Effie (price)

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The Effie is an award from the advertising and communications industry for efficient brand communication and was founded in the United States in 1968 by the New York American Marketing Association (NYAMA). In addition to Effie Worldwide , five regional and over 40 national Effies are now awarded.

GWA Effie in Germany

The GWA Effie has been organized in Germany every year since 1981 by the General Association of Communication Agencies GWA e. V. and is considered the national Oscar for the advertising and communication industry. The GWA Effie honors the best marketing communication in ten categories. The effectiveness and efficiency are assessed. Companies, clients and agencies are invited to take part in this competition. Every year around 100 campaigns are submitted and examined by a jury for effectiveness and cost-effectiveness.

reform

In 2015 the GWA Effie underwent a reform of its more than thirty-year history. A six-person commission reorganized the categories in which the awards were given. For the first time this year, the GWA Effie will award communication events and measures instead of according to industry. A total of ten new Effie categories have been created:

  • Activation: Activation around a time-limited offer.
  • Brand Experience: Digital and physical platforms, services / applications, rooms, events that positively change brand perception.
  • Brand Partnerships: Brand platforms that have been created in collaboration with other brands.
  • Comeback: Revitalization of a brand or a product after abstinence from communication, a crisis or a reorientation.
  • Content Hero: Platforms that edit content on a regular basis in order to motivate end users to repeat and in-depth exchange with the advertising company.
  • Customer Value: Long-term customer loyalty activities that increase loyalty and customer value over time.
  • David vs. Goliath: The small market player in direct competition with the industry giants: from local versus national to regional versus global.
  • Doing Good: Social, corporate or cultural activities by brands or organizations without commercial intent.
  • Evergreen: The sustainable, successful continuous development and maintenance of a brand over a longer period of time.
  • New-New: The introduction of a brand, product, model or service.

The aim of the reform is to improve the comparability and equal opportunities of the submissions. The previous industry system too often led to an arbitrary selection of success parameters and ultimately made the assessment more difficult for the jury. With the realignment of the award, the GWA is not least taking into account the digitization of the industry and an expanded understanding of communication as a whole. Marketing communication increasingly rarely comprises completed packages of measures, but rather ongoing processes with complex challenges. The range of tasks of the agencies expands considerably and shifts the focus of value creation.

Publications

In Frankfurter Allgemeine Buchverlag , the GWA publishes the “Effie Book” every year, which contains all of the finalists and winners of the Effie Awards for one year.

In addition, after the Effie Gala, the GWA Effie supplement “Value of Communication” will be published, which offers background information on the award-winning cases and articles on current topics in marketing communication. The supplement is currently being published by the weekly newspaper DIE ZEIT .

Effie in Switzerland

In Switzerland, the award is presented by the industry association Leading Swiss Agencies .

Effie in Austria

In Austria, the award is given by the Austrian Chapter of the International Advertising Association .

Marketer of the Year

The “Marketer of the Year” award is presented at the Effie Gala. Previous winners were:

  • 1995: Dietrich Mateschitz , Red Bull
  • 1996: Fritz Humer , Wolford
  • 1997: Michael Ksela, AVL List
  • 1998: Emil Mezgolits, Austrian Lotteries
  • 1999: Friedrich Stickler , Austrian Lotteries
  • 2000: Andreas Treichl , Erste Bank
  • 2001: Boris Nemsic , Mobilkom
  • 2002: Klaus Rabbel, EskimoIglo
  • 2003: Michael Krammer , tele.ring
  • 2004: Konrad Mayr-Pernek, One
  • 2005: Stefan Tweraser, Telekom Austria
  • 2006: Leodegar Pruschak, Raiffeisen Central Bank
  • 2007: Gerhard Fritsch, Spar
  • 2008: Martina Hörmer, yes! Naturally
  • 2009: Thomas Saliger, XXXLutz
  • 2010: Manfred Gansterer, Media Markt
  • 2011: Kristin Hanusch-Linser, ÖBB Holding
  • 2012: Tanja Sourek A1, Telekom
  • 2013: Michaela Huber, OMV
  • 2014: Birgit Aichinger, Vöslauer
  • 2015: Maria Bauernfried, Kelly
  • 2016: Markus Breitenecker , Pulse 4
  • 2017 Jörg Pizzera, McDonald's
  • 2018 Ulf Schöttl, Josef Manner & Comp. AG

literature

  • Rüdiger Trebels (Ill.), Hans H. Kopsch (Prod.): The Effie and Grey's Effie philosophy. Advertising as a contribution to added value for brands , special print on the occasion of the GWA's 15th Effie anniversary, 2 volumes in a slipcase
    • Volume 1: Gray Gruppe Deutschland GmbH & Co. KG, Düsseldorf 1997
    • Volume 2: Gray Global Group Middle Europe GmbH & Co. KG, Düsseldorf 2001

Web links

Individual evidence

  1. ↑ GWA Effie Awards In: gwa.de , accessed on December 12, 2017.
  2. ↑ GWA Effie Awards 2016 «GWA Effie. In: gwa-effie.de. Retrieved November 11, 2016 .
  3. ↑ Ten categories «GWA Effie. In: gwa-effie.de. Retrieved November 11, 2016 .
  4. ^ Publications on the GWA Effie «GWA Effie. In: gwa-effie.de. Retrieved November 11, 2016 .
  5. ↑ This is the "Marketer of the Year" . Article dated November 14, 2017, accessed November 14, 2017.
  6. ↑ derStandard.at: Most effective commercial cuts: Manner gets Effie in gold and platinum . Article dated November 13, 2017, accessed November 14, 2017.