The EFFIE Awarding Gala can be seen on TV, at the beginning of next week. The Money Channel will present a show about the Gala, on Monday, the 9th of April, starting 9.00 PM.

Besides the Grand EFFIE winner, EFFIE Romania 2007 had 11 bronze EFFIE winners, 12 silver EFFIE winners and 13 gold EFFIE winners.

There are 71 campaigns, submitted by 26 companies, competing for the EFFIE Awards Romania 2007. The categories with the largest number of entries are Promotions and Alcoholic Beverages.

"I think EFFIE is the leading contest on the market as celebrates and honors advertising and communication RESULTS", Narcis Horhoianu Associate Marketing Director Procter & Gamble and President of the Organizing Committee EFFIE Romania 2007 said.

"What sets EFFIE apart from the other contests is that it brings a high level of objectivity driven by judging both business contribution and the creative execution of the communication campaigns, while putting a higher weight on the business results. I think this is the type of award you really wish for, as it's about PASSION TO WIN in the market place. This is unique and challenging and obviously was the driving engine for putting together more than 70 applications from across industry, this year. In addition, the increased number of categories this year, better reflecting market needs also helped in stimulating a good level of excitement at the industry level", Horhoianu said.

The entries will be judged in two rounds, on the 27th and on the 28th of March. The winners will be announced during the Award Gala, that will take place on the 29th of March.

Erich Buxbaum, director International Advertising Association (IAA) Europe and president of the EFFIE 2007 jury, will hold the workshop "Brand Positioning" in Bucharest, during the festival. The workshop is a one and a half day course, that will start on the 28th of March, from 16.00 to 18.00, and will continue on the 29th of March, from 9.00 to 17.00. It will take place in the Howard Johnson Hotel, in Bucharest. The workshop has only 20 places and it has a 240 euro fee. The workshop will be presented for the entire industry during the EFFIE seminar, that will take place on the 27th of March, from 16.00 to 18.00, at the Howard Johnson Hotel.

The access will be free, upon a reservation made at the organizing company of EFFIE 2007, Millenium Communications. The EFFIE 2007 awarding gala will take place on the 29th of March, starting 19.30, at the Bamboo Club, in Bucharest. The after party will follow the gala, at the same club.

The tickets for the gala are available at www.effie.ro.


For any further information, please contact:
Irina Florea
PR Manager
Millenium Communications
Phone - 0730 202 281
E-mail - irina.florea@milleniumcommunications.ro

To sign up for Erich Buxbaum’s workshop (28-29 of March), please contact Irina Iliescu, IAA Romania, ph. 021 303 48 63.

To make a reservation for the EFFIE seminar (the 27th of March), please contact Andrei Serbulea, Millenium Communications, 021 410 75 80.

Erich Buxbaum, director International Advertising Association (IAA) Europe and president of the EFFIE 2007 jury, will hold a workshop in Bucharest, during the festival of efficiency in advertising, EFFIE Awards, the forth Romanian edition.

The workshop, "Brand Positioning - Develop, sharpen and strengthen your brands for sustainable profits and protect them from aging", is a one and a half day course, that will start on the 28th of March, from 16.00 to 18.00, and will continue on the 29th of March, from 9.00 to 17.00. The workshop will take place in the Diamond Hall, of the Howard Johnson hotel, in Bucharest.

This course is an intensive programme addressed to middle management that will help them to strengthen the business skills. The training will have six modules containing over 400 slides and over 100 real life examples and 40 commercials, a syndicate work, with an extensive Q & A session.

Some of the workshop’s topics are: the importance of brands, the power of brands, brand positioning, brand dynamics, brand vision, brand development, brand life, brand extension, success strategies, brand portfolio planning, brand migration, brand age & rejuvenation.

The workshop is organized by IAA Romania and the access will be possible based on a fee. A short presentation of this workshop will be made during the EFFIE seminar, that will take place on the 27th of March, from 16.00 to 18.00, at the Howard Johnson hotel.

The access will be free, upon a reservation made at the organizing company of EFFIE 2007, Millenium Communications. Erich Buxbaum has an experience of over 30 years in marketing and communication. Over the years he was responsible for global strategy, innovation and brand building at Unilever and held different positions as Senior Vice President, Household Care, Unilever London and President Unilever und Chairman Lever Faberge, Austria.

