ClickZ: EFFIE's to Award Web Campaigns

Now that most studies are showing online advertising to be the most effective in driving business, the EFFIE's awards are finally opening up their judging to interactive advertising campaigns. The EFFIE's have long been known as the award that advertising clients can tolerate their agencies winning, whereas other awards often tend to reward ineffective high concept ads or overly lavish production values. The New York American Marketing Association changed its rules to encompass web ads in about 50 categories. The group also added an integrated campaign category, requiring entrants to use more than one medium.