No Gold at Effies this year
Malaysia – In an unusual judgement at Malaysia Effectiveness Awards or Effies 2011, there was no gold winner but five silver and 13 bronze winners.
Overall, Grey Group emerged the frontrunner with highest number of points (16), followed by Ogilvy (14) and Naga DDB and BBDO/Proximity (both at 12).
The silver award winning campaigns were “King of Hokkien Songs” for Measat Broadcast Network System (Naga DDB, Mindshare) , “Little Marsya's First Time to Fast” for GlaxoSmithKline Consumer Healthcare (Grey Group, Maxus), “Bald4Good in Support of TLC Promise Me” by The Truly Loving Company (Wit Ink Creative), “Mohd Khairuddin, Your Mum is Nagging You” for Alliance Bank (Grey Direct Interactive) and “Tribal Invasion “for National Geographic (Ogilvy, The Red Button)
Zayn Khan chief advisor to Malaysia Effie Award and group CEO of Thinkscape Group told A+M the judging this year was tougher with the new judges coming from the industry’s top professionals including senior marketers, all having a high bench mark of creative standards.
In his speech at the awards presentation, Effie executive chairman and CEO of Malaysian Industrial Development Authority (MIDA) Noharuddin Nordin said both brand building and marketing were the two cornerstones of business in building world class brands in Malaysia. Therefore, what is needed is to become more strategic and creative.
“Its not enough to have a marketing plan, what is required is a real grasp of the consumer reality – their needs, wants and desires – coupled with creative flair and big ideas that change the way consumers view a product or category. It is this marriage of visionary business strategy, robust marketing thinking and creativity that lead to the growth of the growth of the great businesses and brands”
BBDO/Proximity, BBDO, Draftfcb, McCann Erickson, Ogilvy Naga DDB were among the few bronze winning agencies.
Now in its fourth year, the Effies is jointly organised by the Malaysian Advertisers Association, The Association of Accredited Advertizing Agents Malaysia (4A’s) and the Media Specialist Association (MSA), in association with the Malaysia External Trade Development Corporation.________________________________________________________________________________________
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