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North American

Effie Awards

Comments from the Jury

This document was created to help entrants submit an effective entry.

The information and statements made in this document do not represent the opinions of The Effie® Awards organization, board of directors, steering committee, or staff – all comments and data presented – except for the Effie advice - are straight from the industry executives who dedicated their time to serve on an Effie Jury.

We hope you find the information useful as you prepare your cases for the 2011 competition. For additional insight, visit the winner's showcase at www.effie.org to view past winning cases and work.

© Effie Awards

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Judging Process Effie entries are judged by some of the brightest and most experienced business leaders handpicked from around the world. Entries are judged in two phases. Round One judging evaluate entries on a stand-alone basis, without comparison to other entries in their category. During Final Round judging, finalists in each category are judged against other finalists in the same category. In both rounds, all elements of an entry – written case and creative elements – are judged. Judges are asked to evaluate specific criteria in scoring a case’s overall effectiveness and provide four separate scores analyzing specific attributes of the work. The breakdown is as follows: Scoring System Strategic Challenge + Objectives = 23% Idea = 23% Bringing the idea to life = 23% Results = 30%

100% of final score

The judges’ scores determine which entries are awarded a gold, silver or bronze Effie trophy. Each winning level – gold, silver, bronze –has a minimum score required in order for a finalist to be eligible for an award. Effie Trophies are awarded in each category at the discretion of the judges. It is possible that a category may produce one, two, three or four winners of any level or perhaps no winners at all.

2010 Case Scores On average the Results and Bringing the Idea to Life sections had the strongest scores across all cases (entries, finalists, winners). On average across all cases (entries, finalists, winners) the Strategic Challenge & Objectives section received the lowest scores. Effie Winners – www.effie.org/ideas_that_work We encourage entrants to visit the winner showcase, hosted on www.effie.org, to read past-winning cases and to view the accompanying creative assets. Please keep in mind that all scoring sections are important to pay attention to when preparing your entry.

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Table of Contents

Tell a Story with Facts 4

Take on a Challenge 5

Reduce The Hyperbole 6

Present Your Case 6

The Work 7

Challenge and Objectives 7

The Idea 8

Bringing the Idea to Life 8

Results 9

Trends in Marketing Communications 10

Comments on the Effie Awards & Entries 11

Brand Experience 12

Resources for Further Learning 13

The Jury 14

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Judge Insight: tell a story with facts

(Judges want a great case written like a SHORT story. They’re not looking for a fairy tale or a tax form.)

Be Clear

"Entrants need to show why objectives and results are important and how they relate to the audience."

"Be clear, honest and focused." "Simple, clear and realistic about context and results." "A clear argument with solid linkage from one section to the next."

How judges described entries they thought needed improvement:

"Too complicated" "Overblown" "Uninspiring" "Confusing" "Unchecked grammar and

math" “Bland”

Be Concise

"Short, to the point, with key insights clear." "Clarity in as few words as possible." “Be crisp! Stay focused. Shorten the written

strategy! Have some fun.”

Keep it simple. Be concise.

Remember, you're talking to real, qualified professionals, but we'd rather read something

more like a blend between U.S. Weekly and the Economist than a report from a research

company. Avoid marketing jargon like the plague.

Being concise is critical. We're all smart, experienced

people. We get it.

If the case is deserving, it should be very easy (and short) to write up. It

shouldn't be a length test.

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EFFIE Insight: You can't write your way to an Effie, but you can certainly write your way OUT of an Effie.

Be Consistent

"The best ones were concisely presented, had a clear idea with results that matched strategy; had a style idea, cohesively communicated across media."

"Clear thread to tie together all sections"

"Seamless from idea to execution."

What judges are looking for:

"Focused story with daunting goals, an inspiring idea, brilliantly executed, with impressive results."

"Clear and compelling" “Be simple in your use of language and have a story that goes together

beginning-middle-end.” “Focus on tangible, actionable results and objectives.” "Some use of humor"

EFFIE Insight: Have someone else who hasn't worked on the case read and critique your work. Ask them where it falls down in interest, in brevity and in clarity.

Judge Insight: take on a challenge

How judges described entries they liked:

"True innovation and leadership" "Shows desire to take risks" “Thought-provoking” "The ones that took a real challenge

approach stood out the most."

This is a great culmination of marketers that deserve to be

recognized even in tough economic times.

Tell us the story. It should have a scary beginning, an interesting and exciting middle, and a happy ending. Make me want to read every word, keep me engaged with how you've solved the problem

and saved the day.

Improvisational marketing is critical in reaching a faded target; need to be

flexible and allow for shifts in execution as early results dictate.

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Judge Insight: take on a challenge (cont.)

How judges described entries they thought needed improvement:

"A lot safer than previous cases."

Judge Insight: reduce the hyperbole

How judges described entries they liked:

"Less is more. More factual, less exaggeration is best.

Advice from judges on ways to improve an entry:

"Don’t overpromise in word and disappoint in execution.”

“Provide more concrete context and less ‘fluff’ about hard economic times.”

