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The Effies 2010: The global yardstick of marketing effectiveness crowns Malaysia's most effective!

Petaling Jaya, 1 October 2010: The 2010 Malaysia Effie Awards Presentation Night held at PJ Hilton Kristal Ballroom last night and attended by over 500 members of the Malaysian marketing, communications and related industries saw four campaigns walk home as gold winners, up two from last years gold tally. The four campaigns were 'PRUmy Child' - Prudential Assurance , 'Ribena Raya Campaign' -GlaxoSmithKline Consumer Healthcare , 'Sudah Potong' - Packet One Networks and 'What's Your Kitschen Look' - Kitschen.

The seven campaigns that took home the Silver award is 'Generasi Hebat A New Youth Movement' Cerebos, 'Mother's Love' Fonterra Brands, 'Pimp My Broadband' DiGi Telecommunications, 'Play More, Learn More' Nestle, 'Spread the Goodness of Milk 2010' - Dutch Lady Milk Industries, 'Stories' Carlsberg Marketing and 'Unbanking' Easy by RHB, RHB Bank, edging HSBC to be the only bank this year to bring home an award.

Bronze also saw seven winners namely 'A Great Day Begins with a Good Night & a Good Morning - F&N Dairies, 'Active Body, Active Mind' - Fonterra Brands, 'Broke FM Monopoly' - BFM Media, 'Express Yourself Online Contest' - Kilang Makanan Mamee, 'Rev-Up with Revive Isotonic' - Permanis Sandilands, 'S.O.X. All-Stars Drum & Dance' - Celcom Axiata, 'Tune In To Me' - UNICEF Malaysia.

The Malaysian marketing communications industry has made great strides in ensuring the effectiveness of its communications campaigns, judging by the breadth and quality of entries submitted for the 2010 Malaysia Effectiveness Awards, more commonly known as the Effies.

Commenting on the entries, 2010 Malaysia Effies Chief Judge Sze Tian Poh, Global Brand Vice-President, Lux Unilever Asia, said, "The judges were pleased to note that the entries, and eventually winners, came from a wide range of brands international and local, small and big, as well as from a variety of agencies local, international, small, large, multi-disciplined and specialists."

The awards ceremony, themed "Celebrating work that works", was officiated by the Deputy Minister of International Trade & Industry, Yang Berhormat Dato' Mukhriz Tun Mahathir who stressed the importance of the awards in his address.

"The pervasive nature of the internet will also spread like wildfire the impact of an ineffective marketing communications strategy. This point crystallises the importance of the Effie Awards in bringing to the fore empirical marketing communications."

Speaking at the Awards Presentation Night, Malaysia Effies Chairman Dato' Noharuddin Nordin, CEO of MATRADE, said , "The aim of the Effies is to recognise campaigns that deliver superior results against their objectives, and superior results can only come when brands and their communication partners challenge themselves, innovate their approach and practice a discipline of effort. A move in this direction can only improve the way we do business here in Malaysia."

He added, "I believe the Malaysia Effie Awards is going to be one of the important enablers to drive the marketing communications industry in improving themselves in terms of quality and effectiveness of campaigns."

An important development in Effies that will further cement its role as the global yardstick of marketing effectiveness is the establishment of The Effie Effectiveness Index, the first global ranking of marketing communications effectiveness. Announced at the 2010 North American Effie Gala in June of this year, the Effie Effectiveness Index will identify and rank the marketing communications industry's most effective agencies, advertisers, brands and individual marketers by analysing finalist and winner data from all Effie Worldwide competitions.

This is the third year the Malaysia Effie Awards are being held, after being launched in 2008. A panel of over 50 judges, all recognised professionals in the fields of marketing, advertising, media, research companies, and government trade organisations came together on August 10, 2010 to judge this year's entries using a scoring criteria and a rigorous process set to global Effie standards.

Based on a template originating from New York, each entry had a set of scoring criteria that guided judges in evaluating each campaign's effectiveness. It included reviewing the cases' strategic challenge and objectives, ideas and the bringing to life of these ideas, as well as the qualitative and quantitative results. The final scores, audited by Ernst & Young, determined whether campaigns warranted a Gold, Silver or Bronze Effie trophy.

The Malaysia Effie Awards are jointly organised by the Malaysian Advertisers Association (MAA), the Association of Accredited Advertising Agents Malaysia (4A's) and the Media Specialists Association (MSA), in association with MATRADE.

Source: MARKETING is the Official Magazine of Effie Malaysia! Bottom of Form