The Effie Effectiveness Index
ThE hEINEKEN uSA/EFFIE CoLLEGIATE pSA ChALLENGE
A Collegiate Effie Competition
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.
For up to date information on The Effie Effectiveness Index
and all Effie Worldwide initiatives, please visit www.effie.org.
MARy LEE KEANE
pRESIDENT
EFFIE WoRLDWIDE
This past year, Effie Worldwide continued its mission to
recognize, educate and encourage effectiveness within
the marketing communications industry by introducing the
first ever Collegiate Effie Award.
Effie Worldwide was proud to partner with Heineken USA
on The Heineken USA/Effie Collegiate PSA Challenge -
a marketing communications competition exclusively
for undergraduate university students. For the program
modeled after the North American Effie competition,
students were challenged to develop an integrated public
service marketing communications effort that highlighted
Heineken’s “Enjoy Heineken Responsibly” philosophy to
encourage responsible and legal alcohol use.
Judges met in Los Angeles, Miami and New York City
in March to select the teams that clearly demonstrated
strategic, creative and effective solutions to Heineken
USA’s marketing challenge. Winners presented their
work to members of the Heineken USA marketing team.
We are proud to congratulate the inaugural winners of
The Heineken USA/Effie Collegiate PSA Challenge:
• FIRST pLACE - bRENAu uNIvERSITy
Team Members: Chenelle Morton, Colleen Sparrow
• RuNNER up - poRTLAND STATE uNIvERSITy
Team Members: Natalie Cookson,
Jeremy Gatehouse, Heather Laible
With the planned expansion of the Collegiate Effie
competition, Effie Worldwide will continue to provide a
valuable learning experience to the next generation of
marketing professionals.
Congratulations again to our inaugural winners. We look
forward to celebrating your Ideas That Work in the future.
For additional information on the Collegiate
Effie competition or other Effie Worldwide initiatives,
visit www.effie.org.
