The 16th edition Malaysian Effie Awards underway

The 16th edition of the Malaysia Effie Awards are currently underway, with the close of entries and the rounds of judging in progress.

Launched in 1968 in New York as an awards program to honor the most effective advertising and marketing efforts, the Effie Awards are known today by advertisers and agencies globally as the pre-eminent award in the industry.

The Effie has also garnered the reputation of being an award that is hard to win.

Malaysia Effie Awards Chief Judge Datuk Lai Shu Wei, Chief Marketing & Sales Officer, Sime Darby Property Berhad said, “Winning an Effie Award is a reflection of an in-depth understanding of the marketing challenges, and the ability to leverage and translate insights into a compelling campaign proposition with successful output and results. Given the prestige of the Effies, it is important to upkeep and elevate the award standards at all times, and as the Chief Judge my duty is to ensure that judging of all entries is within the guidelines and award rules, in a fair and consistent manner always.”

Judging for the Effie Awards is comprised of a meticulous and extensive evaluation process.

Group Chief Marketing Officer, RHB Banking Group, Abdul Sani bin Abdul Murad, Effie Jury Panel Member, said: “The detailed scoring and evaluation process of the Effie Awards is a bit like a double-edged sword, but in the best possible way. On one side, the clear criteria and structured approach make our job as judges a bit easier ensuring that every campaign is assessed on a level playing field, which is fantastic. On the flip side, the depth of the process can make things a bit tougher. It’s not just a quick glance at some flashy ads; it’s a deep dive into the strategic minds behind them, analyzing every detail from strategy to execution to results. The detailed process ensures that we’re truly celebrating the best of the best in marketing.”

For over 50 years, winning an Effie has become a global symbol of achievement, one that reaps significant professional rewards.

Chief Sales and Marketing Officer, Astro, Tai Kam Leong, one of five Effie Heads of Jury, said: “Winning an Effie Award brings to an agency the baseline value for benchmarking excellence. Forward-looking agencies and brands would take the Effies’ best as a guide for campaigns to truly deliver value. Additionally, it’s morale boosting for talents to receive affirmation on their way-of-work. However, the ceiling of what winners would get from their participation in the Effies is enjoying the highest credibility and appeal of being a class above on business returns for the brands and partners.”

The Malaysia Effie Awards sees a consistent number of entries annually, despite the difficulty of winning, as Agencies recognize the value of the award.

Vice President of Brand and Marketing, Unifi, Andrew Philip Pinto, another Effie Head of Jury, said: “Winning an Effie Award is like being handed the golden ticket to the chocolate factory – it’s a game-changer. For Agencies, it’s a validation of their hard work, creativity, and strategic brilliance. It’s like a badge of honor that says, “We’re not just good, we’re Effie good.” It boosts morale, attracts new clients, and even helps retain top talent. Overall, it’s a powerful testament to an agency’s ability to deliver results and drive impact, wrapped up in a prestigious accolade.”

The Effies celebrates effectiveness worldwide with over 55+ programs spanning 125+ markets, including the Effie Index which identifies and ranks the most effective agencies, marketers, brands, networks, and holding companies by analyzing finalist and winner data from Effie Awards competitions around the world. Announced annually, it is the most comprehensive global ranking of marketing effectiveness.

Results of the 16th Malaysian Effies will be announced on September 20, 2024. 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).