Definition of Effie Award

annual awards, introduced in 1968 by the New York chapter of the American Marketing Association, that honor effective advertising campaigns. Winning entries are chosen from those submitted by advertising agencies and are based on those advertising campaigns that successfully combine all the disciplines that enter into a successful marketing program: planning, market research, media, creative, and account management. The winning campaigns must be developed to a single set of objectives and must demonstrate a partnership between agency and client in the creation, management, and building of a brand. Entries are judged by a panel of the industry's top marketing and advertising management, research, and creative professionals.