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Effie Awards 2008: ‘Effies as an institution is very effective and respectful’

Effie Awards 2008: ‘Effies as an institution is very effective and respectful’

Author | Swapna Rahul Shah | Thursday, Nov 27,2008 6:32 AM

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Effie Awards 2008: ‘Effies as an institution is very effective and respectful’

The Effie Awards 2008 was held in Mumbai on November 26 amid news of a series of terror attacks in India’s financial capital. However, it failed to deter the spirits of all those present at the glittering Awards ceremony. Effie Awards 2008 felicitated ideas that create a measurable impact. exchange4media spoke to some industry people to know their views about Effie Awards 2008.

Shashi Sinha, CEO, Lodestar Universal, and Chairperson of the Effie Committee, said, “If you compare Effie Awards 2008 with Effie Awards 2007, there has been a 50 per cent increase in the number of entries this year. We had a high power jury and the clients participated wholeheartedly. Effies as an institution is wonderful, it’s about measurement, and it has a very scientific process. The judging process, the form filling process – all are as per global standards and very scientifically done.”

Madhukar Kamath, Managing Director and CEO, Mudra, said, “I wasn’t there for last year’s Effie Awards, so all I can say about this year is that it has been a wonderful and excellent evening. It’s good to see the best works getting recognised and rewarded. Effies as an institution is excellent, it recognises champions, rewards them and celebrates, apart from being applauded.”

On JWT’s good performance, the agency’s CEO Colvyn Harris said, “We were very lucky that the points tally did a little better and we won the Awards. This year, we really swept every award – whether it was in India or abroad. That’s a great feeling, and overall we have been very lucky. Effies is very respectable as an institution because it has a matrix through which judging is done. Another factor is that advertising without the market place doesn’t mean anything, and Effie has that link.”

Mahesh Chauhan, CEO, Rediffusion Group, observed, “This year, the show has been a great improvement. It was great to see a larger participation from the industry and, of course, the great show by JWT. Effies is all about effectiveness.”

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