Local marketing communications:

Effies assesses the best

Creativity and execution are not the only elements that lead to winning an Effie.

It’s the entire communication process starting from the right environment analysis that delivers the perfect insight, the alignment of this insight to a communication objective, the big idea that can be developed strategically and finally is implemented to bear results.

Hemas Consumer (Pvt) Ltd Chairman and Managing Director Imal Fonseka said, “It was both great fun and a great learning experience completing our assignments last weekend.

We were exposed to, perhaps, the best case studies in effective communication in the country.

We were ecstatic by the number of good campaigns that were well presented and clear Effies material. However, we also noted many cases where either a mismatch between the communication objectives and the results presented or lacked clarity when considering the big idea.

We believe that the Effies would inspire the progression of the crafting involved in creating and implementing effective communication. We hope it will influence the commercial alignment between business and communication in Sri Lanka.”

Chief Commercial Officer Tigo (Pvt) Ltd Eric Van Vulpen and one of the judges of the Effie 2009 said, “the Effies in Sri Lanka is a well managed process that gives great emphasis to the fairness of judgement and clarity of the criteria”.