CAANZ launches ‘Showcase Your Science’ theme for 2016 Effie Awards call for entries campaign
It’s that somewhat daunting time of year when the industry starts gathering the facts and figures behind the great campaigns of the past year and prepare to write a 2,500 word Effie entry. The call for entries for The 2016 Effie Awards in association with TVNZ, is now officially open. Deadline for submissions is 16th August 2016.
This year, CAANZ with the help of creative agency J. Walter Thompson, are focusing on the elements behind effective marketing campaigns with a theme that asks entrants to “Showcase Your Science”. Effective advertising is not a happy accident. It involves rigour and science and an Effie paper should demonstrate this in proving how it delivered great results for clients’ business.
Says Simon Lendrum, CAANZ president and MD of J. Walter Thompson Auckland who developed the “Showcase Your Science” campaign: “Bill Bernbach pronounced that advertising is persuasion, and persuasion ‘happens to be not science, but an art’. In today’s world, however, with ever more distracted consumers, an abundance of data – not all of it useful or useable – and increasing confusion as to where to engage audiences, the precursors to success look ever-more scientific.
“Great creative thinking prospers from strong strategic foundations, and this is the science bit. A well planned campaign has clarity of purpose, insight-rich consumer understanding, defined success metrics and smart media thinking. With these elements in place, creativity can thrive. Great ideas become great solutions when they are pointed towards the right problems, and this is what strategic thinking should enable.”
Says Paul Head, CEO, CAANZ: “Miracle or marketing methodology? After reading the recently released Effie report it’s very much the latter that makes for highly effective campaigns. In fact the research around the Effie Report makes it clear that highly effective campaigns have a number of elements in common.”
1. They plan for effectiveness
2. They set fewer objectives
3. They use research to develop insight
4. They’re clear about the role of each media channel chosen
5. They demonstrate real clarity around objectives and strategy
6. They involve genuine collaboration from the very beginning of the marketing process.
Says Head: “The Effie report proves that there is a real element of science to truly effective campaigns and we’re looking for entrants to prove their science this year”.
The Nielsen Effie report can be read in full on the CAANZ website.
Winners and finalists will be celebrated and awarded at the Gala dinner to be held at The Langham, Auckland on Thursday 20th October 2016.