The upcoming Advertising Effectiveness Awards (ADFX) have been running every two years since 1996,but this year they have a more zeitgeisty feel than usual.
Now that the bottom line has outranked more or less all other criteria when it comes to assessing the impact of a particular ad, it’s notable that the ADFX judges have allocated 80 per cent of the marks to ‘‘effectiveness’’ and only 20 per cent to creativity.
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