Local effective advertising recognized globally:

Sri Lanka bags Effie award

The following is an interview with Vice President and Country Head, Grey Group Sri Lanka Ajai Singh.

Q: Why did you consider submitting an entry for a global Effie?

A: We had an world-class campaign in Sri Lanka, which is a surprise to many; it was created and executed out of Sri Lanka. Deep down we knew we had a good thing and we decided to go after big international awards and there is nothing bigger than a global Effie for effectiveness.

The Global Effies does not have any categories, the three best gets picked up as winners. So a hand lotion brand can compete against an automobile brand. Globally first there is a short list, then finalists and then three winners.

Q:Can you briefly describe the campaign “Garments without Guilt”?

A: The Garments without guilt is a global campaign for Sri Lanka Apparel. It expresses its position, which is of an ethical manufacturing destination. It has firmly placed Sri Lanka as the world’s first ethical apparel sourcing destination in the world. The campaign was executed with digital and the web integrating all other initiatives.

Not many people know that this case study is also on WAARC hall of fame, which is the prestigious global advertising knowledge bank. This is the only case study from this region.

Q: What does winning a global Effie mean to you and the agency?

A: Pride! Grey Colombo’s win became Asia’s first ever win at the Global Effies. How big is that. Asia’s first Global Effie award sits in our office and not in the obvious countries such as India, Australia, Thailand or Japan.

We shared the platform with IBM the global brand, as they were the other winners. We are now in New York Hall of fame as 2009 winners. I guess we will always be there.

Sri Lanka’s apparel has been a supporting client, the team Ajith Dias, Kumar Mirchandani, Nilmini Jayasinghe were with us every step of the way. They knew what they were looking for from their business point of view and supported us.

Q: Does local marketing communications match international standards?

A: Not the majority, but there is potential. Creating international class marketing communications is a team effort between the client and the agency, infact both merge to become one team, where both know their expertise and boundaries and they don’t impose or interfere on each other. The respect for each other’s craft is very important. This essentially sets the stage for a great idea and even better execution, which will then match any international standards. The Agencies in Sri Lanka have the expertise.

Q: What was the judging process at the global Effie’s and what were your key learnings?

A: The judging panel was like turning through an issue of the Fortune magazine. The global leaders of the marketing world were on it, it was the toughest judging panel, which was at their toughest best, and instead of three winners globally they only picked up two winners. Since the judging took place across few continents.

Q: How different is an Effie from other advertising awards?

A: It is the Oscar of effectiveness, which is the real purpose of advertising, to be effective enough to create meaningful relationships between the brand and its user.

Q: How has winning an international Effie impacted your company?

A: With this win we have discovered our strengths. We have also become Sri Lanka’s most awarded agency internationally, in the last one year we have won four top international awards.

Q: What advice would you give to those applying for an Effie? (locally and globally)

A: Go for it as Sri Lanka has already opened the doors, being the first in Asia. But take a hard look at the effectiveness of the campaign and then package the effectiveness well for the judges.

Q: In your opinion, how will Effie’s Sri Lanka benefit local companies?

A: It makes the marketing communication campaigns more result oriented for the brands; this mindset is a win win situation for both brands and their communication partners. Effie has the potential to align the thinking towards a common goal of efficacy.