The 2020/2021 Effie Awards Malaysia announced a record increase in entries of nearly fifty percent for its 13th edition, with a large number of Covid-19 related campaigns submitted in the new Topical Marketing (Current Events) category.
“I am delighted with the healthy participation, and that we have seen a substantial increase in entries this year,” said Irene Wong (pictured right), Organising Chairperson of the Malaysia Effie Awards 2020. “It is a reflection of the continued relevance of these awards to the industry, and reaffirms the significance that this recognition brings to agencies and advertisers alike.”
Two other new competition categories were Sustained Success, for campaigns that have proven successful for more than three years, and Marketing Disruptors, for campaigns where brands have changed the marketing paradigm.
These additions bring the total to 24 Product & Services categories and 14 Specialty categories, in which a select number of Gold, Silver, and Bronze awards will be presented. This year also sees the introduction of the Grand Effie (best in show), which will only be awarded to a Gold winner if the judges believe it to be deserving.
The first round of judging, concluded on 24th February, was undertaken by more than 50 jurors comprised of leading marketers, agencies, and media owners led by Datin Seri Sharifah Menyalara Hussein (pictured left), CEO and Founding Partner, M&C Saatchi Kuala Lumpur.
Datin Seri Sharifah, said: “As expected, the entries in the new Topical Marketing category were particularly fresh and meaningful. Overall, the standard of submissions was remarkably high, despite the challenges of the past year.”
“In keeping with the current work-from-home practice, our judging deliberations were conducted online, but this was no deterrent to a lively and robust discussion.”
The final round of judging will also be held virtually, on 24th March, with the results to be announced on 28th May.
Grand Effie and Gold winners will then be eligible to compete for the Global Grand Effie in their category, with a final round award of the Iridium Effie, the single most effective marketing effort worldwide, presented by Effie Worldwide.
The 2020/2021 Effie Awards Malaysia is organised by the 4As and supported by the Malaysian Advertisers Association (MAA) and Media Specialists Association (MSA), in association with the Malaysia External Trade Development Corporation (MATRADE).