2009 Effie Awards Judges: Round One

Effie Awards

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 2010 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 evaluates entries on a stand-alone basis without comparison to other entries in their category. In Final Round judging, finalists in each category are judged against other finalists in that 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 marketing cases’ 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.

2009 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 - effie.org/ideas_that_work

We encourage entrants to visit the winner showcase section of effie.org to read past winning cases and to view the winning work, keeping in mind that all scoring sections are important to pay attention to when preparing your entry.

Table of Contents Tell a Story 4

Take on a Challenge 5

Integrate Multiple Mediums 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

Simplicity and clarity wins. Be Clear

"Entrants need to show why objectives are important." "Clear concise information" "Year on year context" Show us your smarts, be clear, concise and "Simple, clear and realistic about tell us a good story. A story that worked. context and results"

"A clear argument with solid linkage from one section to the next." ”Objectives and results should relate to target audience."

How judges described entries they didn't like: And remember, you're talking to real, qualified professionals, but we'd rather read something "Too complicated" more like a blend between U.S. Weekly and the "Overblown" Economist than a report from a research "Too long and dull" company. Avoid marketing jargon like the plague. "Confusing" "Unchecked grammar"

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." "Staying on the message."

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

EFFIE ADVICE: 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" "Seamless from idea to Tell us the story. It should have a scary beginning, execution." an interesting and exciting middle, and a happy What judges are looking for: ending. Make me want to read every word, keep me engaged with how you've solved the problem "Focused story with daunting and saved the day. goals, an inspiring idea, brilliantly executed, with impressive results." "Clear and compelling" "Well crafted, rewarding to read" "Some use of humor"

EFFIE ADVICE: Have someone else who hasn't worked on the campaign read and critique your work. Ask them where it falls down in interest, in brevity and in clarity.

Judge Insight: Take on a Challenge This is a great culmination of marketers How judges described entries they liked: that deserve to be recognized even in "True innovation and leadership" tough economic times. "Shows desire to take risks"

"The ones that took a real challenge approach stood out the most."

Improvisational marketing is critical in reaching a faded target; need to be flexible and allow for shifts in execution as early results dictate.

Judge Insight: Take on a Challenge (cont.)

How judges described entries they didn't like: Judging the Effies is a great way to get a "A lot safer than previous cases." snapshot of the problem of the marketing. The great cases really stand out and

inspire you to go and do greater work.

Judge Insight: Integrate Multiple Mediums

How judges described entries they liked:

"Media innovation was brilliant." Don't be afraid of "Campaigns needed to be multi-channel to technology/media, use receive higher scores.... A dilemma for consumers as brand evangelists. agencies who only do the general."

"More community language this year overall, which is a good thing."

How judges described entries they didn't like:

"No acknowledgement on the customer engagement revolution that is changing marketing."

Judge Insight: Present Your Case

How judges described entries they liked:

"Well prepared" I would think entrants would profit "Honesty" from preparing their case as if it was "Adherence to template" to be heard by a jury in a court of "Connection between objectives and results." law.

How judges described entries they didn't like:

"Poor presentation" "Typos in some" Be authentic, consumers know "Get the grammar right" when you're not. "Lot of great insights not always well executed."

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

"Execution did not live up to the idea" "The creative was way too traditional" "Predictable"

Judges on the challenge and objectives

What makes for a great challenge and strong Please keep the objectives concise, objectives? 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 target "Specific, tangible objectives." audience.

"Cultural challenge, brand challenge, business challenge clearly outlined."

How judges described entries they didn't like:

"More quantifiable objectives, not just make it higher." "Strategic one-liners were benign and had no quantifiable backing." "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? If you can't explain an idea in one "Clearly and solidly linking target, sentence, then you don't have an idea. strategic message and visual identity

with creativity." "Simplicity. More of an umbrella idea." "Identifying true opportunity for differentiation and brilliant execution." "Either the strategic or creative idea inspiringly expressed in as few words as possible." "Something breakthrough, universally appealing, emotionally grabs you."

How do you bring 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." Video and text should be used in a mutually supportive way -- use the distinct advantages of each medium to emphasize different aspects of What judges want to see more of: the case vs. just saying the same thing.

"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 they ran and how they appealed to the target." "I'd like to see more ideas with a cultural impact."

Judges on results

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

EFFIE ADVICE: 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 objectives were stupid rather than results being good." "Clear, contextualized, and believable; too many set Connecting your results back to the decisions objectives low and then you made will better ensure fair evaluations. "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."

EFFIE ADVICE: 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."

In case you haven't gotten it yet...

