MasterCard Wins the 2004 Gold Effie Award

The New York Chapter of the American Marketing Association announced that MasterCard Internationals Priceless advertising campaign was honored with the 2004 Gold Effie for Multinational Campaigns in the first year of the Multinational Campaign category.The Multinational Campaign category honors campaigns that have been successful in three or more countries in addition to the United States. This years honor marks the fourth Gold Effie for MasterCard as the highly-effective Priceless campaign won the Gold Effie for Sustained Success in the first year of the Sustained Success category (2002) and the Gold Effie for the Priceless campaign (1999). Globally, MasterCards Priceless campaign has also been honored with a Gold Effie in Europe (2001) and a Bronze Effie in Latin America (2001). MasterCard earned the Gold Effie in the Multinational category based on its successful launch of a singular global campaign in over 75 markets. Demonstrating the effectiveness of the campaign, MasterCard generated double-digit brand awareness growth in every major market and copy test scores that were above the norm in each market. Since its debut in October 1997, MasterCards Priceless campaign has been honored with more than 100 marketing effectiveness and creative industry awards, including a Cannes Bronze Lion, the world’s most prestigious international creative award. All EFFIE judging is systematic and thorough, with final scores based two-thirds on results achieved and one-third on creativity. For the final decisions, some 163 senior advertising and marketing executives spent two days reviewing detailed campaign case studies. This year, the number of entries rose 5%, following a 25% spike last year. The EFFIE Awards are the only national awards that honor advertising effectiveness: advertising that meets or exceeds stated, measurable objectives. The EFFIE Awards program, now in its 36th year, is presented annually by the New York American Marketing Association. For a complete listing of winners, go to www.nyama.org or www.effie.org.