The
goal of advertising and related marketing communications is to
help marketers achieve their
marketing objectives. Therefore, advertising should be recognized for its ability to help achieve those objectives and for its important role in marketing.
EFFIE supports and promotes the role of advertising as an effective and efficient use of marketing resources.
EFFIE stands for a
consistent philosophy and a
rigorous set of practices, built around the demonstrated ability of advertising to achieve marketing goals.
EFFIE is first and foremost an effectiveness award, based upon proven results in the marketplace. Creative execution is seen as part of the EFFIE process and is factored into the judgment for an EFFIE award.
EFFIE encourages the dissemination of learning about best practices in advertising effectiveness. A strong international EFFIE network strengthens all EFFIE programs by enabling partners to share with one another, with the goal of strengthening and expanding the brand worldwide.
