Since 1968 the New York American Marketing Association's Effie Awards have recognized agencies that can prove their campaigns have made a positive impact on the marketplace. Expect a handbags-at-dawn showdown in sluggish 2002 as agencies fight to prove best value for money.

If anyone can spot an effective campaign, it's Bruce Meyers, Effie chair and 25-year veteran of BBDO NY (still the third most Effie-awarded agency in the world). In his opinion, it's results-oriented agencies that are most effective, and usually while collaborating with clients who take a personal interest in advertising.

The Effie judging panel first assesses the facts and figures submitted by the agency with help from the client - sales stats, poll data, tracking studies, budgets - and secondly at the creative work itself. The sophistication and experience of the top agency brass and major client marketing staff on the panel make up for what may be lacking in the science of the thing.

Of course, it's not all in the numbers. TBWA/Chiat/Day took the Grand Effie award three years running. "Not an agency that's known for mediocre, non-creative work."

Webfiles:
The Effies> http://www.effie.org