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The Effie Awards were launched in 1968 by the New York American Marketing Association as an awards program to honor the most effective advertising efforts.  The awards now honor all forms of effective marketing  and the companies and individuals creating effective work across the globe.  In July 2008, the New York AMA assigned its rights in the Effie brand over to a separate non-profit organization, Effie Worldwide, to continue to enhance Effie’s mission and educational offerings.