The largest domestic advertising effectiveness competition Effie will evaluate 118 applications this year. This is a record number.
A record 118 entries will compete in the 28th edition of the Effie Awards Czech Republic, announced by the Association of Communication Agencies (AKA). The fiercest competition is in the sports category, in activation marketing and in the brand new category "positive change", where 12 entries are registered. There is also competition in the financial services category.
"Positive Change" shot into the top three most filled categories the first time around - a clear indication of where communications is moving. The renewed portfolio of categories has 'sat well' with the market, opening the door to new entries or allowing applicants to place their entries in multiple categories in a meaningful way," said Ondřej Novák, Executive Director of ASMEA and Project Manager of Effie Awards Czech Republic.
This year's winners will be decided during the autumn by a jury of over forty experts from clients, agencies, research organisations associated with SIMAR and other experts from the communications industry. The key criterion remains effectiveness - i.e. measurable business results, revenue growth, market share, but also a change in attitudes, behaviour or brand perception. The judges consider projects in context - they are interested in media performance, engagement or additional qualitative data. They focus on transparency, accuracy of interpretation and credibility of results. The creative approach is then given space in the second round, not only in terms of imaginative execution, but also as evidence of a well-thought-out strategy and an effective communication mix.
"Effie is a unique opportunity to show that great creativity is also backed by measurable results," says Petra Jankovičová, President of AKA and CEO of Triad Prague. "Entering brings not only a chance to win an award, but also an opportunity to stop, evaluate your efforts and get valuable feedback that helps move the work of agencies and clients forward."
The finalists will be presented on the Effie Stage at the Forum Media Conference on 25 November, with the winners of each category being honoured at a gala awards ceremony on 10 December.
The effie Czech Republic competition has been organised by the Association of Communication Agencies since 1997. Last year it processed 100 entries and the jury distributed 45 awards in 12 categories.
Source: mediaguru.cz
