THIS year’s Malaysia Effie Awards saw two gold awards going to Geometry Global/Grey Group, as the primary agency for Persatuan Dyslexia Malaysia, and M&C Saatchi, for Celcom Axiata Bhd.
The Effie Awards are part of a globally-acclaimed awards programme to reward effective marketing and advertising campaigns.
There were fewer gongs in the sixth edition of the Malaysia Effie Awards, held on Thursday night, with two gold, five silver and eight bronze awards given out.
“We were overwhelmed with the challenge of setting a higher benchmark with an incredible body of work from this year’s entries,” said organising chairman Nicky Lim, who is also Association of Accredited Advertising Agencies Malaysia (4As) vice-president.
He said the judges agreed that advertising and media agencies, and clients presented a broad bandwidth of fresh ideas.
Present were Judd Labarthe, the Effie Worldwide advisory board member and jury chairman of Malaysia Effie Awards 2013, 4As president Datuk Johnny Mun and New Straits Times Press chief executive officer Mohammad Azlan Abdullah.
Mun said in his speech that the equation between marketing effectiveness and the Effie Awards is quite well-established in Malaysia.
“We’re crossing the barrier with more brands starting to tell persuasive stories while delivering quantifiable results.”
The silver awards went to the campaigns for Astro Malaysia Holdings Bhd (The Wizard’s Room), Mondelez Malaysia (DraftFCB), Reckitt Benskiser (Saatchi & Saatchi Arachnid), and Nestlé Products (Ogilvy Malaysia).
The bronze awards were for campaigns created for Redberry (Amphibia Digital), DiGi Telecommunications (Naga DDB), Jotun (Lowe and Partners), Nando’s (Creative Juice), Volkswagen (M&C Saatchi), OCBC Bank (Carat Media Services), Dutch Lady Milk (Leo Burnett) and QSR Brands (BBDO).
The Malaysia Effie Awards are organised by 4As, supported by Malaysian Advertisers Association and Media Specialists Association, and endorsed by Malaysia External Trade Development Corporation.