North American Effie Awards

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Comments from the Jury

This document was created to help entrants submit an effective entry.

The information and statements made in this document do not represent the opinions of The Effie® Awards organization, board of directors, steering committee, or staff – all comments and data presented – except for the Effie advice - are straight from the industry executives who dedicated their time to serve on an Effie Jury.

We hope you find the information useful as you prepare your cases for the 2011 competition. For additional insight, visit the winner's showcase at www.effie.org to view past winning cases and work.

Judging Process

Effie entries are judged by some of the brightest and most experienced business leaders handpicked from around the world. Entries are judged in two phases. Round One judging evaluate entries on a stand-alone basis, without comparison to other entries in their category. During Final Round judging, finalists in each category are judged against other finalists in the same category. In both rounds, all elements of an entry – written case and creative elements – are judged.

Judges are asked to evaluate specific criteria in scoring a case’s overall effectiveness and provide four separate scores analyzing specific attributes of the work. The breakdown is as follows:

Scoring System

Strategic Challenge + Objectives = 23% Idea = 23% Bringing the idea to life = 23% Results = 30% 100% of final score

The judges’ scores determine which entries are awarded a gold, silver or bronze Effie trophy. Each winning level – gold, silver, bronze –has a minimum score required in order for a finalist to be eligible for an award. Effie Trophies are awarded in each category at the discretion of the judges. It is possible that a category may produce one, two, three or four winners of any level or perhaps no winners at all.

2010 Case Scores

On average the Results and Bringing the Idea to Life sections had the strongest scores across all cases (entries, finalists, winners).

On average across all cases (entries, finalists, winners) the Strategic Challenge & Objectives section received the lowest scores.

Effie Winners – www.effie.org/ideas_that_work

We encourage entrants to visit the winner showcase, hosted on www.effie.org, to read past- winning cases and to view the accompanying creative assets. Please keep in mind that all scoring sections are important to pay attention to when preparing your entry.

Table of Contents

Tell a Story with Facts 4

Take on a Challenge 5

Reduce The Hyperbole 6

Present Your Case 6

The Work 7

Challenge and Objectives 7

The Idea 8

Bringing the Idea to Life 8

Results 9

Trends in Marketing Communications 10

Comments on the Effie Awards & Entries 11

Brand Experience 12

Resources for Further Learning 13

The Jury 14

Judge Insight: tell a story with facts

(Judges want a great case written like a SHORT story. They’re not looking for a fairy tale or a tax form.)

Keep it simple. Be concise.

Be Clear

"Entrants need to show why objectives and results are important and how they relate to the audience." "Be clear, honest and focused." "Simple, clear and realistic about context and results." "A clear argument with solid linkage from one section to the next."

How judges described entries they thought needed improvement:

"Too complicated" Remember, you're talking to real, qualified "Overblown" professionals, but we'd rather read something "Uninspiring" more like a blend between U.S. Weekly and the "Confusing" Economist than a report from a research "Unchecked grammar and company. Avoid marketing jargon like the plague. math" “Bland”

Be Concise Being concise is critical. We're all smart, experienced "Short, to the point, with key insights clear." people. We get it. "Clarity in as few words as possible." “Be crisp! Stay focused. Shorten the written strategy! Have some fun.”

If the case is deserving, it should be very easy (and short) to write up. It shouldn't be a length test.

EFFIE Insight: You can't write your way to an Effie, but you can certainly write your way OUT of an Effie.

Be Consistent

"The best ones were concisely presented, had a clear idea with results that matched strategy; had a style idea, cohesively communicated across media." "Clear thread to tie together all sections" Tell us the story. It should have a scary beginning, "Seamless from idea to an interesting and exciting middle, and a happy execution." ending. Make me want to read every word, keep What judges are looking for: me engaged with how you've solved the problem and saved the day. "Focused story with daunting goals, an inspiring idea, brilliantly executed, with impressive results." "Clear and compelling" “Be simple in your use of language and have a story that goes together beginning-middle-end.” “Focus on tangible, actionable results and objectives.” "Some use of humor"

This is a great culmination of EFFIE Insight: Have someone else who marketers that deserve to be hasn't worked on the case read and critique recognized even in tough economic your work. Ask them where it falls down in times. interest, in brevity and in clarity.

Judge Insight: take on a challenge

How judges described entries they liked: Improvisational marketing is critical in reaching a faded target; need to be "True innovation and leadership" flexible and allow for shifts in execution "Shows desire to take risks" as early results dictate. “Thought-provoking” "The ones that took a real challenge

approach stood out the most."

Judge Insight: take on a challenge (cont.)

How judges described entries they Judging the Effies is a great way to get a thought needed improvement: snapshot of the problem of the marketing. The great cases really stand out and "A lot safer than previous cases." inspire you to go and do greater work.

Judge Insight: reduce the hyperbole

How judges described entries they liked:

"Less is more. More factual, less exaggeration is best. Don't be afraid of technology/media, use Advice from judges on ways to improve an entry: consumers as brand evangelists.

