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Instead of “Does creativity count?” perhaps we should ask, “Does effectiveness count?”
This year’s winners of Effie Awards—which reward advertising that actually works—included a conspicu ous number of clients who (afraid of success?) have shifted their business or launched reviews in the past year. Among them: Kohl’s (ex-J. Walter Thomp son), Daimler Chrysler (ex-FCB), Kraft (ex-Young & Rubicam), Energizer e2 (ex-DDB), Gateway (ex-McCann-Erickson), Philips (ex-Messner Vetere Berger McNamee Schmetterer/Euro RSCG) and Thomasville Furniture (Mullen/LHC, now in review).
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