GFC helps boost Effie entries

By David Blight | 2 June 2010
The Australian Effie Awards chairman Matthew Melhuish.

SYDNEY: The GFC has been a boon for effectiveness with the 2010 Australian Effie Awards today announcing a record number of finalists in this year's awards.

"The GFC created challenging economic times for the advertising industry, but this pressure forced advertisers and agencies to prove the effectiveness of their work, and led to a better standard at the Effies," said The Australian Effie Awards chairman Matthew Melhuish.

Out of 154 entries, 102 finalists have been announced, with "effectiveness" being the primary criterion. In 2009 there were 81 finalists from 131 entries.

The increase in numbers can be attributed to "the increasing exposure and popularity of the awards, changes to the awards that have made them more accessible, and the increasing need to prove the effectiveness of campaigns, caused by the GFC".

Round two of judging will take place on Tuesday 15 June by a panel of 39 industry experts.

The Effies winners will be announced at a gala dinner in Sydney on Thursday 26 August.

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