Conference: Oct 5-6
Workshops: Oct 7
Effie Summit Workshop
Danielle Tenconi (Marketing Effectiveness Learning Leader, Effie Worldwide)
Location: Four Seasons Ballroom 2
Date: Wednesday, October 7
Time: 10:45 am - 2:00 pm
Pass Type:
All Access, CMWorld 3-Day -
Get your pass now!
Session Type:
Workshop
Track:
Summit | Marketing Effectiveness
Vault Recording: TBD
Part 1: What Does Marketing Effectiveness Look Like?
90 minutes | 10:45 to 12:15
Most of us can tell you what good work looks like. Far fewer of us can prove what it did.
Effie has spent fifty years scoring that difference. Our case library holds tens of thousands of campaigns from 125 countries, every one judged on whether it moved a business, not whether it moved a room.
In this session, we open it up. You'll learn the Effie Framework that the industry's most respected jurors apply, see what the data actually says about high scoring work (highly differentiated campaigns score close to double; cases built on a single objective score worst of all), and walk the ladder that connects views and watch time to consideration, and consideration to profit.
Part 2: Effie Case Judging Workshop
90 minutes (including a working lunch) | 12:15 to 2:00
Reading about effectiveness is one thing. Scoring it is another.
Here you sit where the jurors sit. Two real Effie winning cases, the actual scoresheet, the actual weightings, and 75 minutes to decide what they're worth. You'll score alone, defend your numbers at your table, then hear what the real jury said, including where they disagreed with you.
It's the fastest calibration we know. Once you've argued about someone else's case at this level of detail, you can't read your own work the same way again.