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. |