Enter the Competition
Begin working in the online entry area in advance of the entry deadline to see the additional questions you will be required to answer in order to submit.
You may edit or delete your entry at any time until you click submit.
Download the Entry Materials
Things you should know before entering the competition.
Round One Judges individually review 8-12 cases across a range of categories. Each jury member reviews a unique set of cases across multiple categories. Due to the volume of entries reviewed by each judge, brevity is encouraged. Cases that score high enough become finalists and move on to Final Round Judging.
Final Round Judges review finalists against other finalists within their category, and like Round One, all elements of each case are reviewed and scored. Final Round judges discuss the finalists in the category before finalizing their scores.
In both rounds, all elements of an entry, including the written case and creative elements, are judged. The jury will discuss the cases after they have reviewed them. However, scoring is done individually without discussion. All scoring is anonymous and confidential. Judges provide feedback on each case for the Insight Guide.
Effie UK Scoring Criteria
Judges are asked to evaluate specific criteria in scoring a marketing case’s overall effectiveness, and provide four separate scores analysing specific attributes of the work. The breakdown is as follows:
Challenge, Context + Objectives = 23.3%
Insight & Idea = 23.3%
Bringing the Idea to Life = 23.3%
Results = 30%
100% of final score
The judges’ scores determine which entries will be finalists and which finalists are awarded a gold, silver or bronze Effie trophy. The finalist level and each winning level – gold, silver, bronze – has a minimum score required in order to be eligible for finalist status or for an award. Effie Trophies are awarded at the discretion of the judges.
It is possible that one category may produce one, two, three or four winners of any level or perhaps no winners at all - no matter the number of finalists.
Judges read your written case first and then immediately watch your video. Make sure your team reviews both together to ensure they work seamlessly together before submitting your entry.
If you are interested in participating on an Effie UK jury, please complete a Judge Application.
See further detail on the judging process and scoring sytem in the Effective Entry Guide.
Indexing Data in Your Entry
Companies across the full spectrum – from large to small and across all industry sectors enter the Effie Awards. The Effie Award’s confidentiality policy, the ability to index data, the ability to set publication permissions, etc. are all established to ensure that any company can enter their effective work without hesitation.
While judging is confidential and entrants may select publication permissions for their written case, Effie understands some entrants may still have concerns regarding sensitive information. When presenting numerical data within the entry, entrants may choose to provide those numbers as percentages or indexes, so that actual numbers are withheld. Additionally, unless the entrant opts to allow Effie to publish the entry as it was submitted if it becomes a finalist or winner, only judges will see the written entry as it was submitted.
The eligibility time period (the time period within which your case must have run) for data submision is typically approximately 6 - 9 months before the awards gala. For some companies, this delay also alleviates some concerns regarding sensitive data. See the eligibility time period for the Effie UK competition here.
We recommend nominating your client and agency team members for judging. Participating as a judge is one of the most valuable ways to learn about the award, understand how judging works, and experience our security and confidentiality rules firsthand. To nominate a judge, please complete our Judge Application Form.
Effie Board, Executive Staff, and Committee members are senior, well-respected professionals in the industry on both the client and agency side. If you are interested, we would be happy to set up a time for them to talk to you about confidentiality during judging; how to involve key team members in the judging process; and how you can submit indexed data. If you would like to have a further discussion about confidentiality, please contact firstname.lastname@example.org.
See full details on Effie's Confidentiality & Publication Policies available here.
Be compelling. Your entry should be stimulating to read. Share your story with passion and personality – with facts to back it up.
Include clear, simple, relevant charts and tables. If done correctly, charts and tables allow judges to easily assess the success of the marketing initiative.
Proofread. Ask a strong writer to review your case for spelling, grammar, logic flow, and mathematical errors.
Know the rules. Review the formatting requirements, entry requirements, and the Reasons for Disqualification before submitting your entry. Refer to the Entry Sourcing Tips.
Provide context. Identify the competitive landscape. Context is key. 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, category and competitive context. Judges frequently down score entries that fail to give this context as it is not possible to evaluate the significance of the objectives set or results achieved without it.
Tell judges why it was successful. For every objective provide clear, sourced results and provide context for judges to judge those results and objectives. Restate your objectives and KPIs in the results section. For example, what was spend for your brand in the prior year, for the competition, etc.? What were results prior year vs. now for your brand and the competitive landscape, etc.? Explain the significance of your results – what did they mean to the brand?
Eliminate other factors that could have led to the success of the brand. Prove that it was the marketing communications effort that led to the results presented in the case.
Review further tips on submitting an effective entry in the Effective Entry Guide.
1. Failing to adhere to the Effie Eligibility rules.
Data presented must be isolated to the United Kingdom, and must have run during the Effie UK eligibility period. No results after the end of the competition's eligibility period may be included. Data prior to the eligibility period may be included for context. Review Eligibility details here.
2. Entry does not meet category definition requirements.
Entries are judged based on effectiveness within the entered category.
3. Data not sourced.
All data, claims, facts, etc. presented anywhere in the entry form must reference a specific, verifiable source. Sources must be as specific as possible in documenting all evidence, while not citing specific agency names. Provide source of data, type of research, and the time period covered. The Entry Portal is set up to encourage sourcing via footnotes.
