Even if you look at the Effie awards, the majority (80% plus) is worn by tiny gimmicks glossed by snake-oil that never saw the light of real consumer sunshine.

The change in judging of Effie this year is based on the actual video presentation of the people who did the campaign making their case in 4 mins – kind of like a pseudo lie detection test through body language and inflections.

The only people qualified to judge creative awards today are financial regulators, not bored agency and clients who have nothing better to do but to spend an afternoon looking for something that would make them laugh.