It is the international competition first in Ukraine appreciating efficiency expenses of advertisers on advertising. In it the main difference EFFIE from similar competitions consists:  jury estimates not only creative an advertising campaign, but also her main component - productivity: sales volume growth, increase in a share of the market, recognition of the trade mark and increase cost of a brand. Besides, value EFFIE Awards consists in increase level of marketing thinking and an openness of economic and other indicators of national advertising campaigns.