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

EFFIE ADVICE:

• Make sure you link together 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 ADVICE: 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. ”

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 – 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 225 / [email protected] – Angie Carballo o 212-687-3280 x 229 / [email protected] – Erica Stoppenbach o www.effie.org

Effie Awards

2009 Juries

2009 Effie Awards Judges: Round One

ROUND ONE JUDGES

Tony Accurso Frank Ballabio Jefferson Burruss Linden Davis Pres. Dir.-Brand Strategy & Dir.-Digital & Online VP-Group Dir., Strategy JWT Atlanta Innovation DDB Los Angeles DraftFCB It's Right There Diana Acevedo Jerry Caggiano Christine Dennis Mktg. Mgr. Michelle Barth Sr. VP-Exec. Creative Dir. Group Acct. Dir. Guardian Life Insurance Dir.-Brand Mgmt./Licensing Leo Burnett USA Barrie D'Rozario Murphy Co. of America The North Face Luis Camano Shari Dennis Jac Alati Michael Baskin Sr. VP- Group Creative Dir. Exec. VP-Mgmt. Dir. Mgr.-Integrated Mktg. & Exec. VP-Group Acct. Dir. Alcone Marketing BBDO Atlanta Promo. Doner ABC Family Rick Carpenter Brett Dennis Tiffany Begoon Pres. & CEO Dir. Media-Partnerships & Elizabeth Albert Client Service Dir.-Dir. of DDB Chicago Promo. Pres. & CCO Innovation T-Mobile USA, INC. Grey/Atlanta TracyLocke Georgina Castanon Mktg. Dir. Rachel Dennis Pamela Alvord Mark Bellissimo IBM Corporation Dir.-Mktg. Corp. Customers VP-Chief Brand Strategist Exec. VP-Acct. Dir. Getty Images Kilgannon Campbell-Ewald Rema Chandramohan Sr. VP-Mgmt. Super. Marc de Swaan Arons Beverly Andersen David Bernstein Publicis Chrmn. Exec. VP-Strategic Exec. Creative Dir. EffectiveBrands Planning The Gate Worldwide Amy Cheronis Fletcher Martin VP-U.S. Comm. Dir. Tom Donovan Susan Bertocchi DDB Chicago Group Planning Dir. Eric Andrews Sr. VP-Group Creative Dir. TBWA\Chiat\Day Dir.-Integrated Mktg. Element 79 Susan Cocco Comm. Sr. VP Michael Doody IBM Corporation Liz Bigham Colangelo Strategy Dir. Sr. VP-Dir., Brand Mktg. Publicis Michael Angelovich Jack Morton Worldwide Julian Cohen Sr. VP-Global Engagement VP Consumer Insights Trish Drueke-Heusel Strategy Dir. Kevin Brockenbrough Beam Global Spirits & Wine VP-Innovation Publicis New York VP-Acct. Planning GfK Strategic Innovation Burrell Gilad Coppersmith Shane Ankeney Mngng. Dir. Bill Duch Exec. Dir. Mark Bubula OMD Canada VP-Analytics TBWA\Chiat\Day VP-Strategy Group Dir. Rapp Collins Worldwide OLSON Mark Courtney Lisa Arone Founder-Pres. Rudy Duthil Sr. Dir.-Global Brand Mgmt. Denis Budniewski Courtney & Co. Dir.-Zoom Forward Banana Republic (Gap Inc.) Sr. VP-Group Acct. Dir. Zoom Media & Marketing McKinney Jerry Craven Eric Asche Sr. VP-Creative Services Simon el Hage Sr. VP Mktg. Pablo Buffagni Upshot Sr. VP-Multicultural Mktg. American Legacy Sr. VP-CCO DraftFCB, Chicago Foundation Conill Brian Crooks Exec. Creative Dir. Marc Engelsman Andy Azula Jeffrey Buntin Avenue A | Razorfish VP-Client Programs & Sr. VP-Creative Dir. Pres. & CEO Services The Martin Agency The Buntin Group Steve Cullen Digital Brand Expressions Creative-Design Dir. Stephen Bach Kevin Burkum Creature Seattle Mark Fabbro Sr. Part.-Mgmt. Dir. Sr. VP-Mktg. Sr. VP-Group Acct. Dir. JWT Chicago American Egg Board Emily Culp Arnold Worldwide Exec. Dir.-Digital Mktg. & Megan Bafford Hilary Burns Alt. Media Bob Ferdman Sr. Mktg. Mgr. VP-Mgmt. Super. Clinique Group Acct. Dir. Sony Electronics Cramer-Krasselt Leo Burnett USA 2009 Effie Awards Judges: Round One

