as in 2007).

The new media gap between the US and European Effies

On average an estimated 15% of total Euro Effie winners’ media budgets were invested on the web – a considerable rise on the EU 15 average of 8.6%.

Some 85% of this year’s winners mentioned the web in their entries, compared to only 60% in 2007.
However, perhaps a more informative comparison is with the recent US Effies (www.effie.com). The dominance of television is apparent in the contests on both sides of the Atlantic. But judging from the awards, online, especially in the form of video sharing websites, has been embraced to a far greater degree in the US as an integral part of the communication strategy.

In the US more than half of this year’s winners mentioned a role for YouTube in their competition entries. For a few US winners, serendipity arguably played a hand in this: YouTube parodies of TV ads were proudly displayed as evidence of a campaign’s success.

However, a very different picture emerges from the 08 Euro Effies. In the latter there were very few mentions of the use of video sharing on the web and none at all of YouTube.

Social networking sites did not feature strongly in either the US or the Euro awards. Only five US award winning advertisers used this genre of websites and even fewer in the Euro Effies. Is this a sign of European laggardness in exploiting new formats or of greater discernment in identifying that some digital platforms are not yet advertiser-friendly? Until social networking sites develop more robust and standardized metrics for any value they create for marketers, this question will be keep recurring.

There was a notable exception to this overall pattern.

• Intel Powers Music MySpace Programme (Bronze),the only Euro Effie campaign not to use broadcast TV, allocated its total budget to online with the focus on MySpace. The aim was to engage “tech-savvy digital musicians” who rely on their computers and educate them about Intel’s Centrino Duo product. MySpace users were provided with tools to make better music and invited to participate in a competition to create an Intel SuperGroup. As a result, 6 million profile views have been generated and Intel has signed up over 60,000 friends. This was impressive for a small budget campaign.

Integration gets results

The dominance of television was perhaps not surprising given that five of the Euro Effie awards went to the FMCG category. (This category also accounted for 65% of winners in 2007).

Traditionally FMCG is a sector that relies heavily on TV, and has been slow to embrace less traditional channels. This policy is particularly true of food advertisers (where typically more than 60% of budgets are invested on television). However there were examples from the Euro Effies of advertisers which successfully adopted a more integrated approach, often using digital, events and PR as the preambles to more mainstream marketing.

• McDonald’s (Silver) used online and experiential events to build pre-promotion awareness and extend the life of its campaign. In the lead up to its Huttengaudi (a sort of après-ski) winter promotion in Germany and Austria it created radio and viral teasers to mount online contests for yodelling and Lederhosen dancing. Surprisingly (from a non-Alpine perspective) both contests achieved a high level of participation with the yodelling executions reaching 1.8m views and the dancing generating more than half a million consumer videos via email and fifty thousand via mobile MMS.
• Dove Beauty Has No Age Limit (Bronze) took the award in the 360 degree Integration Category. Its launch relied heavily on the use of nationally tailored PR campaigns in different markets to spark debate. In Italy there was a photographic exhibition of nude 50+ women. In the UK, Dove sponsored Channel 4’s TV show, How to Look Good Naked, a perfect fit with the campaign and overall brand proposition. Alongside television, magazines, joint promotions and CRM, online also played a key role with interactive forums launched for 50+ women to express their views.

Television still works

It would be easy to dismiss advertisers’ use of television as companies opting for the safe solution. But when campaign objectives and regional factors are taken into consideration it’s easy to see why broadcast was often deemed the best solution.

• Lenor (Disappear: The Sustainability Initiative, Silver) invested over 70% of its budget on television and successfully changed consumer behaviour with a very simple message. To encourage consumers to switch from dilute to concentrated fabric softener, it adopted the creative message of “using a little Lenor makes a big difference to the environment”. This has now influenced the way the laundry category as a whole is addressing sustainability.
• Wash and Go’s campaign, Best of traditions (Bronze), successfullyinvested over two thirds of its budget on television in the Balkans to persuade women in long term relationships of the surprising benefits of using Reviva shampoo.

Automotive is another sector that relies heavily on television. Four of the 08 Euro Effie winners were either new car launches (Audi, Nissan) or new versions of existing models (Smart and Seat) – this compares to one auto winner in 2007.

All this year’s auto winners had similar objectives of shifting metal amongst a specific target audience and achieving a halo effect of increased brand desirability amongst a broader group. Whilst a large proportion of the winners’ budgets were allocated to TV, two of the entries were notable in adopting a more integrated approach. This involved using digital media in the pre-launch phase with more traditional media brought in later to push awareness into the mainstream.

