FYI

Malaysia Effies calls for entries with theme ‘When the going gets tough, the tough get effective’

Aaron Cowie

Aaron Cowie

Ad effectiveness awards show Effie Malaysia has called for entries, with the theme this year ‘When the going gets tough, the tough get effective’.

The announcement:

Kuala Lumpur, 24 June 2016: The call for entries is now open for the Malaysia EFFIE Awards 2016 honouring the most effective marketing communications campaigns. This year’s EFFIE Awards, themed ‘When the going gets tough, the tough get effective’, is organized by the Association of Accredited Advertising Agents Malaysia (4As), and jointly supported by Malaysian Advertisers Association (MAA), and Media Specialists Association (MSA).

“This year continues to be challenging for brands, and it’s critical that we expand our capabilities with an emphasis on marketing effectiveness focused on great ideas,” says Aaron Cowie, 4As Council Member and Chairman of the EFFIE Awards 2016 organizing committee. “This goal is also aligned to the 4As objective in promoting commercial creativity and its effectiveness.”

EFFIE is an effectiveness award based on proven results in the marketplace. Since its introduction in 1968, the EFFIE Awards has earned recognition as the Gold standard in the marketing communications industry worldwide.

Each win at the Malaysia EFFIE Awards contributes score points to the Global EFFIE Index that ranks the creators of the most effective marketing communications campaigns worldwide.

Apart from the new elements introduced last year, notably digitizing of submissions, two rounds of judging, and local recognition awards – Brand of the Year and Agency of the Year – there will be several additions this year to strengthen the prestigious stature of the EFFIE Awards.

“Our aspiration is to galvanise the industry around the concept of creating campaigns that resonate and build trust with consumers,” states Cowie. “This has to be an industry-wide transformative effort to draw attention, engage, and retain consumers in this fraught moment of change.”

This year, two existing award categories will be split into multiple award categories.

The Food category will now split into the Package Food, Snacks and Desserts, and Restaurants categories, while the Health and Beauty, Wellness and Medical Services category will be split into Beauty, Personal Care, and Healthcare Products and Services categories.

There will also be two additional award categories: Business-to- Business and Media Idea.

The Malaysia EFFIE Awards is open to all communications agencies and marketers.

The Malaysia EFFIE Awards 2016 entry kit, entry form, credit form, and client authorisation form can be downloaded at www.malaysiaeffie.com from 01 July onwards.

Closing date for entries is 29 July with the fee pegged at RM1,300 per entry for 4As/MAA/MSA members and RM2,250 per entry for non-members. Late entry deadline is 05 August and the fee for 4As/MAA/MSA members is RM2,350 per entry and RM3,350 per entry for non-members. All fees are inclusive of 6% GST.

The awards ceremony and gala dinner will be held on 4 November at the KL Hilton.

Source: press release

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