Two rounds of judging process are over for the Effies 2009, and now the industry awaits the declaration of the winners. The Ad club of Bombay has announced 52 shortlisted entries from the total of 164 entries received this year. Several industry experts feel that Tata Tea’s ‘Jaago Re’, Vodafone ‘Zoozoos’ and Airtel are among the strongest contenders in the shortlisted entries.
This year, Ogilvy India makes it to the shortlist with the highest number of 19 shortlisted entries. Lowe Lintas follows with a total of nine shortlisted entries. The other agencies that have their entries shortlisted include Rediffusion Y&R (eight shortlisted entries), JWT India (five shortlisted entries), and Mudra (four shortlisted entries). While this year, BBH APAC also makes it entry with two shortlists in Effies 2009, sharing it with Lowe Lintas for its work on Axe.
McCann Erickson, Arc Worldwide - Leo Burnett, Contract Advertising (India), Ignitee Digital Solutions and DraftFCB Ulka have one shortlisted entry each.
Round II of judging was completed on December 4, 2009, while the first round took place on November 30, 2009. The case study presentation will be held on December 11 in Mumbai, while the winners would be announced at a grand ceremony in Mumbai on December 16.
Speaking on the quality of entries and the judging, Shashi Sinha, CEO, Lodestar Universal, and Chairperson of the Effie Committee, said that the entire process was more than satisfactory with the judging process this year seeing a high participation of marketers across Rounds I and II.
On the high number of marketers as judges for Effies, Sinha explained, “Primarily, Effies Awards are about effectiveness in marketing and communication. Thus, marketers are apt for judging the entries as they have a fair idea of looking at all the elements of marketing mix in the effectiveness of the brands.”
The jury of Effies 2009 included 34 members with 18 members for Round I and 16 members for Round II.
In Round II, the jury was further bifurcated to nine marketers – five creative directors and two planning heads. Among the marketers were Ajay Kakar (Birla Sun Life), N Rajaram (HUL), Sumeet Vora (P&G), Sandeep Kaul (ITC), Anil Dua (Hero Honda), Sameer Satpathy (Marico), Superna Mitra (Titan), Sanjay Tripathy (HDFC Standard Life), and Nitin Mathur (Yahoo).
KS Chakravarthy (DraftFCB Ulka), KV Sridhar (Leo Burnett), Bobby Pawar (Mudra), Sagar Mahabaleshwarkar (Rediffusion Y&R) and Agnello Dias (Taproot) were the jury of creative directors, while Partha Sinha (BBH India) and Madhukar Sabnavis (Ogilvy) completed the jury of planning heads.
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.