Bringing quality ideas to real life is about winning an Effie award
While advertising plays a significant role in building a brand’s success, bringing out the qualitative and quantitative ideas to real life makes it exceptional, to stand out the best from the rest. ' Effie awards’ is one such platform that recognises creative ideas that makes an enormous impact in a society.
In continuing to raise the standards of advertising anc creativity, the Sri Lanka Institute of Marketing hosts the Effie Awards 2017 for the 10th consecutive year while Effie Awards Global celebrates 50 years this year.
At the Effie awards participants and media briefing held at the Hilton Residence in Colombo on Monday, head of the jury, Tharaka Ranwala stressed that advertising agencies must look at the effectiveness of any case study. “You need to be smart enough to make the judges upright (spellbound). In most cases the idea is lost by the end. You need to spell out the idea clearly and it must suit the category for which you have applied for. The idea must have a quantitative and qualitative value in real life that in turn generates sales and revenue to your clients."
Mr. Ranwala also pointed out that small and upcoming advertising agencies did quality case work at last year’s Effie Awards.
Effie Awards Project Chairman, Gayan Perera mentioned that entry for this year’s awards is for cases done by agencies between 1 October 2016 and 30 September 2017. Applications are now open and the final deadline to submit the cases for various categories is on 12 July 2018. Judging of the cases will take place in July and August and the Effie Awards 2017 will be held in September this year, he added. Profit and non- profit organisations that create a positive change is a new category that has been introduced at this awards, noted Mr. Perera.
It was also explained during the briefing that judging of the cases is done in the local context whereas the quality standards have improved over the years reaching the true potential to match global Effie standards.