• Audi created a web special for the pre-launch phase of the R8 campaign (Born of Powerful Ideas, Bronze), in conjunction with a print campaign to generate interest amongst upmarket sports car enthusiasts. Television and outdoor followed during the launch phase to gain the necessary mass exposure for the brand.
• For the launch of Nissan’s Qashqai (Urbanproof, Gold) “youthful male urbanites” were the core target. As with Audi, digital formed the heart of Nissan’s pre-launch phase. Five viral videos (based on the new sport of Qashqai car games) were seeded with 2,000 websites across Europe and supported with PR, stunts and ambient activity. Television was then used for the launch phase. The content generated from the experiential urban events was also used to produce a six part TV programme distributed throughout Europe.

The winning entries from Seat (Toys, Bronze) and Smart (Smart fortwo, Bronze) adopted more traditional media launch approaches. But they did so to great effect as both were amongst the lowest spending brands in their sector yet generated impressive sales results.

Television and online aside, more traditional media channels also featured strongly in the 2008 Euro Effie winners.
In the case of print actual investment levels were low when compared to the average share of budget for magazine and newspapers across the EU-15 in 2007. On average, an estimated 17% of Euro Effie winners’ media spend was invested in print, compared to the EU 15 average budget share for the medium of 47.6%. All but two Euro Effie- winning campaigns used press. Notably the Accenture campaign, We Know What It Takes to be a Tiger (Bronze), featuring Tiger Woods, invested heavily in newspapers and consumer magazines.
Out of home media also fared well, taking an estimated average of 12% of the 08 winners’ media expenditure compared to the medium’s average 5.9% across the EU 15. The majority of Euro Effie winning advertisers used out of door (compared to 35% in 2007). Most adopted a traditional strategy of using large high profile landmark sites, with little mention of use of newer digital formats. Accenture dominated airports in its effort to reach corporate leaders and appeared to invest heaviest in the outdoor medium.

Radio was used mostly tactically by 50% cent of winners, compared to 20% in 2007. The medium took an estimated average 3% of winners’ media spend, which is low compared to radio’s average share of 5.3% of media budgets across the EU 15.

Media costs remain a driving factor in media choice, and another general pattern of the 2008 Euro Effies can be unearthed using cost per thousand data in dollars sourced from WARC’s forthcoming Global Media Cost Comparison report.

For instance, many successful Euro Effie campaigns ran in the comparatively new markets of Central and Eastern Europe, where television airtime costs are often significantly lower than those in Western European countries.

For example, Russia has experienced average TV airtime inflation at constant currencies of 32% year on year and the Slovak Republic 91%. Yet the cost of TV airtime in those markets during 2007 was still 64% and 27%, respectively, lower than it was in the UK.

It is also worth noting that even comparatively expensive Western European countries have experienced significant deflation in airtime costs since the beginning of 2007, with Germany down 7% and Portugal down 3% for instance. This has made television better value.

So whilst it is fashionable to descry television-dominated campaigns it is clear from the 2008 Euro Effies that the medium is still one of the most potent forces in the tool kit for changing consumer behaviour.

Having been one of the second round judges of this year’s Euro Effies, I can attest to the rigour with which the entrants' communication strategies were judged for efficacy. This year there was no Grand Prix awarded and only two Golds (compared to a Grand Prix and three Golds in 2007).

However, congratulations to Grey EMEA for winning the Euro Effies’ Agency Network of the Year for the 4th year in a row for the following campaigns: Coca Cola zero ‘As It Should Be’ (Gold), Lenor, ‘Disappear: The Sustainability Initiative’ (Silver), SEAT Altea XL ‘Toys’ (Bronze) and Corega ‘Celebrity Testimonials’ (Bronze).

About the author:

Brought to you with the kind help of the World Advertising Research Centre.

For a free trial of WARC Online, visit http://www.warc.com/trial

Singapore (February 29, 2008)—Bartle Bogle Hegarty (BBH)’s “Keeping Skin Amazing” campaign for Unilever’s Vaseline was awarded the Gold Global Effie at the inaugural World Effie Festival in Singapore today. Ogilvy & Mather’s “Pro-Age” campaign for Unilever’s Dove landed the Silver Global Effie, while JWT’s “Drop a Jean Size Challenge” for Kellogg’s Special K won the Bronze Global Effie. WPP’s Mindshare swept the Global Effies, as the winning media agency partner for all three campaigns. In addition, WPP had the most Global Effie winners of any holding company- five total.

The Effies recognize ideas that work – the great ideas that achieve real results and the strategy that goes into creating them. Global Effie winning campaigns require a single brand idea running across at least four countries in two or more regions worldwide within the last three years. The World Effie Festival, a global celebration of creative effectiveness, was held on February 28 and 29 in Singapore. This is the first time the Global Effie has been presented outside of the United States since its inception five years ago.

“Unilever and Kellogg’s, top winners in past Effie competitions, know what it takes to create effective global campaigns with strong underlying insight and universal appeal,” said Mary Lee Keane, Executive Director of the Effie Awards. “This year, the Global Effie is receiving special recognition by being awarded at the World Effie Festival, in front of a truly global audience.”

