2019 Romanian Effie Awards Entry Kit PDF

1
03 welcome
04 about
05 what’s new
06 important info
08 inside guide
09 eligibility, deadlines and fees
16 categories
18 special categories
26 judging
31 awards
32 materials for entering
34 submission of creative materials
41 entrant information and credits
44 entry overview – final checklist
46 reasons of disqualification
49 tips
58 competition audit
59 contact
2
welcome
to the 2019 romanian effie awards
competition!
Founded in 1968, EFFIE awards Ideas that Work — any and all marketing communications
efforts, whether full campaigns or unique efforts within a campaign are eligible to enter.
Retail experience, online, viral, buzz, direct mail, PR, Radio, TV – any one or any multiple
combination of mediums – any examples of work that demonstrate how you tackled your
client’s objectives can be entered. To enter, you must detail the “why” behind the strategy
and provide proof that your work achieved the results you were hired to produce.
Romanian EFFIE Awards was launched in 2004, to honor the most significant achievement
in marketing communications: effectiveness.. Since then, EFFIE Awards have recognized
creative ideas and the communications media that contributed to a brand's success.
We look forward to your entries in this year’s EFFIE competition and wish you the best of
luck!
The Romanian EFFIE Awards Organizing Committee
it is our pleasure to invite you to be part of the 2019 Romanian Effie Awards.
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awarding ideas that work ®
about
EFFIE is the most significant award in our industry because it honors and recognizes the one
most important achievement in advertising: Results.
In Romania, the award is presented annually by IAA and UAPR in recognition of the past year's
most effective advertising campaigns - campaigns that have delivered superior results by
meeting or exceeding the marketing objectives that were initially established.
EFFIE is an internationally recognized award and is organized in more than 47 countries

worldwide.
EFFIE philosophy
The goal of advertising and related marketing communications is to support marketing

campaigns achieve their objectives. As an important part of this goal, advertising should be
recognized for its contribution and underscore the creative and strategic role it plays.
EFFIE supports and promotes the role of advertising as an effective and efficient use of
marketing resources.
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what’s new in 2019
1. UPDATED CATEGORIES:
Updated definitions for Media & Entertainment, Branded Content, Engaged Brand
Communities (the old Engaged Communities)
New entries: Energy (in Industry Categories) and Use of Influencers in Special
Categories.
2. UPDATES IN THE CREATIVE MATERIALS SUBMISSIONS:
Exceptions added: for a few special categories (Brand Experience, Branded

Content, Engaged Brand Communities and Use of Influencers) you can present 120
seconds videos to better explain the idea (telling not selling remains mandatory in
all creative reel) – this is valid in Digital (the old „Internet Advertision” section in
the Creative Checklist) and Other Advertising Communications. Please read this
guide for specific details.
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also important
RESULTS
For campaigns that ended in December 2018, you can present results obtained in January
2019, as follow:
➢ The results must refer exclusively to the campaign that run in 2018 –
they can be obtained in January 2019, but talking about 2018
➢ The result must be separated by any other on going campaign,
so be sure your results are not influenced by another campaign
For campaigns that started in 2018 and continued in 2019, you can only present results
obtained in 2018 (you can submit an ongoing campaign if the campaign has relevant data and
results for the eligible period: January – December 2018, isolating the next steps of the
campaign)
POSITIVE CHANGE - NON–PROFIT

THE VALUE OF MEDIA
In the media expenditures and media channels chapters of the brief, the value of media
and percentage of every single medium should be ticked even if the media exposure
was offered for free by different media assets. Please use rate cards values for all
media.
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also important
TELLING NOT SELLING FOR ALL SUBMITTED VIDEO
For the mediums in which you have the possibility to submit a video explaining the
work (see the checklist), be sure that no results of any sort are included in the
submitted movies. The movie must describe the executions, explain an idea,
without any information about background, results or how the public responded -
it is not a case study movie, just a descriptive / demo video of the work, so please
keep in mind all the time that you need to show to the judges what happened,
without trying to sell your campaign. Any other enclosed details will lead to
disqualification!
MAGIC 76
Magic 76 – keep in mind that the 76 threshold will be applied following the Effie
New York requirements. To become a finalist and then an Effie winner, the
participant needs to obtain in the judging rounds an average of minimum 75
points in all scoring sections (communication challenge & objectives, strategic
insights & idea, bringing the idea to life and results) and also a minimum 75 score
in the Results section.
REASONS OF DISQUALIFICATION
See the more detailed and updated reasons of disqualification.
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inside guide
How it’s made
The insight guide will be based on the individual feedback coming from the judges,
where their advice and analysis of each work will be taken into account. The
individual feedback will be formulated for both rounds for each case during the
judging process.
Furthermore, every individual feedback will be sent to agencies as it was written by

judges.
Why it helps
The Effie Insight Guide is a report that gives entrants feedback directly from the
judges who reviewed their case. Some of the benefits of an insight guide include:
❑ Understand why your case did or did not achieve finalist or winner status.
❑ Improve your future entries. Whether the case is a winner or not, there are
lessons to be learned from the feedback the judges provide.
❑ Improve your marketing communications strategy and technique. Judges

provide constructive criticism of your strategy, creative, and metrics, so you can
take these lessons and apply them to future work.
❑ Discover trends among the strongest and weakest scoring sections in your
cases.
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eligibility, deadlines & fees
Any and all marketing communications efforts / campaigns, whether full

campaigns or special segments within a campaign are eligible to enter.
Retail experience, online, viral, buzz, direct mail, PR, Radio, TV - any
medium or any multiple combination of media - any examples of work that
demonstrate how you tackled your client’s objectives can be entered.
To enter you must detail the "why" behind the strategy and provide proof that
your work achieved the results that were initially set forth
before the campaign began.
TO ENTER THE EFFIE AWARDS, YOUR CASE MUST CONTAIN
➢ Campaigns that have run between 1st of January 2018 – 31st of December 2018 (2016-
2018 for Sustained Success).
➢ Campaigns may have been introduced earlier but must have run during this period
and have data related to the qualifying time.
➢ Winning campaigns in Sustained Success category could re-enter the same category
only after 3 years have passed.
➢ Campaigns must state clear objectives & offer proof of having met or exceeded them.
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eligibility, deadlines & fees
AGENCIES CAN ENTER A LOCAL CAMPAIGN OF A BRAND WITH A

GLOBAL STRATEGY.
THE ENTRANTS OF THESE SPECIFIC CAMPAIGNS MUST

PROVIDE THE FOLLOWING INFORMATION:
01 WHAT IS THE ESSENCE OF THE GLOBAL

STRATEGIC IDEA/PLATFORM?
02 WHAT WAS YOUR LOCAL BIG IDEA

AND HOW DID YOU ARRIVE AT IT?
Explain in one sentence/phrase what the local idea that drove

your effort was. Explain how it originated - what was the local
insight or market opportunity that you addressed specifically.
03 HOW DID YOU BRING THE LOCAL