Judge Insight: present your case

How judges described entries they liked:

"Well prepared" "Honesty" "Adherence to template" "Connection between objectives and

results."

How judges described entries they thought needed improvement:

"Poor presentation" "Typos in some" "Get the grammar right" "Lot of great insights, not always well executed."

EFFIE Insight: Have someone else read the case and ask them - What were your unanswered questions? Those questions are exactly why a judge will downscore your case.

Be authentic, consumers know when you're not.

Judging the Effies is a great way to get a snapshot of the problem of the marketing.

The great cases really stand out and inspire you to go and do greater work.

Don’t make the assumption that we understand the context. Connect

the dots. If I have to fill in the blanks, the brief is weak.

Don't be afraid of technology/media, use

consumers as brand evangelists.

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Judges on the work

How judges described entries they liked:

"Very engaging, unpredictable" "Inventive, original work" "Fresh, innovative, breakthrough" "Big idea and risk taking; out of the box" “Provocative”

How judges described entries they thought needed improvement:

"Execution did not live up to the idea" “Huge opportunity, but needs to become clear on results” "Predictable"

Judges on the challenge and objectives

What makes for a great challenge and strong objectives?

"A clear articulation of the problem to solve." "Set up of context - challenge or opportunity." "Specific, tangible objectives." "Cultural challenge, brand challenge, business

challenge clearly outlined." “Don’t make the objectives feel like post-rationalization.”

Advice from judges on ways to improve an entry:

“Don’t write it to win an award. Write it to prove a case.” "Need more about past learning applied, less retro-fitting." “No context on past year spend, competitive situation – if I don’t know where

you’ve been I can’t judge what you achieved.”

Effie is truly the one industry award that is based on how well the case performs in the

marketplace. The high level of creative quality is usually inherent in the submission. Without great creative, you can't get great results.

Keep the objectives concise, measurable and relevant to the

challenge. Also, be sure to provide a brief description of the audience.

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Judges on the idea

What makes a great idea?

"Clearly and solidly linking target, strategic message and visual identity with creativity."

“A great idea is a creative transformation of the brand’s strategy.” "A great idea is one I wish I thought of myself." "Either the strategic or creative idea inspiringly expressed in as few words as

possible." "Something breakthrough, universally appealing, emotionally grabs you."

Judges on bringing the idea to life

"Seamless and uncompromised execution." "Show the idea in action." "Outstanding creativity and thinking and engaging all touch points." "Multi-disciplinary efforts demonstrating the strength and elasticity of an idea." "Consistency. Integration by design (not default) across different platforms.

Adapting the message to the channel."

What judges want to see more of:

"More about how the media mix was determined. Sometimes felt that everything was thrown at it to see what would stick."

"More focus on media strategy. Entrants mentioned tv and print ads but didn't always mention where they ran and how they appealed to the target."

"I'd like to see more ideas with a cultural impact."

Video and text should be used in a mutually supportive way -- use the distinct advantages of each medium to emphasize different aspects of

the case vs. just saying the same thing.

If you can't explain an idea in one sentence, then you don't have an idea.

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Judges on results

What makes for great results?

"Include competitive context." "Charts, comparisons from a year

ago, sales versus years."

EFFIE Insight: Be future-focused and count learning as a result. What didn't you achieve that you wish you had? What will you do going forward?

"Clear, honest data. Easy to tell when something is omitted." "Sales, sentiment, ideas generated by customers." "Not only achieving internal sales goal but brand building measures as well;

longevity of the effort." "Tie into the objectives and show enough context to be evaluated. For example,

if claiming to reverse declines, show the drop before the recovery." "Talk about the scale of couponing, price cuts, etc. - no information or context

on these means a downscore."

Don't Inflate Results

"Saying things like "exceeded by 520%" just makes me think that the objectives were stupid rather than results being good."

"Clear, contextualized, and believable; too many set objectives low and then "exceed" them... it feels like they're reverse engineered."

"It feels as if the cases were written in reverse, beginning with results and then results justified."

“All of the results were good, but I’m suspicious that “goals” were determined after the fact.”

EFFIE Insight: Provide as much connection and context as you can to justify that it was the communications that drove the results.

"Tie them directly to objectives." "Clear alignment with objectives." "Beyond impressive stats, results that are clearly and directly connected to the

campaign." "Clearly articulated against objectives with baselines for comparison/reference."

Connecting your results back to the decisions you made will better ensure fair evaluations.

Show how you are performing against competitors. That context makes a huge

difference. Everyone has results that they can make look good. Context makes it real.

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Don’t forget...

"Compare objectives vs. results in this section directly."

EFFIE Insights:

• Make sure you link objectives and results together, but don't create objectives

after the fact to make your story more pat. Judges can see right through this.

• Talk about the rest of the market and put your results in context. Maybe you

didn’t achieve your goal but in context of the bottom dropping out of the

market and everyone else achieving stagnant growth – there’s a story to tell.

• Don’t assume judges know anything about your marketplace – judges are

specifically matched with categories where they will not have a conflict of

interest – hence they may not know what equals strong success in the luxury

market or the automotive market – you need to tell them.

