effie awards


The categories and the competition structure remain unchanged during the period of the competition (14th of March 2017 – 17th of May 2017).


  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 colouring, 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, fertilisers, 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)
  9. 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. Financial services (e.g. home banking, insurance, loans, mortgage, mutual funds etc.)
  11. Media & Entertainment (e.g. TV stations & TV telecommunications providers with exclusive content, magazines, newspapers, plays, museums, music organizations, concert series, cultural festivals, theater festivals)
  12. Corporate Reputation, Image & Identity (includes sponsorships, corporate image and identity; advertising to promote corporations, not exclusively their products/services)
  13. Telecommunications (e.g. mobile and fixed, mobile phones, pre paid,  internet providers, high speed internet providers, offers, data packages etc)
  14. Medical services &  Healthcare products (medicines, vitamins, OTC’s, dental, first-aid products and device, medical services, medical insurance etc.)
  15. Other products & services (e.g. luxury goods and services, software, real estate, transportation, travel & tourism)


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.

IV. 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 2014 and must include the current year results – 2016.

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).

“Sustained Success” winners can not compete for Grand EFFIE.

V. 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.

VI. 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.

e.g.: https://www.effie.org/case_studies/case/NA_2016_438480

VII. 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.

VIII. Positive Change  - Non – Profit – This category recognizes non-profit organisations and associations whose communication efforts have effectively driven positive change for the society and successfully contributed back to the organisation’s purpose. Campaigns must show measurable impact and proven results in support of the cause. .


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.

IX. Media Innovation

This category focuses on communication campaigns that transformed the way a particular media channel was traditionally consumed or created a new channel. The award will go to those who reached out of the conventional approach and showcased a new and creative usage of the media channels we know and love, or have not yet met.  The cases must showcase the insight behind the innovative usage of a media channel or the creation of a new one as well as the results for the brand that drove the campaign.

X. Engaged Communities

This category is about building effective, engaged communities that DO something beyond “liking “ a 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 the community, what they specifically achieved and why the engaged community was significant for the development of the brand/business.

Note: A community built by a brand means a group of people who can interact both with the brand and with each other, gathered by a brand around a common need, goal or interest of the individuals that form the group.

* a data base of individual contacts gathered by a brand is not a community

XI. 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 business impact.

Note: The athletes’ endorsement campaigns and sport products campaigns (sport gear, energy drinks etc) are not eligible for this category .

XII.  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.

Download the Romanian Effie Awards 2017 Entry Kit Documents.