Buxbaum has many areas of competence as Strategic Management, Portfolio Management / Acquisitions and Disposals, Knowledge Management, Brand Build & Positioning, Brand Communication, Innovation Process Management and Color Psychology. The EFFIE 2007 awarding gala will take place on the 29th of March, starting 19.30, at the Bamboo Club, in Bucharest. The after party will follow the gala, at the same club.

The tickets for the gala are available at www.effie.ro.

Entries will be received untill the 16th of March, at the organizing company - Millenium Communications.

Campaigns must have run in 2006, on at least one media support, they must state clear objectives and to offer proof of having met or exceeded them. They must combine in the best way all the disciplines that create a successful marketing program - planning, market research, media, creative and account management and to prove the partnership between the agency and the client in building the brand.

The entries will be judged in two rounds, on the 27th and on the 28th of March. The winners will be announced during the Award Gala, that will take place on the 29th of March.

EFFIE Awards program was created in the United States of America, in 1968, by the New York American Marketing Association, in recognition of the year's most effective advertising campaigns - campaigns that have delivered superior results in meeting the objectives they were designed to achieve.

The first Romanian edition of the EFFIE Awards took place in 2004.


For any further information, please contact:
Irina Florea
PR Manager
Millenium Communications
Phone - 0730 202 281
E-mail - irina.florea@milleniumcommunications.ro

To sign up for Erich Buxbaum’s workshop (28-29 of March), please contact Irina Iliescu, IAA Romania, ph. 021 303 48 63.

To make a reservation for the EFFIE seminar (the 27th of March), please contact Andrei Serbulea, Millenium Communications, 021 410 75 80.

How do you think the festival is perceived in the industry?

I believe EFFIE is considered as one of the most objective and important contests in the advertising industry. EFFIE measures the impact of the creative effort in generating "business" results, the evaluation process is rigurous and objective and it generates interest and credibility.

What do you think EFFIE needs to be even more credible?

EFFIE is more credible with every edition. There are a few important criteria that help to build credibility: a) the organizing committee's and the jury's objectivity, with the participation of many marketing specialists from the industry, b) transparency in communicating with the industry by seminars and press releases to clarify the entry system, the filling in of the entry form and the judging process.

What do you expect from this edition, in comparison with the other ones, from the last years?

Every EFFIE edition has a higher level of competitiveness, in comparison with the previous one. I expect to have more participants this year, so higher competition.

Considering that, last year, the new category in the contest didn't have nominees, what do you expect from the new categories of this edition?

Each new category is welcoming a need of the advertising market. I believe that we'll have participants that we'll consider participating to these new categories important. The Awarding Gala and the final results will show how we managed to reach this objective.

Which categories do you expect to have the highest competition?

As last year, we'll have many entries in the promo FMCG category.

Do you expect small agencies to win awards this year, too?

EFFIE is open for all the firms in the industry, small or big. EFFIE celebrates the results and the results can come from the big agencies, but also from the small ones.

What's the importance of an EFFIE award for the client company?

The market's recognition that a marketing effort has results. The client appreciates the results, over anything else. I believe that EFFIE has a major role, mostly for the agency, because it celebrates the results brought by a communication campaign.

How important is an EFFIE award in an agency's portfolio when you organize a pitch?

EFFIE is a performance warranty, so it helps to the evaluation part of the agency's credentials.

Do the EFFIE awards determine you to develop more local campaigns?

I think it's extremely important to have the right campaign, that generates results, even if it's developed regionaly or locally. So I'm not looking only for a local campaign. If a local campaign proves to be more efficient, and it is worth the effort, then I can decide to choose a local campaign.

Did you notice improvements of the festival from an edition to another?

I think the competitiveness and the interest towards EFFIE have risen, so I believe every year is better than the previous one.


For any further information, please contact:
Irina Florea
PR Manager
Millenium Communications
Phone - 0730 202 281
E-mail - irina.florea@milleniumcommunications.ro

The deadline for entrying the EFFIE 2007 competition has been extended untill the 16th of March.

During the week of extension, the entry taxes are: 700 euro for the RAAA/IAA members and 1.100 euro for non/members.

The submissions must be sent to the organizing company - Millenium Communications (for more information, please visit www.effie.ro).