ROUND ONE JUDGES

Keith Fernbach Heath Greenfield Ann Herrick Andrea Kerr Redniss VP-PR VP-Client & Mkt. Devel. Integrated Contact Sr. VP-Mngng. Dir.-Digital Grand Central Marketing Millward Brown Planning Mgr. Optimedia Hallmark Cards, INC Ashley Fick Dan Greenwald Adam Konowitz DVP-Brand Mktg. Pres. & Creative Dir. Lori Hilton Sr. VP-Acct. Mngng. Dir. GameStop White Rhino Dir.-Bus. Planning Young & Rubicam MindShare, Chicago Nick Findlay Rob Griffin Andrew Kritzer Exec. VP-Midwest & Sr. VP-U.S. Dir. of Search Edward Hoffman AVP-Strategic Mktg. & Canada & Analysis Pres. Comm. Millward Brown Media Contacts The Varick Group Sharp Electronics Corporation Lauren Frazza Mick-Dean Gross Reid Holmes Exec. VP-Group Acct. Dir. Creative Dir. Exec. VP-Exec. Creative Myrna Krueger Deutsch Inc Arc Worldwide Dir. Acct. Dir. Campbell Mithun Colle+McVoy Jeff Freedman Dorree Gurdak Principal Sr. VP Jeannette Hoogestraat Archana Kumar Small Army Weber Shandwick Sr. Rsch. Mgr. Sr. VP-Group Planning Dir. Allstate Insurance Co. BBDO Seth Friedman Bruce Haggerty Dir.-Brand Planning Dir.-Mktg. Rsch. Christopher Hooper Don Kvam DDB New York Nestle Beverage Sr. VP-Group Acct. Dir. Exec. VP-Chief Growth Fitzgerald+CO Officer Dan Fromm Denny Haley Campbell Mithun Sr. VP-Group Acct. Leader CCO Andy Hopson BARKLEY BBDO Minneapolis Mngng. Dir. Joe Lagattuta Ruder Finn VP-Group Creative Dir. Mark Gambill Dee Hall Momentum Worldwide, Inc. CMO-VP, Mktg. Exec. VP-Integration Talley Hultgren CDW DraftFCB Sr. VP Dir. of Idea Planning Don Lane TG Madison Exec. VP-Group Acct. Dir. James Gilbert Talia Handler Arnold Worldwide Dir.-Global Advt. Sr. VP-Mgmt. Dir. Carole Irgang Campbell Soup Co. DraftFCB Pres. Belinda Lang Red Shoes Marketing VP-CCSG Mktg. Strategy Alan Gilleo Keith Harmeyer American Express Co. Exec. VP-Creative Dir. Exec. VP-Mktg. & Creative Matthew Jacobson LeapFrog Interactive C2 Creative Sr. VP-Creative Dir. Irina Lapin JWT Team Detroit Sr. VP-Dir. of Brand Marcia Gold Marty Harper Planning Sr. VP Sr. VP-Planning Dir. Steve Jekogian Grey Worldwide, New York Saatchi Health + Wellness Leo Burnett USA Sr. Mgr.-Mktg. Rsch. Schering-Plough Consumer Jason Lapp Cynthia Goodrich Larry Hauser Healthcare VP Head of Mktg.-Travel CEO Millward Brown Google, Inc. The Hauser Group Kris Kaligian Advt. & Comm. Mgr. Kathy Leech Jennifer Gordon Jim Haven BP Dir.-Brand Comm.- Brand, Dir.-Global Advt. Co-Creative Dir.-Principal Sales & Mktg. Campbell Soup Co. Creature Doug Kamp BP Sr. VP-Group Creative Dir. Greg Goyne James Hering Bagby & Co. Inc. Cheryl Lindquist Principal Dir.-Client Engagement Producer Firehouse Click Here, Inc. Andrew Kasprzycki Element 79 Sr. VP-Mngng. Dir. Andrew Graff Proximity/BBDO Dave Linne Pres. & CEO Sr. VP-Advt. Allen & Gerritsen ConAgra Foods 2009 Effie Awards Judges: Round One

