Australian EFFIE Awards: 81 entries make the cut
The forty-four judges that made up the first round panel for the first-ever Australian EFFIE Awards have determined that 81 entries out of the total of 131 will go through to the finals. Those finalists will now progress to stage two with entries being judged by a panel of 20 judges.
BMF Sydney leads the agency pack with eight finalists, followed by Clemenger BBDO Melbourne with seven and Clemenger BBDO Sydney, M&C Saatchi, Sydney and CumminsNitro Brisbane with six apiece. Interestingly, Goodby Silverstein & Partners, San Francisco has three entries on the shortlist for their Australian client, the Commonwealth Bank.
View the full list of finalists: Effie Finalists.pdf
BMF Sydney leads the agency pack with eight finalists, followed by Clemenger BBDO Melbourne with seven and Clemenger BBDO Sydney, M&C Saatchi, Sydney and CumminsNitro Brisbane with six apiece. Interestingly, Goodby Silverstein & Partners, San Francisco has three entries on the shortlist for their Australian client, the Commonwealth Bank.
View the full list of finalists: Effie Finalists.pdf
The Clemenger BBDO network has 15 campaigns for 10 different clients on
the shortlist, rather than multiple entries for a single client.
Clemenger Group executive chairman Robert Morgan says the calibre of work on the list of finalists is a clear demonstration of the breadth, depth and talent across the group: "For us, creative excellence and effectiveness is not an either/or discussion; it's our ticket for entry. Significantly, all the finalists are for campaigns the general public know and love."
"Quite apart from the huge response to the inaugural EFFIE Awards, the 44 first round judges have been impressed by the quality of the entries. We've seen both quantity and quality," said Chairman of Judges, Colin Wilson-Brown.
The EFFIES are being jointly staged by the Advertising Federation of Australia (AFA) and the Australian Association of National Advertisers (AANA) and represent the pinnacle of effective advertising in this country.
"The entries reflect the changing communications world with some innovative digital and viral campaigns, as well as the expected high standard in mass markets such as food and beverage," said Mr Wilson-Brown.
The finalists were drawn from most advertising markets in Australia with the following State representation -
New South Wales - 46
Victoria - 14
Queensland - 13
Western Australia - 2
South Australia - 2
International - 3
The Chair of the AFA Advertising Effectiveness Committee, Matthew Melhuish said it was particularly heartening to see such a good spread of finalists from all around Australia: "Agencies right around the country are clearly very attuned to delivering effective, results-driven advertising. This strong interstate result shows the determination to demonstrate effectiveness," he said.
The winners will be announced and celebrated at a gala dinner in Sydney on Thursday, August 27.
Clemenger Group executive chairman Robert Morgan says the calibre of work on the list of finalists is a clear demonstration of the breadth, depth and talent across the group: "For us, creative excellence and effectiveness is not an either/or discussion; it's our ticket for entry. Significantly, all the finalists are for campaigns the general public know and love."
"Quite apart from the huge response to the inaugural EFFIE Awards, the 44 first round judges have been impressed by the quality of the entries. We've seen both quantity and quality," said Chairman of Judges, Colin Wilson-Brown.
The EFFIES are being jointly staged by the Advertising Federation of Australia (AFA) and the Australian Association of National Advertisers (AANA) and represent the pinnacle of effective advertising in this country.
"The entries reflect the changing communications world with some innovative digital and viral campaigns, as well as the expected high standard in mass markets such as food and beverage," said Mr Wilson-Brown.
The finalists were drawn from most advertising markets in Australia with the following State representation -
New South Wales - 46
Victoria - 14
Queensland - 13
Western Australia - 2
South Australia - 2
International - 3
The Chair of the AFA Advertising Effectiveness Committee, Matthew Melhuish said it was particularly heartening to see such a good spread of finalists from all around Australia: "Agencies right around the country are clearly very attuned to delivering effective, results-driven advertising. This strong interstate result shows the determination to demonstrate effectiveness," he said.
The winners will be announced and celebrated at a gala dinner in Sydney on Thursday, August 27.
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Just thought I'd make a comment on the most important awards show in Australia. At least as far as your agency and its clients are concerned.
The holy grail in our business is to create work that the public notices, embraces and enjoys... that then goes on to make a difference to our client's business.
The Effies, therefore, represent the very reason we exist as a profession. Well done to all finalists. You've done something far more meaningful than conning a few suppliers into helping you turn one of your bottom-drawer ideas into a scammy 'instore' poster for Cannes.
There. Now back to your discussions about whether the London Internationals have more street cred than the NY Festivals.
81 finalists = way too many.
Not special or hard to come by then.
Every child is special!
Oh really?
And how many Finalists will you find at AWARD, One Show, Cannes, D&AD, Clio and every other award show in the world?
Hint: It's way more than 81.
Effies are quite useful. We've had them NZ for a few years. Clients tend to take you a bit more seriously when you win them ( especially for them ) which helps with trust and getting better work through next time. Worth winning, definitely.
3:11 I assume that only Australian campaigns are eligible for an AFA Effie?
Cannes, One Show, D&AD are open to the world.
The world has more people than Australia.
Fuck me you should need to pass a ad license or IQ test to be able to post to this blog.
Before you sign up for that IQ test, my friend, perhaps you should grab a copy of the last AWARD annual, and count the number of finalists from Australian agencies.
If it's less than 81, then you are officially an arse.
(it's more than 81 by the way)
And back when D&AD was exclusively British, there would be significantly more than 81 'in-books'.
Same for when One Show was American.
And so on, and so on.
Don't feel pressured into continuing the argument, though. I'll let you bow out gracefully if you like.
5.41PM - oh my, you just got owned!
The delicious irony in you saying you should need to pass an ad licence or IQ test to post on this blog when clearly you'd fail yourself.
Shuush!
Don't say anything more.
And if you do, remember: dig up stupid!
If we're all brutally honest with ourselves (hard, I know), these are the only awards that matter.
Christ even the Sirens nudge that every year. 81 is nothing.
As someone wisely pointed out somewhere else, 81 helps fill tables at a 'gala' night.
Let me guess. Drinks before hand. A sit down dinner. Maybe a Chaser playing MC? A whole lot of people win and feel happy. Pats on the back all round!
The Efiies also have a Store where you can purchase additional trophies, certificates, winners' reels and the annual journal.
It's a business first. More finalists and winners means more money.
10.44.
Imagine an awards show that had no finalists and no winners. How cool would that be?
10.44am, lighten up champ.
Why are you so bothered about it?
Get a root or worry about (and blog about) something interesting.
I'd love to have your life, where your biggest worry is the Effies annoucing 81 finalists! I struggle to understand why this should cause you such great concern that you feel compelled to write about it...
...in fact, why am I even bothering to worry about you worrying?
Put a PR spin on it and 81 finalists means it's very hard and well deserved if you got one. How many times do D&aD hand out Black Pencils?
Supply and demand son, supply and demand.
Congratulations to those clients and agencies who have made the finalst list. Best of luck.