Other than Hollywood, the ad industry is probably the most narcissistic industry, as evidenced by the vast number of award competitions we have to celebrate ourselves.

At HCategory, we have a boxful of Clios, One Show Pencils, Cannes Lions, Communication Arts certificates to name a few you may or may not be familiar with and may or may not care about. But we've also won two dozen EFFIE Awards which you should care about.

EFFIEs are the ad industry's award celebrating both creativity (subjective to the creative whims of creative people) and effectiveness in the marketplace (objective measures of sales and results). There are several prestigious award shows which probably only matter to advertising insiders, but the EFFIES should matter to everyone—especially brand managers and CMOs.