BBH’s “Keeping Skin Amazing” campaign repositioned Vaseline as the skin authority and ran in 15 countries around the world. Partnering with Mindshare for Media, Colangelo for Point of Sale and MBooth for PR, the brand (which was in a 30-year share decline) experienced double-digit growth as a result of the campaign.

Silver Global Effie winner Dove’s Pro-Age campaign sparked worldwide debate by challenging the idea that you have to be young to be beautiful. In less than a year after its launch, the Pro-Age product line has become a force to be reckoned with in the fiercely competitive anti-aging category. Ogilvy & Mather partnered with Edelman GmbH (Germany) for PR strategy and Mindshare for media strategy.

JWT’s Kellogg’s Special K “Drop a Jean Size Challenge” rallied hundreds of thousands of women across 15 nations of the world to eat 2 bowls of Special K a day for 2 weeks to squeeze back into their favorite denims. Results include the brand’s relevance growing beyond the breakfast and summer mindset, with global net sales doubling over the past four years. Contributing agencies to the Bronze Global Effie winning campaign included Cheetham Bell JWT (UK), Mindshare and K Agency (France).

About the Effie Awards

The Effie Awards honor the most significant achievement in the business of marketing communications:  ideas that work.  Known by advertisers and agencies globally as the pre-eminent award in the industry, the Effies recognize any and all forms of consumer engagement that contribute to a brand’s success.  Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, the EURO Effie, the Asia Pacific Effie and more than 35 national Effie programs.  For more details, visit www.effie.org.

Brussels 31st January 2008:- Dr Olaf Göttgens, Vice President Brand-Communications, Mercedes-Benz Cars will chair the Jury for this year’s EACA Euro Effie Awards, the Gold Standard in Commercial Communications Effectiveness.

Before joining Mercedes-Benz Cars at Daimler AG, in January 2006, where he is now responsible for the brand management, Dr Göttgens was Chief Executive Officer for BBDO Germany and BBDO Consulting Europe.

Dr Göttgens studied at the University of Saarland where he graduated in Business Administration with an emphasis on marketing, trade and information systems.

The 2008 judging panel for Rounds 1 and 2 is currently being formed and already includes senior management from agencies and advertisers such as BBDO, Cream, Draftfcb, Forsman&Bodenfors, G2, Grey, Grow Partners, HN Marketing Communication, JC Decaux, Kempertrautmann, Kolle Rebbe, Leo Burnett, MERX, McCann Worldgroup, Microsoft , Mindshare, Mother, LG&F, OMD International, Saatchi & Saatchi, VCCP, WARC, Wide.

In Europe, entries and first round judging are both managed on-line via the official website www.euro-effie.com. The first round jury, which is judging entries till 3rd June, includes some of Europe’s top planners, a deliberate move to tighten the overall standard of winning campaigns.

Round 2 judging will take place on 24th June, in Brussels, over one day. Winners will be announced on the evening of Wednesday 17th September 2008 at the Awards Gala in Brussels, and will be announced on www.euro-effie.com on 18th September 2008.

Introduced in 1996 to reward advertising that builds brands across borders, the Euro Effies were the first pan-European advertising awards to be judged on the basis of effectiveness. The EFFIE award was created in 1968 by the New York AMA and is now celebrated in 30 countries worldwide.

• WARC
• TIME Magazine
• Sappi Fine Paper Europe – the official paper partner
• Adforum
• The Economist
• European Publishers’ Council
• Procter & Gamble
• Viva International
• Nielsen Media Research
• inter national ist

For contact details or further information about our partners please email effie@eaca.be

• WARC
• TIME Magazine
• Sappi Fine Paper Europe – the official paper partner
• Adforum
• The Economist
• European Publishers’ Council
• Procter & Gamble
• Viva International
• Nielsen Media Research
• inter national ist

For contact details or further information about our partners please email effie@eaca.be

To be considered for a Euro Effie, campaigns must prove beyond reasonable doubt that the choice and use of commercial communications were key to the campaign's success.

The closing date for entries is 3pm (15h00) on Tuesday 8 April 2008. Winners will be officially announced at an Awards Gala in Brussels on 17th September and on the Euro Effies website www.euro-effie.com on 18th September.

The Steering Committee, led by Gary Leigh, Chairman & CEO of Ogilvy Group UK, reviewed the categories, entry and judging criteria so as to align the programme with current market trends.  Categories such as IT/Telco, Pharmaceutical & Healthcare and Retail will be added while TV and Print will be dropped.