BIG IDEA TO LIFE?
What was your local creative strategy? Make sure you

demonstrate that the local creative strategy and executions are
not one to one adaptations or translations of the global strategic
idea/platform.
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eligibility
credits
We encourage all contributing parties to work together to

submit a case, as in many instances collaboration yields the
most effective, complete, and successful campaigns.
You must credit all of your main strategic and creative

partners for each case submitted (your agency, the client,
the media agency, PR agency or online agency – if the case).
The creation of campaigns and entries should be in line with
all other relevant and valid advertising laws, Codes and
Regulations.
All credited partners will gather points in the Effie Global

Effectiveness Index, so it’s important to list in the Entrant
Information all involved parties.
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deadlines & fees
Entries Submissions:
21st of February 2019 – 25th of April 2019
CAMPAIGNS PRE-SCREENING - in order to avoid disqualifications:
All entries will be checked by the Organizing Committee, who will announce the
entrants on all technical errors found in the cases. The cases will be returned to the
entrants so that they can adjust the texts before the judging. The final responsibility
for the entry accuracy remains with the applicant. To avoid returned cases, please
respect all guidelines & reasons of disqualifications.
JUDGING PROCESS - ROUND ONE 15th – 16th of May
FINALISTS GALA 28th of May
JUDGING PROCESS - ROUND TWO 6th of June
THE AWARDING GALA & AFTER PARTY 10th of June
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deadlines & fees
You may enter your work anytime between February 21st 2019 and April 25th 2019as follows:
Early Bird Deadline: 21st of February– 12th of March

2000 lei + VAT (for IAA/UAPR members)
3000 lei + VAT (for non-members)
On Time Deadline: 13th of March – 2nd of April

Last Chance Deadline: 3rd of April – 25th of April

Agencies may benefit from a system of discounts that encourage participation in the
competition, as follows:
1. Agencies will not pay the fee for cases that did not have a media budget, submitted in the category
Positive Change – Non – Profit; if a work submitted in the Positive Change – Non – Profit category
had a media budget, then the participant must pay the entry fee;
2. Agencies that register at least 6 cases in the same deadline have a discount of 10% from the total
amount.
3. Agencies that submit an Effie entry after at least a 5 years absence from their last submission in
the festival will benefit from a 50 % discount for the first case entered.*
*In order to benefit from the IAA and UAPR members discount, the applicant should have paid
their full membership fee to IAA Romania or UAPR.
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deadlines & fees
important
For all submitted entries the agency will provide a case study:
• A short movie (maximum 1 minute) in .mov format. The movie will

present the case study (from market challenge to results) and must
contain public information approved by the client. The movie will not be
used for the judging process. The purpose of these movies is to be
shown only during the awarding events (so you can include the agency
logo or other indicators of the agency name).
✏ Note: All case study movies must be sent to the organizing agency no
later than the May 20.
Entries will not be accepted if they are not accompanied with the correct
entry fee payment proof.
✏ Note: Entries received after 25th of April 2019 will not be processed
and therefore will not be entered into the competition. Entry materials
that will arrive post 25th of April 2019 will be returned to sender.
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fees
THE PAYMENT WILL BE DONE AS FOLLOWS
via the organizing agency
S.C. MILLENIUM IMAGE&COMMUNICATION GROUP S.R.L., PERSOANĂ

JURIDICĂ ROMÂNĂ, CU SEDIUL ÎN BUCUREȘTI, STR. STIRBEI VODA,
NR. 104-106, ETAJ 2, SECTOR 1, ÎNREGISTRATĂ LA REGISTRUL
COMERȚULUI BUCUREȘTI SUB NR. J40/1055/2001, CIF RO13674055,
REPREZENTATĂ PRIN ADMINISTRATOR ANDREI GAVRILA-BORTUN
❑ Bank: ING BANK N.V. AMSTERDAM, sucursala Bucuresti
❑ Account no: RO35INGB0001008190818910
❑ Details of payment: Effie participation + name of the case.
If an agency submits more than 1 case, the participant can make

one payment for all cases, adding a printed proof of payment in
each submitted case.
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categories
EFFIE 2019 INDUSTRY CATEGORIES
For categories 1-16, you must choose the industry category of the brand, the category that
represents the brand and its main activity, no matter the subject and the specifics of the campaign
(e.g: a campaign for a beer brand must be submitted in „Alcoholic beverages – Beers”, no matter the
subject of the campaign; exception: Corporate where all brands are eligible, if the submitted
campaign is an image & reputation campaign – see complete definition). For campaigns developed
as a collaboration between two brands from different areas, the participant can choose the sub-
category that best fits its entry, from the two main activities of the involved brands.
1. Packaged Food (e.g. meat, milk and dairy products, pet food)
2. Snacks, confectionery and deserts
3. Personal Care Products & Services (e.g. cosmetics, fragrances, shampoos, deodorants, hair coloring,
apparel, footwear, accessories; personal care services such as spas etc.)
4. Household supplies & services (e.g. cleaning products, waxes, detergents, floor-care products, fabric
softeners, paper products, domestic services, fertilizers etc.)
5. Alcoholic beverages - Beers
6. Alcoholic beverages - Others (wines, spirits etc.)
7. Non-alcoholic beverages (e.g. mineral water, coffee, tea, carbonated and non-carbonated)
8. Durables (e.g. automobiles, electronics, household furnishing& appliances, computers)
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categories
EFFIE 2019 INDUSTRY CATEGORIES
9a. Retail (all retail companies with general or specific merchandise – e.g. department stores, stores,
supermarkets, retail chains, specialty stores etc)
9b. Restaurants (e.g. quick service, casual dining, other restaurants, restaurants or fast food chains)
9c. E-commerce (e.g. all e-commerce sites, e-retailers, with general or specific merchandise)
10. Energy (suppliers of electric energy, gas and fuel)
11. Financial services (e.g. home banking, insurance, loans, mortgage, mutual funds etc.)
12. Media & Entertainment (exclusively dedicated to Media and Entertainment industry brands; e.g. TV
stations & TV telecommunications providers with exclusive content, magazines, newspapers, plays,
museums, music organizations, concert series, cultural festivals, theater festivals)
13. Corporate Reputation (includes employer branding campaigns, sponsorships, corporate image and
identity; advertising to promote corporations, not exclusively their products/services)
14. Telecommunications (e.g. mobile and fixed, mobile phones, pre paid, internet providers, high speed
internet providers, offers, data packages etc.)
15. Medical services & Healthcare products (medicines, vitamins, OTC’s, dental, first-aid products and
device, medical services, medical insurance etc.)
16. Other products & services (e.g. luxury goods and services, software, real estate, transportation, travel &
tourism).
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special categories
EFFIE 2019 SPECIAL CATEGORIES
I. DAVID VS. GOLIATH

