28 September 2007
A Consumer Or Someone Else You’ve Never Heard Of was a Close Second
New York (July 17, 2007) — As the 2007 advertising award show season wraps up, the Effie Awards, which honor ideas that work, conducted a survey to look ahead and determine where next year’s most effective idea will come from. “An innovative and visionary business” topped the online survey, capturing 27 percent of the votes, while “a consumer of someone else you’ve never heard of” was a close second (24% of votes).
The survey choices were designed to represent the ever-evolving marketing landscape, as the Effie Awards recognize any and all forms of consumer engagement. Further results of the survey include 16 percent of respondents choosing “the rising digital elite” and 15 percent voting for “the inventive powerhouses of advertising”. ”The pioneering media agencies” votes came in at 10 percent, while 9 percent predicted “the talented next generation of product designers”.
“I think the most telling thing is how divided the results of the survey were. It proves that we really are in the nascent stages of a new business model,” said John Butler, Co-Creative Director of Butler Shine Stern & Partners and the 2007 Grand Effie Jury Chair. “This business has become so used to change, no one is really 100% sure where the next big idea will come from.”
Beginning with the 2006 call for entries period, the Effie Awards opened the competition to all marketing mediums, as long as results are proven, including Digital, Package Design, Guerrilla, Events, Street Teams, PR, Paid or Unpaid Media, Print, TV, Radio, Outdoor, and Interactive. Most advertising award shows continue to award TV, Print, Radio, Media and “Innovation” in separate categories.
“The results of the survey reinforces Effie’s philosophy that effective marketing ideas can come from anywhere, ” said Mary Lee Keane, Executive Director of the Effie Awards. “We look forward to receiving more entries that reflect this reality.”
The survey question, “Where will next year’s most effective idea come from?” was first posed at the 2007 Effie Awards Gala in New York last month. Print ads directing respondents to the survey on www.effie.org were placed in the Wall Street Journal and Advertising Age and were supplemented by e-newsletter blasts from the Effie Awards. The campaign was created by Anomaly in New York.
“I would hope that the next innovative and visionary business idea will come from an organization that realizes that product and I.P. creation are not solely the domain of clients and brands,” added Butler. “Creating content – even going beyond content – how about creating menu items, or product extensions? These sort of thing are certainly going to be front and center for any marketer moving forward.”
Past Grand Effie winners (the top honor at the Effie Awards gala) include this year’s winner, Apple Inc.’s “Get a Mac” campaign (created by Media Arts Lab\TBWA) and the 2006 winner Unilever’s Dove “The Campaign for Real Beauty” (created by Ogilvy & Mather). TBWA and Apple also won a Grand Effie in 2005 for the iPod “Silhouettes” campaign.
Information on the Effie Awards call for entries forms can be found on www.effie.org starting this September. Visitors to the website can also sign up for email reminders regarding the entry process.
The survey choices were designed to represent the ever-evolving marketing landscape, as the Effie Awards recognize any and all forms of consumer engagement. Further results of the survey include 16 percent of respondents choosing “the rising digital elite” and 15 percent voting for “the inventive powerhouses of advertising”. ”The pioneering media agencies” votes came in at 10 percent, while 9 percent predicted “the talented next generation of product designers”.
“I think the most telling thing is how divided the results of the survey were. It proves that we really are in the nascent stages of a new business model,” said John Butler, Co-Creative Director of Butler Shine Stern & Partners and the 2007 Grand Effie Jury Chair. “This business has become so used to change, no one is really 100% sure where the next big idea will come from.”
Beginning with the 2006 call for entries period, the Effie Awards opened the competition to all marketing mediums, as long as results are proven, including Digital, Package Design, Guerrilla, Events, Street Teams, PR, Paid or Unpaid Media, Print, TV, Radio, Outdoor, and Interactive. Most advertising award shows continue to award TV, Print, Radio, Media and “Innovation” in separate categories.
“The results of the survey reinforces Effie’s philosophy that effective marketing ideas can come from anywhere, ” said Mary Lee Keane, Executive Director of the Effie Awards. “We look forward to receiving more entries that reflect this reality.”
The survey question, “Where will next year’s most effective idea come from?” was first posed at the 2007 Effie Awards Gala in New York last month. Print ads directing respondents to the survey on www.effie.org were placed in the Wall Street Journal and Advertising Age and were supplemented by e-newsletter blasts from the Effie Awards. The campaign was created by Anomaly in New York.
“I would hope that the next innovative and visionary business idea will come from an organization that realizes that product and I.P. creation are not solely the domain of clients and brands,” added Butler. “Creating content – even going beyond content – how about creating menu items, or product extensions? These sort of thing are certainly going to be front and center for any marketer moving forward.”
Past Grand Effie winners (the top honor at the Effie Awards gala) include this year’s winner, Apple Inc.’s “Get a Mac” campaign (created by Media Arts Lab\TBWA) and the 2006 winner Unilever’s Dove “The Campaign for Real Beauty” (created by Ogilvy & Mather). TBWA and Apple also won a Grand Effie in 2005 for the iPod “Silhouettes” campaign.
Information on the Effie Awards call for entries forms can be found on www.effie.org starting this September. Visitors to the website can also sign up for email reminders regarding the entry process.