The above video interview is from the Effie Awards judging event in NYC.
Denise McDevitt cites the Effie Awards as recognizing marketing communications that address a challenge and deliver on its promise.
By identifying and acknowledging ideas that work, the Effies intend to raise the bar across all related disciplines while celebrating the agency/brand relationship. The awards can help validate that the hard work and risks taken were made worthy by the results.
The Effies are expanding its categories to acknowledge new disciplines and potentials for innovation. As an example, McDevitt speaks of the expanded number of award categories for shopper marketing.