The effectiveness versus creativity debate

Campaign India asks agency and marketing heads on what matters more: winning an Effie or an Abby award?Creativity versus Effectiveness may not be the most original debate in the history of the advertising industry but it’s an interesting one, every time. What would agency heads value more on their shelves: An Effie or an Abby? Ask a client that question and the answer is fairly obvious though many would not like to put that on record. For them, winning an Effie is more valuable, because it shows that the campaign worked and was able to turn around tangible results.