ROUND ONE JUDGES

David Lockwood David Measer Suzanne Park Anne Rockey Exec. VP-Dir. of Strategic Dir.-Acct. Planning Dir.-Consumer Mktg. Sr. VP Planning Secret Weapon Marketing Bravo Media Leo Burnett USA Campbell-Ewald Gordon Medenica Bill Pauls Chelsea Roe David Low Dir.-New York Lottery Exec. VP-Exec. Creative Mngng. Part.-Dir. of Client Principal New York Lottery Dir. Services LaunchPad Advertising BBDO Atlanta DDB Los Angeles Chris Miller David Maas Sr. VP-Interactive Nancy Pendas-Smith Zach Rosenberg Sr. VP-Group Acct. Dir. DraftFCB, Chicago Multicultural Navigator Exec. VP-General Mgr.- JWT Team Detroit Saatchi & Saatchi Western Region Gabe Misarti Horizon Media Franchesca Maddalena Mngng. Dir.-Bus. Planning Chris Perkins VP-Strategic Mktg. Dir. Exec. VP-Exec. Dir. Nile Rowan Goldman Sachs MindShare, Chicago Arnold Worldwide Sr. VP-Western Region Millward Brown Mike Margolin Peter Mitchell Alana Phillips VP-Interactive Mktg. Dir. Pres. & CEO Acct. Exec. Dyan Rowe Davis RPA Woodbine Johnson Group VP-Mkt. Rsch. Brand Institute Inc., Market Jeff Marshall Monique Mulbry Jennifer Podhajsky Research Sr. VP-Digital Mngng. Dir. Sr. Dir.-Brand Strategy & Brand Dir. SMG Pixel Identity The Hersey Co. Doug Rozen Cisco System Inc. Sr. VP-Global Lead- Sue Martin Paul Posnick Creative, Interactive, Media Sr. VP-Media Dir. Rich Mules Creative Dir. & Mobile Cramer-Krasselt VP-Mgmt. Super. Posnick + Advertising Carlson Marketing Cramer-Krasselt Worldwide Jane Matthews Kathleen Ramirez VP-Dir., Bus. Devel. Raj Nair Exec. VP-Corp. Media Dir. Tony Ruiz 22squared Dir.-Mktg. Fahlgren Part.-Chief Strategic Officer Georgia-Pacific The Vidal Partnership Kevin May Alicia Rankin Exec. VP-Dir. of Strategic Paul Nelson Head of Rsch. & Fan Nancy Ryan Planning Sr. VP-Group Acct. Dir. Insights Dir. Media Integration Publicis West Arnold Worldwide National Football League Allstate Insurance Co.

Julie McBride Keith Newton Dave Rasmussen Al Samuelian Group Acct. Dir. Sr. Part.-WW Group Mngng. Part.-Client VP-Acct. Dir. Fallon Planning Dir. Leadership MPG Ogilvy & Mather MindShare, Chicago Jan McCarten Edward Sander Sr. VP-Client Service Aric Nissen Kevin Reilly VP-New Product Strategy & Millward Brown VP Brand Mktg. Sr. VP-Dir. of Acct. Mgmt. Introduction Dairy Queen/Orange Julius Bagby & Co. Inc. SAP Merilee McDougal Sr. Mktg. Mgr.-Gatorade Elizabeth Nolley Bill Reishtein Sara Schmid PepsiCo VP-Mktg. Comm. Sr. VP-Group Creative Dir. Dir.-Advt. GfK Custom Research Arc Worldwide The Coca-Cola Co. Lisa McEllistrem North America VP-Mgmt. Super. Shelly Riera Morgan Seamark Periscope Katie O'Gorman Dir.-Consumer Advt. Sr. VP-Dir. Mgr.-Sponsorship & Events AT&T BBDO New York Debbie McMahon Mktg. Sr. VP-Client Service American Express Co. Henry Rischitelli Tim Seitter Millward Brown Pres. & CEO VP-Oral Care Vance Overbey Next Marketing Church & Dwight Exec. Dir.-Advt. AT&T Mobility 2009 Effie Awards Judges: Round One

ROUND ONE JUDGES

Peter Seronick Maria Tender Isabelle Weisman Exec. VP-Creative Dir. Dir. Brand Planning Dir.-Corp. Mktg. & Comm.- Allen & Gerritsen DDB New York Americas-Middle East & Africa Jim Sexton Tom Troja TNT Express CMO VP-Mktg. TracyLocke Social Vibe Terrie Wendricks VP-Bus. & Consumer Scott Seymour Adam Turinas Insights Exec. Creative Dir.-VP Exec. VP-Client Sara Lee BFG Communications Engagement Organic Richard Wergan Amy Shea VP-WW Brand-Advt. & Exec. VP-Branding Shannon Turner Media Brand Keys VP-Group Mgmt. Super. Xerox Corporation Grey Worldwide, New York Chris Sheehy Colleen Whitney Group Dir. Jeff Upshaw Mngng. Part.-Strategic The Marketing Arm Exec. VP-Chief Strategy Planning Dir. Officer MindShare, Chicago Ron Smith BBDO Atlanta VP Group Creative Dir. Bob Wiesner Arc Worldwide Maria Vallis Bus. Devel. Consultant VP Executive Persuasion Brandon Snow Millward Brown Group VP-U.S. Bus. Devel. Dir. DDB New York Allison Van Houten Bill Winchester Digital Brand Mgr. Sr. VP Creative Dir. Krista Souto Martha Stewart Living Lindsay, Stone & Briggs Global Mktg. Mgr. Omnimedia Pricewaterhouse Coopers Karin Wood LLP Jeanne Vaughn, Ph. D Dir.-Consumer Insight Sr. VP-Dir. of Planning Arnold Worldwide Jim Spaeth GlobalHue Founding Part. Sequent Partners Jose Villa Pres. Doria Steedman Sensis

