a point of view from Judd Labarthe Chief Strategy Officer
Winning The Effie Game a point of view from Judd Labarthe Chief Strategy Officer Winning is easier than you might think
There is a technique to winning that can be learned The hidden key? Its creativity How I learned to love the Effie
Some recent Effie winners from Asia Effie FAQs, and my Top 10 tips US Effies won Its not the agency with the best results that wins the most awards.
Its the agency that tells the best stories about its results that wins the most awards. Look for the story in the case history. Look for the story in the case history. Case history Facts History Logic Sequence Thorough Outcomes Story Drama Recognizable plot Characters Danger & heroism Paced by highlights Climax The queen died. Then the king died.
The queen died. Then the king died of grief. Robust Demonstrates our value Globally recognized Anonymous Anyone can win Ego boost! Some recent Effie winners from Asia Extending brand leadership
Global campaign not helping locally Demonstrate brands intimate knowledge of Asia, city by city, category by category Package volume increased 25%, more than any other region
Revenue increase drove ROI of 232% Gold Effie Launching Gold American Express but gold tarnished
Forget precious metals:focus on the one color that never goes out of style in the upper echelons of society,
the official colour is black in this fickle and faddish world, one colour never goes out of style 100k new accounts in 12 months
One out of every six eligible wallets Top sales generator among all DBS cards 7 creative awards, one Effie Last guest to arrive at the party
Try to break airline advertising conventions Create new frame of reference for low fares Brand perception shift: people saw low fare but registered premium experience
Business outcome: load factors beat the goal despite higher fares Silver Effie Pepping Asians up for 170 years
Rediscover an everyday role Magic of cortisol? 3-stage campaign Knowledge > understanding > embrace
Grew the segment 7% after years of declines Gold Effie Classic set of dilemmas
Unpacking local culture to find a useful truth Combination of product news, flavor cues and sense of place Popular, and effectively delivered great taste
29-pt swing, from decline to growth Pushed own share up 50%, and drove leaders share to a 5-year low Gold Effie Indians love sweets, but lacked chocolate occasions
Cadbury was emerging from a crisis that had dragged the whole category down Invented an occasion based on passing exams, created a character to bring it to life 75% spontaneous campaign recall
39 million SMS messages Cannes Media Lion 28% growth for Diary Milk, 17% for total Cadbury portfolio Gold Effie Frequentlyasked questions(and frequently given answers) How are the Effies judged?
Quickly. Your story needs to be clear, compelling and simple. What are the judges looking for?
A convincing success story. How can I get a competitive edge?
Be more committed, and more self-critical. What are some common mistakes Effie writers make?
1) Not linking the results to the work that actually ran 2) Assuming the works intelligence and creativity speaks for itself 3) Starting too late What kinds of campaigns tend to win?
Those that feel powerful enough to have generated the claimed results. How can I get client approval?
There are 15 tips here: What if my results dont look great?
The numbers dont make your story, your story makes the numbers. How much time do I need to do it right?
Enough so that you dont have to settle for your 1st or 2nd draft. How do I know if I have a good story?
Get an outsiders opinion. What is your top tip? Read winning Effie papers and figure out why they won: Bonus tip! Save a copy of every Effie you ever write. Please. Thank you.