The judging process and the case study presentations for the Effie Award 2008 are over and now the industry awaits the declaration of the winners. According to jury members, this had been an overall interesting year as some of the work was not limited to mass media alone, but had been implemented on larger platforms.
Speaking on the entries received this year, Suman Srivastava, CEO, Euro RSCG, told exchange4media, “This year, what has been interesting is that several entries were not limited to mass media alone, but also explored other mediums. This definitely signifies that we have been evolving as a country more towards digital and New Age events.”
Bobby Pawar, Chief Creative Officer, Mudra DDB, too, felt that this year had been more interesting. He said, “We have witnessed some of the best campaigns shortlisted with the likes of Lead India and Bingo. The range and quality of entries have also definitely gone up.”
Partha Sinha, Managing Partner, BBH India, pointed out that this year the judging process included many other factors that influenced sales. He explained, “This year, the shortlisted entries were judged not only as a good work of advertising, but we also took together the accountability and effectiveness of the communication that helped in building the business for the client. Thus, I think Effie Awards 2008 are not limited to mere celebration of advertising, but also the correlation between advertising and sales.”
The 30 shortlisted case studies were presented at the Welingkar Institute of Management in Mumbai on November 20. According to some industry sources, JWT’s Lead India campaign and Ogilvy’s Bingo campaign were among the strongest contenders at the Awards this year. The other agencies that made their presentations included Rediffusion Y&R, McCann Erickson, Lowe India, Mindshare India, Mudra Multiplier and Bates 141. The winners would be declared on November 26, 2008.
As is known, the Effie Awards were started in the US and has been in operation for the last 38 years. The Bombay Ad Club was the first club to get an Effie affiliation in Asia. It has an international standard of judging with strict adherence to policy frameworks and to the criteria set internationally. Dorab Sopariwala, a renowned name in the world of re-search and analysis, was the Proctor for the Awards.