• Remember that judges represent a broad swath of the industry – if you are

presenting PR results there will likely be a judge with extensive PR experience in

your room – make sure you present the standard measures they would expect or

explain why you don’t have them. Same for digital, etc.

Judges on trends in marketing communications

Consumer Involvement

"Higher consumer engagement and interactivity, more integrated." "Consumers are now in control of the information." "A lot of work still speaks at the customer and trends are becoming how to

integrate a customer's values in the conversation."

Innovating Under Economic Constraints

"Brands are able to be as, if not more, effective with limited dollars, only if they can maintain a high level of creativity."

"More emphasis on cost effective solution, more use of web based communities."

EFFIE Insight: Innovation comes in many areas - it might be the message, the visuals and media mix, or re-imagining the target. Highlight new learnings.

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Judges on the Effies and Entries

“The most compelling trend in marketing should be innovation, beginning with the

product itself. ”

“The Effies are a great way to see how work should be evaluated. A great ad without

results is not worth a dime. ”

“The Effies provide a unique look across industries for benchmarks of creative impact.”

“It is important to consider how the entire mix of marketing activities works together.

The Effies allow for this. ”

“Great ideas with great marketing

plans make for great business

results... and the coveted Effie.”

“Great work is not just great creative or great strategy or great media plan. It's all of

that, combined, that results in great results. Effies are about the total package. Does it

all work? Was it all smart? Was it all unexpected and appropriate and meaningful? This

is what makes effective strategic communication. Most important, did the audience

care? ”

“A great Effie Entry tells a cohesive story that starts with friction, unveils interesting

thought, entertains and proves its worth.”

Stretching brands' creativity to integrate them into how people are living; you can't just buy

space for promotion anymore.

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Brand Experience – thoughts from the Jury

“Great Brand Experiences last far beyond the initial communication, they become

anecdotal, they rise above the monotony of life and become something else. Great

Brand Experiences should change your life. ”

“An experience involves but includes more than a product demo, game, film, or pop-

up store. It is often all these things combined. Intelligently. The result being something

immersive and enduring. It also has different levels of engagement. This means that a

person who wants to spend 5 minutes with the “experience” can find an exciting way

to spend 5 minutes with it. But on the flip side, someone who wants to spend 5 hours

with it can spend 5 hours with it. Levels of engagement is important because it gives

dimension to the “experience” – there is always something else to explore.” “It’s important to create experiences, but you need to make the sure the

brand is included.” Brand Experience - What are some trends in the way brands communicate with their targets?

“The trend continues that companies are trying to interrupt people’s lives rather than

contribute to them. Immersive, well-executed experiences are chances for companies

to contribute, meaningfully, to people’s ambitions and lives. However, we are still using

them as attention-grabbing, life-disrupting stunts. These case studies scream “Look at

me” rather than “Let’s do something interesting together.” We need desperately to

gravitate to the latter.”

“It struck me that most examples entered were either living on- or offline and

predominantly ‘one-off’ marketing ideas with a rather short life span. Hence, I’d have

liked to see more permanent immersive 3D brand experiences and examples that live –

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just as people do – seamlessly on- & offline = nonline.”

“While hard data (sales in relation to investments = ROI) must be the ultimate metric for

the Effies, I’d like to see submissions mix in more soft data (think engagement metrics).

And not only look at success from company terms but audience terms as well (i.e. peer

ratings).”

How to Learn More

Read through the Entry Form instructions + Entry Kit

Review in careful detail the ten reasons a case may be disqualified from Effie and make sure none apply to your case.

Particularly check and make sure all data throughout the entry includes a specific, verifiable source.

Make sure your entry is agency-blind – do not cite agency names anywhere in the entry form or creative materials.

Visit our online Winner Showcase to read case studies and view videos created by the winning cases.

Sign up for a physical or virtual Effie Q&A session

Contact the Effie Office for any other questions or concerns about the entry process. o 212-687-3280 x 229 / estoppenbach@effie.org – Erica Stoppenbach o www.effie.org

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Effie Awards

2010 Juries

Effie Awards 2010 Grand Effie Judges

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Pete Carter Director, Brand Building Integrated Communications-Americas Procter & Gamble

Geoff Cottrill Chief Marketing Officer Converse

Colleen DeCourcy Chief Digital Officer TBWA Worldwide

Tony Granger Chief Creative Officer Young & Rubicam

Peter McDonough President, Chief Marketing & Innovation Officer Diageo, NA

Russ Meyer Chief Strategy Officer Landor Associates

Jill Nykoliation President Juniper Park

Adrian Pettett Managing Director & Global COO Cake Group

Rosemarie Ryan Former President JWT North America Shiv Singh Vice President & Global Social Media Lead Razorfish

