(AdPlayers, Iulian Toma)

IAA si-a prezentat aseara castigatorii Effie 2010, intr-un eveniment organizat de Millenium Communications. Gala si petrecerea Effie au fost organizate destul de bine pentru conditiile prin care trece intreaga economie romaneasca. Din pacate Effie nu si-a facut treaba in alta parte.

Castigatorii?

„CAP, GMP, Graffiti BBDO, Headvertising, Leo Burnett & Target, McCann Erickson, Next Advertising, Odyssey, Papaya Advertising, Propaganda sunt premiantii editiei 2010” spune comunicatul de presa al festivalului. Sa fie oare adevarat?

Total gresit. AdPlayers o spune in fiecare an chiar prin vocea oficialilor IAA. E drept ca un caz a scos bani din buzunarul unei agentii pentru a inscrie o campanie, dar in spatele eficientei unei campanii stau mai multe. Clientul cu intregul aparat de marketing si distributie, PR, agentie de evenimente, agentii de media, oameni care si-au stricat ochii privind cercetari si strategii de 10 sau chiar 20 de ani.

Atunci cine are interesul sa ii prezinte drept premianti pe doar o parte din cei carora li se cuvin meritele? Inca n-am aflat. Agentiile prezentate drept "premiate" au semnat strategia si creatia, iar in unele cazuri chiar si media campaniilor. Insa din pacate, daca vrem sa vorbim in litera legii de la Effie, lucrurile stau foarte diferit. Toate companiile si resursele puse la picioarele serviciilor unui caz sunt "vinovate"de succes. 

Este oare corect ca, in schimbul a 1000 EUR cat costa inscrierea, sa nu fie recunoscuti toti catigatorii pentru a li se recunoaste meritele pe scena? De ce o fi asa greu de premiat eforturile tuturor? Nu stim. Tot ce stim este ca atata vreme cat nu-i nominalizeaza pe toti, Effie Awards nu-si recunoaste castigatorii.

Limba noastra-i o comoara

Toata lumea stie deja castigatorii Effie 2010 din comunicatul de presa al festivalului, insa putini sunt aceia care identifica si campaniile. Si asta pentru ca, de ani buni, toate categoriile de concurs si premiile sunt prezentate unui public roman in limba engleza, fara cel mai mic respect pentru majoritatea publicului din sala vorbitor de limba romana.

Effie este un festival cu licenta de la AMA New York. Dar ce vina are publicul roman ca sa ia dictionarul in mana pentru traducerea categoriilor? Intr-o tara in care este adevarat ca Eminescu se vinde mai greu printre rafturile din hypermarket, este normal sa vorbim pe scena in limba engleza pentru o economie de 20 perechi de casti si o comunicare atat in engleza cat si in romana?

De ce nu stim juriul fiecarei categorii? 

Pentru cine nu stie, cei aproximativ 80 de membri ai juriului n-au trecut fiecare peste toate lucrarile. Toti membrii juriului au venit la IAA House marti in doua etape - aproximativ  jumatate dimineata si jumatate dupa amiaza, iar fiecare etapa a impartit marele juriu in 4 sali si paneluri de jurizare mai mici.

De ce nu stim cine a fost intr-un panel si ce a jurizat nici pana astazi? Daca asa spune regulamentul Effie de la AMA New York, atunci poate ar trebui sa spuna si cati oameni ar trebui sa aiba un panel, cum s-au impartit juratii intre cele 4  sali de la IAA House, dar tot nu se intelege de c-am vedea cine sunt membrii fiecarui panel care au jurizat o categorie. De fapt, asa-zisa transparenta a membrilor juriului nu este decat un steag pe care festivalul si-l flutura degeaba.

Oamenii sunt inzestrati cu competente, dar nu toata lumea are aceeasi experienta pe piata. Prin urmare echilibrarea panelurilor este o treaba care nu priveste numai Comitetul de Organizare si doar onorarea oamenilor de marketing si publicitate cu titlu de "membru in juriul Effie". Acest lucru ar trebui sa aduca in egala masura si asumarea unei responsabilitati a voturilor. De ce n-am avea curaj sa spunem cine si ce-a votat ? Poate pentru ca am gasi in juriu si niste oameni poate prea tineri in marketingul unor clienti sau agentii pentru a duce povara unui vot?