"Don’t overpromise in word and disappoint in execution.”

“Provide more concrete context and less ‘fluff’ about hard economic times.”

Judge Insight: present your case

How judges described entries they liked: Don’t make the assumption that we "Well prepared" understand the context. Connect "Honesty" the dots. If I have to fill in the "Adherence to template" blanks, the brief is weak. "Connection between objectives and results."

How judges described entries they thought needed improvement:

"Poor presentation" "Typos in some" "Get the grammar right" "Lot of great insights, not always well executed." Be authentic, consumers know when you're not. EFFIE Insight: Have someone else read the case and ask them - What were your unanswered questions? Those questions are exactly why a judge will downscore your case.

Judges on the work

How judges described entries they liked: Effie is truly the one industry award that is based on how well the case performs in the "Very engaging, unpredictable" marketplace. The high level of creative quality "Inventive, original work" is usually inherent in the submission. Without "Fresh, innovative, breakthrough" great creative, you can't get great results. "Big idea and risk taking; out of the box" “Provocative”

How judges described entries they thought needed improvement:

"Execution did not live up to the idea" “Huge opportunity, but needs to become clear on results” "Predictable"

Judges on the challenge and objectives

What makes for a great challenge and strong objectives? Keep the objectives concise, measurable and relevant to the "A clear articulation of the problem to solve." challenge. Also, be sure to provide a "Set up of context - challenge or opportunity." brief description of the audience. "Specific, tangible objectives." "Cultural challenge, brand challenge, business challenge clearly outlined." “Don’t make the objectives feel like post-rationalization.”

Advice from judges on ways to improve an entry:

“Don’t write it to win an award. Write it to prove a case.” "Need more about past learning applied, less retro-fitting." “No context on past year spend, competitive situation – if I don’t know where you’ve been I can’t judge what you achieved.”

Judges on the idea

What makes a great idea?

"Clearly and solidly linking target, strategic message and visual identity with creativity." “A great idea is a creative transformation of the brand’s strategy.” "A great idea is one I wish I thought of myself." "Either the strategic or creative idea inspiringly expressed in as few words as possible." "Something breakthrough, universally appealing, emotionally grabs you."

If you can't explain an idea in one sentence, then you don't have an idea.

Judges on bringing the idea to life

"Seamless and uncompromised execution." "Show the idea in action." "Outstanding creativity and thinking and engaging all touch points." "Multi-disciplinary efforts demonstrating the strength and elasticity of an idea." "Consistency. Integration by design (not default) across different platforms. Adapting the message to the channel."

What judges want to see more of:

"More about how the media mix was determined. Sometimes felt that everything was thrown at it to see what would stick." "More focus on media strategy. Entrants mentioned tv and print ads but didn't always mention where Video and text should be used in a mutually they ran and how they supportive way -- use the distinct advantages of appealed to the target." each medium to emphasize different aspects of "I'd like to see more ideas the case vs. just saying the same thing. with a cultural impact."

Judges on results Show how you are performing against competitors. That context makes a huge What makes for great results? difference. Everyone has results that they can "Include competitive context." make look good. Context makes it real. "Charts, comparisons from a year ago, sales versus years."

EFFIE Insight: Be future-focused and count learning as a result. What didn't you achieve that you wish you had? What will you do going forward?

"Clear, honest data. Easy to tell when something is omitted." "Sales, sentiment, ideas generated by customers." "Not only achieving internal sales goal but brand building measures as well; longevity of the effort." "Tie into the objectives and show enough context to be evaluated. For example, if claiming to reverse declines, show the drop before the recovery." "Talk about the scale of couponing, price cuts, etc. - no information or context on these means a downscore."

Don't Inflate Results

"Saying things like "exceeded by 520%" just makes me think that the Connecting your results back to the decisions objectives were stupid rather than you made will better ensure fair evaluations. results being good."

"Clear, contextualized, and believable; too many set objectives low and then "exceed" them... it feels like they're reverse engineered." "It feels as if the cases were written in reverse, beginning with results and then results justified." “All of the results were good, but I’m suspicious that “goals” were determined after the fact.”

EFFIE Insight: Provide as much connection and context as you can to justify that it was the communications that drove the results.

"Tie them directly to objectives." "Clear alignment with objectives." "Beyond impressive stats, results that are clearly and directly connected to the campaign." "Clearly articulated against objectives with baselines for comparison/reference."

Don’t forget...

"Compare objectives vs. results in this section directly."

EFFIE Insights:

• Make sure you link objectives and results together, but don't create objectives after the fact to make your story more pat. Judges can see right through this.

• Talk about the rest of the market and put your results in context. Maybe you didn’t achieve your goal but in context of the bottom dropping out of the market and everyone else achieving stagnant growth – there’s a story to tell.

• Don’t assume judges know anything about your marketplace – judges are specifically matched with categories where they will not have a conflict of interest – hence they may not know what equals strong success in the luxury market or the automotive market – you need to tell them.

• Remember that judges represent a broad swath of the industry – if you are presenting PR results there will likely be a judge with extensive PR experience in your room – make sure you present the standard measures they would expect or explain why you don’t have them. Same for digital, etc.

