"Is the movie that grosses the most money over the course of the year also the best picture of the year? Sure, if you're the producer or movie company executive or backer. If you're a director or SAG member though, you'd gladly trade in being part of a blockbuster for an Oscar. Different strokes for different folks, I guess."
-Joel Wescott/freelance copywriter/Minneapolis
"Cheryl is dead-on about the balance of creativity and effectiveness. But to really dial up participation from the top creative community, hold the Effies in an exotic resort location, mix in a dose of celebrity and promise ridiculous cash awards for the trophy holders. That way you spiff the winners with fame and fortune-two success metrics creative types actually prefer to measure."
-James Hering/exec VP-director of integrated marketing/ TM Advertising/Irving, Texas
"Effectiveness should be the true measure of success for any ad. While pretty creative is nice, doesn't the client pay for results? A really great, creative ad is nothing if it doesn't do what the client wants it to do-increase sales, drive traffic to a Web site, etc."
-Meredith Ellingrud/advertising & promotions manager/Ferguson Enterprises/Newport News, Va.