Campaigns must have run in 2006, on at least one media support, they must state clear objectives and offer proof of having met or exceeded them. They must combine in the best way all the disciplines that create a successful marketing program - planning, market research, media, creative and account management and to prove the partnership between the agency and the client in building the brand.

The entries will be judged in two rounds, on the 27th and on the 28th of March, at the Howard Johnson Hotel. The winners will be announced during the Award Gala that will take place on the 29th of March, at Bamboo.

The EFFIE jury from this year will be lead by Erich Buxbaum, Regional Director for Europe IAA, and it will be formed by more than 50 professional marketing and communication specialists.

Starting this year, the festival has three new categories: "Pharmaceuticals", "David vs. Goliath" and "Renaissance".

Another new aspect of the EFFIE Awards 2007 is the delimitation of the "Food products" category in two separate categories: "Food products I" (e.g. meat and dairy products, pet food) and "Food products II" (Snacks, confectionery and deserts).

This year's edition of the festival has 18 categories in the contest. All categories have minimum score requirements in order to attain a gold, silver or bronze EFFIE. It is possible, for example, to award a silver and a bronze, but no gold. The Grand EFFIE goes to the campaign that achieves the highest overall score of the year.

The "Promotions FMCG" and "Promotions non-FMCG" categories may not compete for the Grand EFFIE. EFFIE is organized by IAA Romania and by the Romanian Advertising Agencies Association (RAAA). The 2007 edition is organized with the support Millenium Communications.


For any further information, please contact:
Irina Florea
PR Manager
Millenium Communications
Phone - 0730 202 281
E-mail - irina.florea@milleniumcommunications.ro

For those who want to entry the EFFIE 2007 competition there is one more week left to send the campaigns. The entry period is open until the 9th of March 2007 and the submissions must be sent to the organizing company - Millenium Communications (for more information, please visit www.effie.ro).

Campaigns must have run in 2006, on at least one media support, they must state clear objectives and offer proof of having met or exceeded them. They must combine in the best way all the disciplines that create a successful marketing program - planning, market research, media, creative and account management and to prove the partnership between the agency and the client in building the brand.

The entries will be judged in two rounds, on the 27th and on the 28th of March, at the Howard Johnson Hotel. The winners will be announced during the Award Gala that will take place on the 29th of March, at Bamboo.

"By its tradition and its format, this festival is one of the most appreciated and recognized mar-com festivals in the world. It is unanimously recognized, by the clients and by the agencies, as it is one of the few clear proofs that creative advertising sells", Victor Dobre, Executive Director International Advertising Association (IAA) Romania and member of the EFFIE 2007 Organizing Committee said.

"It is one of the most credible events that take place in today's advertising industry", he added.
The EFFIE jury from this year will be lead by Erich Buxbaum, Regional Director for Europe IAA, and it will be formed by more than 50 professional marketing and communication specialists.