Judges on trends in marketing communications

Consumer Involvement

"Higher consumer engagement and interactivity, more integrated." "Consumers are now in control of the information." "A lot of work still speaks at the customer and trends are becoming how to integrate a customer's values in the conversation."

Innovating Under Economic Constraints

"Brands are able to be as, if not more, effective with limited dollars, only if they can maintain a high level of creativity." "More emphasis on cost effective solution, more use of web based communities."

EFFIE Insight: Innovation comes in many areas - it might be the message, the visuals and media mix, or re-imagining the target. Highlight new learnings.

Judges on the Effies and Entries

“The most compelling trend in marketing should be innovation, beginning with the product itself. ”

“The Effies are a great way to see how work should be evaluated. A great ad without results is not worth a dime. ”

“The Effies provide a unique look across industries for benchmarks of creative impact.”

“It is important to consider how the entire mix of marketing activities works together. The Effies allow for this. ” Stretching brands' creativity to integrate them into how people are living; you can't just buy “Great ideas with great marketing space for promotion anymore. plans make for great business results... and the coveted Effie.”

“Great work is not just great creative or great strategy or great media plan. It's all of that, combined, that results in great results. Effies are about the total package. Does it all work? Was it all smart? Was it all unexpected and appropriate and meaningful? This is what makes effective strategic communication. Most important, did the audience care? ”

“A great Effie Entry tells a cohesive story that starts with friction, unveils interesting thought, entertains and proves its worth.”

Brand Experience – thoughts from the Jury

“Great Brand Experiences last far beyond the initial communication, they become anecdotal, they rise above the monotony of life and become something else. Great Brand Experiences should change your life. ”

“An experience involves but includes more than a product demo, game, film, or pop- up store. It is often all these things combined. Intelligently. The result being something immersive and enduring. It also has different levels of engagement. This means that a person who wants to spend 5 minutes with the “experience” can find an exciting way to spend 5 minutes with it. But on the flip side, someone who wants to spend 5 hours with it can spend 5 hours with it. Levels of engagement is important because it gives dimension to the “experience” – there is always something else to explore.”

“It’s important to create experiences, but you need to make the sure the brand is included.”

Brand Experience - What are some trends in the way brands communicate with their targets?

“The trend continues that companies are trying to interrupt people’s lives rather than contribute to them. Immersive, well-executed experiences are chances for companies to contribute, meaningfully, to people’s ambitions and lives. However, we are still using them as attention-grabbing, life-disrupting stunts. These case studies scream “Look at me” rather than “Let’s do something interesting together.” We need desperately to gravitate to the latter.”

“It struck me that most examples entered were either living on- or offline and predominantly ‘one-off’ marketing ideas with a rather short life span. Hence, I’d have liked to see more permanent immersive 3D brand experiences and examples that live –

12 just as people do – seamlessly on- & offline = nonline.”

“While hard data (sales in relation to investments = ROI) must be the ultimate metric for the Effies, I’d like to see submissions mix in more soft data (think engagement metrics). And not only look at success from company terms but audience terms as well (i.e. peer ratings).”

How to Learn More

Read through the Entry Form instructions + Entry Kit

Review in careful detail the ten reasons a case may be disqualified from Effie and make sure none apply to your case.

Particularly check and make sure all data throughout the entry includes a specific, verifiable source.

Make sure your entry is agency-blind – do not cite agency names anywhere in the entry form or creative materials.

Visit our online Winner Showcase to read case studies and view videos created by the winning cases.

Contact the Effie Office for any other questions or concerns about the entry process. o 212-687-3280 x 229 / [email protected] – Erica Stoppenbach o www.effie.org

Effie Awards

2010 Juries

Effie Awards 2010 Grand Effie Judges

GRAND JUDGES

Pete Carter Jill Nykoliation Director, Brand Building Integrated President Communications-Americas Juniper Park Procter & Gamble

Geoff Cottrill Adrian Pettett Chief Marketing Officer Managing Director & Global COO Converse Cake Group

Colleen DeCourcy Rosemarie Ryan Chief Digital Officer Former President TBWA Worldwide JWT North America

Tony Granger Shiv Singh Chief Creative Officer Vice President & Young & Rubicam Global Social Media Lead Razorfish

Peter McDonough Chris Weil President, Chief Marketing & CEO Innovation Officer Momentum Worldwide Diageo, NA