4. Including screen grabs or other images of your creative elements in your written entry form.
Entrants may not include any images of creative work, screengrabs of social media or other websites, or any other pictorial elements in the written entry. An images of creative work must be provided as part of the Creative Examples for Judging. Charts/graphs are allowed to be included in the written case.
5. Directing Judges to External Websites.
Entrants are judged solely on the materials presented in their written entry and creative examples (creative reel + images). Entrants are not permitted to direct judges to websites for further information or for further examples of work.
6. Missing Translation.
All entries with non-English creative materials must include a translation page at the end of your entry form or via subtitles within the creative materials.
7. Violating Creative Example (Reel, Images) Rules.
Entrants must follow all creative reel rules as outlined in the entry kit. This includes, but is not limited to: competitor logos/creative work and results may not be included in the creative examples; time limits must be followed.
Please review the Entry Kit for more rules and guidelines.
In order to help fulfill this mission and provide learning to the industry, Effie relies on entrants’ willingness to share their finalist and winning case studies with the industry.
By providing permission to publish your written case, you are:
Bettering the industry.
By allowing other marketers to learn from your success, you are inspiring the industry to raise the bar and make their marketing better.
Bettering the future leaders of our industry.
Colleges and universities use Effie case studies in their courses, and Collegiate Effie participants learn how to write their own effective submissions by learning from yours.
Showcasing your team’s success in achieving one of the top marketing honors of the year.
Effie wins help attract new talent, prove the importance of marketing in business, and strengthen agency-client relationships.
Publication of Your Written Entry
The Effie Awards offers finalists and winners the opportunity to have written cases published in the Effie Case Database, in turn helping inspire the industry and do their part to "Make Marketing Better". Entrants who give permission to publish their written case may have their entry featured on the Effie Worldwide website or Effie partner websites or publications.
In the spirit of learning that Effie represents, we encourage you to share your case studies so that we may "Make Marketing Better".
We respect that entries may have information deemed confidential. Within the online entry area, entrants are asked whether or not publishing permission is granted for the written entry. Entrants may select from the following options:
- Publish the case as it was submitted
- Publish an edited version of your case
- Publish the case as it was submitted after three years
- Publish an edited version of the written case after three years
The written case is the only portion of the entry that should contain confidential information, and therefore, the only portion of the entry that is included in the above publication permission policy. The creative work (reel, images), public case summary, and statement of effectiveness should not include confidential information and will be showcased in various ways if your entry becomes a finalist or winner.
To learn more about publication permissions, please review the Confidentiality & Publication Policies guide.
Effie has over Product/Service categories ranging from Beverages to Automotive. You may enter one product/service category per effort.
Effie's specialty categories are designed to address a specific business situation or challenge. When entering these categories, you should present your entry in a way that addresses the situation or challenge outlined in the category definition. Specialty categories have focuses on audiences, business challenges, health, media, and industry trends.
What category should I enter?
Review the full definitions of categories outlined in this year's Entry Kit and in the Categories guide, both found on this site. Be sure to review the category definitions thoroughly, visit the Case Study Database for past winners in each category, and when applicable, make note of specific information that the definition requires to be included in the entry.
If you are not sure which category your case should be entered into, please email email@example.com with a brief synopsis of the case, examples of the creative work, the categories you are considering.
Can I re-enter past Effie-winning work?
Review category rules in the entry kit here.
NOTE: As a minimum, entries in the Sustained Success category must include results that date back to 31st December 2015. Results must be provided through the current competition year.
NOTE: Positive Change: Social Cause efforts should use the standard Effie entry form.
This document provides:
- Brief outline on judging process
- General judge tips on crafting an effective entry
- Specific judge tips for each of the scoring sections
Additional cases may be reviewed in the Case Study Database.
The online Entry Portal in now open. You can prepare your entry using the 2019 Effie UK Entry Kit and Entry Form available here.
As part of preparing your entry, review past winning cases and Effie Jury Advice.
Credits - Company: All creative and strategic partners who contributed to the marketing communications effort must be credited. In order for each company to receive the proper credits in the Effie Effectiveness Index, the company must be credited uniformly across all entries. For contributing agencies, ask how they should be listed for Index purposes. We suggest reaching out to your own corporate communications/PR departments to ensure all client and agency names are credited correctly.
Credits - Individual: You may credit up to twenty individuals (maximum) who contributed to the campaign. Effie advises entrants to credit all main client and agency team members and make sure spelling and title information is correct.
Entry Kit Breakout DocumentsADDITIONAL DATA REQUIRED IN THE ONLINE ENTRY AREA
CONFIDENTIALITY & PUBLICATION POLICIES
SOURCING DATA GUIDE
REASONS FOR DISQUALIFICATION
Entry ScheduleFirst Deadline: 15 February 2019
Second Deadline: 1 March 2019
Third Deadline: 22 March 2019
Fourth Deadline: 5 April 2019
Final Extension: 12 April 2019
First Round Judging: May 2019
Final Round Judging: June 2019
Grand Judging: September 2019
Gala: 19 September 2019