This is a category for tiny, new or emerging brands that compete against big, well-
established leaders and/or for established small brands taking on “sleeping giants”.
The brand needs to demonstrate that they achieved the results in spite of having
disproportionately smaller scale and marketing expenses compared to the clearly
defined Goliath brand. The brand cannot be a sub-brand of a larger umbrella brand /
or a limited edition.
II. RENAISSANCE
This is an award for rebirth campaigns. To enter your brand must have experienced a
downturn of more than one year and a period of at least six months of upturn sales.
III. NEW PRODUCT OR SERVICE INTRODUCTIONS

Any communications effort used to introduce an entirely new brand. In this category
cannot compete:
- a brand that has a previous history on the market even if no communication effort
was undertaken.
- any variation of an existing product/service which shares the same brand name
with an already existing brand;
- sub-brand extensions or any form of endorsement from of an already existing
brand in a new or the same category.
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special categories
IV. SHOPPER MARKETING

The campaign can be applied either to a single retailer or to multiple retailers (physical as well
as virtual places). Still, the campaign has to prove that the brand communication was tailor-
made according to the retailer’s specifics: the campaign is built in a partnership effort (i.e. the
retailer is a convenience-driven one; the retailer’s profile asks for a conservative approach; in
this store, shoppers are more experiential, they need to explore and interact).
• Moreover, the solution has to be more than a simple promo offer and come from a deep
shopper understanding (shopper need, barrier, opportunity etc..).
• The communication materials should frame the in-store location and not a part of a bigger,
integrated communication campaign (TV spots, radio, Online etc..)
• The shopper marketing campaign results has to be clearly isolated from the rest of the
brand sales .
Note: For this Special Category you must use a different form of Brief of Effectiveness, as
provided by the organizers.
V. SPORTS MARKETING
This category celebrates communications efforts made by sport entities (sports federations,
clubs etc.) or commercial brands that promote a sport, a team, a competition or a group of
sport practitioners, resulting in a positive public opinion impact (visibility, likeability,
engagement) for the sport and a positive business impact for the brand.
Note: The athletes/team endorsement campaigns and sport products campaigns (sport gear,
energy drinks etc.) are not eligible for this category.
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special categories
VI. SEASONAL MARKETING

Seasons, holidays and events allow marketers the opportunity to build strategic
communications based on the time-based interests of their target audience. The
category will honor those efforts that effectively capitalized on a season, holiday or
cultural event to drive results for their businesses.
VII. BUSINESS TO BUSINESS

This category refers to those campaigns about goods or services (of any kind) that
address another company, and not individual consumers. The final customer can either
resell them, use them as components in products or services they offer, or use them to
support their operations. They could also be a "gate-keeper" between a product and its
end consumer.
Example: This category can receive entries / campaigns for: corporate banking,
automotive (fleets), corporate telecommunications offers, insurance, leasing,
software companies, construction suppliers, any other brand that does a special
campaign for the trade distributors or for its retailers etc.
VIII. BRAND EXPERIENCE

This category is meant to showcase how you can create a brand experience beyond
traditional advertising. Only work that truly brought a brand or a product to life – either
literally or virtually – and interacted with a specific audience to achieve desired
objectives should be entered.
The winners of this award will be the work that shows how advertisers are reaching out
to their audiences to establish meaningful relationships, memorable, engaging
experiences and unique connections with their brands. Entrants must address how the
brand experience related back to the overall brand strategy.
This is definitely NOT the category where one could borrow brand experiences that
worked somewhere else, adding a bit of make-up to an international successful
experience but a category where genuine brand experiences have been created
locally.
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special categories
IX. BRANDED CONTENT

This category is for efforts that effectively reached their audience through the creation of
original branded content that is NOT advertising.
The award honors branded content that are the core of communications program and led
the entire communication effort (the content is not just a part of an integrated campaign).
Entrants must detail the content created, how it related back to the overall brand strategy
and business goals, how it was distributed to, and shared by, the audience, and the
results it achieved for the brand and business.
Branded content may be produced and distributed by either publishers, brands or
independently.
Judges will expect to understand why branded content was chosen as a communication
solution.
X. ENGAGED BRAND COMMUNITIES

This category is about building effective, engaged communities that DO something
beyond “liking “ the brand. Entrants will be brands that are creating content, experiences,
platforms, news and so on that get their communities to grow, engage, share, act or
amplify messaging in a way that directly relates to the brand’s goals. Entrants will need to
state clearly how they defined effectiveness around their community, what they
specifically achieved and why the engaged community was significant for the
development of the brand/business.
Note: this category is referring to engaging communities built by a brand (not activating/
engaging communities created around other entities). A data base of individual contacts
gathered by a brand is not considered a community.
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special categories
XI. USE OF INFLUENCERS
This category rewards campaigns that at the core are using Social Influencers to
activate their communities, with the purpose of solving a brand challenge in an
effective manner. The use of Social Influencers must be focus to the
communication effort, not just a part of an integrated campaign.
XII. BRANDED UTILITY

This category honors marketers who are creating a product or more likely a
“service”, in response to the marketing or business challenge faced that is NOT
being sold, but is part of the marketing itself; the intention being to reflect and
reinforce the central beliefs of the brand by providing utility to consumers.
Entrants must detail the product / service created in response to the challenge,
explain its role and objectives, how it was communicated to the audience and,
obviously, the results it achieved. Examples: free access to power at airports from
a tech company, a training app for a sports brand, a new / unique online or offline
content or services that complements the brand, hosting a community that
provides shared wisdom and relief to anxious parents from a “mother” brand.
Note: Judges will expect to understand the ongoing utility to consumers of the
product / service created and how it helped enhance the success of the brand.
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special categories
XIII. MEDIA IDEA

This is about outstanding effectiveness as a result of media-led ideas. The line
between what constitutes a creative idea and a media idea is blurring. There are
occasions where the media idea drove the entire effort. Of course, media cannot exist
without the content, but this award is intended to recognize those cases that were led
by the media thinking – where the integration of media and message led to success.
The award honors media-led ideas that are powerful enough to become the genesis of
the communications program itself, to the extent that the program would not have
been successful without the strategic media idea.
XIV. DATA-DRIVEN/PROGRAMMATIC
Data-driven/programmatic media is the application of data and technology to identify and
match the right audiences to the right media at the right moments.
Programmatic submissions are expected to:
➢ Use data to understand the audience