Russ Meyer Chief Strategy Officer Landor Associates

Effie Awards 2010 North American Final Round Jury

FINAL ROUND JUDGES

Kyle Acquistapace Brian Brooker Andrew Delbridge Fay Ferguson EVP, Director of Media Chief Idea Officer Partner & Chief Co-CEO Planning & Data Barkley Strategy Officer Burell Communications Strategy McKinney Deutsch Mike Caguin Fernando Fernandez Executive Creative Rachel Dennis Owner, Chief Client Paul Alexander Director Director of Marketing - Officer SVP, Managing Director, Colle+McVoy Corporate Customers d expósito&Partners Communications Getty Images Liberty Mutual Group Nigel Carr Russell Findlay SVP & Director of Brand Kevin DiLorenzo VP, Sales & Marketing Greg Andersen Planning President Town Sports CEO Cramer-Krasselt OLSON International Holdings BBH Jeff Chapman Val Difebo Christine Fruechte Michael Angelovich Global Director, Brand CEO President & CEO SVP, Global Engagement Communications Deutsch NY Colle+McVoy Strategy Director Schick Wilkinson Sword Publicis New York Don Diforio Tom Fugleberg William Charnock SVP, Group Business Executive Creative Sofia Barros Chief Strategy Officer Leader Director Executive Manager R/GA Millward Brown OLSON Portuguese Association of Communications Wendy Clark Lee Doyle Murray Gaylord SVP, Integrated Mktg Chairman, NA VP, Marketing & John Bartelme Comm & Capabilities MEDIAEDGE: CIA Consumer Insights CMO The Coca-Cola Company New York Times Perdue Farms Inc. Dave Dugan Terry Clark President Pattie Glod Claire Bennett CMO, Ovations BzzAgent SVP, Mktg. & Media SVP, Global Mktg Enterprise Marketing Victoria's Secret/Limited American Express UnitedHealth Group John Dunleavy Brands, Inc. EVP Liz Bigham Lisa Cochrane Saatchi & Saatchi Andrew Graff SVP, Director of Brand VP, Integrated CEO, President Marketing Marketing Ron Elgin Allen & Gerritsen Jack Morton Worldwide Communications CEO Allstate Insurance DDB Seattle Jeff Greenler Bonin Bough VP, Global Marketing Director, Digital & Brian Collins Joe Erwin Monster Worldwide Social Media Chairman & CEO President PepsiCo. COLLINS Erwin-Penland Stuart Hazlewood Chief Strategy Officer John Bowman Sam Craig Sam Ewen DDB NY EVP, Global Director of Professor CEO Strategic Equities NYU, Stern School of Interference Peter Hempel Saatchi & Saatchi Business President & CEO Rob Feakins DDB NY Brad Brinegar Michael Davis President & CCO Chm & CEO Chief Creative Officer Publicis NY McKinney imc2

Effie Awards 2010 North American Final Round Jury

Katrina Hess Jim McDowell Ralph Santana Paul Woolmington Executive Creative Managing Director VP, Colas Marketing Founding Partner Director MINI USA Pepsi-Cola North Naked Communications THE HEAVYWEIGHTS America Peter McGuinness Antony Young Mark Hider Chairman & CEO Rebecca Sears CEO EVP, Director of Gotham Inc. Senior Brand Manager Optimedia/US Engagement Strategy Colgate-Palmolive | CIC Publicis USA Maria McHugh Personal Care MODERATORS: EVP, Director Insights & Beth Hirschhorn Brand Planning Phil Smith Susan Bishop SVP & CMO Young & Rubicam President SVP, Group Account MetLife BooneOakley Director Audrey Melofchik Cramer-Krasselt Rob Horton Senior Partner/Business Chris Smith CMO Director Chief Strategy Officer Linda Cornelius Akzo Nobel Paints LLC JWT The Marketing Arm Senior Parter Managing Director Doug Jaeger Tom Moudry Cheryl Stallworth- Ogilvy & Mather President CEO & CCO Hooper The Art Directors Club Martin | Williams Chief Executive Officer Kendall Crolius Greenfield Consulting Partner Jaime Kalfus Keith Newton Group The Sulevia Group Global Strategy WW Group Planning Director, Colgate- Director Heather Stern Elizabeth Hammel Palmolive Ogilvy VP, Marketing, Millward Y&R Brown North America Greg Joumas Leo Olper Millward Brown SVP, Group Account Eva Kasten SVP/COO Director President LAPIZ Frank Striefler The Martin Agency NORAL Group Principal Sharon Otterman Wolff Olins Lisa Regal Tim Kelsall CMO Executive Client Leader MSNBC Steve Thibodeau Kantar President, Chief Mary Ann Packo Relationship Marketing Dave Linne CEO Officer, Dotglu SVP of Advertising Millward Brown Kirshenbaum Bond + ConAgra Partners Chip Pankow Patricia Lippe Davis Principle Anita Valdes Vice President, Emotive Experiential SVP, Group Business Marketing Leader AARP Ric Peralta Millward Brown President John Luginbill ATTIK Brad Wirz CEO SVP, Experiential THE HEAVYWEIGHTS Melisa Quinoy Marketing CEO Euro RSCG Impact 4D Tim Mahoney Dieste Harmel & CMO & SVP Partners Peter Woods Subaru of America, Inc. VP, Advertising David Roman Lowe's Companies Jonathan Margolis VP, WW Marketing President Communications The Michael Alan Group Hewlett-Packard

Effie Awards 2010 Media Final Round Jury

FINAL ROUND JUDGES

Emily Culp Scott Neslund VP, Global Digital/Consumer Marketing & Media CEO Clinique Red Bricks Media