Chris Weil CEO Momentum Worldwide

GRAND JUDGES

Effie Awards 2010 North American Final Round Jury

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Kyle Acquistapace EVP, Director of Media Planning & Data Strategy Deutsch Paul Alexander SVP, Managing Director, Communications Liberty Mutual Group Greg Andersen CEO BBH Michael Angelovich SVP, Global Engagement Strategy Director Publicis New York Sofia Barros Executive Manager Portuguese Association of Communications John Bartelme CMO Perdue Farms Inc. Claire Bennett SVP, Global Mktg American Express Liz Bigham SVP, Director of Brand Marketing Jack Morton Worldwide Bonin Bough Director, Digital & Social Media PepsiCo. John Bowman EVP, Global Director of Strategic Equities Saatchi & Saatchi Brad Brinegar Chm & CEO McKinney

Brian Brooker Chief Idea Officer Barkley Mike Caguin Executive Creative Director Colle+McVoy Nigel Carr SVP & Director of Brand Planning Cramer-Krasselt Jeff Chapman Global Director, Brand Communications Schick Wilkinson Sword William Charnock Chief Strategy Officer R/GA Wendy Clark SVP, Integrated Mktg Comm & Capabilities The Coca-Cola Company Terry Clark CMO, Ovations Enterprise Marketing UnitedHealth Group Lisa Cochrane VP, Integrated Marketing Communications Allstate Insurance Brian Collins Chairman & CEO COLLINS Sam Craig Professor NYU, Stern School of Business Michael Davis Chief Creative Officer imc2

Andrew Delbridge Partner & Chief Strategy Officer McKinney Rachel Dennis Director of Marketing - Corporate Customers Getty Images Kevin DiLorenzo President OLSON Val Difebo CEO Deutsch NY Don Diforio SVP, Group Business Leader Millward Brown Lee Doyle Chairman, NA MEDIAEDGE: CIA Dave Dugan President BzzAgent John Dunleavy EVP Saatchi & Saatchi Ron Elgin CEO DDB Seattle Joe Erwin President Erwin-Penland Sam Ewen CEO Interference Rob Feakins President & CCO Publicis NY

Fay Ferguson Co-CEO Burell Communications Fernando Fernandez Owner, Chief Client Officer d expósito&Partners Russell Findlay VP, Sales & Marketing Town Sports International Holdings Christine Fruechte President & CEO Colle+McVoy Tom Fugleberg Executive Creative Director OLSON Murray Gaylord VP, Marketing & Consumer Insights New York Times Pattie Glod SVP, Mktg. & Media Victoria's Secret/Limited Brands, Inc. Andrew Graff CEO, President Allen & Gerritsen Jeff Greenler VP, Global Marketing Monster Worldwide Stuart Hazlewood Chief Strategy Officer DDB NY Peter Hempel President & CEO DDB NY

FINAL ROUND JUDGES

Effie Awards 2010 North American Final Round Jury

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Katrina Hess Executive Creative Director THE HEAVYWEIGHTS Mark Hider EVP, Director of Engagement Strategy Publicis USA Beth Hirschhorn SVP & CMO MetLife Rob Horton CMO Akzo Nobel Paints LLC Doug Jaeger President The Art Directors Club Jaime Kalfus Global Strategy Director, Colgate-Palmolive Y&R Eva Kasten President NORAL Group Tim Kelsall Executive Client Leader Kantar Dave Linne SVP of Advertising ConAgra Patricia Lippe Davis Vice President, Marketing AARP John Luginbill CEO THE HEAVYWEIGHTS Tim Mahoney CMO & SVP Subaru of America, Inc. Jonathan Margolis President The Michael Alan Group

Jim McDowell Managing Director MINI USA Peter McGuinness Chairman & CEO Gotham Inc. Maria McHugh EVP, Director Insights & Brand Planning Young & Rubicam Audrey Melofchik Senior Partner/Business Director JWT Tom Moudry CEO & CCO Martin | Williams Keith Newton WW Group Planning Director Ogilvy Leo Olper SVP/COO LAPIZ Sharon Otterman CMO MSNBC Mary Ann Packo CEO Millward Brown Chip Pankow Principle Emotive Experiential Ric Peralta President ATTIK Melisa Quinoy CEO Dieste Harmel & Partners David Roman VP, WW Marketing Communications Hewlett-Packard

Ralph Santana VP, Colas Marketing Pepsi-Cola North America Rebecca Sears Senior Brand Manager Colgate-Palmolive | CIC Personal Care Phil Smith President BooneOakley Chris Smith Chief Strategy Officer The Marketing Arm Cheryl Stallworth-Hooper Chief Executive Officer Greenfield Consulting Group Heather Stern VP, Marketing, Millward Brown North America Millward Brown Frank Striefler Principal Wolff Olins Steve Thibodeau President, Chief Relationship Marketing Officer, Dotglu Kirshenbaum Bond + Partners Anita Valdes SVP, Group Business Leader Millward Brown Brad Wirz SVP, Experiential Marketing Euro RSCG Impact 4D Peter Woods VP, Advertising Lowe's Companies

Paul Woolmington Founding Partner Naked Communications Antony Young CEO Optimedia/US

MODERATORS: Susan Bishop SVP, Group Account Director Cramer-Krasselt Linda Cornelius Senior Parter Managing Director Ogilvy & Mather Kendall Crolius Partner The Sulevia Group Elizabeth Hammel Greg Joumas SVP, Group Account Director The Martin Agency Lisa Regal

