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Next year’s most effective idea will come from “An innovative and visionary business,” according to a survey by the Effie Awards, which honors ideas that work, writes MarketingCharts; that top answer captured 27 percent of the “votes,” but “a consumer or someone else you’ve never heard of” was a close second with 24 percent.
Further results of the survey:
“I think the most telling thing is how divided the results of the survey were. It proves that we really are in the nascent stages of a new business model,” said John Butler, co-creative director of Butler Shine Stern & Partners and the 2007 Grand Effie Jury Chair. “This business has become so used to change, no one is really 100 percent sure where the next big idea will come from.”
Beginning with the 2006 call for entries period, the Effie Awards opened the competition to all marketing mediums, as long as results are proven, including the following categories: Digital, Package Design, Guerrilla, Events, Street Teams, PR, Paid or Unpaid Media, Print, TV, Radio, Outdoor, and Interactive.
Grand Effie winners (the top honor at the Effie Awards gala) include 2007’s “Get a Mac” campaign (created by Media Arts Lab\TBWA) for Apple Inc.; the 2006 winner, Unilever’s Dove “The Campaign for Real Beauty” (created by Ogilvy & Mather); and 2005’s iPod “Silhouettes” campaign (again, TBWA and Apple).
About the survey: “Where will next year’s most effective idea come from?” was first posed at the 2007 Effie Awards Gala in New York in June. Print ads directing respondents to the survey on http://www.effie.org/ were placed in the Wall Street Journal and Advertising Age and were supplemented by e-newsletter blasts from the Effie Awards. The campaign was created by Anomaly, New York.
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