Mark D’Arcy Fred Sattler President & CCO EVP, Managing Director Time Warner Global Media Group Initiative Plus

Carolyn Everson Richard Schatzberger COO & EVP, Strategy & Operations Director of Creative Technology Viacom BBH

Pattie Glod Chris Schembri SVP, Media VP, Media Services Victoria’s Secret, Limited Brands AT&T

Thom Gruhler Michael Siegenthaler President EVP/Experience Architect McCann Erickson UM

Paul Leys Brian Terkelsen Director – Ignition Factory East President, connective tissue OMD Ignition Factory MediaVest

Effie Awards 2010 Brand Experience Jury

FINAL ROUND JUDGES

MODERATOR: Patrick McKenna Carl Johnson Manager, Marketing Communications and Consumer Co-Founder Events Anomaly BMW North America

Lars Bastholm Rita Rodriguez Chief Digital Creative Officer CEO, Americas Ogilvy & Mather Imagination

Noah Brier Clark Scheffy Head-Strategic Planning Practice Lead/Consumer Experience Design The Barbarian Group IDEO

Todd Cunningham Kheri Tillman SVP, Strategy and Planning VP Marketing MTV Heineken USA

Erik Hauser Richard Ting VP, Executive Creative Director VP, ECD, Mobile & Emerging Platforms Euro RSCG Impact 4D R/GA

Mick McCabe Johnny Vulkan Chief Strategy Officer Partner Kirshenbaum Bond Senecal + Partners, Anomaly

Effie Awards 2010 Business Challenges Final Round Jury

FINAL ROUND JUDGES

Jane Barratt Todd Lowe Managing Director Managing Partner, Invention Planning Sapient|Nitro Mindshare North America

Walt Connelly Franchesca Maddalena-Napp Executive Creative Director VP, Strategic Marketing JWT New York Goldman Sachs

Eduardo Conrado Lynn Power SVP, CMO Managing Partner, President Motorola Arnold New York

Tina Davis Jen Walsh SVP, N. America Advertising Global Director of Digital Media Citi GE

Marty Harper Barbara Yolles SVP, Planning Director EVP, Group Account Director Leo Burnett Kirshenbaum Bond Senecal + Partners

Effie Awards 2010 GoodWorks Final Round Jury

FINAL ROUND JUDGES

MODERATOR: Gannon Jones Roger Adams VP, Marketing CEO Frito-Lay Marketing Second Opinion LLC John King Chief Communications Officer Allison Arden Fallon VP, Publisher Advertising Age & Creativity Maria Schneider SVP, Corporate Social Responsibility & Sustainability Eric Asche Edelman SVP - Marketing & Communications American Legacy Foundation Suzanne Sengelmann VP, Marketing Anne Bologna The Clorox Company CEO and Co-Founder Toy Lisa Unsworth CMO Cindy Gallop Arnold Founder & CEO IfWeRanTheWorld

Effie Awards 2010 Boomer+ Final Round Jury

FINAL ROUND JUDGES

Lori Bitter Sharon Napier President President & CEO Continuum Crew Partners and Napier

Jonathan Boehman Gail Reisman Co-Founder & Creative Director Sr Director, National Adv. & Mktg. Programs Immersion Active Amtrak

John Coombe Hugh Scallon VP, Communications Consumer Segment/Head of Individual Mktg. Liberty Mutual Aetna

Patricia Lippe Davis Brenda White VP, Marketing SVP, Director of Print Investment AARP Media Sales Starcom USA

Linda Gangeri Ronald Wohlman Manager, National Advertising Global Executive Creative Director Volvo Car Corporation Lowe + Partners

James Gilbert Director, Global Advertising Campbell’s Soup Company

Effie Awards 2010 Global Final Round Jury

FINAL ROUND JUDGES

MODERATOR: Quincy Jackson Cleve Langton VP Product & Strategic Mkt Managing Parter Sony Music New Business 3.0 Christine Lynn VP, Global Marketing Tim Andree The NASDAQ Stock Market President & CEO, Dentsu Holdings USA Executive Officer, Dentsu Inc. Ron Rolleston CEO, Dentsu America EVP, Global Fragrance Marketing Dentsu Elizabeth Arden

Ilana Bryant Shelly Riera Global Chief Strategy Officer Director, Consumer Advertising StrawberryFrog AT&T

Rajit Chakravarty Andrew Swinand Global Customer Insight Manager Global President BP Starcom MediaVest Group

Gill Duff Linda Watson Global Account Director Global Communications Director alli DDB GlaxoSmithKline

James Gilbert Peter Zillig Director, Global Advertising Chief Executive Officer Campbell's Soup Euro RSCG New York

