It’s time to reward effectiveness in advertising. The Effie Awards 2009, being held in Mumbai today, are tipped to be a fight to the finish. This year, the Ad Club of Bombay had received 164 entries, and following the judging process, 33 entries were shortlisted and presented their case studies on December 14. Meanwhile, the industry also waits to know who walks away with the ‘Effie Agency of the Year’, the ‘Yahoo! Big Idea’ and the ‘Grand Effie’ Awards.
According to the shortlist, industry experts believe three agencies to be the top contenders – Ogilvy India, Lowe Lintas and JWT India.
Ogilvy bets high on its works for Vodafone Zoozoos, while Lowe Lintas bets high on Tata Tea’s ‘Jaago Re’. As for JWT India, it is their work on TOI’s Teach India campaign and ‘A year in the life of Chennai’.
The other agencies in the fray for the Effie Awards 2009 include Mudra (Union Bank of India, Shell Foundation and The Economic Times ‘Power of Ideas), Rediffusion Y&R (Airtel and Kaya), McCann Erickson, Bates 141 and Arc Worldwide.
Effies Worldwide involves a close judging process. It has an international standard of judging with strict adherence to policy frameworks and to the criteria set internationally. The Awards exist to provide information regarding effectiveness and results in marketing communications. Its main priority is to educate and share with the industry (and all interested parties), its wisdom and definition of effectiveness by spotlighting great ideas that work and encouraging thoughtful dialogue about the ever-changing world of marketing communications.
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. Dorab Sopariwala, a renowned name in the world of research and analysis, was the Proctor for the Awards.