The members of the EFFIE 2007 Jury are: Adrian Nicolaescu - Marketing Manager RedBull, Alex Badila - Managing Director Publicis, Alexandra Gatej - Chairman Unilever SCE, Alina Agurida - Marketing Director Allianz, Alina Simpetru - Managing Partner TBWA\MERLIN, Anca Beta - Brand Manager Culinary Nestlé, Bianca Bourbon - Marketing Manager Coca-Cola Romania, Bulgaria, Moldova, Calin Clej - Consumer Marketing Manager Quadrant Amroq Beverages, Catalin Butolo - Marketing Manager Ultra PRO, Catalin Ignat - Marketing Director URBB, Catalina Cernica - Managing Director Graffiti BBDO, Corina Salanti - Marketing Director Real, Cosmin Alexandru - Managing Partner Brandivia, Cristina Lepadatu - Marketing Director Banca Romaneasca, Cristina Micu - Marketing Manager ING, Cristofor Iosub - Managing Director Ogilvy One, Dan Oprescu - Portfolio, Brand & Trade Strategy Director JTI, Dan Ostahie - CEO Altex, Dan Petre - Managing Partner and Director of the qualitative studies department D&D Research, Dan Zloteanu - Marketing Manager Beiersdorf, Daniel Enescu - Managing Partner Daedalus Consulting, Daniel Gavrila - Independent consultant, Daniela Knecht - Deputy Managing Director Client Service & Business Development BV McCann Erickson, Diana Flutur - Managing Director Odyssey, Eduard Croitoru - Advertising Director Dacia, Emanuel Sanda - Country Manager AC Nielsen, Ioana Ivancenco Paun - Director Marketing HVB Tiriac Bank, Ioana Manea - Managing Partner Loco Branding & Communication, Magda Niculescu - Category Portfolio Manager Masterfoods, Manuela Voicila - General Manager Zentiva, Maria Tudor - Managing Director Zenith Media, Marina Zara - Marketing Manager McDonald's, Marius Caluian - General Manager MEMRB Romania, Mihaela Ungar - Marketing Manager Colgate - Palmolive, Mihai Ciobanu - Consumer Healthcare Manager Romania Pfizer, Mihai Ghyka - General Manager InBev, Mircea Kivu – Scientific Director Ipsos Interactive, Octavian Popescu - Managing Director Initiative, Oliver Kapusta - Integrated Comunication Director GMP, Paula Hotea - Client Service Director Saatchi&Saatchi, Petra Hoyos – CEO Scala JWT, Radu Ghelesel - Account Director Central & Eastern Europe Grey, Radu Miu - General Manager Mercury Promotions, Razvan Matasel – Deputy Managing Director & Head of Planning Leo Burnett, Robert Zanescu – Managing Director Garrison Group, Roxana Popa - Brand Manager P&G, Sorin Popescu – Managing Partner Next, Stephanie Jackson - Senior Director, Brand and Marketing Communications Vodafone, Svetlana Bulacu – Head of Media Office Cosmote, Wojciech Bauman - Marketing VP Ursus Breweries.

Starting this year, the festival has three new categories: "Pharmaceuticals", "David vs. Goliath" and "Renaissance".
Another new aspect of the EFFIE Awards 2007 is the delimitation of the "Food products" category in two separate categories: "Food products I" (e.g. meat and dairy products, pet food) and "Food products II" (Snacks, confectionery and deserts).

This year's edition of the festival has 18 categories in the contest. All categories have minimum score requirements in order to attain a gold, silver or bronze EFFIE. It is possible, for example, to award a silver and a bronze, but no gold. The Grand EFFIE goes to the campaign that achieves the highest overall score of the year.

The "Promotions FMCG" and "Promotions non-FMCG" categories may not compete for the Grand EFFIE.
EFFIE is organized by IAA Romania and by the Romanian Advertising Agencies Association (RAAA). The 2007 edition is organized with the support Millenium Communications.


For any further information, please contact:
Irina Florea
PR Manager
Millenium Communications
Phone - 0730 202 281
E-mail - irina.florea@milleniumcommunications.ro

An EFFIE award can strenghten the relationship between the advertising agencies and their clients, and, when in pitches, it can raise the awarded agencies' chances.

The advertisers and the advertising people agree that EFFIE is a standard for the industry that certifies the results of a campaign and the value of the agency and of the client.

"An EFFIE for the agency you work with is the acknowledgement of their work's value and efficiency. A motivating element for the agency and for the client. If the prize comes for a common project agency-client, everything looks like the finish line of a Formula 1 race: champagne pops out, people celebrate and they turn into a team – they are not anymore two separate ones. On the other hand, an EFFIE award in an agency's portfolio is an entry ticket and one more zero on the bill", Alexandra Gatej, Chairman Unilever SCE, member of the EFFIE 2007 jury, said.

She added that one EFFIE is a "CV element, not a pedigree one".
"If you work with agencies that win EFFIE every year, it means that team is performing on a regular basis and this is interesting for any client", she said. Marina Zara, Marketing Manager McDonald's and member of the EFFIE 2007 jury, agrees that EFFIE makes the blazon of a creative shop, of a media or full service agency to be even more "shiny" and "healthy".

"A client looks for marketing efficiency first and creative communication is the translation of a marketing idea in recurrent sales and profit. It's a complex job, that implies a perfect collaboration between the client and the agency. The more informed the clients are about the inner importance of the EFFIE prize for an agency, the more it will weight in that agency's portfolio", Marina Zara said. Even if it's not always a turning point in choosing the winning agencies in pitches, an EFFIE prize can be a recommendation or a step forward at the start line for the awarded agency.

