EFFIE Sponsors
|
EFFIE Sponsors
|
| Organisatie Jurering |
De EFFIE is een idee van
de American Marketing Association (AMA).
De Jury-organisatie is in handen van de UBA Tel: 02/502 42 20 Fax: 02/502 42 69 De Jurysamenstelling voor het lopende EFFIE-jaar vindt u terug onder EFFIE -> Jury EFFIE programs have a two-stage judging process: ROUND ONE First Round Judging evaluates Case Briefs on a stand-alone basis without comparison to other entries in their category and without creative materials. The Case Briefs are scored on a 1-100 scale (1 = not effective / 100 = extremely effective). Scoring is based on each campaign's success in achieving its specific marketing objectives. To receive a high score, a campaign must have clear objectives and must submit compelling proof that the objectives were met. In Round I judging the high score and low score for each campaign are removed to compute the final score. Once all entries have been scored, the Judging committee then determines which entries are to become finalists - based only on scores. The finalists then go on to Round Two - which is the "Final Round." ROUND TWO-FINAL ROUND The finalists are judged against other finalists on the creative material. The final score for each Round Two entry is the level of the brief score and the creative score, weighted to emphasize the brief over the creative. The creative score counts as one-third of the final average score, and the brief score two-thirds, making the brief score emphasized two-to-one over the creative score. General points: All judging scores in both Round I and Round II are carefully reviewed for evidence of bias. Judges are requested to disqualify themselves if they are asked to judge a campaign that poses a conflict of interest (i.e. judging a campaign from their agency, or from a competitor). The EFFIE process permits judges to allow discussion among the judging panel as part of the judging process. The EFFIE program respects national differences, and if discussion is requested to be a part of the process, it can be a component of the judging event *after* scoring/judging of the campaigns has occurred. This requirement helps to prevent bias, which could arise if a particularly eloquent speaker were to try to influence fellow judges. All information submitted in the entry brief is considered confidential. All judges are required to sign a "statement of confidentiality" prior to judging. EFFIE Belgium keeps the data confidential. EFFIE Belgium requires that both a representative of the client and the agency sign a release form, certifying that the information submitted in the Case Brief is true and accurate. Data presented in the “Evidence of Results” section of the Call-for-Entry will be required to reference its source. Accurate results are a very important element of the EFFIE judging process and EFFIE partners are encouraged to take strong measures to insure that the information submitted on the entry brief is valid. EFFIE Belgium can plan to randomly check entries for validity. This helps to insure the information is correct. EFFIE Judging Committee/Judging Chair The EFFIE Judging Chair and Judging Committee are responsible for determining which entries, based only on the scores, are to become finalists. They are also responsible for determining what level of award - Gold, Silver, or Bronze - the top finalists in each category will receive, again based only on scores. Round one - Judging Committee Responsibilities Once all entries have been judged and scored, the Judging Committee reviews the scores for campaigns. They compare with scoring from previous years and determine what will be the minimum score in that category required for a campaign to be sent to Round II. An overall minimum score is established for a campaign to be considered for RII. Any campaign in any category which does not have a score higher than the minimum will not be sent to RII, even if that means that no campaigns make it to RII judging. If certain campaigns all receive very high scores and there are a very large number of entries, the judging committee determines what score level in that category will be the cut-off level in that category for a campaign to be sent to RII (The cut-off level must be higher than the overall minimum). The judging committee and the chair are also responsible for reviewing the scores for evidence of bias by judges. For example, if a campaign receives very high scores from seven judges and a very low score from one judge, the judging committee will examine the background of the one judge and may determine to discount the very low score as evidence of judging bias. As noted above, judges are requested to disqualify themselves if they have worked on a particular campaign, to help prevent problems of bias from arising. Round Two– Judging Committee Responsibilities Once all finalists have been judged and scored, the Judging Committee reviews the scores for all campaigns. They compare with scoring from previous years and determine what level of award –Gold, Silver, or Bronze - each campaign will receive, based only on scores. As in Round I, the Judging Committee is also responsible for reviewing scores in Round II for evidence of bias. A minimum score for a campaign to be eligible for a Gold EFFIE, a Silver EFFIE and a Bronze EFFIE is established. Any campaign in any category that does not have a score higher than the minimum for a Gold EFFIE, will not receive a Gold EFFIE, even if that means that no campaigns in a certain category receive a Gold EFFIE. The same holds true for any campaign in any category which does not have a score higher than the minimum score established for a Silver and a Bronze EFFIE. A minimum score level to be eligible for a Gold, Silver and a Bronze EFFIE is important to maintain the value of the award. By establishing a minimum score level, clients and agencies alike are aware that when they receive a Gold, Silver or Bronze EFFIE, the effectiveness of their work has truly been outstanding. Gold winners are aware that their campaigns have truly met the highest standards. If two campaigns receive the same score, and their score is high enough to receive an award, they receive the same level of award. Jurering - Puntensysteem
EFFIE Sponsors
|