The Effie Awards, which recognise effective advertising campaigns, are this year celebrating 10 years in Australia.
Run by The Communications Council, the awards celebrate the effectiveness of creative communications, recognising campaigns that can demonstrate outstanding measurable results.
Following an annual review, two new categories will be introduced this year to award work in important and evolving areas, including:
- Positive Change: Environmental – this category celebrates efforts that have measurably shifted audience behaviour toward more environmentally sustainable choices, and/or grown demand for more sustainable products and services by incorporating environmentally-conscious messaging into their marketing communications. Entries should reflect the environmentally sustainable objectives and messaging in their entry. Entries could be either for commercial enterprises, brands or not-for-profit organisations.
- Shopper Marketing – this category covers a variety of disciplines (retail comms, promotions, brand partnerships, activations and experiential, packaging, e-commerce, and more) that focus on driving conversion at the point of sale. Built from deep shopper insights, great shopper marketing ideas work from the store back, activating the path to purchase to build brands while driving sales in a growing number of transactional environments.
There are 26 categories to enter. An entrant may select only one category for List A per campaign but there is no limit to how many categories are selected from List B.
The Communications Council CEO Tony Hale said: “The Australian Effie Awards ceremony has become an important annual event for the marketing communications industry in Australia, providing both a showcase and a benchmark for excellence in the area that matters most to our clients – delivering results.
“The Australian Effies continues to evolve with the changing nature of marketing communications. We anticipate the two new categories will generate strong interest.”
For the fourth year running, agencies are also invited to nominate clients for the Effectiveness Advertiser Award, to celebrate those who champion effectiveness.
An extended and final deadline of Thursday 3 May is available for those unable to meet the initial entry deadline of Thursday 19 April, though a late fee will be incurred.
Round one judging will take place online from Tuesday 12 to Friday 15 June, with finalists announced on Wednesday 27 June. Round two judging will commence on Tuesday 24 July.
All Effie winners will be announced at an awards dinner and presentation in Sydney on Thursday 30 August.