Effies likely to get A for effectiveness

By IRENE CHAPPLE

As corporates look increasingly for proof of return on their marketing dollar, the Effies are expected to be a rising star on the advertising industry's calendar.

Tonight's inaugural Effie awards attracted 71 entrants, an increase compared with its predecessor, the Advertising Effectiveness Awards.

The higher interest is attributed in part to the Effies' international status. The judging system is franchised in 19 countries, with the award recognised globally.

New Zealand joined the franchise last year after months of negotiations led by Caanz (the Communication Agencies Association of New Zealand).

Its introduction has been welcomed by the advertising industry, says Caanz executive director Lynne Clifton.

"Effie already has made an impact and gained traction. People in the business know about Effie awards, and they understand what Effie stands for."

The night is also attractive to clients, who are increasingly asking for proof that their advertising dollar is working.

Research completed early this year for Caanz shows corporates - coming out of a tightly belted marketing year - value their advertisers but want more evidence that campaigns are selling product.

Caanz president Martin O'Halloran says he has been reinforcing the need for proving effectiveness, and believes the Effies will build in importance.

"Over the last few years business has generally been under the microscope a lot more. [We need to] prove return on investment."

But he doubts that the Effies will take over from the undisputed glamour night of the industry, the Axis awards, which celebrate creativity.

Professor Rod Brodie, of Auckland University's marketing department and judge of the Effies, says the criteria - a third based on creativity and two-thirds effectiveness - focus the industry on the bottom line.

"It's not enough to say we've changed people's attitudes. There has to be financial [return] as well. After all, this is a business activity and there it's the finances that count."

He supports the role of the Axis awards in pushing the creative boundaries.

But hot favourites for this year's Effies indicate that creativity and effectiveness often cross.

Saatchi & Saatchi's Women's Refuge campaign, for example, cleaned up at the Axis awards and is likely to be prominent at the Effies.

The campaign was credited with trebling fundraising.