Collegiate Effie Awards serve to recognize, inspire, educate,
and engage the marketers of tomorrow. Modeled
after the North American Effie Awards competition, the
Collegiate Effies provide students across the United States
with the opportunity to research, ideate, and execute
comprehensive marketing communication plans that
address professional-level marketing challenges.
Qualifying entries are judged by experienced marketing and
advertising professionals, of various disciplines. In addition
to scoring entries, judges offer constructive feedback to
entrants in order to help students learn from the process.
We are honored to work with Effie-winning brands, V8® and
Kleenex® Brand, to engage students around the creation of
effective marketing communications.
THE COLLEGIATE EFFIE AWARDS
Participants were tasked with developing an integrated
marketing campaign focusing on the Kleenex® Perfect Fit*
variant to help evolve Kleenex® Brand from just another
“wiping tool” into something much more profound and
meaningful, a Gesture of Care.
After dedicated online and in-person judging sessions,
submissions were narrowed down to a group of 5 semi-
After assessment by the Kleenex® Brand team, two finalist
teams were selected:
“When You Need It.”
Ringling College of Art and Design
Cindy Almonte, Strategy, Account Planner
Tyler Shea, Copywriter
“We’re Gonna Need More Kleenex”
VCU Brand Center
Steven Ebert, Strategy
Michelle Spigner, Strategy
Anne Marie Wonder, Creative Direction
The finalist teams were invited to New York City to present
their work to senior members of the Kleenex® Brand
team and their agency partner, J. Walter Thompson.
The Kleenex® Brand generously awarded finalists with
monetary prizes, and Collegiate Effie will provide each
team member with a certificate of achievement to
celebrate their success.
Special thanks to the Kimberly-Clark Corporation for its
support and the following members of the Kleenex® Brand
team for being instrumental in developing this year’s
Joydeep Dey Group Director, Strategy & Planning,
J. Walter Thompson New York
Edna L. Guerra Commercial Program Manager,
Roger Willis Brand Manager, Kleenex® Brand
THE 2016 CHALLENGES: KLEENEX® BRAND CHALLENGE