The competition will retain the following established Special Awards: the Sappi Print Media Efficiency Award, sponsored by Sappi, which recognises efficiency in print where print comprises at least 40% of the budget, the Grand Prix, sponsored by WARC and the coveted Agency Network of the Year Award, sponsored by the European Publishers’ Council and currently held by Grey Europe EMEA for the third consecutive year.   

The Socially Responsible Advertising Award will be removed from the Euro Effie programme. Those campaigns which have for focus social and corporate responsibility, the environment or sustainable development will soon be able to enter under a separate and new award programme being created by the EACA.  

Judging takes place in two Rounds. Round 1 is conducted solely online and takes into consideration the effectiveness based on: strategy, target market insights, choice and use of commercial communications and results based on SMART objectives.  In Round 2 the creative element is taken into consideration and makes up 20% of the final score. 

The Euro Effies are organised by the European Association of Communications Agencies (EACA) and are in partnership with EuroNews, with the support of: European Publishers’ Council, Sappi, The Economist, TIME, WARC, adforum, The Nielsen Company, Procter & Gamble, Viva Xpress Logistics and the inter national ist.

The EFFIE award was created in 1968 by the New York AMA and is now celebrated in 18 European markets and 30 countries worldwide. 

For  further information, please contact:

EACA

The European Association of Communications Agencies (EACA) is a Brussels-based organisation whose mission is to represent full-service advertising and media agencies and agency associations in Europe. EACA aims to promote honest, effective advertising, high professional standards, and awareness of the contribution of advertising in a free market economy and to encourage close co-operation between agencies, advertisers and media in European advertising bodies.

ANNEX A
EACA EURO EFFIES 2008 CATEGORIES

1.FMCG (sponsored by: P&G)   
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 (sponsored by : The Nielsen Company)
Cameras, white goods i.e. fridges, washing machines, DIY tools, furniture, soft furnishings.
Telephone products and services, cellular products and services, internet services, audio or visual devices e.g. TVs, radios, DVDs, cameras, sound systems, computers including desktop, portable, PDAs, modems, printers, monitors, software. 
Jewellery, fashion accessories, clothing, eyewear, hosiery, lingerie, boats.

3. Pharmaceutical & Healthcare         
Drugs, vitamins, first-aid products and devices, hospital and health services, health insurance, dental and medical care services, wellbeing and beauty treatments.

4. Automotive (sponsored by: TIME Magazine)   
Cars, trucks, motorcycles, both brand and model advertising, accessories & car care, in car entertainment, services, wheels & tyres.
5. Corporate (sponsored by: TIME Magazine)     
Advertising to promote a corporation, not necessarily their products or services.
6. Retail          
Chain stores, supermarkets.
7. IT / Telco
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 (sponsored by : Viva Xpress Logistics)
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 (including Travel & Tourism)       
Audio/video/DVD (pre-recorded), games, cinema and entertainment, books, music, radio or television programming, airlines, holidays, sea, car rental, train, travel and tour operators, sports, sports equipment, culture (arts), greeting cards, or other products that are intended for gift-giving or leisure activity.
10. Pan-European Media (sponsored by: The Economist)
Pan-European media network: Magazines, Newspapers, Press, TV, Radio, Internet.
11. Digital (sponsored by: EuroNews)
Mobile, Outdoor, Internet, Out-of-Home.
12. Product/Service Launch (sponsored by : TIME Magazine)
For a campaign which has achieved a highly successful product or service launch. The commercial communications must have been key to the success of the brand launch.

13. Brand Re-vitalisation
For a campaign which has successfully proven re-vitalisation of a brand. The commercial communications must have been key to the success of the brand re-vitalisation.
14. 360° Integration (sponsored by: Sappi)
For a campaign which has applied an integrated approach to their strategy and their use of commercial communications.
15. Small Budget
For a campaign which has successfully proven effectiveness with the use of a budget under €5 million. The commercial communications must have been key to the success of the campaign.
16. Long-term Effectiveness (sponsored by : The Economist)
A campaign which has run for a minimum of five years, with proven that the choice and use of commercial communications was key to the campaign’s success 

Euro Effies Special Awards

1. Sappi Print Media Efficiency Award
2. Grand Prix Award
3. Agency Network of the Year Award
   

The Grand Prix and Agency Network of the Year Award will be chosen by the Jury after all other winners have been chosen.

Sappi Print Media Efficiency Award
Sponsored by: Sappi

Award recognising the benefits of print advertising and rewarding its use. To be eligible a campaign must have at least 40% of its media budget allocated to print advertising. Please note that there are four additional questions on the official entry form.
Grand Prix :
Sponsored by WARC
Award for an effective campaign with the ‘X’ factor. A campaign that WOWs the judges in terms of outstanding results and creativity.

Agency Network of the Year Award :
Sponsored by European Publishers' Council

Award for the agency which has attained the highest average score, combining all scores from all winning campaigns. The more winning entries an agency has, the betters its chance of winning this award.