Effie Awards: "Less is more"

Our m&k vlog on the Effie year 2026 begins with current images in our heads: Olympic spirit, opening and closing ceremonies, pressure at the decisive moment. Daniel Fischer tells us how a highly-rated figure skater suddenly fails - and why he is fascinated by precisely this area of tension: Preparation meets reality, expectation meets the moment. It is an introduction that perfectly heralds what everything is about here. Because an Effie Case, it quickly becomes clear, works in a similar way: it's not the intention that counts, but the performance - demonstrably, under real conditions.

m&k reporter Beat Hürlimann meets Fischer and Co-President Lara Jelinski on location for a double interview, which will be broadcast as a vlog. The camera is there when the new Effie Awards Co-Presidents go into the depths where Effie dossiers either shine - or disappear into the fog of data.

A co-presidency for the first time: "creative mandate" instead of solo announcement

The fact that the Effie jury will be co-chaired for the first time in 2026 is more than just a personnel matter. Jelinski speaks of a "design mandate" - and that it was precisely this modern form that appealed to her: collaborative, diverse, with strategic depth. For her, the Effie is the place where impact is made visible - not "pretty pictures", but evidence.

Fischer adds that the Effie is the award in which strategy, creation and impact really come together - and in such a way that it remains internationally comparable. Jury work, he says, is at best "like a little further training". A sentence that remains in the room because it raises the bar: The Effie should not only award prizes, but also sharpen the craft.

The Effie formula: Problem, idea, effect - and focused, please

When Beat Hürlimann asks about the "Effie-worthy case", Fischer delivers a three-pronged logic that sounds like a touchstone: a clear, relevant problem. A consistent, unique, memorable idea. And then the part that is discussed the most: proof that it really worked - not just in a community, not just as a "nice number", but as a change that would not have happened without the idea.

Jelinski adds from a media and planning perspective: "Goal, clear logic, measurable results - and always in relation to the investment. This is exactly where the Effie shifts from a creative award to an impact award. And this is also exactly where the phrase that is suitable for the title comes up in conversation: "Less is more."

Fischer does not mean minimalism as a style, but focus as a method. Anyone who manages to make the triad comprehensible in one minute has an advantage. On the other hand, those who present figures that sound impressive but are "in a vacuum" will make the jury skeptical.

Big budget, big opportunity? Not necessarily

One of the most exciting parts of the talk is the moment when the classic industry assumption is put on the table: More budget, more opportunities. Jelinski disagrees calmly but clearly. Smaller budgets can have a particularly positive impact - because they force creativity and efficiency. Many clients, she says, cannot simply "throw money at problems". The Effie should reward precisely this combination: Impact despite limits.

Fischer draws the line to the logic of measurement: impact needs comparison. Before and after. Against industry. Against control group. Percentages instead of just absolute figures. Anything that only seems big but has no context remains an assertion - regardless of whether the sender is big or small. And this is where it becomes clear why Effie dossiers are a discipline in their own right: The strenuous part is not the idea, but the neatly documented comparison.

Branding vs. performance: when the balanced scorecard makes peace

Things get particularly lively in the vlog when Hürlimann wants to play "fly on the wall with the jury": What happens when branding and performance get caught up in the discussion?

Jelinski says: "It becomes difficult when branding goals are formulated too softly - or when performance goals are bought at a high price but are not good for the brand in the long term. Her ideal is a balanced scorecard in which brand and performance goals interact and are linked over time.

Fischer elaborates: Brand and performance are not contradictory, but you have to clearly separate which parameters prove brand impact (trust, recognition, behavior, price premium) and which prove performance. And then comes the Effie core again: which key figure is an impact parameter - and which is just supporting reach?

"Usual suspects" and the halo effect: jury work against bias

It's a point that is rarely addressed so openly in the industry: do the well-known brands always clear out in the end?

Jelinski calls the halo effect by its name - and at the same time says that jury work often has a surprise effect: Unknown brands with surprising results or creative solutions are often particularly appreciated. It is important to be aware of your own bias and to define the rules of the game.

Fischer adds the hard side: the jury must first define impact and then strictly examine it using parameters - precisely because individual sectors either bring advance praise or prejudices with them. He knows of cases in which large budgets made the impact logic too simple - and others in which they proved it to be excellent. The judgment is not based on awareness, but on evidence.

"Good cause" is not a free pass - efficiency remains efficiency

For campaigns with a social impact (marginalized groups, diversity, environment), the field of tension becomes even more complex: emotionality meets evaluation grid.

Jelinski makes it clear that the Effie stands for efficiency and evidence - even for non-profits. Proxy KPIs of a different nature are often needed, such as the development of donations. She recalls a jury evaluation of the Cancer League: emotionally charged, but in the end the effect must be normalized so that efficiency can be evaluated.

AI: More possibilities, higher expectations

When it comes to AI, the tone is pragmatic. Fischer says: "Yes, expectations are rising - because AI can make measurement, personalization and flexible playout more efficient. But AI does not replace logic. Without a clear definition of what the effect should be, AI quickly becomes an end in itself. With proper logic, on the other hand, it can help to become more focused and effective.

New categories 2026: Comparability as a guard rail

Entries are now divided into two main categories: Industry categories (marketing impact on business performance) and Specialty categories (marketing impact in specific contexts). Jelinski emphasizes the purpose behind this: Categories are intended to create comparability so that campaigns are judged according to context - without being blinded by the title.

Fischer takes the word "drawer" and puts a twist on it: If drawers increase comparability and enable "apples with apples", they are helpful. The decisive factor is that enough cases are submitted per category - then the system becomes a strength.

The key data for the Effie Awards Switzerland 2026

The "Call for Entries" starts on March 9, 2026. The Early Bird Deadline is on April 10, 2026, the next Deadline at April 30, 2026, the Final Deadline at May 22, 2026. The Award Night takes place on November 19, 2026 held.

The submission fees are staggered (three deadlines, three fees for the first round). If a case reaches finalist status, there is an additional fee for the second round of evaluation as well as for publicizing it via Effie Switzerland's social media channels. For non-profit organizations there is a discount of CHF 200.- on the submission fees (automatically applied in the portal). A newcomer discount of CHF 100. applies to participants who did not submit entries to the Effie Awards Switzerland in 2022 or 2024.

Call to action - or: Why it's worth the effort

Jelinski says it almost casually in the vlog, but it sounds like an invitation with substance: "It's not as hard as you think." Anyone who can tell a clear story about their goal, investment and impact should give it a try.

Fischer delivers the Effie version of "Keep it simple": problem, idea, effect - focused, comparable, proven. And then again this sentence that sticks because it applies not only to writing, but also to thinking: "Less is more."