➢ Utilize personalized / custom-tailored creative messages
➢ Deliver through programmatic mechanisms, throughout all channels used
These effort should prove how they optimized media to business or brand KPIs and ROI
based on the value of a custom audience. The best examples of data-driven/programmatic
recognize the interplay and application of automated technology platforms and human
intelligence to deliver to a precise audience and achieve the best results. To enter, your
case must detail the role a programmatic media strategy played in achieving the brand and
business goals.
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special categories
XV. POSITIVE CHANGE - BRANDS (CSR)

This award recognizes brands that are making the world a better place by using
the power of their communications platform for “good”. This category celebrates
brand efforts that effectively combined business goals with a social cause
(health, education, community, family etc) and successfully related the cause
back to the company’s overall strategy, resulting in positive business and social
impact.
XVI. POSITIVE CHANGE - NON – PROFIT

This category recognizes non-profit organizations and associations whose
communication efforts have effectively driven positive change for the society and
successfully contributed back to the organization’s purpose. Campaigns must
show measurable impact and proven results in support of the cause. .
Notes:
• In the Brief of Effectiveness you must offer details about the rate card value of
all media (paid, earned or owned).
• You can enter the Positive Change - Non – Profit category for free, ONLY IF you
had no media budget for the campaign.
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special categories
XVII. SUSTAINED SUCCESS

This category honors brands that had an exceptional performance over 3 years in
a row. Submitted campaigns must demonstrate a continuity in both strategy and
creative platform, visible in the creative executions through the years (a
continuation in terms of communication territory and/or core executional
elements, i.e. theme / tagline / spokesperson / song etc.)
Results must date back to January 2016 and must include the current year results
– 2018. For this Special Category participants must fill in a special entry form
(different from other Effie categories) and comply to a dedicated set of creative
submission requirements (details in the Entry Kit and www.effie.ro)
“Sustained Success” winners can not compete for Grand EFFIE.
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about judges
Your entry will be judged by some of the brightest and most experienced
business leaders, top seniors from advertising, marketing, research and from
the academic environment. We draw on their experience to not only judge the
work of their peers, but to highlight learnings for the industry overall.
Entries are judged in two phases. Scoring is done anonymously and

confidentially. In both rounds of judging, judges provide feedback on each case
for the Insight Guide.
✓ The highest scoring cases from Round One will go to the Final Round.
✓ In both rounds, all elements of an entry – written case and creative elements
– are judged.
✓ Judges also have the opportunity to discuss the cases in both rounds before
finalizing their scores.
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how you will be judged

judging Round 1
THIS ROUND WILL DECIDE THE FINALISTS
The discussion between the moderator and the judges will approach the whole
category, not case by case.
The discussion will be based on the following questions:
➢ how are you finding the category?
➢ Any themes emerging? Any issues?
➢ What are the strong elements you’re seeing?
➢ What are the weak elements you’re seeing?
➢ What feedback can you see yourself leaving?
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judging Round 1
Judges evaluate all elements of an entry, written case and creative executions.
The Jury reviews each entry to evaluate campaign success in achieving its
specific marketing objectives.
To get a high score, a campaign must have clear objectives and must submit
compelling proof that the objectives were met.
Each entry in Round One must be reviewed by a minimum of five different judges,
thus providing five or more separate scores. The average of the five or more
scores results in the final score for that entry in Round One.
! The average number of judges per room to review a case is 10, with a maximum
of 15 possible
Case Briefs are scored on a 1 - 100 scale

(1 = not effective / 100 = extremely effective).
When all entries have been scored, the Judging Committee then creates a short
list of candidates to advance to Round Two based only on the scores.
A threshold of minimum 75 points average and 75 points for the Results section
are the two conditions in order to advance to round 2.
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judging Round 2
The discussion between the moderator and the judges will approach each case
individually. For each case and each section we will ask the three key questions:
What are the strongest elements of the case?
What are the weakest elements of the case?
What questions remain unanswered after reviewing the case?
Only the shortlist of finalists are judged. Judges evaluate all elements of an
entry, written case and creative executions, reviewing all cases in a category.
Each entry in Round Two must be reviewed by a minimum of seven different

judges, thus providing seven or more separate scores. The final brief score and
the final creative score for each campaign are an average of the seven or more
judges’ scores.
The judges’ decision is final and no correspondence will be entered into. Any
judge connected with an entry will not take part in the decision on that entry.
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the 4 boxes 18.3%
23.3%
Communications Strategic insights
challenge and and idea
objectives 23.3%
23.3% 23.3%
35.4%
Bringing the idea Results*

to life
23.3% 30%
100%
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awards
Generally, a gold, silver and bronze winner is

gold
awarded in each category.
The judges’ scores determine which campaigns are
silver to be awarded a gold, silver or bronze EFFIE trophy.
Each winning level (gold, silver, bronze) has a
bronze minimum score required in order for a finalist to be

eligible for an award.
It is possible in a category, for example, to award a

silver and a bronze, but no gold.
The Grand EFFIE goes to the campaign that achieves the highest overall score of the year.
Grand EFFIE winners represent campaigns that best combine all the disciplines that
create a successful marketing program - planning, market research, media, creative and
account management.
All categories Gold winners can compete for Grand EFFIE, except the “Sustained Success”
winners. All campaigns competing for Grand EFFIE should have provoked a change in
consumer behavior.
The winning lead agency will be given a trophy and 2 diplomas -one for the main agency
and other for its client. Copies can be obtained by request and with a duplicate fee.
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what you need to enter

YOU ARE REQUIRED TO SUBMIT THE FOLLOWING MATERIALS FOR EACH
CASE THAT YOU ENTER FOR THE COMPETITION:
ITEM PRINTED ELECTRONIC

(all the documents on a single USB Stick)
1 Word format on the USB Stick

15 copies, printed one side,
Brief of effectiveness identical with the printed
stapled (not with paper clips)
version
Entrant Checklist 2 copies 1 Word format on the USB Stick
1 Word format – the electronic

Entrant Information 2 copies, signed each by both version does not need to have
parties (agency & client) the signature, only the printed.
)
1 folder on the USB , organized

Creative materials -
by folders for each medium
Payment receipt 1 printed copy -
To be sent via an online transfer

platform (e.g.
Presentation movie - www.wetransfer.com),
maximum 1 minute .mov format.
No later than May 20.
BEFORE / Confirmation mail

Before you come in to submit your work, you should send us a
confirmation mail containing details such as:
- The number of works you submit