Tim Stock Kent Voetberg Part. VP-Mktg. scenarioDNA McDonald's Corp

Shaun Stripling Doug Walker VP-Strategy Dir. Exec. VP-Mgmt. Dir. DDB Seattle BBDO Atlanta

Kristin Stuek Strick Walker Dir.-Advt. Chief Mktg.-Devel. Officer BP Lubricants USA 1% For The Planet

Kathryn Sullivan Eric Webber Media Relations Mgr. Part. Autism Speaks Webber/McGarrah/Jessee

Nate Swenberg Jim Wegerbauer VP-Dir., Connections VP Insights & Innovation Planning LatinWorks Marketing, Inc. Arnold Worldwide 2009 Effie Awards Judges: Global

GLOBAL JUDGES - GLOBAL JUDGES - GLOBAL JUDGES - GLOBAL JUDGES - BUENOS AIRES LONDON MUMBAI NEW YORK

Mariela Arce Paul Arnold Charles Cadell Maurice Coffey Mktg. Dir.-South Cone Sr. VP International CEO Assoc. Mktg. Dir. Nokia Planning Dir., GSK Lowe Procter & Gamble Grey Rodrigo Carr Agnello Dias David Corr Pres. Frank Bodin CCO Exec. VP-Exec. Creative JWT Argentina Chrmn. & CEO Taproot India Dir. Euro RSCG Group Publicis NY Ricardo Fitz Simon Switzerland Kurush Grant CEO Divisional Chief Exec. Avi Dan Diálogo Duncan Coates ITC Limited Dir.-Corp. Devel. Mngng. Part. MPG Julio Fresno Aparicio Mindshare Saugata Gupta CEO CEO-Consumer Products David Florence Millward Brown Argentina Ian Ewart Business former Regional Pres.- Head of Mktg. & Comm. Manco Limited EMEA & Canada Ezequiel Jones Barclays Wealth DraftFCB Brand Comm. Mgr.- Prasoon Joshi Argentina, Uruguay & Serge Giacomo Exec. Chrmn.-Reg. Exec. Keith Newton Paraguay Head of Corp. Identity Creative Dir., Asia Pacific Worldwide Group Planning Unilever Shell McCann Erickson Dir. Ogilvy & Mather Diego Luque Hervé Hannequin Madhukar Kamath Brand Comm. Mgr.-South Head of International Mngng. Dir.-CEO Kevin Parham Cone Planning Mudra Group Dir.-Global Advt. Nike WCRS Campbell Soup Lloyd Mathias Agustín Nolte Malcolm Hunter CMO Suzanne Powers Reg. Sales Mgr.-Latam Chief Strategy Officer Tata Teleservices Limited Global Strategy Dir. Microsoft Advertising Aegis Media Limited TBWA\Worldwide Ambi M G Parameswaran Hernán Pagano Judd Labarthe Exec. Dir.-CEO, Mumbai Mktg. Dir. Exec. Planning Dir. DraftFCB + Ulka Clorox Argonauten G2 Madhukar Sabnavis María Eugenia Peña Simon Law Country Head-Discovery & Mktg. Dir. Head of Planning Planning, Reg. Dir.-Thought Beiersdorf TBWA\London Leadership Ogilvy & Mather Sergio Vera Martyn Stokes Mktg. Dir.- Latin Amer., Head of Integrated Comm. Rohil Snivastava Home & Networks Mobility MPG International Exec. VP Motorola Contract Advertising India Katja Wenninger Client Service Dir. Sameer Suneja Ogilvy & Mather GmbH Mngng. Dir. Perfetti Van Melle India Pvt. Ltd. 2009 Effie Awards Judges: Boomer+

BOOMER+ JUDGES

Nancy Armand Jerry Shereshewsky Head of Premier & Wealth CEO Segment Mktg. grandparents.com HSBC Bank USA Donna Sturgess Eric Blankfein Global Head of Innovation Sr. VP-Channel Insights GlaxoSmithKline Dir. Horizon Media

Terry Clark CMO-Ovations Enterprise Mktg. UnitedHealth Group

Brian Decker Mngng. Dir.-Client Leadership MindShare

Rocio Fernandez Exec. Dir.-Strategic Planning Dieste, Harmel & Partners

Chris Foster Chrmn.-U.S. Healthcare Burson-Marsteller

Greg Fujimoto CMO Gotham Inc.

