CATEGORIES & AWARD CRITERIA

The Grand Effie is recognised as the highest accolade 'Best in Show'. The winning campaign will be selected from those campaigns judged as Gold Effie winners.

The Effective Agency of the Year - Sponsored by COMMONWEALTH BANK

This award recognises the most significant contribution made by an advertising agency to the success of their clients in the EffiE Awards. The award is based on the weighted value of the Gold, Silver and Bronze Effie Awards.

Gold, Silver and Bronze Effie trophies can be awarded in each category at the discretion of the judges. Awards may not be given in all categories

A. Retail/Etail - Sponsored by BBC WORLDWIDE

B. Food  - Sponsored by THE NEWSPAPER WORKS

C. Confectionary & Snacks

D. Beverages – Alcoholic & Non-Alcoholic

E. Other Consumer Goods

Includes motor vehicles, appliances, cameras, computers, household, personal care, fashion, pet care etc

F. Healthcare - Sponsored by 
     HEALTHCARE COMMUNICATIONS COUNCIL

Covers products that are registered with the Australian Register of Therapeutic Goods (ARTG).

G. Financial Services - Sponsored by THE DIGITAL EDGE 

H. Other Services - Sponsored by TRAPDOOR PRODUCTIONS

 Includes Insurance, telecommunications and any consumer or business service apart from financial

I. Transformational Digital Business Platforms

Non-campaign specific digital platforms for marketing, engagement or transactional activity. Must include use, or creation of, a digital asset and prove results over an extended period (minimum of 6 months)

J. Travel, Leisure & Media - Sponsored by OZTAM

K. Government, Corporate And Social Services (includes NGOS)
   - Sponsored by B&T

L. Return on Investment - Sponsored by TSS

Campaigns that most convincingly demonstrate a profitable investment return on the marketing money used (not necessarily the largest benefit). Explain the process used to calculate ROI

M. Long Term Effects - Sponsored by
     ADVERTISING STANDARDS BUREAU

Campaigns that most convincingly achieve sustained success for a period of at least four years with a consistent, or evolving, strategy. A ‘campaign’ may be a single creative idea with multiple executions, merely a linking device, or simply a consistent strategy. The current year’s results must be included.

N. Short Term Effects

Activation campaigns that may take effect over one day, or up to four weeks. Maximum of 3 months data permitted.

O. Most Original Thinking

Campaigns that made judges think “I wish I’d thought of that” – whether this be in insight, strategy, content, media use or measurement technique. Campaigns must demonstrate effectiveness.

P. New Product or Service - Sponsored by EYE

The most effective campaigns for a new product or service launched during the two years preceding the call for entries (January 2010 - 31 March 2011)

Q. Small Budget - Sponsored by TELSTRA

(a) Under $500,000
      The most effective campaigns on a total budget of under $500,000.

(b) Between $500,000 - $1 Million
       The most effective campaigns on a total budget of between $500,000 - $1 Million.

R. Best State Campaign

The most effective campaigns that ran only in one (or, at most, two) States, produced by an agency from one of those States.

S. Multicultural/Indigenous

The most effective campaigns primarily targeted at a group for whom English is not their first language.