JUDGING INFO

The high caliber of the judges and the rigorous scrutiny of the EFFIE judging system mean that the Bronze, Silver, and Gold winners are an elite set of advertising campaigns and brand building

Entries are judged in two phases by the by members of Jury which consists of the industry’s top marketing and advertising management, creative and research professionals.

Round One Judging evaluates case briefs on a stand-alone basis without comparison to other entries in their category and without creative materials.

In Final Round Judging, finalists in each category are judged against other finalists in their category on both case brief and creative material. In this final round, the creative and case briefs receive separate scores. The final overall for each brief is an average of the brief score and the creative score, weighted to emphasize the brief over the creative. Jury members from Companies which advertising campaigns became EFFIE/THE BEST BRAND 2005 Entrants are not permitted to judge their briefs.

The winners are determined in each category separately. Organizing Committee reserves the right not to award the winners in certain categories if all Entries of this category received low score of Jury.

The jury includes leading marketing, advertising and consumer market practitioners. The judges of the contest are top managers of professional associations, experts of research and consulting institutes, leading advertising agencies and also spokesmen of the companies – EFFIE/THE BEST BRAND Gold winners.
The judging process is based on perennial international EFFIE experience and is built upon detached view of each judge member. There is no common discussion of the entries among judge members. Each Entry receives personal, independent mark from each judge member. The final Entry mark constitutes simple average of all marks of all judge members.

The mark of each judge member is made up of points which are put down for the Brief of Effectiveness and Creative materials in the ratio 2:1 for the priority of the effectiveness over Creative materials in the final mark. To receive Gold, Medal and Bronze award it’s obligatory to get certain quantity of points independently of contest category. The minimal essential points to receive Gold, Medal and Bronze award are defined from the average point of all competitive projects. This is an important factor of maintenance of award level and it provides the winners with the assurance that their personified project corresponds to the highest standards.

JURY OF THE CONTEST "THE BEST BRAND/EFFIE" 2010

TНE BEST BRAND/EFFIE 2011 Jury

THE BEST BRAND/EFFIE Jury film

Chairman of jury:
Filippov Vladimir Advertising Agency "Avrora", President, Russian Advertising Academy, President

Jury:

Andreev Alexey Depot WPF, Brand & Identity, President

Alexeev Alexander Executive Creative Director EMCG

Agadzhanyan Georgy MediaArtsGroup. New business development Director.

Badalov Dmitry Consulting agency "FENEK1", director - general

Chernyahovsky Vyacheslav Advisor to the President of RACA, Academician of the Russia Academy of Advertising , a member of the Union of Journalists

Chimburov Ivan Creative Director JWT Russia

Demidov Alexander OOO "GFK-Russ", director - general

Eremin Boris IAA President

Evstafyev Vladimir Ima Group, Vice-president

Feigin Leonid Creative director of Studio Direct Design Visual Branding

Gorlov Sergey Rector of the International Institute of Advertising, professor

Hohlova Maria International Brand academy, President, founder and chairman of "THE BEST BRAND/EFFFIE RUSSIA" Organizing committee 1997-2004

Kolomiec Viktor Professor of Sociology faculty of Moscow State University., scientific director of the analytical center "Video International"

Kovylov Alexey Grey Group Russia, President and CEO

Kulikov Vadim Kulikov Innovation Center, Engineer. Academician of the Russia Academy of Advertising

Krylova Valentina Editor in Chief http://www.advertology.ru/

Mahmudov Turhan BBDO Russia Group, managing director

Marchukov Ernest IAA permanent member

Novichenkova Ludmila Marketing communications director, Synovate Comcon

Ogandzhanyan Alexander TWIGA, President

Popovichev Alexey "RusBrand", Executive director

Polyancev Pavel SapientNitro, Creative Director

Piskarev Sergey Gazprom-media, director-general

Pitilimov Pavel Vivaki Russia, Business development director

Rasnicyn Vitaly  Chairman of Russia's Strategic Council Branch of the International Association of Business Communications (IABC), chairman of the media industry association (SAMI)

Reshetova Elena Republic, director-general

Symonov Mihail Russian Association of Marketing Services, president, RACA vice-president

Trusov Grigory "Kontakt-Expert", president, "Person of the year 2009" for contribution to the development of Russian school of marketing

Voinov Andrey Marketing director "BARYER Water filters"

Vyazovcev Alexey Alter Ego Promotion, director-general

Yurova Svetlana KOMANDOR BRAINS&BRANDS, director-general

Zybkin Andrey Vice-Rector for Academic Affairs, Dean of the Faculty of Advertising, Marketing and Management, Institute of Business and Law, doctor of economy, professor