Feeling Nervous Yet?

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). To boot, Effie winner Sega (FCB) has ditched its Dreamcast console altogether.

Still, if an Effie isn’t a meal ticket, people made the best of it at the show, hosted by the American Marketing Association at New York’s Marriott Marquis hotel. Andy Berlin, Ed Vick, Cheryl Berman and Steve Hayden were among the presenters, and Joy Behar of The View emceed. Behar elicited guffaws here and there, mispro nouncing Burt Manning’s title as “chairman AMOR-itis” of JWT and nudging Ed Vick away from the lectern before assuring him, sarcastically, “You were great. You whipped them into a frenzy.”

TBWA\Chiat\Day won its third straight Grand Effie, this time for Nissan (following victories for Apple and Taco Bell).