TIPS FOR SUCCESSFUL EFFIE 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 – they will simply be discarded upon receipt.
  
  
• Include clear, simple, relevant charts and tables.
  If done correctly, charts and tables allow judges to easily assess the success of the marketing initiative. Do not include graphics or logos anywhere on your entry form.
  
  
• Know the rules.
  Review the judging criteria for 2012 and the
  10 Reasons for Disqualification before submitting your entry.
  
  
• Source Your Data and Results.
  The #1 reason judges mark an entry for disqualification is failure to provide a specific, verifiable source for all data, claims, facts, etc. included anywhere in the entry form. Review the guidelines in this document for sourcing your data before finalizing your entry.
  
  
• Make sure your entry does not include an Agency’s name anywhere in the entry form or creative materials — Effie is an Agency-blind competition. The #2 reason judges disqualify an entry is including agency name in the entry form or creative materials.
  
  
• Provide English translation for all non-English creative materials.
  
  
• Be compelling.
  Your entry should be stimulating to read. Tell the judges a story with facts to back it up.
  
  
• Tell judges why it was successful.
  For every objective provide clear, sourced results and provide context for judges to judge those results and objectives. For example, what was spend for your brand prior year, for the competition, etc. What were results prior year vs. now for your brand and the competitive landscape, etc.
  
  
• Learn from Success.
  Take time to review 2011 Effie Winning cases in the online showcase.
  
  
• Listen to the Judges.
  Download the Effective Entry Guide for detailed instructions for each question, including judge comments on how to make a stronger entry.
  
  
• Watch videos of Effie staff giving a Q&A webinar on how to enter and also past Effie winners talking about creating their winning cases.
  Videos can be viewed at Effie’s YouTube channel.
  
  
• Proofread.
  Have a few of your colleagues read your case through before submitting to be sure all the elements are there and without typos and you have addressed all questions those unfamiliar with your brand may have after reading the draft. Ask them to give you honest feedback about the length and the jargon. Judges appreciate cases that are not overinflated and that are clear and simple.

For more information, please refer to the 2012 Entry Kit.