2022 Malaysian Effie Awards announces call for entries and multiple new categories

The 14th Malaysian Effie Awards has announced its call for entries with a slew of new categories as well as a new online submission portal and enhanced judging panels. Showcasing campaigns that meet and exceed marketing objectives with a focus on effectiveness, the theme for this year’s Effie Awards is ‘Look Up Again’.

“As Malaysia emerges from two years of pandemic uncertainty, our industry has endured through the upheaval and chaos, to survive somewhat battered, but certainly resilient,” said Malaysia Effie Awards 2022 Organising Chairperson & Managing Director, Hakuhodo Malaysia, Ryusuke Oda (pictured left).

“This year’s theme ‘Look Up Again’ is a reminder to all of us to continue to dream of endless possibilities, while we strive to change the game and make a difference to the world.”

First launched in 1968 in New York, the Effie Awards are recognised internationally by agencies and advertisers as the communications industry’s pre-eminent award for marketing effectiveness.

This year’s awards features many new categories including Delivery Services, Education & Training, Gaming & e-Sports, Branded Content & Entertainment, Brand Integration & Entertainment Partnerships, Media Content Partnerships, E-Commerce, Media Innovation (Conversion), Direct to Consumer, Performance Marketing, Social Media, Data-Driven, Media Innovation (Impact), Business/Product/Service Innovation, and Customer Experience.

These 15 additions bring the total to 23 Product & Services categories and 27 Speciality categories, in which a select number of Gold, Silver, and Bronze awards will be presented. A Grand Effie could also be awarded to a deserving Gold award winner, as determined by the judges.

Grand Effie and Gold winners will then be eligible to compete for the first-ever 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 2022 Effie Awards Malaysia will be judged by a panel of diverse and illustrious industry leaders, some of whom were appointed through an open call for senior Malaysia-based marketing and advertising practitioners to contribute. They will be led by Chief Judge Zayn Khan (pictured right), CEO Asia, Dragon Rouge Singapore.

“I am delighted to work with my fellow judges who bring different perspectives to the process – from industry leaders and celebrated creatives to marketing powerhouses and iconic individuals – all of whom form our most diverse and inclusive cohort yet. We have been entrusted with the responsibility of selecting and assessing entries in the world’s most prestigious, “gold standard” marketing effectiveness award, and I am confident that this will be challenging yet rewarding,” said Khan.

The 2022 Effie Awards Malaysia are 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).

Entries for the 2022 Effie Awards Malaysia should be submitted between July and August 2022, and the winners will be announced in December 2022. Submissions must be made online through the Effie Universal Competition Software, and entrants are advised to register early to familiarise themselves with the new entry system. The Awards requirements can be found online at the 2022 Effie Awards Malaysia website starting June 9, 2022.