Marketing Advertising Awards Let's go to the Effie Awards!

The Effie Awards, recognizing globally effective marketing campaigns, are now accepting entries.

The awards consist of the Global Effie, Asia-Pacific (APAC) Effie, Europe (EURO) Effie, Middle East/North Africa (MENA) Effie, and over 40 local Effie awards based on the campaign's implementation region. The APAC Effie Awards target campaigns executed in the APAC region (including those launched in two or more countries). They are jointly operated by the implementing agency Tenadia and the Confederation of Asian Advertising Associations (CAAAA), of which the Japan Advertising Agents Association (JAAA) is a member.

This year's theme is "Let the Numbers Tell Your Story." Entries (for campaigns implemented between July 2013 and September 2014) are being accepted across 34 single-market categories and two multi-market categories. The final deadline is December 15. Entries can be submitted at http://www.apaceffie.comを参照.

At a briefing session held by JAAA on October 22, members of the APAC Effie Committee and former judges explained trends in last year's winning entries and tips for successful submissions.

Yarek Zibinski, Chairman of the "APAC Effie Awards 2015" and CEO Chairman of Leo Burnett APAC, who visited Japan from Singapore, presented an analysis of last year's entries. Overall trends showed many entries focused on challenges like "expanding sales or market share, brand launches or repositioning, gaining awareness, and building brand equity." Over half targeted "younger audiences," with "online" being the top media used. Common traits among winning entries included "utilizing more contact points (average of 7.5)," "running highly efficient campaigns on low budgets," and "leveraging research in planning."

Chua Bee Hong, Executive Director at Tenadia, highlighted key winning factors: "Understanding the judging criteria, weightings, and process," "Clear goal setting with substantiated results and contextual explanations," "Engaging storytelling," "Original insights," and "Concise visualizations using charts and tables."

Takashi Takeda, a member of the APAC Effie Committee and Head of Brand Solutions at Google Japan, emphasized, "It is extremely important to dynamically convey the story and sincerely present the case to the judges." Kenichiro Omori, Executive Officer and Head of the Overseas Business Center at Asatsu-DK, who served as a judge last year, stated that "first capturing the judges' hearts with the idea and then proving it with results" is vital. He encouraged entries, declaring, "Now is your chance to win at the APAC Effie Awards!"

From right: Mr. Omori, Mr. Givensky, Mr. Chua, Mr. Takeda