Effie Awards 2010 Media Final Round Jury

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Emily Culp VP, Global Digital/Consumer Marketing & Media Clinique Mark D’Arcy President & CCO Time Warner Global Media Group Carolyn Everson COO & EVP, Strategy & Operations Viacom Pattie Glod SVP, Media Victoria’s Secret, Limited Brands Thom Gruhler President McCann Erickson Paul Leys Director – Ignition Factory East OMD Ignition Factory

Scott Neslund CEO Red Bricks Media Fred Sattler EVP, Managing Director Initiative Plus Richard Schatzberger Director of Creative Technology BBH Chris Schembri VP, Media Services AT&T Michael Siegenthaler EVP/Experience Architect UM Brian Terkelsen President, connective tissue MediaVest

FINAL ROUND JUDGES

Effie Awards 2010 Brand Experience Jury

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MODERATOR: Carl Johnson Co-Founder Anomaly Lars Bastholm Chief Digital Creative Officer Ogilvy & Mather Noah Brier Head-Strategic Planning The Barbarian Group Todd Cunningham SVP, Strategy and Planning MTV Erik Hauser VP, Executive Creative Director Euro RSCG Impact 4D Mick McCabe Chief Strategy Officer Kirshenbaum Bond Senecal + Partners,

Patrick McKenna Manager, Marketing Communications and Consumer Events BMW North America Rita Rodriguez CEO, Americas Imagination Clark Scheffy Practice Lead/Consumer Experience Design IDEO Kheri Tillman VP Marketing Heineken USA Richard Ting VP, ECD, Mobile & Emerging Platforms R/GA Johnny Vulkan Partner Anomaly

FINAL ROUND JUDGES

Effie Awards 2010 Business Challenges Final Round Jury

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Jane Barratt Managing Director Sapient|Nitro Walt Connelly Executive Creative Director JWT New York Eduardo Conrado SVP, CMO Motorola Tina Davis SVP, N. America Advertising Citi Marty Harper SVP, Planning Director Leo Burnett

Todd Lowe Managing Partner, Invention Planning Mindshare North America Franchesca Maddalena-Napp VP, Strategic Marketing Goldman Sachs Lynn Power Managing Partner, President Arnold New York Jen Walsh Global Director of Digital Media GE Barbara Yolles EVP, Group Account Director Kirshenbaum Bond Senecal + Partners

FINAL ROUND JUDGES

Effie Awards 2010 GoodWorks Final Round Jury

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MODERATOR: Roger Adams CEO Marketing Second Opinion LLC Allison Arden VP, Publisher Advertising Age & Creativity Eric Asche SVP - Marketing & Communications American Legacy Foundation Anne Bologna CEO and Co-Founder Toy Cindy Gallop Founder & CEO IfWeRanTheWorld

Gannon Jones VP, Marketing Frito-Lay John King Chief Communications Officer Fallon Maria Schneider SVP, Corporate Social Responsibility & Sustainability Edelman Suzanne Sengelmann VP, Marketing The Clorox Company Lisa Unsworth CMO Arnold

FINAL ROUND JUDGES

Effie Awards 2010 Boomer+ Final Round Jury

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Lori Bitter President Continuum Crew Jonathan Boehman Co-Founder & Creative Director Immersion Active John Coombe VP, Communications Liberty Mutual Patricia Lippe Davis VP, Marketing AARP Media Sales Linda Gangeri Manager, National Advertising Volvo Car Corporation James Gilbert Director, Global Advertising Campbell’s Soup Company

Sharon Napier President & CEO Partners and Napier Gail Reisman Sr Director, National Adv. & Mktg. Programs Amtrak Hugh Scallon Consumer Segment/Head of Individual Mktg. Aetna Brenda White SVP, Director of Print Investment Starcom USA Ronald Wohlman Global Executive Creative Director Lowe + Partners

FINAL ROUND JUDGES

Effie Awards 2010 Global Final Round Jury

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MODERATOR: Cleve Langton Managing Parter New Business 3.0 Tim Andree President & CEO, Dentsu Holdings USA Executive Officer, Dentsu Inc. CEO, Dentsu America Dentsu Ilana Bryant Global Chief Strategy Officer StrawberryFrog Rajit Chakravarty Global Customer Insight Manager BP Gill Duff Global Account Director DDB James Gilbert Director, Global Advertising Campbell's Soup Loren Grossman EVP, Global Chief Strategy Officer RAPP

Quincy Jackson VP Product & Strategic Mkt Sony Music Christine Lynn VP, Global Marketing The NASDAQ Stock Market Ron Rolleston EVP, Global Fragrance Marketing Elizabeth Arden Shelly Riera Director, Consumer Advertising AT&T Andrew Swinand Global President Starcom MediaVest Group Linda Watson Global Communications Director alli GlaxoSmithKline Peter Zillig Chief Executive Officer Euro RSCG New York