Loren Grossman EVP, Global Chief Strategy Officer RAPP

Effie Awards 2010 North American Round One Jury

ROUND ONE JUDGES

Hy Abady Linas Balaisis Bobby Brittain Rajit Chakravarty SVP/Creative Director National Manager, VP of Marketing Global Customer Insight Saatchi & Saatchi NY Advertising and PR Sparkling Business Manager Toyota Canada Coca-Cola Canada BP Patrick Adams Managing Director Janet Barker-Evans Alison Brown Alexander Chang Secret Weapon SVP, Group Creative Vice President Director, Global Marketing Director Millward Brown Advertising and Brand DraftFCB Management B.A. Albert Tom Browning American Express President & CCO Adam Benepe SVP, Group Business Grey Atlanta SVP Account Director Director Jon Cheffings Grey New York DDB Chicago SVP Group Strategy Pamela Alvord Director EVP, Chief Brand Ann Beriault Mark Bubula DDB Chicago Strategist Principal, Director of VP, Strategy Group Kilgannon Account Services & Director Erin Clark Planning OLSON Group Management Justin Amendola Young & Laramore Director VP, Strategy Director Pablo Buffagni JWT Detroit MRM Worldwide Merilee Bernauer SVP, CCO McDougal Conill Rich Claussen Mark Andeer Sr. Marketing Manager EVP, Client Services VP, Brand Strategy Pepsi Co. Megan Bundy Bailey Lauerman OfficeMax Account Director David Bernstein mcgarrybowen Christian Cocker James Armstrong Executive Creative SVP, Director of Account VP, Account Director Director Jessica Buttimer Planning MPG The Gate Worldwide VP, Marketing McCann Erickson, LA Deckers Outdoor Eric Asche Jay Bertram Cynthia Collins SVP, Marketing President Eileen Campbell Director of Marketing American Legacy TBWA\Canada Global CEO The New York Times Foundation Millward Brown John Bollinger James Conrad Michael Baer Creative Director Claire Capeci President SVP, Group Account Young & Rubicam NY Global Business Director Millward Brown Canada Director JWT Cramer Krasselt Mark Bowling Carolyn Convey SVP, Global Consumer Steve Carli Director, Interactive Megan Bafford Context Planning Managing Partner & Services Senior Marketing Director Planner Neo@Ogilvy Program Manager Starcom MediaVest ZIG Sony Electronics Group Tony Cordero Mary Carpenter Executive Creative Leigh Baker Sean Boyle President Director SVP Group Account Planning Director Starcom USA TribalDDB Director JWT Publicis NY Richard Castellini John Cordero Clinton Braganza CMO Vice President VP, Marketing CareerBuilder.com Grand Central Capital One Canada Marketing

Effie Awards 2010 North American Round One Jury

Justin Crawford Grant Fiorita Jennifer Gordon David Hernandez ECD VP, Group Media Director, Global MD/ECD JWT Director Advertising Tribal DDB Cramer-Krasselt Campbell Soup Andrew Dauska Company Bryan Herrman Director of Account Steve Flynn SVP, Group Account Management, Senior Director Andy Gould Leader Partner Millward Brown SVP, Executive Creative Barkley Carmichael Lynch Director Adrian Fogel Biggs-Gilmore Jonathon Hoffman Wells Davis VP/Strategy Director President, CCO EVP, Strategic Planning DDB Chicago Liz Grandillo Campbell Mithun Saatchi & Saatchi SVP, Group Director Renee Fraser Strategic Planning Brian Howlett Sean Davison CEO McCann Erickson Chief Creative Officer VP Creative Director Fraser Communications Agency59 MacLaren McCann Andy Grayson Jeff Freedman Brand Strategy Director Christian Hughes Julie DeMaio CEO Goodby, Silverstein & Global Business Director SVP, Group Media Small Army Partners JWT Director UM Doug Frisbie Dan Greenwald Jackie Jantos National Social Media & President/Creative Global Creative Denise Delahorne Marketing Integration Director Strategist SVP, Group Strategy Manager White Rhino Coca-Cola Director Toyota Motor Sales DDB Steve Grosklaus Laura Johnston Linda Gangeri SVP, Director - SVP, Group Creative Matt Di Paola Manager, National Optimization Practice Director SVP, Managing Director Advertising Leo Burnett DraftFCB Proximity Canada Volvo Cars of North America, LLC Drew Hack Enslow Kable John Doyle Director of Client Director, User Strategy Director, Heather Gately Integration, Sr Partner Experience Insights Interactive Central Marketing Carmichael Lynch Draftfcb Cramer-Krasselt Manager Razorfish Kathleen Haley Kris Kaligian Suzanne Ebner Director, Multicultural Brand and Insights Group Account Director James Gilbert Marketing Manager Mendelsohn Zien Director, Global HP BP Advertising Advertising Campbell Soup Denny Haley Dave Keepper Cheryl Eklind Company President, Chief Group Creative Director SVP, Group Account Creative Officer Colle+McVoy Director David Ginsberg BBDO MInneapolis Arnold Worldwide Director, Insights & Janine Keogh Market Research Joe Hash VP, Consumer Insight & Marc Engelsman Intel VP, Associate Creative Strategy VP, Client Programs & Director Kraft Canada Services Michelle Goldstein Y& R Toronto Digital Brand Vice President/Mgt. Jeff Kiel Expressions Supervisor Nicole Hayes Research Director Brushfire Inc. Managing Director Area 23 Amy Fayer MindShare, Chicago Research Director Dynamic Logic

