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Effies set to recognize the best:
Ideas that truly deliver business results
If there is a year to win an Effie, then 2009 would definitely be the
one. As Sri Lanka recovers from an economic downturn that left
businesses in turmoil, companies now need to know the effectiveness of
their marketing communications expenditures more than ever before.
Helping companies make the most of their marketing investment, the
Effie Awards honour the most significant achievements in marketing
communications and that's ideas that work.
Known by advertisers and agencies globally as the pre-eminent award
in the industry, the Effies recognize any and all forms of marketing
communication that contribute to a brand's success. Any marketing medium
is eligible for an Effie, as long as results are proven, including
Print, TV, Radio, Outdoor, Internet, Guerrilla, Digital, Package Design,
Events, Street Teams, PR, Paid or Unpaid Media.
The Effies is an International Awards Program present in over 35
countries including Sri Lanka. The Sri Lanka Institute of Marketing
(SLIM) in partnership with Sri Lanka's advertising body the 4A's will
hold the Effie Awards for a second consecutive year in Sri Lanka this
year.
"SLIM has brought the big league of communication awards to Sri Lanka
in association with the 4A's. The Effie's is one of the biggest and most
challenging awards that reward Ideas that work" said SLIM President
Saliya Weerasekera. He said, "Any form of consumer engagement is
eligible for an Effie award. If your efforts can demonstrate measurable
results, we would like to see it in the Effie's."
Chairman of the Effie's 2009, Tilan Wijeyesekera said "The future of
Sri Lanka is expected to be upbeat with a positive business environment
which should result in new investments, business expansions, new
products, services and technologies being churned out at a rapid pace.
This will also result in an extremely competitive environment, and it is
the responsibility of the marketing fraternity to deliver top line and
bottom line results as required by companies." Wijeyesekera notes that
this year in particular, there will be a call for accountability for
every marketing rupee spent. "This poses an immense challenge to
marketeers who will have to strike a balance between hard selling
effectiveness and the notions of creativity and emotion in advertising
and communication which help create sustainable brands. This challenge
can be met only through the collaborative efforts of marketeers and the
creative experts. The Effies 2009 seeks to award and recognize such
winning collaborations." he said. Winning an Effie has become a global
symbol of achievement. Today, Effie celebrates effectiveness worldwide
honoring the marketing communications industry's most effective work.
4A's President, Laila Gunesekere Martenstyn said, "4A's is proud to
be associated with the Effies and the launch of the Effie awards in Sri
Lanka last year by SLIM was a laudable effort. In its inaugural year,
all measures were followed to ensure professionalism in judging and
showmanship at the awards nights. In an era when we are delighted with,
but also overwhelmed by creative and craft awards, the Effies creates a
healthy balance." She said, "As we move into the second year of the
Effie Awards, I am confident that many more agencies and companies will
see fit to enter the awards."
This year the Effie's will have 24 categories open for awards.
Campaigns which ran between April 1, 2008 and June 30, 2009 would be
eligible to apply. The judging process established for the awards show
has been of global standards due to learning's from Effies worldwide.
The Judging panel is comprise of an elite group of individuals
representing the Marketing, Advertising, Research, Media and Academic
spheres. The entry kits and entry forms have been made available at the
Effies office as well as the Effies Sri Lanka website.
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