EURO Effies

I am a member of the first round of judging for the EURO Effies and so far it's been a rather interesting experience.

The entire judging process takes place online and we never really get to see the actual creative work - unless the agency chose to upload it, which did not happen in many cases - but only read through market challenges and results.

What I find extremely interesting is the impulse to simply open a new tab and google the case you're reading to assess whether the results are actually real and to read some consumer reviews of the ads :-). Some of the cases we judge are high profile brands and high profile campaigns and sometimes you tend to think that you've read something on that specific subject and just want to check.

However, the extra twist of Effies is that they are, apart from awards for effective communication, also a test of effective writing and persuasion. Irrespective of how much information is available online you need to rely solely on your interpretation of the data you are given - that is why HOW the case is written is essential.

I look fwd to some results in the Romanian Effies for that specific reason also - because some of them will have been written by two great copywriters :-)