Effies Look Outside U.S.

NEW YORK The New York American Marketing Association is going beyond U.S. borders for the first time, introducing a new multinational category for its annual Effie Awards.

The Effies honor advertising based on how effectively it meets marketing goals. The multinational category will recognize campaigns that have proven effective both in the U.S. and in at least three other countries within the last four years.

Larger agency networks that work on global campaigns requested the new category, according to Lukas Pospichal, marketing manager of the NYAMA in New York.

While this is the first time the NYAMA will acknowledge both domestic and foreign campaigns, Effie Awards ceremonies have been held in other countries for some time. In 1996, the Euro Effies were created to honor campaigns that have been effective in at least three European countries. Similar Effie Awards are held in 19 countries in Europe, Latin America and Asia.

The U.S. Effie Awards will be presented June 8, 2004, in New York.