Awards Night on Dec 3:
Effies help add more accountability
One of the greatest criticisms being faced by marketeers is that they
are sometimes not responsible and held accountable for the results
derived from their strategies and activity. Therefore, the Effies aim
not only to help add more accountability in to communications but also
reward and recognize the best Marketing, Advertising and Media
professionals who ran effective campaigns during the stipulated period
said Chairman, Effies Tilan Wijesekara.
Q: What is the Effie Awards all about and what makes it
A: There are a few factors which make the Effies unique.
Firstly, its the only Marketing Communications awards program which
recognizes the effectiveness of marketing campaigns in Sri Lanka, in
terms of delivering revenue, profitability, brand equity, brand
awareness and recall.
Another factor is Effies being the world's pre-eminent awards program
and being the only truly international awards program franchised and
held in Sri Lanka.
The Effies is well known around the world and is in more than 40
countries which include the Global Effies, Asia Pacific Effies, Euro
Effies and others. Winners of the Sri Lankan Effies will gain an
opportunity to participate in the Global Effies which recognizes the
most effective campaigns worldwide.
The bottom line is that the Effies measures the delivery of
stipulated objectives of organisations and their brands.
Q: What is your main aim in organising the Effies and why is
it so important for Sri Lanka?
A: Accountability is the key word. Our aim is to build more
accountability in Marketing and Branding, Advertising and Media
community. One of the greatest criticisms being faced by marketeers is
that they are sometimes not responsible and held accountable for the
results derived from their strategies and activity.
Therefore, the Effies aim not only to help add more accountability in
to communications but also reward and recognize the best Marketing,
Advertising and Media professionals who ran effective campaigns during
the stipulated period.
I'm sure this would be a boost to the industry and will encourage
communicators to seek to deliver results through their Marketing
communications efforts in the future, and help improve the level of
skill among Sri Lankan marketeers which would no doubt add value to our
business community and country while helping to uplift the level of
competitiveness in the market which is essential to drive the country
forward as it enters a new era, with peace and emerging global business
Q: What factors do the judging panel consider in the awarding
A: The judging process consists of five key aspects.
Primarily, the strategic communications challenge is looked at which
takes into consideration the market scenario, the competitive framework
and the key challenges which should be met by the campaign.
The relevant stipulated objectives to overcome the challenge,
including quantifiable, behavioural and attitudinal/perceptual shifts
and the amount of resources utilized.
Secondly, an exploration of the 'big idea' behind the campaign, and
how it was derived, be it market insights, consumer insights or
The third aspect is - the strategy behind the campaign, and how was
this rolled out through operational, creative and media strategies.
Fourthly, how were these strategies were put into operation or
implemented and brought to life.
Finally the results of the campaign - How the campaign met the
stipulated objectives, as examples: increase in sales, improvement of
image, improvement of profitability, reinforcement of core values of the
brand, improvement of perception and change in attitudinal dimensions
(alter behavioural aspects and motivate staff).
Q: Are all the judges from the advertising fraternity or is it
from a wider spectrum?
A: No. Actually due to the nature of the awards being more
holistic the judging panel consists of the best talent in the market,
representing different spheres of the overall marketing fraternity. The
composition of the judging panel includes four Brand Marketeers/Business
heads, four Advertising Agency representatives including Agency Heads,
one Media representative, One Research representative and one Academic.
Q: How involved is Effies Worldwide and the American Marketing
Association in the Sri Lankan Effies?
A: As the American Marketing Association owns the Franchise
for Effies, Both SLIM and my team in the organizing committee are
directly responsible to and liaise with the New York based American
Marketing Association (AMA) with regard to most aspects of the
organizing of the awards.
It has been a fabulous learning experience for our team due to the
guidance of the AMA.
The Sri Lanka Institute of Marketing achieved a tremendous feat by
obtaining the franchise for the Effies to be held in Sri Lanka. Even
other advertising power house countries such as India still have not
been able to gain the franchise.
Q: How will the Effies improve the marketing fraternity?
A: By recognizing the best talent in Sri Lanka. Our
recognition is not limited to the advertising agencies alone.
We award and recognize the Brand Marketeers or clients as well as the
media agency contributors. Even media stations are eligible to
Thereby, we believe we would be able to motivate all stakeholders of
the overall marketing fraternity and help to dramatically improve the
standards of marketing communications professionals in the country.
We would also be able to get our marketeers global exposure through
some of the other programs the Effies division in Sri Lanka intends to
run after the awards show, which include knowledge sharing forums,
accessibility to international case studies and success stories.
Q: How successful was last year's awards and what were the key
A: Considering that last year was the inaugural awards show it
was a tremendous success, and exceeded everyone's expectations. However,
the number of entries was restricted.
This year we see renewed interest in the fraternity which promises to
deliver a much higher level of entries as well as attenders for the
We are planning to double the level of entries this year which,
although optimistic due to the prevailing economic conditions in Sri
Lanka, as the organizing committee we are extremely confident about.
The experiences from last year assisted us to improve some of our
processes, including the addition of a pre-screening panel comprising
some leading marketeers of the country.
This is to assist the entry process and will reduce the number of
disqualifications due to entry errors. Last year the disqualification
rate was almost 40 percent. This year we have aimed to minimize this.
Q: How can you enter the awards and what is the deadline, and
which campaigns are eligible to enter and what are the categories?
A: It's very simple anyone can visit our website www.effies.lk
and download our entry kit and they will also gain all the information
from the site, including how to enter the awards, submission deadlines
guidance. The deadline for entries is at 3 p.m. today.
Any form of marketing communication is eligible for an Effie, as long
as results are proven, including Print, TV, Radio, Outdoor, Online,
Guerrilla, Digital, Package Design, Events, Street Teams, PR, Paid or
Unpaid Media, which were run between April 1, 2009 and June 30, 2009.
This year there are 25 categories up for grabs.
Q: When do you hope to hold the event?
A: The Effies Gala will be a strictly black tie event on
December 3, at the Waters Edge. This year the Awards Night promises to
be a grand evening with an awards show full of entertainment and