With the recession slashing budgets and consumers spending less the Euro Effie Awards – which rate how effective adverts are – were even more relevant in the advertising world this year.
McCann Erickson London won the top prize of Agency Network of the Year, with a campaign for a computer game console. Dominic Lyle, Director General of the European Association of Communications Agencies, explained why the Effies are important: “When clients spend a great deal of money on advertising promoting themselves, they need to know that what they are spending is effective. And what we are trying to do here is not say this is a very creative industry, it’s a part of it, but also that it works, it delivers results.” The event’s organisers made the point that agencies working with smaller budgets took over 40 percent of the awards. The Euro Effies are produced in partnership with euronews.