The following could result in disqualification and loss of entry fees: 

Failing to adhere to the eligibility rules:  Data presented must be isolated to the Ukraine & work must have run at some point between: January 1, 2024 –  October 1, 2025. Data prior to the eligibility period may be included for context.

Entry does not meet category definition requirements: Entries are judged based on their effectiveness within the entered category.  ​

Agency names/logos included in the entry form or in the creative materials: Effie is an agency-blind competition; no agency names should be included in the materials that judges will review (entry form, investment overview, creative reel, creative images). Do not include any agency names in your sources – this includes agency names other than your own. The source of data should be referenced as “Agency Research,” “PR Agency Research,” “Media Agency Research,” etc. ​  

Note: It is fine for agency name to appear in an entry in situations where: the agency is the brand for the entered case, or the agency name appears in the creative work that ran publicly.

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. Refer to the following “sourcing data” page for more information. 

Directing Judges to External Websites: Entries are judged solely on the materials presented in the written entry and the creative examples supplied (creative reel + images). Entrants aren’t permitted to direct judges to websites for further information or for further examples of work.​

Missing Translation: All creative work must include English translation via subtitles or the Translation field on the Creative Examples tab on the Entry Portal. ​

Violating Creative Example (creative reel + images) Rules: Entrants must follow all creative rules as outlined in the rules. 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. 

TOP TIPS FROM THE JURY

BE CLEAR, CONCISE, COMPELLING & HONEST. Shorter, well-written entries typically stand out, as judges review 15-20 submissions in a session. 

CONTEXT IS KEY. Judges typically do not work in your category & may not know your brand. Provide judges with the context to understand the degree of difficulty for your challenge & the significance of your results. Limit industry jargon & define all terms.

SPEAK TO THE CATEGORY: Some categories include requirements within the definition and judges will lower their score if requirements are not met. Judges evaluate work on effectiveness in the context of the category definition, so it is critical to speak to the entered category when submitting your work. 

TELL A STORY. Write your entry with your audience, Effie Judges, in mind.  Judges are looking for an engaging, clear story that links each section of the form together.  Judges will be evaluating your work with a critical eye – address questions you think they will have.

REVIEW. Ask colleagues who do not work on the brand to review the entry.  Ask what questions they have – what was unclear?  Where did the case fall flat?  Ask a strong proofreader to review the entry.

View additional tips from the Jury in the Effective Entry Guide. 

CAUSES OF POINTS DEDUCTION

Unclear goals. Provided goals that are based on the achieved results and setting goals after the fact of realization instead of the exact explanation of the situation. This is one of the most common complaints of the jury. 

The gap between goals and results. Incomplete compliance of the objectives and KPIs with results. Your goals and the results should match. Do not specify the brand awareness as a goal, and in the results provide only sales data. Provide evidence that it is due to marketing communications such results have been achieved. If you couldn’t reach one of your goal, explain why. The jury appreciates the honesty. 

The lack of description of the target audience. 

The lack of media strategy. Explain the choice of media channels. Why these media channels were chosen for realization of your ideas and for your target audience. 

Insufficient data to assess the situation. For example, do not specify the data of the previous year, competitors’ data, etc. 

Grammatical and mathematical errors, corrections, etc. 

Unfamiliar terms. Avoid slang and specialized words – the judge may not know your professional slang. 

The lack of explanation of campaign effectiveness. The list of results, without giving the explanation of their importance and link to the objectives, can be evaluated by the jury with low score. 

Overload of entry form with superfluous details. 

Unclear or incomplete references to sources of data’ proof and results. As well remember that the absence of references to the sources – it will result in disqualification. 

The lack of explanation of idea. Show what was the reason of it creation. 

Incomplete answers to some questions. When the jury sees questions without answers, they usually assume that it is information absence because of negative reasons. Carefully read detailed instructions/questions in the entry form, make sure that you have answered to all the questions.