Is the advertising industry failing to prove its effectiveness to clients?

Gurdeep Puri celebrates the winners of this year’s Euro Effies, but says that agencies must do more to demonstrate the commercial value of creativity.

The judges decided that just six campaigns from a record number of entries across Europe deserved a gold award at this year’s Euro Effie Awards, held this Wednesday at the Viage casino in Brussels.

GAD Paris was deemed worthy of the Grand Prix and Grey Europe bagged the coveted Effectiveness Agency of the Year award for the fifth time in the history of the awards.

Grey Europe’s “breathe happy” for Febreze and Wieden & Kennedy Amsterdam’s “love football, play football” for Fifa 12 were among the golds awarded on the night. There were an additional ten silvers and six bronzes presented.

Over the years, the Euro Effies have become a fine precursor to submissions for the IPA Effectiveness Awards – one can consider them a very good “first draft” for a full-blown IPA award.

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