2024 Malaysian Effie Awards calls for entries

The 16th Malaysian Effie Awards announced its call for entries with the addition of GrabAds as a ‘Strategic Partner’, 13 new categories and the theme ‘Make Malaysia Move’.

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.

Organised by the Association of Accredited Advertising Agents Malaysia (4As), the Malaysia Effie Awards 2024 are led by Organising Co-Chairpersons Mr Ryusuke Oda, Managing Director, Hakuhodo Malaysia, and Mr LV Chong, Regional Managing Director at Monster Interactive.

Oda (pictured left) said: “The theme ‘Make Malaysia Move’ serves as a powerful rallying cry that encapsulates the very essence of the Effies, to champion creativity and effectiveness as the driving forces propelling Malaysia’s market forward with innovative and impactful ideas. This theme embodies a call to action for marketers and advertisers to think outside the box, push boundaries, and deliver campaigns that not only captivate audiences but also obtain tangible results.

“This emphasis on creativity in conjunction with effectiveness, rewards daring ideas and strategic execution that go hand in hand to achieve significant business impact. The Effies continue to celebrate and reward campaigns that embody this spirit, inspiring industry professionals to strive for greatness and make a lasting impact through their work.”

Chong (pictured right) said: “Entering the Effie Awards, renowned for their emphasis on effectiveness in marketing communications, provides home-grown agencies with a platform to showcase their innovative strategies and demonstrate the tangible impact of their work. Participation in the Effies not only offers validation and recognition within the industry but also presents an opportunity for home-grown agencies to compete on a level playing field with larger counterparts, emphasizing the value they bring to clients through their distinctive approaches.

“The Effie Awards can also serve as a valuable learning experience for such agencies, offering insights into industry best practices and benchmarks for success. By engaging in the rigorous evaluation process of the Effies, agencies gain valuable feedback on their campaigns, enabling them to refine their strategies and improve their effectiveness in driving business results for clients.”

This year’s awards features 3 new Industry categories including, Culture & The Arts, Non-Profit, and Professional Services, and 10 new Specialty categories including Multicultural – Non-Profits, Multicultural – Products, Multicultural – Services, Youth Marketing – Products, Youth Marketing – Services, Timely Opportunity – Products, Timely Opportunity – Services, Multi-Brand Shopper Solution, Multi-Retailer Program, and Retail Media. Additionally the following Specialty categories including Renaissance, David vs Goliath (Traditional), David vs Goliath (Situational), Digital Commerce, Experiential Commercial Marketing, Performance Marketing, and Data-Driven have been either reinstated or updated.

These additions bring the total to 36 Industry categories and 60 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.

Effie Awards Malaysia also introduces GrabAds as a ‘Strategic Partner’. This partnership includes opportunities for networking and platform familiarisation.

“At GrabAds, we love creative and innovative advertising campaigns by brands and businesses that pierce through the noise to effectively reach consumers. We share this love with Effie awards and are excited to celebrate and spotlight incredible campaigns across Malaysia, and the talent behind them,” said Melinder Virk, Head of GrabAds Malaysia.

The 2024 Effie Awards Malaysia are organised by the 4As and supported by the Malaysian Advertisers Association (MAA), Media Specialists Association (MSA) and Malaysian Digital Association (MDA) in association with the Malaysia External Trade Development Corporation (MATRADE).

Entries for the 2024 Effie Awards Malaysia should be submitted between June and July 2024, and the winners will be announced in September 2024. Submissions must be made online from 20th June onwards, and the awards requirements and other details can be found at the 2024 Effie Awards Malaysia website https://malaysiaeffie.com