Step 3

Enter the Competition

The entry portal is now open.

 

Step 2

Download the Entry Materials

Thoroughly review all entry materials before submitting your entry.

Step 1

Review Entry Guidelines

Collaboration yields the most effective, thorough cases. Entrants are encouraged to work together with agency and client partners to submit a case. Entrants must credit all main strategic and creative partners on the case. Effie reserves the right to refuse entry at any time.
Effie entries are judged by some of the brightest and most experienced business leaders. We draw on their experience to not only judge the work of their peers but to highlight learning for the industry overall.  Entries are judged in two phases: 
 
Round One Judges individually review 5-6 cases across a range of categories. Cases that score high enough become finalists and move on to Final Round Judging. 
 
Final Round Judges review all finalists within a category and discuss each case before finalizing scores.
   
In both rounds, judges evaluate the written case and creative executions. Scoring is done anonymously and confidentially. Judges provide feedback on each case for the Insight Guide.​

Grand Effie Judging
The Grand Effie represents the single best case entered in a given year. There will likely be something 'breakthrough' about it with the express purpose and proven capability of delivering outstanding effectiveness.

As the Grand Jury is so senior and they express their collective opinion, the winning case represents both the most effective case of the year and a message that will be sent to the industry about learnings for the way forward. Only a select number of the highest-scoring gold winning cases are considered contenders for the Grand Effie award.

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:

SCORING SYSTEM
Challenge, Context + Objectives .................23.3%
Strategy, Insight(s) & Strategic Idea............23.3%
Bringing the Idea to Life................................23.3%
Results.............................................................30%

                                                                           
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.
 
To honour even more great work, efforts can be entered into a maximum of four categories.  Of those four categories, only one category submission may be a industry category.  You are not required to enter an Industry category – you may enter four speciality or business challenge categories instead.
 
Business Challenge and Speciality Categories
The Business Challenge and Speciality Categories are designed to address a specific business situation/challenge or marketing discipline. There are approx. 30 categories, with focuses on audiences, business challenges, media, shopper marketing, and industry trends.
 
When entering into any of these categories, you should present your entry in a way that addresses the situation or challenge as outlined in the category definition.  It is critical to thoroughly review these category definitions to ensure your effort meets the criteria of the specific category definition. Judges will down score your entry if you are missing information required by the category definition.
 
Industry Categories
There are approx. 30 industry categories to choose from. You may only enter one industry category per effort.
 
Positive Change Categories – In Collaboration With World Economic Forum
The Positive Change Effies reward and celebrate the brands and non-profits that are promoting the greater good through marketing. 
 
There a four Positive Change categories to choose from within two tracks – Environmental and Social Good - depending on whether the entrant brand is a non-profit or for profit organisation.
The following will result in disqualification and entry fees will be forfeited.

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.
Be direct and concise. 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 be clear.

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 Entry Kit.
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.  

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.

Judging

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 effieuk@effie.org.  

See full details on Effie's Confidentiality & Publication Policies available here.
Effie Worldwide is a 501(c)(3) non-profit organization that stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness.  

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 AS THE CASE WAS SUBMITTED” – You agree that the written entry form may be published as it was submitted and reproduced or displayed for educational purposes. 
“PUBLISH AN EDITED VERSION OF THE WRITTEN CASE” – You agree to submit an edited version of your case study for publication which will be reproduced or displayed for educational purposes.  You may not redact entire results section.
 
“PUBLISH THE CASE AS IT WAS SUBMITTED AFTER SIX MONTHS” – The written case will be published as it was submitted after six months and will be reproduced or displayed for educational purposes.

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.

Entry Kit

ITEM
DETAIL
FORMAT
DOWNLOAD
2021 EFFIE UK ENTRY KIT
Review the rules, requirements, and category definitions for this year's competition.
PDF
CATEGORY DEFINITIONS
Review category list with definitions.
PDF

Entry Forms

ITEM
DETAIL
FORMAT
DOWNLOAD
2021 ENTRY FORM GUIDE
Entry form used for all Effie UK categories except Sustained Success and Performance marketing.
DOCX
2021 SUSTAINED SUCCESS ENTRY FORM
Use this entry form to submit under the Sustained Success categories.
 
DOCX
2021 PERFORMANCE MARKETING ENTY FORM
Use this entry form to submit under the Performance Marketing categories.
DOCX

Resources

ITEM
DETAIL
FORMAT
DOWNLOAD
SUBMISSION CHECKLIST
We recommend reviewing this checklist prior to submitting your entry(ies).
PDF
SOURCING DATA GUIDE
This guide provides information on soucing data in your entry. 
PDF
CREATIVE REQUIREMENTS GUIDE
Review requirements and preparation tips on the creative materials for the entry form.  This includes the Creative Reel and Images of Creative Work. 
PDF
CONFIDENTIALITY & PUBLICATION POLICIES GUIDE
Review  Effie's policies on confidentiality & publication of your entry.
PDF
Original
7 Tips for an Effective Effie Awards Entry
Contact Us:
effieuk@effie.org