The Effies is all geared to celebrate its 15th anniversary this year. Organised by the Ad Club Bombay, the Awards ceremony will be held in Mumbai on December 7, 2010.
Speaking to exchange4media, Shashi Sinha, CEO, Lodestar UM and Chairperson, Effies 2010, said, “This year, the focus shall be on encouraging smaller and emerging brands that are gradually making it big in the face of other big clients and advertisers. Hence, we have introduced a new category called the David v/s Goliath Award.”
Sinha further said that new categories like Healthcare and Retail had also been introduced this year. “Healthcare is one big sector. But with the introduction as a separate category for this sector, we plan to encourage and urge this sector to be a part of the advertising industry with their participation in Effies 2010,” he added.
Taking this focus ahead, the Effies committee has increased the number of categories from seven to 15 this year. However, the international judging format remains unchanged. The last date for submission of entries is November 1, 2010. The first round of judging will be held on November 16, 2010, while the second round of judging will follow on November 21, 2010. Case study presentations of the shortlisted entries will be held on December 3, 2010.
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 have 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.