- Name of each work and the client’s name
- Name of the category you are applying for.
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what you need to enter
SUSTAINED SUCCESS & SHOPPER MARKETING CATEGORIES
There are special EFFIE Brief & creative submission requirements for the Sustained
Success Award and also for Shopper Marketing.
Therefore, for these 2 special categories please use the special folders from the
entry kit archive, containing: the special Sustained Success Brief of Effectiveness
Entry Form, the special Sustained Success Entrant Checklist, the special Sustained
Success Entrant Information // the special Shopper Marketing Brief of
Effectiveness Entry Form, the special Shopper Marketing Entrant Checklist and the
special Shopper Marketing Entrant Information.
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submission of creative materials
Brief requirements are available for all categories except Sustained Success.
Creative materials should be accompanied by the Checklist.
All entries and materials must be received no later than 25th of April 2019. Agency name is not to
appear on any creative materials. A maximum of 3 creative executions per medium is accepted.
Please send all creative materials on a SINGLE USB Stick, organized in different folders for each
medium and each execution as a separate file (the file must be named with the execution’s type –
e.g.: print ad // trade // POS or title – e.g: TV Spot 1: The Rescue).
All executions must have a subtitle for video formats or a word document with the translation,
saved in each medium folder and with the same name as the execution.
IMPORTANT MENTIONS:
1. You may edit down videos longer than 60 seconds when it is necessary to respect the allowed
maximum length. However, you should showcase as much of the example as you can to give
judges a clear understanding of what your audience experienced. Any video elements 60
seconds or shorter must be shown in full, unedited;
2. User Generated Content: Can be submitted as part of the creative reel only if the case
considers the user generated content as a part of the media/creative work & strategy itself.
However, if it is considered as a result, it would not be shown in the creative reel
34

TV
Maximum number of executions: 3
Length: 60 seconds maximum / execution
Formats: avi, mov, mpg, flv
Important mentions:
➢ An execution in excess of 60 seconds in length will count as 2 executions. An execution in excess of 120
seconds in length will count as 3 executions.
Radio
Formats: mp3, wma
Important mentions:
➢ An execution in excess of 60 seconds in length will count as 2 executions. An execution in excess of 120
seconds in length will count as 3 executions.
Print
Formats: png, jpg
Outdoor/Out-of-Home / Point-of-Purchase Display

Formats: png, jog // avi, mov, mpg, flv for video formats
Important mentions:
➢ For video formats execution, the maximum execution lenght is 60 seconds
Direct Mail
Formats: png, jpg
Important mentions:
➢ Each mailed unit constitutes an execution. All ads should be named with the ad’s title/type of medium.
35
Digital
Formats: png, jpg for images // avi, mov, mpg, flv for video formats, max. 60 seconds in
lenght
Important mentions:
➢ In order to better explain the idea, you can submit one presentation movie with English
voice over/an English subtitle showing exclusively the internet executions – telling, not
selling material (not exceeding 60 seconds in length). Any other enclosed details will
lead to disqualification. This movie will count as 1 execution. The movie must describe
the executions, without any information about background or results - it is not a case
study movie, just a descriptive / demo video of the online campaign.
Exceptions: for Brand Experience, Branded Content, Use of Influencers & Engaged Brand
Communities the presentation movie can be max. 120 seconds in lenght. This video will
count as 1 Digital Execution.
36
Other Advertising Communications

Formats: png, jpg for images // avi, mov, mpg, flv for video formats, max. 60 seconds in
lenght
Important mentions:
➢ Submit samples of other key media used. Media submitted here must be described in
detail in the “Other Communications” section of the Brief of Effectiveness.
Exception: for Brand Experience, Branded Content, Use of Influencers & Engaged Brand
Communities the video execution can be max. 120 seconds in length. The movie must
describe the execution (the event, the activation etc.) without any information about
background or results - it is not a case study movie, just a descriptive / demo video of the
execution. Any other enclosed details will lead to disqualification. This movie will count as
1 execution. The movie must have an English subtitle/English voice over.
37

sustained success
Entrants can submit up to three mediums in the EFFIE Sustained Success category: Entries
must submit at least two mediums that represent primary media channels for your campaign.
For each chosen medium:
> You must submit commercials that demonstrate the longevity of the campaign. Entrants should
provide an example from the initial year, an interim year and the current year for each medium
submitted. Entries that do not submit these three executions/chosen medium will be disqualified.
> You may submit a maximum of 2 executions per year for each chosen medium.
Creative materials should be accompanied by the Checklist.
All entries and materials must be received no later than 25th of April 2019. Agency name is not to
appear on any creative materials. Please send all creative materials on a SINGLE USB Stick, organized
in different folders for each medium and each execution as a separate file (the file must be named with
the execution’s type & year – e.g.: print ad // trade // POS or title – e.g: TV Spot 1_2016: The Rescue).
All executions must have a subtitle for video formats or a word document with the translation,
saved in each medium folder and with the same name as the execution.
IMPORTANT MENTIONS:
➢ You may edit down videos longer than 60 seconds when it is necessary to respect the
allowed maximum length. However, you should showcase as much of the example as you
can to give judges a clear understanding of what your audience experienced. Any video
elements 60 seconds or shorter must be shown in full, unedited;
➢ User Generated Content: Can be submitted as part of the creative reel only if the case
considers the user generated content as a part of the media/creative work & strategy itself.
However, if it is considered as a result, it would not be shown in the creative reel
38

sustained success
TV
Maximum number of executions: 2 per year, max. 6 in total
Formats: avi, mov, mpg, flv
Important mentions:
➢ An execution in excess of 60 seconds in length will count as 2 executions. The rule applies
within the limits of the same year.
Radio
Formats: mp3, wma
Important mentions:
➢ An execution in excess of 60 seconds in length will count as 2 executions. The rule
applies within the limits of the same year.
Print
Formats: png, jpg
Outdoor/ Out-of-Home / Point-of-Purchase Display

Formats: png, jog // avi, mov, mpg, flv for video formats
Important mentions:
Direct Mail
Formats: png, jpg
39

sustained success
Digital
Formats: png, jpg for images // avi, mov, mpg, flv for video formats, max. 60 seconds in lenght
Important mentions:
➢For each year, in order to better explain the idea, you can submit one presentation movie with English voice
over/an English subtitle showing exclusively the digital executions – telling, not selling material (not exceeding
60 seconds in length). Any other enclosed details will lead to disqualification. This movie will count as 1
execution. The movie must describe the executions, without any information about background or results - it is
not a case study movie, just a descriptive / demo video of the online campaign.
Other Advertising Communications