FINAL ROUND JUDGES

Effie Awards 2010 North American Round One Jury

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Hy Abady SVP/Creative Director Saatchi & Saatchi NY Patrick Adams Managing Director Secret Weapon Marketing B.A. Albert President & CCO Grey Atlanta Pamela Alvord EVP, Chief Brand Strategist Kilgannon Justin Amendola VP, Strategy Director MRM Worldwide Mark Andeer VP, Brand Strategy OfficeMax James Armstrong VP, Account Director MPG Eric Asche SVP, Marketing American Legacy Foundation Michael Baer SVP, Group Account Director Cramer Krasselt Megan Bafford Senior Marketing Program Manager Sony Electronics Leigh Baker SVP Group Account Director Publicis NY

Linas Balaisis National Manager, Advertising and PR Toyota Canada Janet Barker-Evans SVP, Group Creative Director DraftFCB Adam Benepe SVP Account Director Grey New York Ann Beriault Principal, Director of Account Services & Planning Young & Laramore Merilee Bernauer McDougal Sr. Marketing Manager Pepsi Co. David Bernstein Executive Creative Director The Gate Worldwide Jay Bertram President TBWA\Canada John Bollinger Creative Director Young & Rubicam NY Mark Bowling SVP, Global Consumer Context Planning Director Starcom MediaVest Group Sean Boyle Planning Director JWT Clinton Braganza VP, Marketing Capital One Canada

Bobby Brittain VP of Marketing Sparkling Business Coca-Cola Canada Alison Brown Vice President Millward Brown Tom Browning SVP, Group Business Director DDB Chicago Mark Bubula VP, Strategy Group Director OLSON Pablo Buffagni SVP, CCO Conill Megan Bundy Account Director mcgarrybowen Jessica Buttimer VP, Marketing Deckers Outdoor Eileen Campbell Global CEO Millward Brown Claire Capeci Global Business Director JWT Steve Carli Managing Partner & Planner ZIG Mary Carpenter President Starcom USA Richard Castellini CMO CareerBuilder.com

Rajit Chakravarty Global Customer Insight Manager BP Alexander Chang Director, Global Advertising and Brand Management American Express Jon Cheffings SVP Group Strategy Director DDB Chicago Erin Clark Group Management Director JWT Detroit Rich Claussen EVP, Client Services Bailey Lauerman Christian Cocker SVP, Director of Account Planning McCann Erickson, LA Cynthia Collins Director of Marketing The New York Times James Conrad President Millward Brown Canada Carolyn Convey Director, Interactive Services Neo@Ogilvy Tony Cordero Executive Creative Director TribalDDB John Cordero Vice President Grand Central Marketing

ROUND ONE JUDGES

Effie Awards 2010 North American Round One Jury

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Justin Crawford ECD JWT Andrew Dauska Director of Account Management, Senior Partner Carmichael Lynch Wells Davis EVP, Strategic Planning Saatchi & Saatchi Sean Davison VP Creative Director MacLaren McCann Julie DeMaio SVP, Group Media Director UM Denise Delahorne SVP, Group Strategy Director DDB Matt Di Paola SVP, Managing Director Proximity Canada John Doyle Strategy Director, Interactive Cramer-Krasselt Suzanne Ebner Group Account Director Mendelsohn Zien Advertising Cheryl Eklind SVP, Group Account Director Arnold Worldwide Marc Engelsman VP, Client Programs & Services Digital Brand Expressions Amy Fayer Research Director Dynamic Logic

Grant Fiorita VP, Group Media Director Cramer-Krasselt Steve Flynn Director Millward Brown Adrian Fogel VP/Strategy Director DDB Chicago Renee Fraser CEO Fraser Communications Jeff Freedman CEO Small Army Doug Frisbie National Social Media & Marketing Integration Manager Toyota Motor Sales Linda Gangeri Manager, National Advertising Volvo Cars of North America, LLC Heather Gately Central Marketing Manager Razorfish James Gilbert Director, Global Advertising Campbell Soup Company David Ginsberg Director, Insights & Market Research Intel Michelle Goldstein Vice President/Mgt. Supervisor Brushfire Inc.

Jennifer Gordon Director, Global Advertising Campbell Soup Company Andy Gould SVP, Executive Creative Director Biggs-Gilmore Liz Grandillo SVP, Group Director Strategic Planning McCann Erickson Andy Grayson Brand Strategy Director Goodby, Silverstein & Partners Dan Greenwald President/Creative Director White Rhino Steve Grosklaus SVP, Director - Optimization Practice Leo Burnett Drew Hack Director of Client Integration, Sr Partner Carmichael Lynch Kathleen Haley Director, Multicultural Marketing HP Denny Haley President, Chief Creative Officer BBDO MInneapolis Joe Hash VP, Associate Creative Director Y& R Toronto Nicole Hayes Managing Director MindShare, Chicago

David Hernandez MD/ECD Tribal DDB Bryan Herrman SVP, Group Account Leader Barkley Jonathon Hoffman President, CCO Campbell Mithun Brian Howlett Chief Creative Officer Agency59 Christian Hughes Global Business Director JWT Jackie Jantos Global Creative Strategist Coca-Cola Laura Johnston SVP, Group Creative Director DraftFCB Enslow Kable Director, User Experience Insights Draftfcb Kris Kaligian Brand and Insights Manager BP Dave Keepper Group Creative Director Colle+McVoy Janine Keogh VP, Consumer Insight & Strategy Kraft Canada Jeff Kiel Research Director Area 23

