Effie Awards entries on the upswing
EFFIE Awards Malaysia saw a steady increase in the number of entries submitted in 2015 and 2016, and this year, the number is poised to be on the upswing again.
The call for entries for the Malaysia Effie Awards 2017, honouring effective marketing campaigns, is now open.
“Among other factors, winning an Effie attests to the effectiveness of an agency’s work. As marketing communications gets more complex and challenging, effectiveness is the key to the success of campaigns,” says Association of Accredited Advertising Agents Malaysia (4As) vice-president and Malaysia Effie Awards 2017 organising chairman Aaron Cowie.
The Effie is a global award that recognises effective marketing.
Since its introduction in 1968, it has become widely recognised as the pre-eminent award in the marketing communications industry globally.
The goal of recognising effective marketing campaigns is aligned to one of the 4As key pillars in promoting commercial creativity and its effectiveness.
Cowie says in a statement: “Winning an Effie is akin to receiving a badge of honour for the agency behind the brand’s success. This year’s theme – The only game that matters. Precision in aim. Effectiveness in results – emphasises the importance of balancing creativity, originality and business objectives in producing effective marketing campaigns.
“The Effie is a holistic award that examines all the elements of a campaign – clear and measurable objectives, consumer insights, strategy, the creative idea, and the communication channels. It makes sense because most of the cam- paign entries are multi-disciplinary and cover multiple communications channels.”
He says that given the current challenging economic conditions, rising costs and depleting margins, companies are paying closer attention to stretching the ringgit and optimising expenditure while aiming to achieve greater return-on-investment.
“The awards target all brands, irrespective of size and market position. It could be a new brand, or even a small brand. What’s important is the brand’s ability to address its own marketing challenges to realise effectiveness. Winning an Effie indicates the ability for sound thinking and execution for the brand,” he says.
Each Effie win contributes points to the Global Effie Index that ranks the creators of the most effective marketing communications campaigns worldwide.
The awards entry kit is downloadable at www.malaysiaeffie. com. The awards ceremony and gala dinner will be held on Nov 30. The Effie Awards and categories remain unchanged from last year with two rounds of judging and two local awards: Brand of the Year and Agency of the Year.
The awards is organised by the 4As, and jointly supported by the Malaysian Advertisers Association (MAA) and Media Specialists Association (MSA).
Closing date for entries is Aug 4. Fees are RM1,500 per entry for 4As, MAA and MSA members, and RM2,500 per entry for non-members. Closing date for late entries is Aug 11. Fees are RM2,500 per entry for 4As, MAA and MSA members, and RM3,500 per entry for non-members. All fees are inclusive of 6% GST.