a point of view from judd labarthe chief strategy officer
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Winning is easier than you might think There is a technique to winning that can be learned The hidden key? It’s creativityTRANSCRIPT
a point of view from Judd Labarthe Chief Strategy Officer
Winning The Effie Game a point of view from Judd Labarthe Chief
Strategy Officer Winning is easier than you might think
There is a technique to winning that can be learned The hidden key?
Its creativity How I learned to love the Effie
Some recent Effie winners from Asia Effie FAQs, and my Top 10 tips
US Effies won Its not the agency with the best results that wins
the most awards.
Its the agency that tells the best stories about its results that
wins the most awards. Look for the story in the case history. Look
for the story in the case history. Case history Facts History Logic
Sequence Thorough Outcomes Story Drama Recognizable plot Characters
Danger & heroism Paced by highlights Climax The queen died.
Then the king died.
The queen died. Then the king died of grief. Robust Demonstrates
our value Globally recognized Anonymous Anyone can win Ego boost!
Some recent Effie winners from Asia Extending brand
leadership
Global campaign not helping locally Demonstrate brands intimate
knowledge of Asia, city by city, category by category Package
volume increased 25%, more than any other region
Revenue increase drove ROI of 232% Gold Effie Launching Gold
American Express but gold tarnished
Forget precious metals:focus on the one color that never goes out
of style in the upper echelons of society,
the official colour is black in this fickle and faddish world, one
colour never goes out of style 100k new accounts in 12 months
One out of every six eligible wallets Top sales generator among all
DBS cards 7 creative awards, one Effie Last guest to arrive at the
party
Try to break airline advertising conventions Create new frame of
reference for low fares Brand perception shift: people saw low fare
but registered premium experience
Business outcome: load factors beat the goal despite higher fares
Silver Effie Pepping Asians up for 170 years
Rediscover an everyday role Magic of cortisol? 3-stage campaign
Knowledge > understanding > embrace
Grew the segment 7% after years of declines Gold Effie Classic set
of dilemmas
Unpacking local culture to find a useful truth Combination of
product news, flavor cues and sense of place Popular, and
effectively delivered great taste
29-pt swing, from decline to growth Pushed own share up 50%, and
drove leaders share to a 5-year low Gold Effie Indians love sweets,
but lacked chocolate occasions
Cadbury was emerging from a crisis that had dragged the whole
category down Invented an occasion based on passing exams, created
a character to bring it to life 75% spontaneous campaign
recall
39 million SMS messages Cannes Media Lion 28% growth for Diary
Milk, 17% for total Cadbury portfolio Gold Effie Frequentlyasked
questions(and frequently given answers) How are the Effies
judged?
Quickly. Your story needs to be clear, compelling and simple. What
are the judges looking for?
A convincing success story. How can I get a competitive edge?
Be more committed, and more self-critical. What are some common
mistakes Effie writers make?
1) Not linking the results to the work that actually ran 2)
Assuming the works intelligence and creativity speaks for itself 3)
Starting too late What kinds of campaigns tend to win?
Those that feel powerful enough to have generated the claimed
results. How can I get client approval?
There are 15 tips here: What if my results dont look great?
The numbers dont make your story, your story makes the numbers. How
much time do I need to do it right?
Enough so that you dont have to settle for your 1st or 2nd draft.
How do I know if I have a good story?
Get an outsiders opinion. What is your top tip? Read winning Effie
papers and figure out why they won: Bonus tip! Save a copy of every
Effie you ever write. Please. Thank you.