"It's hard to say how much it counts. Anyway, it's clear that when an agency shows off its awards it has more points at the evaluation of the offer. I'm not saying that, just thinking about the prize, but an EFFIE says very much about how the agency understands your business", Eduard Croitoru, Advertising Director Dacia and member of the EFFIE 2007 jury, said.

Most of the jury members agree EFFIE confirms a good relationship client-agency and the creativity of the agency.
"EFFIE is an award for clients' creativity", Daniel Gavrila, independent consultant and member of the EFFIE 2007 jury, said.
"Since EFFIE rewards good marketing strategies, and the clients are very important here: they choose the direction. Even if the idea isn't theirs, they are the ones who assume it in their companies. Thanks to the judging system, that gives more importance to the strategy than to the execution, EFFIE can separate this couple and reward even a strategy let down by the execution", he explains.

Daniela Knecht, Deputy Managing Director Client Service & Business Development BV McCann Erickson and member of the EFFIE 2007 jury, underlines clients' contribution to getting a prize in the festival: "Let's not forget that not only the agency wins, but the client as well - it is, after all, a partnership. And without good briefs and a client that understands the importance of all of the marketing mix elements working together, no ad can break the barriers". Mihai Ghyka, too, general manager InBev and member of the EFFIE 2007 jury, says that, beyond brands, EFFIE rewards the partnership agency-client that gets along with excellent results. Thus, he explains the custom to call both the agency and the client on the EFFIE stage, to get the prize.

"This award is the result of a partnership client-agency and the recognition of its excellence", Manuela Necula, Head of Country Ogilvy Group Romania and member of the EFFIE 2007 jury, said.

"Advertising, even it's a discipline at the boarder between art and science, has very clear objectives, and the right construction of the brands brings measurable benefits to every company. The satisfaction and the benefits are high, for both client and agency", she added.

EFFIE is a festival that rewards results, being the only advertising event that rewards efficiency.

EFFIE Awards program was created in the United States of America, in 1968, by the New York American Marketing Association, in recognition of the year's most effective advertising campaigns - campaigns that have delivered superior results in meeting the objectives they were designed to achieve.

The first Romanian edition of the EFFIE Awards took place in 2004.

Considering Romania's recent admission in the European Union, this internationally known award could help the local agencies and offices to compete with the international companies.

"Right now, in Romania, we will face more and more international players to enter the playing field. As the EFFIE is a tool in many countries, these new market entries will look for internationally recognized agencies. It's not just about network associations, but also about the local capabilities", Daniela Knecht, BV McCann Erickson, said.

This year, entries will be received untill the 9th of March 2007, at the organizing company - Millenium Communications (for any further information please visit www.effie.ro).

Campaigns must have run in 2006, on at least one media support, they must state clear objectives and to offer proof of having met or exceeded them. They must combine in the best way all the disciplines that create a successful marketing program - planning, market research, media, creative and account management and to prove the partnership between the agency and the client in building the brand.

The entries will be judged in two rounds, on the 27th and on the 28th of March. The winners will be announced during the Award Gala that will take place on the 29th of March.


For any further information, please contact:
Irina Florea
PR Manager
Millenium Communications
Phone - 0730 202 281
E-mail - irina.florea@milleniumcommunications.ro

Alcoholic and non-alcoholic beverages, FMCG and promotions could be the categories with the highest competition, in EFFIE 2007, according to the members of the jury.

They predict that other categories that could have a big number of entries are telecommunications, durables, financial services and the new category "Renaissance".

"I'm expecting to have more entries, more brilliant campaigns that can become case studies, I'm expecting and I wish the festival generates more controversies (in a positive way as effect on the industry)", Alexandra Gatej, Chairman Unilever SCE and member of the EFFIE 2007 jury, said.
"I believe the entries/the competition will be higher where the markets have been dynamic and they have generated a lot of production (for example banks, FMCG) and where a lot of local advertising has been produced (for example alcoholic and non-alcoholic beverages, maybe insurances)", she added.

The members of the EFFIE 2007 jury predict, also, that this edition of the festival will have better written entries.

"Maybe responsible people got used to EFFIE and in 2006 there was a sort of explosion of the planners, as importance and visibility in the agencies", Daniel Gavrila, independent consultant and member of the EFFIE 2007 jury, said.
"I'm very curious to see the impact of the new categories, but I think the promotions categories will still have a high competition, first because they are short term activities, with clear measurable and measured objectives. One of the persisting problems of many successful clients is the lack of data to prove their competitiveness", he showed.