Effie Awards 2010 North American Round One Jury

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Kathy Kline SVP/Consumer Context Planning Director Starcom USA Mary Knight SVP, Group Creative Director DraftFCB Szilvia Kovari-Krecsmary VP, Senior Strategist Publicis NY Mahesh Krishna SVP, Strategic Planning MPG Laura Langdon VP, Marketing The New York Times Irina Lapin SVP, Director of Brand Planning Grey New York Alessandra Lariu SVP - Group Creative Director McCann Erickson Laurie Larson VP, Associate Media Director G2 Nancy Leibig EVP, Managing Director Business Development DDB Chicago Scott Lewis Executive Creative Director JWT Betsy Liegey VP, Senior Strategist Publicis David G. Lockwood EVP & Director, Strategic Planning Campbell-Ewald

Keith Loell Executive Creative Director Draftfcb David Maas SVP, Group Account Director JWT Team Detroit Meghann Mackenzie Group Planning Director JWT Alan Madill Exectuive Creative Director Juniper Park Mike Margolin VP, Interactive Marketing Director Rubin Postaer and Associates (RPA) Jeff Marshall SVP, Managing Director SMG Pixel Sue Martin SVP, Media Director Cramer-Krasselt Tom Martin President Zehnder Communications Catherine Mayone SVP, Director of Strategic Services MRM Worldwide Catrina McAuliffe VP, Customer Planning Carlson Marketing Bryan McCarter Director, Digital Marketing Electrolux Major Appliances

Heidi McCulloch V.P, Senior Strategic Planner MacLaren McCann Sean McGrath SVP, Group Management Director DraftFCB Thomas McLoughlin ACD, VP DraftFCB Debbie McMahon SVP, Client Service Millward Brown David Measer Strategic Planning Director David & Goliath Trish Mello VP Account Director Young & Rubicam New York Leslie Meredith SVP, Account Director Leo Burnett Kristen Meyer SVP, Group Account Director Publicis NY Mark Miller Executive Director of Strategic Planning Team One Chris Miller SVP, Group Managing Director - Digital DRAFTFCB, Chicago Peter Mitchell President, CEO Woodbine Jean-Sébastien Monty Co-president CloudRaker

Tammy Moore CEO Touch Point Agency Monique Mulbry Sr Director, Brand Strategy & Identity Cisco Systems, Inc. Rich Mules Jr. VP, Management Supervisor Cramer-Krasselt Nicole Murra Brand Manager, PR and Promotions Baskin Robbins Dave Nagel Director of Brand Excitement Baskin-Robbins Stephanie Nerlich President Lowe Roche Bruce Neve President Mediaedge:cia Canada Laurie Newsome VP, Account Director Young & Rubicam NY Scott O'Hara Managing Director GMR Marketing Jason Oke Principal Independent Together Andres Ordoñez VP, Creative Director Zubi Advertising Services Ramiro Padilla Director of Digital Strategy Sensis Agency

Effie Awards 2010 North American Round One Jury

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Alexandra Panousis President Starcom Canada Victor Paredes Vice President Associate Director of Account Management The Vidal Partnership Stacia Parseghian Management Supervisor Secret Weapon Marketing Larry Peiros EVP, COO North America The Clorox Company Michael Perdigao President Fire Station Agency Jack Perone VP, Director of Strategic Planning JWT Toronto Suzanne MV Phelps VP, Strategic Business Partner Integrated Marketing The Marketing Store Nicolas Piris Planning Director JWT Wanda Pogue SVP, Global Planning Director Saatchi & Saatchi Judy Popky SVP, Executive Media Director 22squared Patricia Prugno SVP Group Management Director DraftFCB

Chris Reed SVP, Sr. Account Director Energy BBDO Auge Reichenberg EVP, Group Creative Director DRAFTFCB Lisa Rettig-Falcone Group Creative Director DDB Bill Reynolds VP, Media Director Erwin-Penland Dora Rivera Group Planning Director UniWorld Group, Inc. Doug Robinson Founder, Chief Creative Officer Doug Agency Inc. Karyn Rockwell Global Business Director JWT Jenny Rowland VP, Associate Planning Director Mullen Michelle Rowley VP, Brand Planning Grey NYC Steve Rubinacci Senior Partner Mediaedge:cia Tom Russell SVP Marketing, Gourmet Foods & Gift Baskets Division 1800flowers.com Dan Salzman VP of Insights, WW Marketing, Imaging and Printing Group Hewlett Packard

Marie Salzman Account Director/Partner Gotham Inc. Joy Sanguedolce Strategy Innovation Director MediaVest Sara Schmid Director of Advertising The Coca-Cola Company Rob Schnapp SVP Creative Director Y&R/NY Annemarie Schoepfer Senior Partner, Group Planning Director Ogilvy Glenn Sciachitanto Advertising Director Cotton Incorportated Laura Semple VP Strategic Planning Director Conill Advertising Catherine Shand Sr. VP, Managing Partner Y&R Toronto Tony Sharpe SVP, Creative Director Draftfcb Chicago Julie Sheridan VP Group Account Director Cramer-Krasselt Howie Silverman SVP, Managing Director Millward Brown Mario Simon Partner Millward Brown Optimor

