In its 15th year, Effies has increased the number of categories from seven last year to 15 this year. Some categories were split up while some new categories were added. The new categories include healthcare and retail, among others.
An interesting category that has been added from this year is David v/s Goliath. This category identifies and awards emerging brands and the work done by these brands. In the first year, DraftFCB Ulka won the Gold for their work on Tata Docomo in this category, while Bates 141 won the Silver for their work on Virgin Mobile. The Bronze went to Lowe Lintas for their work on Bajaj Discover DTS-i.
Talking about the new category, Shashi Sinha, CEO, Lodestar UM, and Chairperson, Effies 2010, mentioned that until last year, there were only seven categories. This year, they had split up some of the existing categories and added new categories such as ‘David v/s Goliath’.
He particularly found this category interesting as it was for emerging brands and new brands that did well. “We have copied the idea of David v/s Goliath from the global Effies, it is not an original idea,” he admitted.
He further said that the initial response from the advertising agencies had been good. “We have increased the number of entries by 100 per cent as compared to last year,” Sinha added.
He also said that there was the possibility of adding more categories in the next few years.
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