Winners Effie 2010

Category: FOOD PRODUCTS I

BRONZE

Campaign title: The Taste of Great Memories

Brand: Maggi Secretul Gustului Intensavor

Submitted by: BV McCann Erickson

BRONZE

Campaign title: Country Food

Brand: Sadu

Submitted by: Graffiti BBDO

 

Category: FOOD PRODUCTS I

SILVER

NO WINNER

 

Category: FOOD PRODUCTS I

GOLD

Campaign title: Reason to Rest

Brand: Napolact

Submitted by: Propaganda

 

Category: FOOD PRODUCTS II

NOMINEE

        Campaign title: Dare!

        Brand: Joe

        Submitted by: Scala JWT

 

Category: FOOD PRODUCTS II

BRONZE

NO WINNER

 

Category: FOOD PRODUCTS II

SILVER

NO WINNER

 

Category: FOOD PRODUCTS II

GOLD

NO WINNER

 

Category: NON-PROFIT PRO BONO/PUBLIC SERVICE, SOCIAL CAMPAIGNS

BRONZE

Campaign title: Cherish Knowledge

Brand: Fundatia Dinu Patriciu

Submitted by: Odyssey Communication

 

Category: NON-PROFIT PRO BONO/PUBLIC SERVICE, SOCIAL CAMPAIGNS

SILVER

Campaign title: A Chance for Life

Brand: React

Submitted by: Graffiti BBDO

 

Category: NON-PROFIT PRO BONO/PUBLIC SERVICE, SOCIAL CAMPAIGNS

GOLD

NO WINNER

 

Category: MEDIA AND ENTERTAINMENT

BRONZE

Campaign title: Share Dolce

Brand: Romtelecom Dolce

Submitted by: Graffiti BBDO

 

Category: MEDIA AND ENTERTAINMENT

SILVER

NO WINNER

 

Category: MEDIA AND ENTERTAINMENT

GOLD

NO WINNER

 

Category: DURABLES

NOMINEE

Campaign title: No Matter What Guarantee

Brand: Toshiba

Submitted by: BV McCann Erickson

 

Category: DURABLES

BRONZE

Campaign title: Unbeatable Price

Brand: Dacia

Submitted by: Graffiti BBDO

 

Category: DURABLES

SILVER

NO WINNER

 

Category: DURABLES

GOLD

NO WINNER

 

Category: CORPORATE REPUTATION, IMAGE & IDENTITY

NOMINEE

Campaign title:Money School

Brand: BCR

Submitted by: Tempo Advertising

 

Category: CORPORATE REPUTATION, IMAGE & IDENTITY

BRONZE

NO WINNER

 

Category: CORPORATE REPUTATION, IMAGE & IDENTITY

SILVER

Campaign title:

Common Sense and Responsibility

Brand: Petrom

Submitted by: Leo Burnett & Target

 

Category: CORPORATE REPUTATION, IMAGE & IDENTITY

GOLD

Campaign title:

Great People behind Great People

Brand: BRD-Groupe Société Générale

Submitted by: Propaganda

 

 

 

Category: NON FOOD PRODUCTS

NOMINEE

Campaign title:

A Fuel Tank Every 15 Minutes

Brand: Petrom

Submitted by: Leo Burnett & Target

 

Category: NON FOOD PRODUCTS

BRONZE

NO WINNER

 

Category: NON FOOD PRODUCTS

SILVER

Campaign title:

Aspargilius - Bathroom and Kitchen

Brand: Savana Teflon

Submitted by: Papaya Advertising

 

Category: NON FOOD PRODUCTS

GOLD

Campaign title: House of Fun

Brand: Herbal Essences

Submitted by: Leo Burnett & Target

 

Category: TELECOMMUNICATIONS: INTERNET AND DATA

NOMINEE

Campaign title: ClickNet Job

Brand: Romtelecom ClickNet

Submitted by: Graffiti BBDO

 