The quick evolution of the advertising market makes some of the jury members to say that, this year, the competition will be tougher in all the categories.

"Every EFFIE edition was marked by the upraisal of the competitiveness level, in comparison with the previous edition. I expect to have more participants this year, that means higher competition", Narcis Horhoianu, Associate Marketing Director Procter&Gamble Romania and president of EFFIE 2007 Organizing Committee, said.

The EFFIE festival has, starting this year, three new categories: "Pharmaceuticals", "David vs. Goliath" and "Renaissance".
"David vs. Goliath", a new category at a global level, will award tiny existing brands making inroads against big, well-established leaders and for established small brands taking on "sleeping giants".

Campaigns that succeeded in renewing an older brand, reversing a declining brand or re-staging a brand to reach new audiences and contemporize its relevance in the category or marketplace will be awarded in the "Renaissance" competition.

Another new aspect of the EFFIE Awards 2007 is the delimitation of the "Food products" category in two separate categories: "Food products I" (e.g. meat and dairy products, pet food) and "Food products II" (Snacks, confectionery and deserts).

"I appreciate the introduction of the Renaissance category, absolutely necessary in a wide ranging and dynamic market, as the Romanian one. Even if this year there are not many entries in this category, it will be a block-start for reinventing Madonna in the next years", Marina Zara, Marketing Director McDonald's Romania, Moldova and member of EFFIE 2007 jury said.
She expects this edition to be "more coherent", "smarter" and "nicer".

EFFIE 2007 entries will be received untill the 9th of March 2007, at the organizing company - Millenium Communications (for any further information please visit www.effie.ro).
The entries will be judged in two rounds, on the 27th and on the 28th of March. The winners will be announced during the Award Gala, that will take place on the 29th of March.

The EFFIE Festival is organized in Romania by the International Advertising Association (IAA) and the Romanian Advertising Agencies Association (RAAA), the 2007 edition being set up with Millenium Communication. The American Marketing Association New York has the licence for organizing this festival in Romania and the contest's procedure follows step by step the international EFFIE standards.


For any further information, please contact:
Irina Florea
PR Manager
Millenium Communications
Phone - 0730 202 281
E-mail - irina.florea@milleniumcommunications.ro

A well-written brief of effectiveness dramatically increases chances of campaigns in the EFFIE contest. The first step the agencies have to make in order to hope for a prize in the festival of effectiveness in advertising, EFFIE Awards, is to fill in the submission form, known as "Brief of Effectiveness".

This brief asks a lot of details about the strategy behind a campaign and about its results, because it is meant to convince the jury that the campaign managed to combine all the disciplines of a marketing program and that it delivered superior results in meeting the objectives it was designed to achieve.

"The brief is extremely important for winning a prize, because it shows if you had the strategic coherence or it was just luck", says Razvan Matasel, deputy managing director & head of planning Leo Burnett and member ot the EFFIE Awards 2007 jury.

"EFFIE means long term discipline. The filling in of the submission form should start at the very moment the agency receives the brief from the client", he added.

Razvan Matasel was in the organizing commitee of two editions of EFFIE Romania and he was a member of the Euro EFFIE jury. He says those who fill in the briefs of effectiveness shouldn't try to fool the jury, because "they don't have a chance". On his advice list there are six essential points: "cut all the words and all the ideas that don't add nothing to the story", "everything you write should be interesting", "isolate the communication's effect", "take time to build the graphics, because they are worth more than 1.000 words", "the objectives must be clear and measurable", "the selling objectives are not enough – we talk about a festival that measures the communication objectives, so they have to be there too".

Matasel believes the planners are those who should control submission process, but he underlines that, most of the time, the brief of effectiveness is the result of a team work, where the client has a very important role.

"The client's support is vital, especially for writing the paragraphs about the communication's effects. For example, the section about the components of the marketing mix can't be filled in without the help of the marketing specialist", says Matasel.

From his experience as a participant to EFFIE, Razvan Matasel says he didn't have problems when he asked the clients to give the agency the supportive research data, considering they don't have to deliver absolute numbers and they can provide indexes.

Even though the brief of effectiveness is very important, it is not enough to win a prize, it has to be supported by the real execution of the strategy it describes.

