The Effie Effectiveness Index

Effie Worldwide is delighted to introduce the first global ranking of marketing communications effectiveness - The Effie Effectiveness Index.

The Effie Effectiveness Index will identify and rank the marketing communications industry’s most effective agencies, advertisers, brands and individual marketers by analyzing finalist and winner data from Effie Worldwide competitions. The inaugural rankings will be announced in June 2011.

ThE RATIoNALE bEhIND ThE INDEx

Effie Worldwide educates and encourages effectiveness within the marketing communications industry. The Index - along with its expansion plans of customized reports, industry research data and multi-tiered search capabilities – will be the ultimate benchmark in recognizing the architects of marketing communications effectiveness. Index snapshots will include sections on small, mid-size and large companies, to help recognize and honor those companies creating the most effective marketing communications ideas regardless of company size.

you’vE Go T To bE IN IT To WIN IT

To be considered, work must be submitted into participating worldwide competitions. Effie Worldwide currently has more than 40 partners running Effie programs across the globe. For a list of programs, visit www.effie.org.

Who CAN ENTER?

Whether mainstream or unconventional, digital or print, design or advertising, paid or unpaid – any form of marketing communications can enter the Effie competition, and therefore be eligible for inclusion in the Index rankings. Since industry norms fluctuate from market to market, international programs may have additional entry requirements and judging parameters.

ho W WILL ThE RANKING SySTEM WoRK?

Our ranking system will reward not only Effie winners, but finalists. For programs with multiple rounds of judging, work that moves on to the final round will earn points towards its company’s total. Here is a snapshot of the point system:

Grand Effie Winner 10 Points Gold Effie Winner 7 Points Silver Effie Winner 5 Points Bronze Effie Winner 3 Points Effie Finalist 1 Point

If a case is entered into multiple categories – and is either a finalist or wins – it will earn points for each category success. For example, if a case wins a Silver Effie in the Automobile

category ( 5 points), a Gold in the Small Budgets category ( 7 Points) and is a finalist in the Sustained Success category ( 1 Point) a total of 13 Points will be awarded. All team members credited on the submission, (advertiser, primary agencies, media agency and individual team members) will receive points towards the individual rankings. A maximum of two primary agencies will be credited along with the advertiser and media agency on each submission.

In addition to the Most Effective Agency Rankings, the
inaugural rankings will feature, globally and by continent:
• Most Effective Advertiser
• Most Effective Media Agency
• Most Effective Holding Company
• Most Effective Brands
• Most Effective Individual Marketers

NEx T STEpS

You’ve done the work. You have the results. Now it’s time to establish yourself as one of the industry’s most effective marketers. Work entered into any Effie program starting July 1, 2010 will be eligible and accounted for in the Index.