‘Media’ Proves Clout, Gets Own Categories in EFFIES

The prestigious EFFIE awards panel used a modified scoring criteria this year to include a stronger focus on the role of media - another indication that media buyers and planners have more clout than ever in the advertising world and are no longer the under-appreciated minions of the past. Based on the new criteria, 70 percent of a campaign's final score was based on background, strategy, creative and media in equal parts, Mediapost reports. The other 30 percent is based on proving marketing results.