Formats: png, jpg for images // avi, mov, mpg, flv for video formats, max. 60 seconds in lenght
Important mentions:
➢This is for executions that does not fall under the mediums listed above.
➢When presenting an event or other type an execution that needs a presentation movie, the video execution can
be max. 120 seconds in length. The movie must describe the execution (the event, the activation etc.) without any
information about background or results - it is not a case study movie, just a descriptive / demo video of the
execution. Any other enclosed details will lead to disqualification. This movie will count as 1 execution. The
movie must have an English subtitle/English voice over.
40
credits required for your entry

entrant information
The area for assigning credit to companies and individuals occurs as part of the submission
process.
Please ensure that spelling is correct – the way you type it in is the way it will be presented
to the media, on certificates, in the Gala Brochure and at the Awarding Galas.
Information you enter in the entry credits section will be considered final and will not be
changed for any reason, including if agency and/or client experience a name change and /
or merge after the time of entry.
The information you give in the entry area credits section may be published and/or appear
on recognition certificates.
COMPANY CREDITS
You are required to credit all creative and strategic partners who contributed to the
marketing effort. You must credit the client and at least one primary agency.
You can credit more agencies as “primary agencies” and they will then be regarded as co-
primary agencies on the work.
All credited partners will gather points in the Effie Effectiveness Index, so it’s important to
list in the Entrant Information all involved parties.
CASE SUMMARY – mandatory (Max 90 Words)
Your Case Summary could be published in the Awards program, on the official Awards
website and for promotional/media/Awards Show purposes.
Case Summary completion is mandatory.
41
credits required for your entry

entrant information
SUSTAINABLE DEVELOPMENT GOALS
Effie has partnered with the PVBLIC Foundation to support the UN's 2030 Agenda for
Sustainable Development and its 17 Sustainable Development Goals (SDGs).
Please help us recognize the achievements of our industry in creating positive change by
providing the information specified in the Entrant Information (goals aligned with your
case, such as quality education, gender equality, climate action, good health and many
others listed there).
42
publication of noteworthy and

winning work
Entries that become Finalists and Winners in the 2019 Romanian EFFIE Awards Competition
will be showcased in various ways. Publication is at the sole discretion of the EFFIE Awards.
Work submitted must be original or you must have obtained rights to submit it.
Creative Materials & Case Summary
The creative material and case summary you enter into the competition becomes the property
of the EFFIE Awards and will not be returned.
By entering your work in the competition, the EFFIE Awards is automatically granted the right
to make copies, reproduce and display the creative material & case summaries for education
and publicity purposes such as but not limited to the EFFIE Awards Journal, Website, Press
Releases, Newsletters, Programming/Conferences and Awards Gala.
Creative material submitted to the EFFIE Awards includes your video reel, all .jpg images and
hard copy print examples. The case summary is your 90 word public summary of your case.
EFFIE Case
In addition to the above the EFFIE Awards offers entrants the opportunity to have their entire
written case published on the EFFIE Awards web site, partner web sites and/or other
publications as approved by the EFFIE Awards.
We strongly recommend that you check yes to publish the entire brief of effectiveness in order to
help the Effie worldwide databases with good case studies examples, in a continuously search for new
ways of learning from and for agencies all over the world. We respect that entries may have
information deemed confidential by the client.
Please indicate in the entry form whether or not publishing permission is granted for the entire
written entry.
43
entry overview final checklist

Please review to ensure you have completed all steps necessary to enter the 2019 EFFIE
Competition:
✓ You downloaded from the EFFIE site all forms and briefs.
✓ You read the Reasons for Disqualification that are a part of this guide and made sure none
apply to the entry form or creative materials you are submitting.
✓ You have contacted the organizing agency regarding the payment details and you have sent
the payment form.
✓ You sent the confirmation email to the organizers mentioning with number of cases you
would like to enter, name of each work, the name of the client and also name of the category
(return to page 32 for info)
Items for shipment to EFFIE Organizing Agency – The Institute
Printed materials - an envelope containing:

☐ 15 stapled & collated copies of the completed Brief of effectiveness Form per entry
(your 15 copies must be identical with the version you have submitted digitally on the
USB)* stapled, not with paper clips
☐ 2 Signed Entrant Information + 2 Copies Entrant Checklist
☐ 1 Payment Invoice page
☐ 1 USB Stick: 1 folder with entry documents - Brief, Checklist, Entrant Info (all word
formats), 1 folder with creative materials – organized by folders for each medium (for
Sustained Success: to be organized by year + in different folders for each medium). If
possible, label the USB Stick case with campaign title and brand.
We strongly recommend for you to bring the envelope personally in order to check all
materials and sign the official record. No later than 25st of April.
Electronic materials via an online transfer platform:

☐ The presentation movie to be sent no later than May 20. For all submitted entries the agency
will provide a case study: a short movie (max. 1 minute) in .mov format. It will present the case
study (from market challenge to results) and must contain public information approved by the
client. Purpose: to be shown during the awarding events (it can include the agency logo).
44
entry overview final checklist

submitting instructions
If you are submitting more than one entry and wish to submit them all in one box,
please wrap materials for each entry separately and label each with name of the
category, entry name & brand.
Take all materials prepaid to:
The Institute
Attn: Teodora Calin

Address: 104-106, Stirbei Voda St., Litexco building, 2nd floor, Bucharest 1
Mobile: +040 728.300.570
45
reasons for disqualification

The following will result in disqualification and entry fees will be forfeited:
1. Results not referenced
All data presented must reference a specific, verifiable source. This could be advertiser data,
agency research or third party research companies. We reserve the right to verify the accuracy of
the data with the source named.
Sources must be provided next to each piece of data or in clearly marked footnotes at the bottom of
each relevant page of the entry form. Be as specific as possible in documenting all evidence; provide
sources of data, research involved and the time period covered. Use the specific name of the
company to reference a source except when the source is an agency company (Ad, Media or other
agencies). For Agency companies only use the term "Agency Research".
2. Eligibility
All information about a case (campaign period, results and so on) must refer to the eligible period:
1st of January 2018 – 31st of December 2018/ for Sustained Success: results must date back to
January 2016 and must include the current year results – 2018. Any detail that doesn’t fit in the
eligible period will lead to disqualification. Exception: for campaigns that ended in December 2018,
you can present results obtained in January 2019, if the results refer exclusively to the campaign
that run in 2018 (they can be obtained in January 2019, but talking about 2018) and if the result can be
separated by any other on going campaign.
3. Respect the category definition

A submitted work will be disqualified if the chosen category is not fit for the case and no other
alternative is possible. The Effie Organizing Committee 2019 or the jurors can decide to move a
campaign from one category to other, if the content is more relevant for a different category - but
the campaign will be disqualified if no category is suitable. Therefore, you must respect the
categories definitions in order to avoid disqualifications (e.g: have the decrease and increase
periods for Renaissance, have an entirely new product for New Product or Service introductions
and so on).
46
4. No adaptations
All creative materials and strategic idea must be locally created in Romania, by Romanian
agencies. No adaptations or translations of the global strategic idea/platform are allowed.
5. Not enough information