Category: TELECOMMUNICATIONS: INTERNET AND DATA

BRONZE

NO WINNER

 

Category: TELECOMMUNICATIONS: INTERNET AND DATA

SILVER

NO WINNER

 

Category: TELECOMMUNICATIONS: INTERNET AND DATA

GOLD

NO WINNER

 

Category: TELECOMMUNICATIONS: VOICE OFFERS

NOMINEE

Campaign title: Coverage

Brand: Cosmote

Submitted by: Ogilvy & Mather Romania

 

Category: TELECOMMUNICATIONS: VOICE OFFERS

BRONZE

NO WINNER

 

Category: TELECOMMUNICATIONS: VOICE OFFERS

SILVER

NO WINNER

 

Category: TELECOMMUNICATIONS: VOICE OFFERS

GOLD

NO WINNER

 

Category: NON-ALCOHOLIC BEVERAGES

NOMINEE

Campaign title:

Fanta Shokata re-launch: Shockingly Romanian

Brand: Fanta

Submitted by: BV McCann Erickson

 

NOMINEE

Campaign title: Happy Coffee

Brand: Nescafé

Submitted by: Mercury 360

 

Category: NON-ALCOHOLIC BEVERAGES

BRONZE

NO WINNER

 

Category: NON-ALCOHOLIC BEVERAGES

SILVER

NO WINNER

 

Category: NON-ALCOHOLIC BEVERAGES

GOLD

NO WINNER

 

Category: DAVID VS GOLIATH

NOMINEE

Campaign title: The Muller World

Brand: Muller

Submitted by: Graffiti BBDO

 

NOMINEE

Campaign title:

Aspargilius - Bathroom and Kitchen

Brand: Savana Teflon

Submitted by: Papaya Advertising

 

Category: DAVID VS GOLIATH

BRONZE

NO WINNER

 

Category: DAVID VS GOLIATH

SILVER

NO WINNER

 

Category: DAVID VS GOLIATH

GOLD

NO WINNER

 

Category: FINANCIAL SERVICES

NOMINEE

Campaign title: Twice a Winner

Brand: Alpha Bank

Submitted by: DDB Bucharest

 

Category: FINANCIAL SERVICES

BRONZE

Campaign title: Bumper Cars Reloaded

Brand: UniCredit Tiriac Bank

Submitted by: Headvertising

 

Category: FINANCIAL SERVICES

SILVER

Campaign title: 6 Horses

Brand: Banca Transilvania

Submitted by: Next Advertising

 

SILVER

Campaign title: Meeting Your Interest

Brand: CEC Bank

Submitted by: Papaya Advertising

 

Category: FINANCIAL SERVICES

GOLD

NO WINNER

 

Category: ALCOHOLIC BEVERAGES: BEERS AND WINES

BRONZE

Campaign title: "1 Million RON" Bottle

Brand: Murfatlar

Submitted by: Next Advertising & CAP

 

Category: ALCOHOLIC BEVERAGES: BEERS AND WINES

SILVER

NO WINNER

 

Category: ALCOHOLIC BEVERAGES: BEERS AND WINES

GOLD

Campaign title: The Story Goes On

Brand: Timisoreana

Submitted by: GMP Advertising

Category: SUSTAINED SUCCES

BRONZE

Campaign title: Cooking With All Your Heart

Brand: Maggi

Submitted by: BV McCann Erickson

 

Category: SUSTAINED SUCCES

SILVER

NO WINNER

 

Category: SUSTAINED SUCCES

GOLD

Campaign title: As it used to be

Brand: Napolact

Submitted by: Propaganda

 

GRAND EFFIE NOMINEES

Campaign title: The Story Goes On

Brand: Timisoreana

Submitted by: GMP Advertising

 

Campaign title: House of Fun

Brand: Herbal Essences

Submitted by: Leo Burnett Romania

 

Campaign title:

Great People behind Great People

Brand: BRD-Groupe Société Générale

Submitted by: Propaganda

 

Campaign title: Reason to Rest

Brand: Napolact

Submitted by: Propaganda

 

GRAND EFFIE

Campaign title: The Story Goes On

Brand: Timisoreana

Submitted by: GMP Advertising