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2004年对EFFIE奖来说,是大事件层出不穷的一年:首先是中国EFFIE奖正式得到国际EFFIE奖组织AMA的特许授权,这对中国EFFIE奖来说无疑是个大事件,本届EFFIE评审的科学流程和专业标准正式与国际接轨;其次是今年获得EFFIE金奖的3个案例全部与大事件有关,事件行销成为热点。在往年,4A公司是EFFIE领奖台上的常客,因为4A公司系统化的传播策划和精良的创意执行是本土公司比较欠缺的,4A公司运作的大多是著名品牌,也比较容易引起评委的关注。而今年的3个金奖品牌案例:蒙牛、CCTV5、千里马,全部出自本土广告公司的运作,这反映了本土公司整体品牌运作能力的不断加强。
2004 EFFIE Awards, the event is an endless stream of emergencies: First, the Chinese EFFIE Award was officially authorized by the International EFFIE Award AMA franchise, which is undoubtedly a major event for the China EFFIE Award, the current EFFIE review of science Process and professional standards officially go hand in hand with international standards; secondly, all three cases that won the EFFIE Gold Award this year are all related to major events, and event marketing becomes a hot spot. In previous years 4A Company was a frequent visitor to the EFFIE podium because 4A’s systematic communication planning and sophisticated creative execution were lacking in local companies. Most 4A companies operated well-known brands and were more likely to draw the attention of judges . This year’s three gold brand cases: Mengniu, CCTV5, Maxima, all from the local advertising company’s operation, which reflects the ability of local companies operating the brand continues to strengthen.