Shelly Galvin Mktg. Dir.-Insights & Analytics WebMD Health Corporation

Julia Lennox VP-Mktg. MetLife

Patricia Lippe Davis Assoc. Publisher, Mktg. AARP Services, Inc. Media Sales

Eileen Marcus Sr. VP-Sr. Part. Fleishman-Hillard

Mary Rodgers Dir. Mktg. Comm. Cuisinart 2009 Effie Awards Judges: Green

GREEN JUDGES

MODERATOR Charles Rosen Founding Part. Amalgamated, LLC

Thomas Beeby Exec. Creative Dir. Beeby Clark + Meyler

Chris Brignola Exec. Creative Dir. Filter Advertising

Dawn Fichot AVP, Mktg. Comm. HSBC

Stuart Grau Pres. Avrett Free Ginsberg

Fred Haberman Co-Pres.-Co-Owner Haberman & Associates

Chris Hacker Chief Design Officer Johnson & Johnson Global Strategic Design

Steve Hardwick Pres. Grey New York

Michael Hart Founder-Creative Dir. mono

Mike Reese Pres. Brand Buzz

Robert Shaw Pres. Concentric Marketing

Hank Stewart VP-Strategic Comm. Green Team 2009 Effie Awards Judges: Business Challenges

BUSINESS CHALLENGES JUDGES

Liz Bigham Sr. VP-Dir., Brand Mktg. Jack Morton Worldwide

John Bowman Exec. VP-Exec. Planning Dir. Saatchi & Saatchi

Shane Boyd VP-Comm. & Branding Travelers

Scott Briskman VP-Exec. Creative Dir. Agency.com

Marianne Ellis Exec. VP-Integrated Comm. Dir. DDB Los Angeles

Elena Hale Exec. Dir.-Strategy TBWA\Media Arts Lab

Trudy Hardy Mktg. Mgr. MINI USA

Dawna Henderson Pres.-CEO henderson bas

Christine Lynn VP-Global Mktg. The NASDAQ Stock Market

Nancy Mendelson Sr. VP-Mktg. Loews Hotels

Tim Murphy VP Mktg.-ABSOLUT Vodka Pernod Ricard USA

Ric Peralta Pres. ATTIK

Richard Wergan VP-Brand Mktg. & Advt. Xerox Corporation 2009 Effie Awards Judges: Brand Experience

BRAND EXPERIENCE JUDGES

MODERATOR Carl Johnson Co-Founder Anomaly

SPECIAL GUEST Peter Geary Exec. VP-Sr. Acct. Dir. BBDO

Greg Andersen Head-Engagement Planning BBH

Lars Bastholm Exec. Creative Dir. AKQA

Sam Ewen CEO Interference

Brian Gies VP-Mktg. Impact Burger King

Doug Jaeger Founder-CEO, Creative Dir. thehappycorp

Marta LaRock Exec. VP-Dir., Idea Planning TracyLocke

Leland Maschmeyer Dir.-Strategy COLLINS

Sharon Otterman VP, Customer Experience Strategy & Digital Mktg. ESPN

Ralph Santana VP-Colas Pepsi-Cola North America

Frank Striefler Head-Media Arts Planning Media Arts Lab/TBWA 2009 Effie Awards Judges: Global Final Round

GLOBAL FINAL ROUND JUDGES

MODERATOR Steven Sturm Cleve Langton Group VP, Americas Managing Partner Strategic Research, New Business 3.0 Inc. Planning & Corp. Comm. Toyota Motor North Magnus Blair America Global Planning Director Anomaly Rajesh Subramaniam SVP, International Ilana Bryant Marketing Global Chief Strategy FedEx Officer StrawberryFrog

Helen Clark Head, Corporate Marketing Chevron

Catherine Guthrie President, Multi-National Accounts Leo Burnett

Richard Lennox EVP, Global Business Director JWT New York

Fernando Machado Global Brand Development Director Vaseline Unilever

Juan Carlos Ortiz President DDB Latina

Micky Pant President, Global Branding Yum! Brands, Inc.

