Entries open for 16th Malaysian Effie Awards showcasing innovation

Source: The Star

PETALING JAYA: The 16th Malaysian Effie Awards announced its call for entries with the addition of GrabAds as a 'strategic partner', 13 new categories and the theme "Make Malaysia Move."

First launched in 1968 in New York, the Effie Awards are recognised internationally by agencies and advertisers as the communications industry's pre-eminent award for marketing effectiveness.

Organised by the Association of Accredited Advertising Agents Malaysia, the MalaysiaEffie Awards 2024 are led by organising co-chairpersons Ryusuke Oda, managing director of Hakuhodo Malaysia and LV Chong, the regional managing director at Monster Interactive.

Oda in a statement said: "The theme Make Malaysia Move serves as a powerful rallying cry that encapsulates the very essence of the Effies, to champion creativity and effectiveness as the driving forces propelling Malaysia's market forward with innovative and impactful ideas.

"This theme embodies a call to action for marketers and advertisers to think outside the box, push boundaries and deliver campaigns that not only captivate audiences but also obtain tangible results.

"This emphasis on creativity in conjunction with effectiveness, rewards daring ideas and strategic execution that go hand in hand to achieve significant business impact.

"The Effies continue to celebrate and reward campaigns that embody this spirit, inspiring industry professionals to strive for greatness and make a lasting impact through their work."

Meanwhile, Chong said: "Entering the Effie Awards, renowned for their emphasis on effectiveness in marketing communications, provides home-grown agencies with a platform to showcase their innovative strategies and demonstrate the tangible impact of their work.

"Participation in the Effies not only offers validation and recognition within the industry, but also presents an opportunity for home-grown agencies to compete on a level playing field with larger counterparts, emphasising the value they bring to clients through their distinctive approaches.

"The Effie Awards can also serve as a valuable learning experience for such agencies, offering insights into industry best practices and benchmarks for success.

"By engaging in the rigorous evaluation process of the Effies, agencies gain valuable feedback on their campaigns, enabling them to refine their strategies and improve their effectiveness in driving business results for clients."

This year's awards features three new Industry categories including, Culture and The Arts, Non-Profit, and Professional Services, and 10 new Specialty categories including Multicultural - Non-Profits, Multicultural - Products, Multicultural - Services, Youth Marketing - Products, Youth Marketing - Services, Timely Opportunity - Products, Timely Opportunity - Services, Multi-Brand Shopper Solution, Multi-Retailer Programme, and Retail Media.

These additions bring the total to 36 Industry categories and 60 Speciality categories, in which a select number of Gold, Silver and Bronze awards will be presented.

A Grand Effie could also be awarded to a deserving Gold award winner, as determined by the judges.