The Effie attracts better entries, more sponsorship


  • Business
  • Saturday, 14 Sep 2013

THE Malaysia Effie Awards has fewer entries this year but some things, at least, seem to be going right.

Nicky Lim, this year’s organising chairman, says in a statement that submitting an entry for the Effie Awards is a painstaking task.

“We exercised stringent measures to ensure that the entries adhered to the rules and regulations and achieved a good range of entries that were far superior to last year’s submissions,” he says.

To kick-start the Malaysia Effie Awards 2013, the Association of Accredited Advertising Agents Nalaysia (4As) conducted an Effie boot camp in May to assist participating agencies and clients in raising the quality of their entry submissions with a full account of the work and the results.

Although there was a 17% drop in the number of entries, the number of creative agencies that submitted entries grew from 18 last year to 27, while the number of media agencies doubled to eight.

“The country’s frosty economic climate has not impeded the stature of the Effie Awards in any way,” maintains Lim.

“On the contrary, we have a 10% increase in sponsorship for this year’s event with more media partners aligning themselves to the Effie Awards.”

While there is a marked increase in the awareness of the Effie Awards, Lim feels there is still a lot to do in engaging creative and media agencies as well as marketers in raising the bar for the quality of entry submissions.

To qualify for an Effie, the campaign must fulfil and demonstrate four key elements: strong insight, a clearly defined and unique idea, an impactful execution, and quantifiable results to measure its success.

In short, the entry must establish an outstanding brand impression and improved sales.

“We have an excellent venue in Majestic Hotel, exciting entertainment, and a network of leaders from the media, marketing, and creative community to make this year’s event awesome,” Lim says.

The Malaysia Effie Awards gala and dinner ceremony will be held on Sept 19.

It is organised by the 4As in collaboration with the Malaysian Advertisers Association and the Media Specialists Association, in association with Matrade.

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