Milka Pogliani Vice Chairman, ECD, Italy, & Creative Director Global Accounts, EMEA McCann Worldgroup

Paul Price Global President Rapp Collins

Kelli Robertson Director of Strategy AKQA 2009 Effie Awards Judges: Final Round

FINAL ROUND JUDGES

Roger Adams Scott Campbell Michael Davis Dan Fietsam CMO Genl. Mgr.-Integrated Mktg. Sr. VP-Broadcast CCO Lord & Taylor Comm. Production & Emerging Energy BBDO Colgate-Palmolive Content Ryan Babenzian DraftFCB Beau Fraser Dir.-Entertainment Mktg. Steve Capp Mngng. Dir. Puma North America Chief Creative Dir. James Dawson-Hollis The Gate Worldwide Unit 7 VP-Creative Dir. Stephen Bach Crispin Porter + Bogusky Chris Gannett Sr. Part. & Mgmt. Dir. Nigel Carr VP-Strategic Mktg. JWT Chicago Sr. VP-Dir., Brand Planning James C. Dennis Sony BMG Cramer-Krasselt Sr. VP-Mktg. Eric Bader AXA Equitable Murray Gaylord Pres. Ed Castillo VP-Mktg. & Consumer BrandInHand Sr. VP-Dir., Acct. Planning Val DiFebo Insights PHD USA Pres. New York Times Lisa Baird Deutsch, Inc. CMO Geno Church Elizabeth Grandillo United States Oylmpic WOM Inspiration Officer Kevin DiLorenzo Dir. Mktg. Committee Brains on Fire Pres. McCann Worldgroup OLSON Robert Baird Jr. Brian Collins R.Vann Graves Group Pres.-CEO Chrmn.-CCO Lee Doyle Exec. VP-CCO Dorel Collins Design Research Chrmn.-N. Amer. UniWorld Group, INC MEDIAEDGE: CIA Jon Balousek Ellen Comely Taylor Gray VP-Mktg. Mngng. Dir. Gill Duff Global Head of Brand The Clorox Company MPG Publicis Groupe Reuters

Dave Balter Marty Cooke Ron Elgin Ann Green CEO CCO CEO Sr. VP-Mktg. Solutions BzzAgent SS+K DDB-Seattle Millward Brown

John Bartelme John Coombe Michelle Eule Alain Groenendaal CMO VP-Comm. Mngng. Dir. Pres.-CEO Perdue FArms Incorporated Liberty Mutual Dynamic Logic Winglatino

Stan Becker Angela Courtin Heather Evans Paul Gunning Ad Man Extraordinaire Sr. VP-Mktg. Entertainment Mngng. Dir. CEO & Content Merrill Lynch & Co. Inc. Tribal DDB Worldwide Nick Bishop MySpace.com Pres.-CEO Diane Fannon Stephen Hahn-Griffiths DDB Los Angeles Sam Craig Principal-Brand Mgmt. Chief Strategy Officer Professor The Richards Group Mullen Susan Bishop New York University, Stern Ed Faruolo Sr. VP-Group Acct. Dir. School of Business VP-Brand Devel. Jason Harris Cramer-Krasselt Lincoln Financial Group Pres. Kendall Crolius Mekanism Anne Bologna VP-Genl. Mgr. Julie Fasone Holder Founding Part.-CEO Forbes Conference Group Chief Mktg. Sales & Vita Harris Toy Reputation Officer Chief Strategy Officer Elizabeth Daggett Dow Chemical DraftFCB Dale Bornstein Exec. VP-Worldwide Sr Dir. Part. BBDO Michael Fassnacht Erik Hauser Ketchum Chief Customer Intelligence Founder-Exec. Creative Kevin Daley Officer Dir. Mariana Brashnarova Creative Dir. DraftFCB Swivel Media Exec. Hill Holiday Association of Advertising Sarah Fay Agencies-Bulgaria CEO Aegis Media North America 2009 Effie Awards Judges: Final Round