"The jury is formed by the best specialists in communication from Romania. Just a nice story can't influence them. Let's not forget the brief is accompanied by the creative executions that have to dramatize the strategy described in the brief, confirming or infirming the accuracy of the written information", explains Matasel.

Entries will be received untill the 9th of March 2007, at the organizing company - Millenium Communications (for any further information please visit www.effie.ro).

The entries will be judged in two rounds, on the 27th and on the 28th of March. The winners will be announced during the Award Gala, that will take place on the 29th of March.

When they fill in the submission forms, the participants should keep in mind that the jury only has a few minutes to analize a campaign, in the first round. That's why the briefs should be written clearly, so they can be easily read and understood.

The brief of effectiveness can be downloaded from the web-site www.effie.ro or it can be provided by Millenium Communications.

The EFFIE Festival is organized in Romania by the International Advertising Association (IAA) and the Romanian Advertising Agencies Association (RAAA), the 2007 edition being set up with Millenium Communication. The American Marketing Association New York has the licence for organizing this festival in Romania and the contest's procedure follows step by step the international EFFIE standards.


For any further information, please contact:
Irina Florea
PR Manager
Millenium Communications
Phone - 0730 202 281
E-mail - irina.florea@milleniumcommunications.ro

The International Advertising Association (IAA) and the Romanian Advertising Agencies Association (RAAA) announces they are ready to receive submissions to the fourth edition of the EFFIE Awards Romania.
Starting this year, the festival has three new categories: "Pharmaceuticals", "David vs. Goliath" and "Renaissance".

The submissions of campaigns for medicines, vitamins, dental, first-aid products and devices to the last years' editions lead to the introduction of the "Pharmaceuticals" category.

"David vs. Goliath", a new category at a global level, will award tiny existing brands making inroads against big, well-established leaders and for established small brands taking on "sleeping giants".

Campaigns that succeeded in renewing an older brand, reversing a declining brand or re-staging a brand to reach new audiences and contemporize its relevance in the category or marketplace will be awarded in the "Renaissance" competition.

Another new aspect of the EFFIE Awards 2007 is the delimitation of the "Food products" category in two separate categories: "Food products I" (e.g. meat and dairy products, pet food) and "Food products II" (Snacks, confectionery and deserts).

This year's edition of the festival has 18 categories in the contest: "Food products I", "Food products II", "Non-Food products" (FMCG - e.g. apparel, footwear, accessories, household supplies&care, beauty products), "Alcoholic beverages", "Non-alcoholic beverages", "Durables" (e.g. automobiles, electronics, household furnishing& appliances, computers), "Retail", "Financial services", "Media & Entertainment", "Image, social nonprofit campaigns" (including political advertising, NGO, social), "Telecommunications", "Promotions FMCG", "Promotions non-FMCG", "New product and service introduction" (any campaign used to introduce a new product that is not a line extension), "David vs. Goliath", "Pharmaceuticals", "Renaissance", "Others" (e.g. luxury goods and services, software, real estate, transportation, travel & tourism).

All categories have minimum score requirements in order to attain a gold, silver or bronze EFFIE. It is possible, for example, to award a silver and a bronze, but no gold. The Grand EFFIE goes to the campaign that achieves the highest overall score of the year.

The "Promotions FMCG" and "Promotions non-FMCG" categories may not compete for the Grand EFFIE.

Entries will be received until the 9th of March 2007, at the organizing company - Millenium Communications (for any further information please visit www.effie.ro).
Campaigns must have run in 2006, on at least one media support, they must state clear objectives and to offer proof of having met or exceeded them. They must combine in the best way all the disciplines that create a successful marketing program - planning, market research, media, creative and account management and to prove the partnership between the agency and the client in building the brand.

The entries will be judged in two rounds, on the 27th and on the 28th of March. The winners will be announced during the Award Gala, that will take place on the 29th of March.

EFFIE Awards program was created in the United States of America, in 1968, by the New York American Marketing Association, in recognition of the year's most effective advertising campaigns - campaigns that have delivered superior results in meeting the objectives they were designed to achieve.

The first Romanian edition of the EFFIE Awards took place in 2004.


For any further information, please contact:
Irina Florea
PR Manager
Millenium Communications
Phone - 0730 202 281
E-mail - irina.florea@milleniumcommunications.ro