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PETALING JAYA: How do companies know if they have executed an effective industry-leading marketing campaign that has positively impacted their business?
For marketers and their advertising agencies, the answer is the Effie Awards.
Organised by the Association of Accredited Advertising Agents Malaysia (4As), the Effies are the only global award that honour achievement in meeting and exceeding marketing communications objectives, focusing on effective campaigns that work in the marketplace.
In 2021, the Malaysia Effie Awards evaluated 197 entries, an increase from 138 entries in the previous edition, a reflection of how winning an Effie is a universally recognised achievement for the marketer and their partner, the advertising agency.
“Effective marketing communication is what brands want.
“The power of a high value idea keeps repeatedly being proven at the Effies as an efficient, immutable advantage to achieve brand growth and business success.
“Conversely, from an agency’s point of view, winning an Effie silences the people who believe that great creative work isn’t effective,” said 4As CEO Khairudin Rahim said in a statement.
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“Agencies that nurture creativity with an emphasis on effectiveness become more than intermediaries.
“They become true business partners and are valued,” said Khairudin.
To win an Effie Award, campaigns must successfully combine all the disciplines that enter into a marketing programme: planning, market research, media, creative and account management.
“It is the strength of the campaign’s objectives that will clinch the Effies. Objectives must be clear and simple, with quantifiable results.
“In contrast, fuzzy objectives with buzzy keywords such as ‘creating awareness’ or ‘engaging with customers’ will not be sufficient,” said Malaysia Effie Awards 2022 organising chairperson Ryusuke Oda, who is managing director of Hakuhodo Malaysia.
Besides clear, measurable objectives, Effie Award winning campaigns also reveal strong local insights and creative ideas that are executed in the right channels.
“Winning entries contain creative ideas that are positioned to appeal to the right audience, at the right place, and at the right time.
“These entries also demonstrate a connection behind strong local insights and the ideas, and are able to explain how everything melds together,” said Oda.
Entries for the 2022 Effie Awards Malaysia should be submitted between July and August 2022, and the winners will be announced in December 2022.