FINAL ROUND JUDGES

Peter Hempel Patricia Lippe Davis John Mittnacht Matt Reinhart Pres. Assoc. Publisher, Mktg. Dir. Global Advt. Exec. Creative Dir. DDB New York AARP Services, Inc. Media CITI Global Wealth DDB Los Angeles Sales Management Beth Hirschhorn Robert Riccardi Sr. VP-Global Brand & John Livengood Bob Molineaux Mngng. Part. Mktg. Services Exec. VP-Exec. Creative Founder-Pres. Goodby Silverstein & MetLife Dir. Venables, Bell & Partners Partners DDB - Seattle Quincy Jackson Mike Musachio Ron Rolleston VP-Product & Strategic James Lou CCO Exec. VP-Global Fragrance Mktg. Exec. VP-Mngng. Dir. of Fathom Communications Mktg. Columbia Records/Sony Strategy Elizabeth Arden Music DDB Worldwide Michael Nicholas Sr. VP-Media Strategy Dir. Bill Rosen Chris Jogis Kristina Lutz Carat CCO VP-U.S. Brand Mktg. Sr. VP, Dir. Arc USA Mastercard Worldwide Starcom Worldwide Shaun Nichols Dir.-Brand Design Dave Rosner Beth Ann Kaminkow James Mackenzie Dr. Pepper Snapple Group, VP-Dir. Innovations Pres.-Chief Talent Officer Dir.-Insight & Experience Inc. Initiative Media TracyLocke Cole & Weber United Tom Nicholson Troy Ruhanen Karen Kaplan Tim Mahoney CEO Exec. VP-Mngng. Dir. Pres. Sr. VP-Mktg. IconNicholson BBDO North America Hill Holiday Subaru of America John Nitti Stacey Schwartz Bruce Kelley Lee Maicon Sr. VP-Digital Dir. VP-Digital Mktg., Media & Vice Chrmn.-Dir. of Acct. VP-Head of Strategy Zenithmedia Advocacy Mgmt. Winglatino Virgin Mobile USA The Martin Agency Jorge Oller James Masterson Pres. Peter Schwartz Rick Kendall Sr VP-Mktg. Rsch. ASCAP/Tribue Saatchi & CCO VP-Rsch. Bristol-Myers Squibb Saatchi Bridge Worldwide MedMeme, LLC International Mary Ann Packo Chris Smith Alan Koenke Peter McGuinness CEO Chief Strategy Officer Exec. VP-Mngng. Dir. Chrmn.-CEO Millward Brown The Marketing Arm Integer - New York Gotham Inc. Benjamin Palmer Cheryl Stallworth-Hooper Mary Kay Kopf Keith McLoughlin CEO-CCO COO VP-Mktg. Pres.-CEO The Barbarian Group Greenfield Counsulting Electolux Major Appliances Electrolux Group Lisa Parente Adam Lavelle Kevin McNulty VP-Global Brand Mktg. Greg Stern Chief Strategy Officer CMO-APAC Regional Milward Brown Part. iCrossing Momentum Worldwide Butler, Shine, Stern & Janet Pines Partners Michael Lebowitz Tommy Means Chief Insight Officer Founder-CEO Part.-Dir. DraftFCB Heather Stern Big Spaceship Mekanism Dir.-Mktg. Lynn Power Millward Brown Jan Leth Oswald Mendez Exec. VP-Mngng. Part. CCO Mngng. Part.-Dir. Arnold Worldwide Rich Stoddart Ogilvy & Mather Integrated Comm. Co-Pres. The Vidal Partnership Sheri Reagan Leo Burnett North America Alexandra Levy VP-U.S. Media Dir.-Branded Entertainment Bruce Miller American Express Claudia Strauss Google CEO Mngng. Part.-Pres. Dailey & Associates kbp/Lime Public Relations + Promotions 2009 Effie Awards Judges: Final Round

FINAL ROUND JUDGES

Jeff Swystun MODERATORS Chief Comm. Officer DDB New York Nina Abnee Exec.VP-Acct.Mgmt. Peter Teachman Leo Burnett USA Group Sr. VP Millward Brown Hank Bernstein Consultant Pierre-Paul Trepanier Starcom MediaVest Group Mktg. Dir. Nintendo of America Jeffrey Chapman Global Dir.-Brand Comm. Rachel Trueblood Schick Wilkinson Sword VP-Corporate Branding & Advt. Linden Davis Staples VP-Group Dir. of Strategy Draft NY Tony Tyree VP-Mktg. Judy Franks Kraft Foods Pres. The Marketing Democracy Nick Utton CMO Peter Geary E*trade Financial Exec. VP-Sr. Acct. Dir. Corporation BBDO

Bob Weiner Jim Kite CEO Pres.-Connections Rsch. & Wongdoody Analytics MediaVest Mary Beth West Exec. VP-CMO Barbara Reilly Kraft foods Mngng. Part.-Group Acct. Dir. Lewis Williams Arnold Worldwide Exec. VP-CCO Burrell Communications Josh Rogers Founder-Creative Dir. Paul Woolmington Operator Part. Naked Communications

Antony Young Pres.-Optimedia International Optimedia/US

Nadine Young Mngng. Dir.-Comm. & Planning MindShare

Joanne Zaiac Pres. Digitas

Michael Zuna Exec. VP-General Mgr., Retail Services Saatchi & Saatchi 2009 Effie Awards Judges: Grand

GRAND JURY

Greg Andersen Jonathan Mildenhall Managing Director VP, Global Advertising Strategy BBH & Creative Excellence Coca-Cola

Gerry Graf Scott Neslund Chief Creative Officer Saatchi & Saatchi NY

Minda Gralnek Rick Webb Vice President, Creative Director Co-Founder & COO Target Corporation The Barbarian Group

Rob Master North American Media Director Unilever