Effie Awards 2010 North American Round One Jury

Kathy Kline Keith Loell Heidi McCulloch Tammy Moore SVP/Consumer Context Executive Creative V.P, Senior Strategic CEO Planning Director Director Planner Touch Point Agency Starcom USA Draftfcb MacLaren McCann Monique Mulbry Mary Knight David Maas Sean McGrath Sr Director, Brand SVP, Group Creative SVP, Group Account SVP, Group Strategy & Identity Director Director Management Director Cisco Systems, Inc. DraftFCB JWT Team Detroit DraftFCB Rich Mules Jr. Szilvia Kovari-Krecsmary Meghann Mackenzie Thomas McLoughlin VP, Management VP, Senior Strategist Group Planning Director ACD, VP Supervisor Publicis NY JWT DraftFCB Cramer-Krasselt

Mahesh Krishna Alan Madill Debbie McMahon Nicole Murra SVP, Strategic Planning Exectuive Creative SVP, Client Service Brand Manager, PR and MPG Director Millward Brown Promotions Juniper Park Baskin Robbins Laura Langdon David Measer VP, Marketing Mike Margolin Strategic Planning Dave Nagel The New York Times VP, Interactive Director Director of Brand Marketing Director David & Goliath Excitement Irina Lapin Rubin Postaer and Baskin-Robbins SVP, Director of Brand Associates (RPA) Trish Mello Planning VP Account Director Stephanie Nerlich Grey New York Jeff Marshall Young & Rubicam New President SVP, Managing Director York Lowe Roche Alessandra Lariu SMG Pixel SVP - Group Creative Leslie Meredith Bruce Neve Director Sue Martin SVP, Account Director President McCann Erickson SVP, Media Director Leo Burnett Mediaedge:cia Canada Cramer-Krasselt Laurie Larson Kristen Meyer Laurie Newsome VP, Associate Media Tom Martin SVP, Group Account VP, Account Director Director President Director Young & Rubicam NY G2 Zehnder Publicis NY Communications Scott O'Hara Nancy Leibig Mark Miller Managing Director EVP, Managing Director Catherine Mayone Executive Director of GMR Marketing Business Development SVP, Director of Strategic Planning DDB Chicago Strategic Services Team One Jason Oke MRM Worldwide Principal Scott Lewis Chris Miller Independent Together Executive Creative Catrina McAuliffe SVP, Group Managing Director VP, Customer Planning Director - Digital Andres Ordoñez JWT Carlson Marketing DRAFTFCB, Chicago VP, Creative Director Zubi Advertising Betsy Liegey Bryan McCarter Peter Mitchell Services VP, Senior Strategist Director, Digital President, CEO Publicis Marketing Woodbine Ramiro Padilla Electrolux Major Director of Digital David G. Lockwood Appliances Jean-Sébastien Monty Strategy EVP & Director, Co-president Sensis Agency Strategic Planning CloudRaker Campbell-Ewald

Effie Awards 2010 North American Round One Jury

Alexandra Panousis Chris Reed Marie Salzman Ted Sink President SVP, Sr. Account Account VP, Associate Planning Starcom Canada Director Director/Partner Director Energy BBDO Gotham Inc. BBDO Victor Paredes Vice President Associate Auge Reichenberg Joy Sanguedolce Louis Slotkin Director of Account EVP, Group Creative Strategy Innovation VP, Group Account Management Director Director Director The Vidal Partnership DRAFTFCB MediaVest Cramer Krasselt

Stacia Parseghian Lisa Rettig-Falcone Sara Schmid Krista Souto Management Supervisor Group Creative Director Director of Advertising National Marketing Secret Weapon DDB The Coca-Cola Company Manager Marketing Pricewaterhouse Bill Reynolds Rob Schnapp Coopers LLP Larry Peiros VP, Media Director SVP Creative Director EVP, COO North Erwin-Penland Y&R/NY Doria Steedman America Senior Creative Counsel The Clorox Company Dora Rivera Annemarie Schoepfer Partnership for a Drug- Group Planning Director Senior Partner, Group Free America Michael Perdigao UniWorld Group, Inc. Planning Director President Ogilvy Lea Stendahl Fire Station Agency Doug Robinson Glenn Sciachitanto VP, Advertising Founder, Chief Creative Advertising Director E*TRADE Financial Jack Perone Officer Cotton Incorportated VP, Director of Strategic Doug Agency Inc. Tim Stock Planning Laura Semple Managing Director JWT Toronto Karyn Rockwell VP Strategic Planning scenarioDNA Global Business Director Director Suzanne MV Phelps JWT Conill Advertising Andrew Strickman VP, Strategic Business SVP Creative/Managing Partner Integrated Jenny Rowland Catherine Shand Director Marketing VP, Associate Planning Sr. VP, Managing Ammo Marketing The Marketing Store Director Partner Mullen Y&R Toronto Scott Suky Nicolas Piris SVP/Group Account Planning Director Michelle Rowley Tony Sharpe Director JWT VP, Brand Planning SVP, Creative Director MPG Grey NYC Draftfcb Chicago Wanda Pogue Steve Sweitzer SVP, Global Planning Steve Rubinacci Julie Sheridan Chief Creative Officer Director Senior Partner VP Group Account Woodruff Sweitzer Saatchi & Saatchi Mediaedge:cia Director Cramer-Krasselt Patricia Swindle Judy Popky Tom Russell SVP, Group Strategy SVP, Executive Media SVP Marketing, Howie Silverman Director Director Gourmet Foods & Gift SVP, Managing Director DDB Chicago 22squared Baskets Division Millward Brown 1800flowers.com Troy Tarwater Patricia Prugno Mario Simon SVP, Sr. Account SVP Group Dan Salzman Partner Director Management Director VP of Insights, WW Millward Brown BBDO DraftFCB Marketing, Imaging and Optimor Printing Group Elaine Taylor Hewlett Packard Senior Partner Ogilvy

