A few days ago I published a note that claims that creativity that wins at festivals is 7 times more effective, according to the Gunn Report. That is to say, advertising creative awards, such as Cannes, Ojo, Volcán or Pregonero, nowadays have serious data that support their direct relationship with better results.
Thus, the evidence is enough to strongly invite advertising clients to bet on groundbreaking, different, daring, seductive and even funny creativity. Whoever is responsible for a consumer brand can rely on a powerful lever to achieve extraordinary results: winning creativity.
This is why we at Comunidad made an effort years ago and brought the Effie Awards to Costa Rica. This award was originally created in 1968 by the American Marketing Association, and has become a worldwide reference to celebrate effectiveness. In February 2009 I had the opportunity to go to New York, to be a judge in the final phase of the Effie for the United States and to bring this representation, granted by Mary Lee Keane, then President of Effie Worldwide.
When the agreement was made and the initiative was taken, the agency association ignited the process. Immediately Ramiro Casó, Marian Bákit, Karolina Vílchez and Lilliana González, with the support of Comunidad, made the Effie possible and launched a local recognition of global prestige in the country. On November 26, another award ceremony will be held in our country, providing a new opportunity to celebrate the creativity that achieves the best results.
The winning cases are just a click away and here. I highly recommend you to see them and enjoy them, because Costa Rican agencies and their clients have achieved really good cases. Today I include the first Grand Effie awarded in Costa Rica in 2010 for “Osa en tu Piel” by Tribu DDB.
The next Effie will be the fourth in the country and is one that we expect to grow in participation. Of course, it implies an extraordinary work that requires a lot of additional dedication. For this reason, we are confident that some tips on how to put together an Effie case and not die trying will come in handy.
The Effie recognizes both the agency and the client, which is why two statuettes are awarded for each prize won. The Effie is a contest that ignites and motivates to join efforts on a daily basis. To cite one example of all the winners, this is what happened in Comunicación Corporativa with its client Earth.
All the information about the next Effie tico is at www.effie.cr, including rules and sufficient references. However, for those who might still have doubts, we recommend you to review the Effie Effectiveness Index, where you will find more evidence of creativity as a spring and accelerator of the best results.
On the road to Effie 2013 Costa Rica, Victor Esquivel, Executive Director of Comunidad is the person to contact. (vesquivel@comunidad.cr)
