Product & Service Categories: 

  1. Beverages – Alcohol
  2. Beverages – Non-Alcohol – Carbonated Drinks
  3. Beverages – Non-Alcohol – Non-Carbonated Drinks
  4. Culture & The Arts
  5. Finance, Financial Cards & Insurance
  6. Food
  7. Internet & Telecom
  8. Retail
  9. Snacks & Desserts
  10. Software & Apps
  11. Other


Category Definitions:

  • Beverages – Alcohol

Beer, champagne, liquor, wine, hard seltzers, wine coolers, etc.

  • Beverages – Non-Alcohol – Carbonated Drinks

Carbonated drinks, energy drinks and mineral water.

  • Beverages – Non-Alcohol – Non Carbonated Drinks

Coffee, tea, juice, milk, milk substitute, bottled water.

  • Culture & The Arts

Museums, plays, immersive experiences, music organizations and festivals, concert series, cultural festivals, theater festivals.

  • Finance, Financial Cards & Insurance

Financial products and services including: communications promoting overall image and capabilities of a financial institution; specific products or services including credit/debit cards, reward/loyalty cards, financial planning, mobile payment services, retirement funds, investment, home banking, loans, mortgage, mutual funds, etc.

Insurance – Communications promoting specific products or services related to insurance and the capabilities of financial institutions offering these services.  All types of insurance are eligible (home, auto, financial, life, travel, business, etc.), with the exception of health insurance service providers.

  • Food

Fresh, packaged and frozen foods.  (For snacks & desserts, please see the Snacks & Desserts category.)   

  • Internet & Telecom

Mobile network providers, high speed internet access services, online services, bundled communications (internet, telephone, and TV), etc.

  • Retail

Open to all retail companies (online and/or brick & mortar) with general or specific merchandise. E.g., department stores; clothing, shoes or jewelry stores; food stores; movie/book stores; discount/bulk retailers; pet care; toy stores; specialty stores; etc.

  • Snacks & Desserts

Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.

  • Software & Apps

Software, groupware, operating systems, SaaS/IaaS and Cloud based services, software/apps stored locally on a computer/tablet/mobile device, etc.

  • Other

* Automotive – Vehicles

Cars, trucks, motorcycles, both brand and model advertising.

* Electronics

Audio and/or video devices such as TVs, radios, mobile devices, home entertainment (DVD/Blu-ray players), cameras, computer hardware, drones, external or integrated VR/AR devices, laptops, tablets, sound systems, etc.

* Household products

Products for cleaning and polishing, detergents, floor washing products, softeners, household supplies and services – cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services, paper accessories, house cleaning services, lawn mowers, fertilizer, lawn care products, gardening services…

* Beauty & Personal Care

Products and services focused on beauty. Includes cosmetics, fragrances, hair products, nail products, etc.; beauty services such as salons, spas, etc.; body wash, cotton swabs, deodorants, feminine hygiene products, soap, razors, shaving cream, toothpaste, etc.

* Health

Efforts for prescription required drugs that are directed to patients and/or consumers. Marketing communications efforts for products that are sold without a prescription that address a specific illness, disease, or health issue. Marketing communications efforts that were developed for devices that address a specific illness/disease/health issue that require a doctor’s prescription for surgical placement, use or purchase.

Specialty Categories:

  1. Brand Integration & Entertainment Partnerships
  2. Branded Content & Entertainment
  3. Carpe Diem: Products, Services
  4. Corporate Reputation
  5. David vs. Goliath
  6. Renaissance
  7. Seasonal Marketing: Products, Services
  8. Small Budgets: Non-Profit, Products, Services (up to 2,5 million dinars)
  9. Sustained Success
  10. Data-Driven
  11. Media Idea & Media Innovation: Emerging & New Channels, Existing Channels
  12. Social Good – Brands
  13. Social Good – Non-Profit

Category Definitions

Brand Integration & Entertainment Partnerships

This award will honor those brands that have effectively reached their audience via strategic integrations & entertainment partnerships. Submissions should detail how the brand was seamlessly interwoven within the right content in an engaging way.  Detail the strategic reasoning behind the partnership – why was this partner chosen over others? Clearly detail the selection process of the partner, and explain how this partnership led to the results that met the objectives of the brand.

Branded Content & Entertainment

This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising.  The core of a branded content entry should be content designed to be consumed/experienced and sought out by the consumer for entertaining or informative reasons.  Entrants must detail the content created, how it related back to the overall brand and business goals, how it was distributed to, and shared by, the audience, and the results it achieved for the brand and business.  Branded content may be produced and distributed by either publishers or independently and can include longform entertainment.

  • Note: Judges will expect to understand why branded content was chosen as a tactic.

Carpe Diem

  • Carpe Diem – Products
  • Carpe Diem – Services

This category is looking for those brands that had the insight to know how and when to “throw a stone into a pond” and maximize the ripple effect from that initial throw.

The cases entered into this category will show how to put a brand or product/service in an intensely bright spotlight to create immediate and measurable impact.

Winners will represent those who had the insight and creativity to craft those unexpected and unconventional moments for a brand. The best examples will see live experiences, moments, stunts, and tactics, online & offline, perhaps amplified through PR, social media, digital engagement, or even the use of content created in the moment to fuel paid campaigns.