Effie Awards 2010 North American Round One Jury

Walker Teele Maria Vallis Mark Weisbarth Ashley Wood VP, Account Director Senior Vice President President Planning Director McKinney Millward Brown Due North Ogilvy & Mather

Michael Therrien Tim Van Hoof Angela Whitby Jennifer Woods Senior Manager, Creative Director VP, Planning Director EVP Strategy and State Farm Y&R, Chicago The San Jose Group Management, WW Demand Programs Megan Van Someren Norm Williams Kathleen Zimmerman IBM Corporation SVP, Planning Director VP Brand & Customer National Mgr Brand & Leo Burnett Experience Marketing Strategy Kristie Tillinghast BMO Financial Group Kia Motors America Advertising Manager Jesse Vendley State Street Group Creative Director Diane Williams Kurt Zoller Digitas Director of Marketing EVP, Group John Travis GSK Consumer Management Director VP Brand Marketing Mike Ward Healthcare DraftFCB Adobe SVP, Creative Director Doner Suzanne Winkelman Kathy Valdiserri Group Account Director SVP, Planning & Elias Weinstock Euro RSCG Research VP, Executive Creative The Marketing Store Director Casanova Pendrill

Effie Awards 2010 Global Round One Jury

ROUND ONE JUDGES

LONDON Hugh Bruce Zaga Marisol Angelini Mktg. Grouper Sital Banerjee Frank Bodin VP of Mktg. Bayer México Global Head of Media, Chrmn. & CEO Coca-Cola Sr. Dir. Euro RSCG Group Philips International Switzerland Julio Castellanos NEW YORK Pres. Nicolas Brindjonc Will Collin Leo Burnett México Penny Baldwin Mktg. Services Regional Part. VP, Intergrated Mktg. Dir. Naked Communications Rodrigo de la Maza Yahoo Richemont Asia Pacific Pres. Limited John Crowther Delta Group Tony Besasie Strategy Dir. Chief Mktg. Officer Gelina Goh Publicis Humberto de la Vega GMR Mktg. Dir. of Mktg. Comm. Group Mktg. Dir. SingTel Richard Flintham Mars Mexico Michael Davis Exec. Creative Dir. Chief Creative Officer Jaslin Goh Fallon London Andre Delgado IMC2 Associate Planning Dir. Pres. Ogilvy & Mather Hong Richard Hartell Grupo Cinco David Fowler Kong Chief Strategy Officer Exec. Creative Dir. Starcom MediaVest Horacio Genolet Ogilvy Rand Han Group CEO Strategy Dir. Ogilvy & Mather Mexico Jocelyn Hsieh Bloody Amazing Dennis Lewis Global Brand Global Creative Part. Carla Juan Development Mgr. Vivek Kumar Ogilvy Advertising Mngng. Dir. of Mktg. Dove Bar D&E Head of Retail Mktg. London Banorte Shell Eastern Petroleum Bob Kennedy Mike Musachio Jorge Loperena Dir., Global Advt. Richard McCabe Global Creative Dir. Dir. of Mktg. & Media McAfee Regional Planning Dir. Leo Burnett Milan NFL México Publicis Bob O'Leary Veronique Rheims Paul Mejía Mngng. Dir., Global Mark Phibbs Head of Planning Pres. Advt. Mktg. Dir. McCann Paris McCann Worldgroup Citi Adobe Systems Asia Pacific Syl Saller Ricardo Rubio John Woodward Global Innovation Dir. VP Global Planning Dir. Peter Skalberg Diageo Lebrija Rubio Publicis Regional Dir. SEA Advertising Bates Singapore Pte Ltd. Sarah Speake Dir. of Advt. and Brand Carlos Vaca SINGAPORE Barclays Capital Pres. BBDO México MODERATORS: Roy Tan MEXICO Alfie Vivian Dir. VP of Mktg. Carat Malaysia MODERATOR: Unilever Mexico Guadalupe O’Farrill Siah Ping Wong TERAN/TBWA VP Astro