Effies for what

During the last Lynx Awards in Dubai and apart from the ad scam, we had the chance to see the ads that won gold, silver, etc… So basically we had the chance to also judge what the judges deemed a gold variety or a silver one. The Lynx award concept starts and ends with the creativity of the ad. Now come the Effies where during the awards ceremony, a happy MC started shouting out the nominees and happy sponsors named the winners. However, what the audience got to see is bits and pieces of an ad or sometimes nothing with no proof of why it won. They did not share the ’story’ or the ‘numbers’ that made it a success. Thus there we were looking at people receiving their awards with no knowledge of why they won or what was the story ! They are called Effies because they were ‘effective’. The least they could have shared was the numbers that made them so.. A short 2 minute video could have done the job perfectly.

~ by rafickd1 on November 7, 2009.