Not including examples of all creative materials discussed in the case brief and integral to the
effort on creative reel. You must include at least one example of all creative detailed in the entry
form and integral to the campaign's success.
6. Agency name published in the Entry Form or on the creative materials

EFFIE is an agency-blind competition — do not cite agency names anywhere in the entry form or
creative materials. Do not cite your agency name (or any other Agency — Ad Media or other —
names) as your reference source. If an agency is the source of your research, reference “Agency
Research”.
7. All text that appears in the Entry Form is to be in standard black font, color fonts
will not be accepted
Logos, infographics, graphics and other creative materials in the Entry Form will not be accepted –
only standard graphs and charts can be presented, also in color, in the Results section ONLY.
8. Submitting handwritten briefs

Entries must be submitted in typeface, not handwriting.
9. Ignoring pagination guidelines

The official entry form is 7 (seven) pages (8 (eight) pages for Sustained Success section). Do not
make font size smaller than 10 point (larger is fine). Any font type is accepted (e.g. Times New
Roman, Verdana etc.) If you exceed the official number of pages the case is disqualified.
47

10. Submitting an incomplete Entry Form.
You must fill out every section of the Entry Form -do not leave any blanks. If a question is not applicable,
you must state this.
11. Missing Translation.

Creative materials submitted for consideration that are not in English require translation.
12. Ignoring creative materials guidelines.

The entry kit & checklist specifies all details regarding number of executions allowed, size, length,
format and other technical requirements for each creative material, for each medium. You must read
and follow the instructions.
13. Telling not selling for all submitted video.

For the mediums in which you have the possibility to submit a video explaining the work (see the entry
kit & checklist), no results of any sort must be included in the submitted movies. The movie must
describe the executions/explain an idea, without any information about background, results or how the
public responded - it doesn’t have to be a case study movie, just a descriptive / demo video of the work,
therefore you need to show to the judges what happened, without trying to sell your campaign. Any
other enclosed details and results will lead to disqualification!
14. Missed Deadline - Your entry materials either arrive or are incomplete after the 25th of April
2019.
15. No signatures - Your Entrant Information must be signed by both agency and client, in 2 copies.
THERE WILL BE NO REFUNDS FOR DISQUALIFIED ENTRIES OR WITHDRAWALS
AFTER THE CLOSING DATE.
48
tips for successful completion

of your entry
( Be direct. Present your story in an easy-to-follow style with

minimum hyperbole. The link between the strategic
challenge, the objectives, big idea, the creative executions
and results should not be hidden.
)
( Identify the competitive landscape. Do not assume that the
judges reviewing your entry are aware of the marketplace
ins and outs of your particular category. Be sure to provide
a clear picture of the marketplace situation. )
( Be concise. Use the space and pages provided in the
standard form. Don’t add additional pages – it means
disqualification. )
Include clear, simple, relevant charts and tables. If done
( correctly, charts and tables allow judges to easily assess the

success of the marketing initiative. )
49

of your entry
( Know the rules. Review the judging criteria for

2019 and the Reasons for Disqualification before
submitting your entry.
)
Source Your Results. The #1 reason judges
( worldwide mark an entry for disqualification is

failure to provide a specific, verifiable source for
all data. Review the guidelines in this document
for sourcing your data before finalizing your entry.
)
( Be compelling. Your entry should be stimulating to
read. Tell the judges a story. )
( Tell judges why it was successful. For every
objective provide clear, sourced results. )
50

of your entry
( Remember that the judges have a very limited

amount of time to read and to score each entry. )
( Learn from Success. Take time to review past EFFIE
Winning cases online. )
Proofread. Have a few of your colleagues read
( your case through before submitting to be sure all

the elements are there and without typos )
51
10 mistakes
commonly made by entrants
1. Did not allow enough time to prepare.
Several entrants request deadline extensions, or miss the deadline, because they
underestimated the amount of time necessary to complete the entry process for this
award. Collecting data, selecting creative executions, proofreading, and getting approval
from the client all take time. Don’t wait until the last minute to start!
2. Did not follow directions.
Read the rules carefully. Small things like including the agency name or images in the
brief, or changing the number of pages will disqualify your entry.
3. Did not pay equal attention to each section of the form.
While Results are weighted more heavily, each section of the entry form is integral in
showing the strategy and methodology that produced the results. Entries that skip a
section of the brief are disqualified.
4. Muddied thinking.
Argue your case efficiently, and be sure to state the big idea behind the campaign and the
campaign objectives clearly and concisely. The judges get tired and will occasionally give
up on a case if they find themselves lost in too much “fluff”. Judges are looking for data,
not overwriting.
52
10 mistakes
commonly made by entrants
5. Results were not linked to objectives.
In order to judge the effectiveness of the campaign, the results must correspond with the
stated objectives.
6. Objectives were based on the results.

The judges are senior-level executives in the communications industry; they can tell when
goals were set retroactively.
7. Assumed the judges were familiar with the brand and its competitive market.
The judges are among the best professionals in the advertising and marketing
communications industry, but don’t assume they are familiar with your campaign, the brand,
or even the brand’s industry. Provide background and context where possible.
8. Typos. Proofread your case before submitting it.
9. Submitted inappropriate creative.

The creative executions entered should relate to the objectives, strategy and results stated
in the entry brief. Several entrants erroneously submit creative that is irrelevant to the
case.
10. Sources were not referenced.
This is the most common mistake made by entrants. Your argument must be made on fact,
not opinion. Be sure to cite the sources of any facts and statistics; failure to source results
will result in disqualification.
53
tips for a good case
MAKE YOURSELF FAMILIAR WITH PREVIOUS WINNERS
It might still be of use to you to look at previously published papers. Copies of

Advertising Works are available on the site. Or participate in the EFFIE seminars.
START EARLY
Writing a paper is, as much as anything a question of planning. Approach the paper as a
project with clear timing deadlines and goals.
CONSIDER ALL EFFECTS
List down the effects you expected. Divide them into two: first sales effects or effects on
consumers, and then effects across different stakeholders. Every time make sure you
push your thinking beyond the intermediate measures. How did the advertising
contribute to business success is the core and final question.
DATA FIRST
The basis of any good paper is data. Good data= good paper. Bad, inconclusive or
missing data= bad paper. Understanding your data, having good links with those who
produce it, good manipulation of the data is core to the best practice in the study of
effectiveness everyday. In the development of a well-written case, they are crucial.
54
CLARITY AND STYLE
The judges are intelligent human beings. They will be unimpressed by waffle. They are short of
time and will therefore appreciate a well written paper, i.e. One that has: a clear structure and
signposts avoids jargon and techno-speech, keeps the story focused and interesting,
integrates the data and tables into the text in order to allow the argument to flow without
interruption.
TRANSPARENCY
Judges are not clairvoyants!

