Both awards schemes have existed for three years, although the EFFIE name goes back 31 years in the U.S. Advertising Age International was a co-organizer of the EAAA Awards.
The new awards will be judged principally on effectiveness and will be called the Euro-EFFIEs. The first presentation of the new awards will take place November 18 at a gala dinner in Prague, organized by the Czech agency association ARA.
The EAAA will take over the organization of the merged awards. The New York chapter of the American Marketing Association owns the trademarks to the EFFIE and Euro-EFFIE, which the EAAA will use under license.
National EFFIE award contests running in 10 European countries will not be affected. The countries involved are Germany, France, Belgium, the Netherlands, Switzerland, Austria, the Czech Republic, Slovakia and Greece. Agencies in those countries can submit one agency person and one advertiser to serve on the Euro-EFFIE jury, as can agencies in the U.K., Sweden and Ireland, which also organize separate effectiveness awards.
The EAAA committee responsible for the awards will decide the final composition of the jury to prevent over representation by any agency or client category. The research industry will also contribute one or two jury members.
The new contest aims to highlight effectiveness of campaigns in three or more European countries. Executions need not be identical, but they must follow the same marketing strategy for the brand involved.
The categories are: launch of a new product or service, major change of strategy for existing product or service, long-term advertising achievement and public service/social advertising.
The deadline for entries is expected to be late June.
Copyright April 1999, Crain Communications Inc.