This category spotlights those effective strategic efforts that were able to generate real desired results as a direct outcome from a single significant moment of activity.

Corporate Reputation

This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity. In addition to presenting metrics related to the reputation, entrants are encouraged to also address how these metrics relate to the business of the brand and why they are important.

 David vs. Goliath

This is an award for smaller, new, or emerging brands:

  • making inroads against big, established leaders
  • taking on “sleeping giants”
  • moving into a new product/service field beyond their current category and set of competitors to tackle a dominant leader

Entrants must detail the business challenge, the competitive landscape, and how their business succeeded despite the odds. You are required to define your competitive landscape, including the market difference between the David and Goliath to demonstrate why your brand was a David.

Judges will deduct from your case if you do not sufficiently prove that your brand is a David in the situation.


This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of several years and a period of at least six months of upturn sales.

Entrants must detail the business challenge, the situation of the brand, the competitive landscape and how the effort succeeded.

  • Note:Your entry must address the previous marketing investment and strategy as part of the entry context. Also, provide detail on the length of the renaissance.

Seasonal Marketing

  • Seasonal Marketing – Products
  • Seasonal Marketing – Services

Seasons, holidays and events allow marketers the opportunity to build strategic communications based on the time-based interests of their target audience.  This category will honor those efforts that effectively capitalized on a season, holiday or cultural event to drive results for their business.

Small Budgets (up to 2.5 milion dinars)

  • Small Budgets – Non-Profit
  • Small Budgets – Products
  • Small Budgets – Services

Cases eligible for this category must represent the only communications efforts for this brand (brand defined as listed in the “brand” question of the Effie entry form) during the time period that the effort entered ran.

To be eligible, an entry may not be for a line extension.  Effie defines line extension as: a variation of an existing product with the same brand name and same category but with a new characteristic, a derivative of the product or service that offers modified features without significantly changing price; a product bearing the same name and offering a varied option (e.g. new flavor, diet version, etc.).

Value of donated and non-traditional media as well as activation costs must be included.

Sustained Success

  • Sustained Success – Products
  • Sustained Success – Services

Products or service communications efforts that have experienced sustained success for more than 3 years are eligible for entry. At a minimum, the creative work and case results must date back to December 31, 2017, and you must include the current year’s results. Entries must have a common objective in both strategy and creative executions; with a continuation of core executional elements (e.g., spokesperson, song, theme, tagline, etc.) that demonstrates effectiveness over time.

To enter you must be able to provide data about the case in its first year (before December 31, 2017), an interim year and the most current competition year.

Note: There is a special entry form and different creative requirements for the Sustained Success Award. The creative requirements, including different rules for the creative reel, can be found in the Sustained Success entry form.


Data-driven media is the application of data and technology to identify and match the right audiences to the right message at the right moments.  These efforts should prove how they specifically utilized data to optimize media to improve business outcomes (brand KPIs, ROI, performance marketing measures, etc.). The best examples will recognize the interplay and application of automation, applied technology, and human and artificial intelligence (AI) to deliver to a precise audience and achieve the best results.

To enter, your case must detail the role that data had within the media strategy in achieving the brand and business goals.

Submissions are expected to:

  • Utilize personalized/custom-tailored creative messages.
  • Explain how data impacted the media plan through clear measurement & analytics.
  • Demonstrate the insights captured from data used to understand audience.

 Media Idea & Media Innovation

 Media Idea

This is about outstanding effectiveness as a result of media-led ideas. The line between what constitutes a creative idea and a media idea is blurring. There are occasions when the media idea drove the entire effort. Of course, media cannot exist without the content, but this award is intended to recognize those cases that were led by the media thinking – where the integration of media and message led to success. The award honors media-led ideas that are powerful enough to become the genesis of the communications program itself, to the extent that the program would not have been successful without the strategic media idea.

Media Innovation

  • Media Innovation – Emerging & New Channels
  • Media Innovation – Existing Channel

Changing the rules to maximize impact.

This award will showcase those who had the insight and creativity to change the way a particular media channel is consumed or to create a new channel. The award will go to those who reached out of the conventional approach to grab their audience and effectively engage with them.

Whether the effort was one execution or multiple, and/or used one engagement channel or multiple – the work must represent new and creative usage of the media channels we know and love, or have not yet met.

Note:  All entries must specifically address what was innovative and the results achieved.  Write the entry to address the category situation and provide clear articulation of how the media was used innovatively.

Enter your case into one of the following sub categories:

*Media Innovation – Existing Channel: This award showcases those who have the insight and creativity to change the way a particular (existing) media channel.

*Media Innovation – New Channel Creation: This award showcases those who had the insight and creativity to create a new media channel to effectively grab their audience and engage with them.

Social Good – Brands

Recognizing brands that are making the world a better place by using the power of their communications platforms for “good.”  This category celebrates for-profit brand efforts that effectively combined business goals with a social cause (health, education, community, family, etc) and successfully related that cause back to the company’s overall brand strategy, resulting in positive business and social impact.

Social Good – Non-Profit

Recognizing non-profit organizations and associations whose communications efforts have effectively driven positive change for society and successfully contributed back to the organization’s purpose.
Campaigns must show measurable impact and proven results in support of the cause.

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