Cases must include sufficient background and details to allow clear understanding. For
example, cases have become increasingly lax in including basic background data and clear
indications of targets, media plans etc. The ideal case should aim to cover: business
background and objectives, marketing objectives, advertising objectives and strategies, the
creative brief, the media plan and clear indication of budgets, coverage and frequency, clear
indication on return.
MAKE SURE YOUR FIRST DRAFT IS NOT YOUR LAST
Give yourself time to write and then walk away. Time away will help you see your own case
more clearly. If possible get someone relatively uninvolved to read the paper critically in an
editorial role. Use this editorial role to question (what alternative explanations are there, how
else might the effect have been achieved, what is not clear).
55
FIND A PARTNER
Find a partner. From the start have someone to help – to discuss your argument, to
question, to provoke new ideas, and the going gets tougher to support you and to help. The
best papers, like the best advertising, are usually team efforts.
INVOLVE THE CLIENT AS PARTNER
Last but not least, involve your client. Client support will ensure access to data, support
with time and resource, advice on how a client would test the proof and what a client would
find interesting.
Get your own CEO to talk to the client CEO. Past winners have all seen that a clear
agreement and understanding of how advertising worked had improved the client/agency
relationship, not simply with the marketing contact but throughout the client organization.
One of the benefits of the awards has been to support the client and the marketing function
itself in their effort to secure support (and the budget!!) from their colleagues.
56
5 COMMONALITIES AMONG WINNING ENTRIES
1. Strong results. EFFIE-winning entries provide sufficient proof that the campaign met
or surpassed its objectives.
2. Ambitious, measurable, clear objectives. Good results are great, but achieving goals
that are challenging is what EFFIE is about.
3. Well-constructed case. Winning entries clearly show the link between the big idea,
objectives, strategy, execution and results.
4. Tell the brand’s story. Entries which provide the judges with the context of the brand’s
competitive market and explain the challenges the brand faced do very well.
5. Include clear, simple, relevant charts and tables. If done correctly, charts and tables
allow judges to easily assess the success of the campaign.
ADDITIONAL TIPS
1. Complete each section of the entry form. Do not leave any section without information,
as this will result in disqualification of your entry.
2. Creative materials must directly relate to your strategic objectives and results, as
described or outlined in the Brief of Effectiveness.
3. Understand the Judging Process.
4. Identify the competitive category framework in the brief. Do not assume that all judges
have extensive knowledge of the category.
57
competition audit
WINNING CASES FOR THE ROMANIAN EFFIE AWARDS WILL BE AUDITED.
All EFFIE winning cases (Bronze, Silver, Gold and Grand EFFIE) will be audited.
The audit may not be finished by the date of the Gala Awards.
However, any winning case which is proven to be incorrect, will be publicized

and the award will be taken off.
All agencies are requested to have back up data prepared for each and every
claim written in the Brief of Effectiveness. These data need to be immediately
sent to the organizing committee upon request.
58
contact
For all questions regarding the Effie competition, contact:
Teodora Calin
Project Manager
effie romania
teodora.calin@institute.ro
+0040 728 300 570
59

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1

The Romanian EFFIE Awards Organizing Committee

EFFIE is an internationally recognized award and is organized in more than 47 countries

The goal of advertising and related marketing communications is to support marketing

what’s new in 2019

2. UPDATES IN THE CREATIVE MATERIALS SUBMISSIONS:

Exceptions added: for a few special categories (Brand Experience, Branded

POSITIVE CHANGE - NON–PROFIT

TELLING NOT SELLING FOR ALL SUBMITTED VIDEO

See the more detailed and updated reasons of disqualification.

Furthermore, every individual feedback will be sent to agencies as it was written by

❑ Improve your marketing communications strategy and technique. Judges

eligibility, deadlines & fees

Any and all marketing communications efforts / campaigns, whether full

TO ENTER THE EFFIE AWARDS, YOUR CASE MUST CONTAIN

eligibility, deadlines & fees

AGENCIES CAN ENTER A LOCAL CAMPAIGN OF A BRAND WITH A

THE ENTRANTS OF THESE SPECIFIC CAMPAIGNS MUST

01 WHAT IS THE ESSENCE OF THE GLOBAL

02 WHAT WAS YOUR LOCAL BIG IDEA

Explain in one sentence/phrase what the local idea that drove

03 HOW DID YOU BRING THE LOCAL

What was your local creative strategy? Make sure you

We encourage all contributing parties to work together to

You must credit all of your main strategic and creative

All credited partners will gather points in the Effie Global

deadlines & fees

CAMPAIGNS PRE-SCREENING - in order to avoid disqualifications:

JUDGING PROCESS - ROUND ONE 15th – 16th of May

FINALISTS GALA 28th of May

JUDGING PROCESS - ROUND TWO 6th of June

THE AWARDING GALA & AFTER PARTY 10th of June

deadlines & fees

Early Bird Deadline: 21st of February– 12th of March

On Time Deadline: 13th of March – 2nd of April

Last Chance Deadline: 3rd of April – 25th of April

deadlines & fees

• A short movie (maximum 1 minute) in .mov format. The movie will

THE PAYMENT WILL BE DONE AS FOLLOWS

via the organizing agency

S.C. MILLENIUM IMAGE&COMMUNICATION GROUP S.R.L., PERSOANĂ

❑ Bank: ING BANK N.V. AMSTERDAM, sucursala Bucuresti

❑ Account no: RO35INGB0001008190818910

❑ Details of payment: Effie participation + name of the case.

If an agency submits more than 1 case, the participant can make

2. Snacks, confectionery and deserts

5. Alcoholic beverages - Beers

6. Alcoholic beverages - Others (wines, spirits etc.)

8. Durables (e.g. automobiles, electronics, household furnishing& appliances, computers)

EFFIE 2019 INDUSTRY CATEGORIES

10. Energy (suppliers of electric energy, gas and fuel)

EFFIE 2019 SPECIAL CATEGORIES

I. DAVID VS. GOLIATH

III. NEW PRODUCT OR SERVICE INTRODUCTIONS

IV. SHOPPER MARKETING

VI. SEASONAL MARKETING

VII. BUSINESS TO BUSINESS

VIII. BRAND EXPERIENCE

IX. BRANDED CONTENT

X. ENGAGED BRAND COMMUNITIES

XI. USE OF INFLUENCERS

XII. BRANDED UTILITY

XIII. MEDIA IDEA