Ted Sink VP, Associate Planning Director BBDO Louis Slotkin VP, Group Account Director Cramer Krasselt Krista Souto National Marketing Manager Pricewaterhouse Coopers LLP Doria Steedman Senior Creative Counsel Partnership for a Drug-Free America Lea Stendahl VP, Advertising E*TRADE Financial Tim Stock Managing Director scenarioDNA Andrew Strickman SVP Creative/Managing Director Ammo Marketing Scott Suky SVP/Group Account Director MPG Steve Sweitzer Chief Creative Officer Woodruff Sweitzer Patricia Swindle SVP, Group Strategy Director DDB Chicago Troy Tarwater SVP, Sr. Account Director BBDO Elaine Taylor Senior Partner Ogilvy

Effie Awards 2010 North American Round One Jury

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Walker Teele VP, Account Director McKinney Michael Therrien Senior Manager, Strategy and Management, WW Demand Programs IBM Corporation Kristie Tillinghast Advertising Manager State Street John Travis VP Brand Marketing Adobe Kathy Valdiserri SVP, Planning & Research The Marketing Store

Maria Vallis Senior Vice President Millward Brown Tim Van Hoof Creative Director State Farm Megan Van Someren SVP, Planning Director Leo Burnett Jesse Vendley Group Creative Director Digitas Mike Ward SVP, Creative Director Doner Elias Weinstock VP, Executive Creative Director Casanova Pendrill

Mark Weisbarth President Due North Angela Whitby VP, Planning Director Y&R, Chicago Norm Williams VP Brand & Customer Experience BMO Financial Group Diane Williams Director of Marketing GSK Consumer Healthcare Suzanne Winkelman Group Account Director Euro RSCG

Ashley Wood Planning Director Ogilvy & Mather Jennifer Woods EVP The San Jose Group Kathleen Zimmerman National Mgr Brand & Marketing Strategy Kia Motors America Kurt Zoller EVP, Group Management Director DraftFCB

Effie Awards 2010 Global Round One Jury

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LONDON Frank Bodin Chrmn. & CEO Euro RSCG Group Switzerland Will Collin Part. Naked Communications John Crowther Strategy Dir. Publicis Richard Flintham Exec. Creative Dir. Fallon London Richard Hartell Chief Strategy Officer Starcom MediaVest Group Dennis Lewis Global Creative Part. Ogilvy Advertising London Mike Musachio Global Creative Dir. Leo Burnett Milan Veronique Rheims Head of Planning McCann Paris Syl Saller Global Innovation Dir. Diageo Sarah Speake Dir. of Advt. and Brand Barclays Capital MEXICO MODERATOR: Guadalupe O’Farrill TERAN/TBWA

Marisol Angelini VP of Mktg. Coca-Cola Julio Castellanos Pres. Leo Burnett México Rodrigo de la Maza Pres. Delta Group Humberto de la Vega Group Mktg. Dir. Mars Mexico Andre Delgado Pres. Grupo Cinco Horacio Genolet CEO Ogilvy & Mather Mexico Carla Juan Mngng. Dir. of Mktg. Banorte Jorge Loperena Dir. of Mktg. & Media NFL México Paul Mejía Pres. McCann Worldgroup Ricardo Rubio VP Lebrija Rubio Advertising Carlos Vaca Pres. BBDO México Alfie Vivian VP of Mktg. Unilever Mexico

Hugh Bruce Zaga Mktg. Grouper Bayer México NEW YORK Penny Baldwin VP, Intergrated Mktg. Yahoo Tony Besasie Chief Mktg. Officer GMR Mktg. Michael Davis Chief Creative Officer IMC2 David Fowler Exec. Creative Dir. Ogilvy Jocelyn Hsieh Global Brand Development Mgr. Dove Bar D&E Bob Kennedy Dir., Global Advt. McAfee Bob O'Leary Mngng. Dir., Global Advt. Citi John Woodward Global Planning Dir. Publicis SINGAPORE MODERATORS: Roy Tan Dir. Carat Malaysia Siah Ping Wong VP Astro

Sital Banerjee Global Head of Media, Sr. Dir. Philips International Nicolas Brindjonc Mktg. Services Regional Dir. Richemont Asia Pacific Limited Gelina Goh Dir. of Mktg. Comm. SingTel Jaslin Goh Associate Planning Dir. Ogilvy & Mather Hong Kong Rand Han Strategy Dir. Bloody Amazing Vivek Kumar Head of Retail Mktg. Shell Eastern Petroleum Richard McCabe Regional Planning Dir. Publicis Mark Phibbs Mktg. Dir. Adobe Systems Asia Pacific Peter Skalberg Regional Dir. SEA Bates Singapore Pte Ltd.

ROUND ONE JUDGES