Best Buy reaps the rewards of risking marketing failure.(Viewpoint)

Advertising Age, June, 2004 by Bloom, Jonah

Byline: Jonah Bloom

The Effies should be the most talked about ad awards in the U.S. Drafting an impressive cast of judges year after year, they aim to reward great ideas that get good results, and are closer in that respect to celebrating good marketing than some slap-on-the-back-for-an-ad shows. It's just a shame that in recent years Effie night has taken place in the "Dawn of the Dead'' Marriott in midtown Manhattan and has been more epic than edited highlights.

Still, sitting through the long list of winners-which included the likes of eBay, Apple, Pepsi, UPS, Tractor Supply Company and Best Buy-is a chance to reflect on what makes a marketer a good marketer. A good agency never hurts, of course. But the most clearly recurrent theme uniting the...

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