Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The new Effie Slovenia 2016 show is set to begin, with awards for marketing and communications efficiency. This time the show will be primarily devoted to measuring efficiency in all aspects of modern marketing communications. Effie is a registered trademark of Effie Worldwide Inc. and is conducted in 42 countries, awarding the most efficient marketing communications campaigns. The Effie Slovenia Awards is organized biannually by the Slovenian Advertising Chamber, on the basis of a license agreement.
Effie Slovenia 2016 will be led by Mojca Avšič, president of Effie Slovenia 2016 and head of research and development in the strategic business area of fine food spreads at Droga Kolinska / Atlantic Group, and Mojca Pesendorfer, professional director of Effie Slovenia 2016 and strategy planning director of Publicis Groupe Slovenia.
The red tape of Effie Slovenia 2016
According to a survey conducted by IBM among marketing directors of Fortune 1000 companies, most marketing directors in the world announce that their budgets for the next two to three years will increase because their ability to show the return on marketing investments allows them access to strategic and innovation budgets, which was not possible before. More funds will be invested in the overall purchase process, from identification to advertising, and in very different areas of communication – from content marketing and digital advertising to traditional advertising. In order to help Slovenian marketing directors define their expectations regarding increasing marketing budgets, Effie Slovenia 2016 will focus on concrete tips on how to get proof of the effectiveness of contemporary business communications, and will reward best practices in this area.
Effie Slovenia 2016 will help answer questions such as how to specifically measure which marketing and communications activities were effective. They will try to answer to what extent content marketing, co-branding (brand partnership) and cause marketing contribute to business success, or whether they are, as some say, just buzz words, and how we can concretely measure their effectiveness in order to prove the opposite, and so “live and breathe” the Effie principles in everyday work, justifying investments in certain areas of both traditional and modern marketing communications.
The education component of Effie Slovenia 2016 will present the best examples of measuring the efficiency of marketing communications in practice and will present key performance indicators in both traditional and contemporary strategic marketing communications areas. It will also present methods of proving their impact on a company’s profits. The competition for the Effie Slovenia awards this year will be upgraded and will include categories of content marketing, co-branding, etc. where marketers still have little experience in the measurement of efficiency, making it even more important to establish benchmarks for Slovenia’s professional public.
The first education module under Effie Slovenia 2016 will take place in early April at the 25th Slovenian Advertising Festival (SOF), and this year and next there will be independent Effie Slovenia educational events and three partner trainings within the SOZ. The education component under Effie Slovenia 2016 will be aimed primarily at marketers, researchers, media planners, managers and project leaders, experts in the field of public relations, communicators in the public and private sectors and to all who are responsible for measuring and implementing effective market communications campaigns.
The Effie Slovenia 2016 competition will officially open in May this year with the announcement of the competition. This will be followed by a competition workshop for future applicants, at which they will be introduced to the new competition categories. In terms of content, the workshop will be focused on the theoretical and practical work of writing comprehensive applications. Internet registration of campaigns will be open from September to November 2016.
As part of Effie Slovenia 2014, a total of 49 campaigns competed for the Effies. Among the 15 finalists a two-stage jury awarded two gold, two silver and five bronze Effies. The Slovenian Platinum Effie still awaits its winner.