Judging the Effies: I read some entries, watched some videos, got inspired - McKinney

Judging the Effies: I read some entries, watched some videos, got inspired

March 10, 2016

By Brad Brinegar

At McKinney, we take the Effies very seriously, because they acknowledge the economic power of great advertising. And we’re proud of the recognition that we and our clients have earned over the years.

I was an Effie Awards finalist judge last week, which is something I’ve done for over 15 years, including a stint on the Grand Effie Jury.

In practical terms, this means that I sat at a table in a large hotel conference room with 20 other agency and client leaders who pored over and scored dense entry briefs, watched the corresponding case videos. Then we had robust debates on the merits of each entry, which often resulted in tweaks to the scoring.

It’s a grueling process. But it’s worth it, because I was soaking in the stories behind the most successful advertising of 2015. And doing it in the company of some big personalities.

Not all the cases were “Effie worthy.” In fact, in several categories, the judges decided there should be no award.

But the best cases remind you of why we put our hearts and souls into this business. Smart, insightful strategies. Brilliant ideas brought to life in fresh and interesting ways. A straight line from the thinking to the work to really impressive results.

Winners will be announced at the gala on June 2.