Lai: This knowledge can significantly enhance the quality of writing a winning Effie entry with in-depth understanding of the values and perspectives upheld by the Effie Awards.
PETALING JAYA: The Association of Accredited Advertising Agents Malaysia (4As) will offer a training course “Effie FastTrack 2024” to help agencies shape and sharpen their entries for the upcoming coveted global marketing communications award.
Organised by the 4As since 2008, the Effies are an industry award that rewards achievement in meeting and exceeding marketing communications objectives with a focus on effectiveness, in honouring teamwork between agency and client, and in creating brands that become part of the cultural landscape.
“Effie FastTrack 2024” would be a half day workshop comprised of a session with Effie Awards 2024 chief judge Datuk Lai Shu Wei, two panel discussions with previous Effie winners and Effies judges, as well as a case study presentation with Asia-Pacific Effies jury member and Hong Kong Effectiveness Awards jury chair, Andreas Henry Moellmann.
Lai, who is the chief marketing and sales officer of Sime Darby Property Bhd
, said: “The workshop is essential for Effie entrants as it is a great avenue for sharing insights into the criteria, expectations and industry trends that shape the evaluation process.
“This knowledge can significantly enhance the quality of writing a winning Effie entry with in-depth understanding of the values and perspectives upheld by the Effie Awards.”
The workshop is suitable for senior-to-mid level marketers, strategic directors and planning directors, account directors and senior account managers, creative directors and copywriters.
Meanwhile, Joyce Gan of Fishermen Integrated, winner of an Effie Gold in 2022 and Effie Agency of the Year in 2023, said: “Taking part in the Effie Masterclass series has proven invaluable, particularly for mid to senior managers tasked with crafting Effie submissions. It is like a guiding light that helps provide a clear structured framework especially for first timers, as the entry form could be a bit daunting.
“The workshop helps participants to refine their strategic thinking and approach, making the whole process of writing a winning case study feel more natural and empowering.”
For agencies that have previously done well at the Effies, the workshop provides the opportunity to explore what it takes to get to the next level.
Moellmann, who is also an independent brand and marketing consultant said: “A Grand Effie-worthy entry has all the ingredients of a ‘normal’ winning Effie paper: Challenging objectives, insightful strategy, engaging creative executions and exceptional results.
“But it goes beyond weaving these ingredients into a narrative that showcases marketing’s transformative power. It inspires the reader to aim higher.
“It’s a reference for aspiring marketing scholars. It makes jurors from different backgrounds agree that this case stands out. A Grand Effie entry is the best marketing for marketing itself.”
The workshop will be conducted by Ted Lim, former regional chief creative officer at Dentsu Asia-Pacific. Lim has also served as Cannes Lions jury president and was honoured by the trade publication AdWeek as one of 13 global creative leaders whose ideas advanced advertising worldwide.
It will also feature a line up of panellists including Emir Shafri, chief creative officer of Publicis Groupe Malaysia, Pamela Chia, the marketing head – brand, mobility and financial services of Grab, Joyce Gan, partner/group client services director of Fishermen Integrated, Tai Kam Leong, chief sales and marketing officer at Astro, Andrew Yeoh, who is group head of marketing of Time dotCom, Chanchal Chakrabarty, the chief executive officer of GroupM Malaysia, Chia Pi Wo, CEO and founder of IDEALOGIC, and Sutapa Bhattacharya, who is the managing director of DIA Brands.
Effie FastTrack 2024 will be held on April 18 at the Maple Junior Ballroom, One World Hotel, Petaling Jaya.
Formed in 1971, 4As is the Malaysian advertising industry’s foremost body engaged in promoting the value of advertising agencies in the marketing communications industry among advertisers, media, suppliers, government and the public.
The association encompasses more than 50 home-grown and international member agencies and agency brands that are the key players in Malaysia’s advertising industry.
It helps grow the business of the member agencies and advance individual careers through professional development services, industry awards, advocacy and support.
