EACA relaunches Euro Effies to encourage more entrants

Europe's advertising effectiveness awards are being revamped and relaunched to end their "cinderella" status.

The European Association of Communication Agencies, which runs the so-called Euro Effies, has given them a complete makeover.

Changes include new categories and a more rigorous judging system conducted by a jury including senior executives from some of the world's leading advertisers, such as Unilever, Sony and Procter & Gamble. Entry fees are being cut by 75 per cent to encourage more agencies to enter.

Meanwhile, the organisers, who scrapped last year's awards while the rethink took place, claim to have broken new ground by having all entries submitted online. Most of the judging will also be online, with the jury meeting only to decide on the gold award and the Grand Prix winners.

The awards are open to campaigns that have achieved proven success in two or more European markets.

The Euro Effies, run by the EACA under a franchise agreement with the American Marketing Association, have attracted only modest entry numbers since their introduction seven years ago. The ceremony has also suffered by being bolted on to effectiveness awards run by various European countries.

It could not come to London because of a clash with the IPA Effectiveness Awards.

Julian Ingram, BBDO Europe's new-business director and the EACA director responsible for the awards, said: "Historically, we have attracted about 50 entries and if we get 75 this year we'll be doing very well. Difficult times make it even more important for agencies to enter awards of this kind."