The Advertising Club of Bombay is gearing up for the big night of Effies 2010, which promises to be much bigger this time. In its tenth year, Effies 2010 has received 276 entries, which is almost double that of last year (148 entries in 2009) and has also introduced new categories numbering to 15 from seven last year.
The interesting fact about Effies in India is that in the last 10 years, the Awards have gained respect among the fraternity only because of its stringent judging process, thus leaving no room for leakages or allegations that have surrounded some awards recently.
Bipin Pandit of Advertising Club Bombay pointed out that Effies was an award that recognised effectiveness in advertising, hence it was about awarding entries that had worked in the market place. He added, “Effies is one award which recognises both the agency and the client. The award is respected among the fraternity because of its judging procedure, which has been laid down for Effies worldwide, thus leaving no room for any leakages and known for its confidentiality. In fact, for the past 10 years I can vouch that the awards have never been mired in any such controversy, thus gaining the trust of the fraternity.”
In fact, the proof of the neutral judging comes from the fact that Effies’ coveted award – Agency of The Year – has not gone to the same agency for two successive years, thus proving that the award goes to only those who merit – Lowe (2006), Ogilvy (2007), JWT (2008) and Ogilvy (2009).
Another aspect that has brought accolades to the Effies is the case studies that they have been conducting of the shortlisted entries. In fact, Pandit stressed that the uniqueness of case studies had been applauded by Rick Kendall of Effies New York, who thought that this could be replicated by Effies globally. Pandit further said, “The case studies are a way to showcase the best work. In fact, these case studies have academic value and a good learning ground for the fraternity.” This year, the case studies will be presented on December 3, 2010.
The awards will be held on December 7, 2010 at the Turf Club, Mumbai. Times Global Broadcasting Co Ltd is the principal sponsor for the event, while Marico is the Associate Sponsor. Brand Equity has joined hands to give away Bravery Awards and Marico will give the Uncommon Sense Award.