Effie judge indicates who to expect on the podium
Effie victors are being kept under wraps until next month but a visiting judge has shared some insight on how the winners turned heads.
Effie victors are being kept under wraps until next month but a visiting judge has shared some insight on how the winners turned heads.
British born Gareth Kay has spent much of his career in the United States and is currently a partner at Goodby, Silverstein & Partners in San Francisco.
He said there was a high quality of entries that could hold up on the world stage, and that New Zealand often did things smarter than their overseas counterparts because smaller budgets meant more ingenuity.
Mr Kay said the entries represented a mix of different business challenges and strategies to address them.
“The winners stood out because they were really clear about the challenges they were addressing and were great at telling a story.”
“The difference between a finalist and a winner was real weighted evidence with multiple data points to show that it worked. “
Mr Kay said the Effies are much more important to the industry than creativity awards.
He said he is in the business because he loves creativity and he believes it can transform business, but it can’t be celebrated unless it results in effective business outcomes for clients.
“Especially in economic downtown they question why they should spend a dollar on advertising when they could spend a dollar lowering prices or getting more distribution.
“It’s increasingly important for the industry to justify itself and show clients creativity is a key weapon to have.”
Nicola Williams
Thu, 08 Sep 2011
Thu, 08 Sep 2011
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Effie judge indicates who to expect on the podium
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