With consumers strapped for cash in these recessionary times companies are always looking for bigger bang for their bucks which is where the Effies come in.
The advertising awards are for the most effective campaigns and this year’s top winner was Cuban rum Havana Club and its agency M&C SAATCHI.
Its boss, Gilles Masson, said: “This is the best reward for our work. The Effies are important in every country because they are about the effectiveness of campaigns. All the work that the agencies have shown here is creative with regard to how effective it is and the Euro Effies cover lots of countries, so it is the prize of prizes. “
Anne Laure Dreyfus from EGTA, the Association of Television and Radio Sales Houses, said: “We live in a changing world, but that’s not necessarily negative. There are many possibilities, to be seized with both hands, and we’re honouring those who have done that.”
Forty campaigns went through to the finals of the “Euro Effies” this year.
British and German agencies dominated the list of winners.
Euronews is a partner in the event.