Insight Effie jury: "We made good decisions"
Over 50 experts met in Zurich for the first round of Effie judging. Werbewoche.ch was there and provides exclusive insights into the discussions and evaluations. The finalists will be announced this Thursday, July 4.
The Effie Awards, presented by Leading Swiss Agencies since 1985, are the leading award in the advertising industry and recognize marketing measures that demonstrably promote the success of a brand. The judging takes place in two phases, in which both the written cases and the creative executions are evaluated.
In the first round of judging for the Effie Awards 2024, over 50 jurors came together to select over 30 entries for the second round. Excitement is building as the shortlist will soon be announced and the Award Night will take place on November 6.
A well-coordinated jury and high quality of the cases
Roman Hirsbrunner, head of the jury, describes the process as well-rehearsed and efficient: "We didn't have any major challenges. It's a well-rehearsed team. The process is clear." Hirsbrunner emphasizes that the quality of the cases submitted this year was particularly high, which is very pleasing given the difficult conditions in the industry.
Effectiveness and creativity as success factors
Peter Felser, the jury president, is satisfied with the jury's decisions: "We have selected over 30 finalists. The campaigns are characterized by high impact and effectiveness." The main evaluation criteria include the challenge, the aim of the campaign, the strategy, the insight, the implementation idea and, above all, the results.
KPIs and creativity in marketing
Matthias Bütler, Head of Marketing SBB, emphasizes the importance of KPIs in marketing: "Marketing should always have the purpose of fulfilling the necessary objectives." He sees creativity as an important tool for attracting attention and achieving goals in today's advertising-flooded world.
Relevance of Effies for the industry
Sonja Kingsley-Curry from UBS emphasizes the importance of the Effies, as it proves that marketing leads to credible results: "The Effie is very relevant because it provides evidence that marketing leads to credible results." Creativity plays a decisive role, especially in service marketing, in order to achieve the right results.
Outlook and excitement before the announcement
The first round of Effie judging in 2024 has shown that the industry is lively and committed. The jurors held intensive discussions and gained valuable insights that they can incorporate into their work. You can find more in-depth insights into the judging and the Effies in the video interview here on Werbewoche.ch. And who will make it onto the shortlist? The announcement will be made shortly.
