The sixth edition of Effies 2006 will be held on November 17, 2006 and the Bombay Ad Club has ensured the affair is bigger and brighter than ever before. exchange4media.com and Impact are the official media partners of the event.
The Effie Function Committee will be introducing two new award categories in the Effies 2006 – ‘Agency of the Year’ and ‘Client of the Year’. Elaborating o this, Pranesh Misra, the Chairman of the Committee, said, “Every step has to be taken in coordination with the Effie body in the US. This year, after getting the required clearances, we have added these categories. So far, there have been just the Effie in the different categories and then there was a Grand Effie for the entry that got the highest number of points.”
Also, this is the first year when a representative from the international Effie body, Rick Kendall, will visit India for the final ceremony. Misra said, “He (Kendall) might come a little earlier during the judging process. They are very excited by the fact that Effie has been well managed in India and that it has become a respectable award in the Indian context. They want to come and feel the vibration, so we are quite excited about that.”
Another change is in the presentation side of the Awards. So far, the Effie Committee would invite the short-listed entries to present the case studies in the first half of the Awards day. These would be entries that have won an Effie and would be subject to a Viewer’s Choice Award. Even as the Viewer’s Choice Award remains, the Committee has decided to invite any entry for the presentation.
“We will show a number of shortlisted cases to a larger number of people a day or two before the actual Effie Awards and these would be selected randomly – they aren’t necessarily something that has definitely won,” said Misra. “This serves two purposes – it gets people to communicate the entry to a larger audience and it also serves as a learning experience on what goes behind advertising,” he added.