Next year’s most effective idea will come from “An innovative and visionary business,” according to a survey by the Effie Awards, which honors ideas that work; that top answer captured 27% of the votes, but “a consumer or someone else you’ve never heard of” was a close second with 24% of votes.
Further results of the survey:
- 16% of respondents chose “the rising digital elite.”
- 15% voted for “the inventive powerhouses of advertising.”
- “The pioneering media agencies” votes came in at 10%.
- 9% predicted “the talented next generation of product designers.”
“I think the most telling thing is how divided the results of the survey were. It proves that we really are in the nascent stages of a new business model,” said John Butler, co-creative director of Butler Shine Stern & Partners and the 2007 Grand Effie Jury Chair. “This business has become so used to change, no one is really 100% sure where the next big idea will come from.”
Beginning with the 2006 call for entries period, the Effie Awards opened the competition to all marketing mediums, as long as results are proven, including the following categories:Â Digital, Package Design, Guerrilla, Events, Street Teams, PR, Paid or Unpaid Media, Print, TV, Radio, Outdoor, and Interactive.
Grand Effie winners (the top honor at the Effie Awards gala) include 2007’s “Get a Mac” campaign (created by Media Arts Lab\TBWA) for Apple Inc.; the 2006 winner, Unilever’s Dove “The Campaign for Real Beauty” (created by Ogilvy & Mather); and 2005’s iPod “Silhouettes” campaign (again, TBWA and Apple).
About the survey: “Where will next year’s most effective idea come from?” was first posed at the 2007 Effie Awards Gala in New York in June. Print ads directing respondents to the survey on www.effie.org were placed in the Wall Street Journal and Advertising Age and were supplemented by e-newsletter blasts from the Effie Awards. The campaign was created by Anomaly, New York.