Singapore Effie finalists unveiled
Overall quality is up
Following the April 17 review session of Effie submissions by the Academy of Judges, the Institute of Advertising Singapore (IAS) today unveiled the list of finalists for the sixth Effie awards.
This year, 36 entries from 16 categories made it to the finals, out of a total of 80 entries from 35 categories. Please refer to the Appendix for details.
According to Chief Effie Judge and Bates 141 Executive Regional Planning Director, Frederique Covington, "the quality of judging is definitely higher this year thanks to our stricter process for recruiting high quality judges. With the Academy of Judges comprising a total of 72 agency leaders, creative talent and regional Asia marketers, with a collective experience across all marketing disciplines, we feel very confident that the finalists selected will garner much more interest and notice".
Overall the judges were tougher, awarding a lower score average this year compared to 2008. “What this means is that the finalists are part a select elite, making way for great conversations at the event on who will be the winners of Bronze, Silver and Gold,” added Frederique.
For the first time ever, finalists will be invited to present their cases Pecha Kucha style on July 15, at the Singapore Management University. The finalists will each showcase their campaigns, starting with a four-minute video, followed by a six-minute live commentary highlighting the main points of the campaign, and ending with an open discussion with the audience on thoughts and ideas on how to improve the campaign.
Winners will be announced at the end of the event, and awarded Bronze, Silver and Gold.
The reason for introducing Pecha Kucha-style presentations into the Effies, is to create the opportunity for debate, best practice sharing, ideas exchange, networking and community building – not just a judging competition followed by a gala.
Said Frederique, “This will be a great opportunity to see some of the best work done in Singapore over the last 12 months! Marketers will find it a great opportunity to survey the agencies and ideas that truly deliver ROI. Not to mention, how to become famous themselves for all the great campaigns they initiate. In turn, advertising professionals will have a chance to showcase their work, learn from peers and network with international and local talents.”
The sixth Effie awards will be held as part of the larger Singapore International Advertising Congress (SIAC), on July 15, at the Singapore Management University, Victoria Street. The SIAC is a one-day event, comprising a keynote and master class, as well as six sessions of presentations covering major categories. Details of the event will be announced in due course.
For more information, please contact Ms Jennifer Goh, Executive Director, IAS, Tel: 6220 8382 or visit the web site www.ias.org.sg.
About the Institute of Advertising Singapore:
IAS strives to provide leadership for the advertising industry in Singapore. In serving the industry, IAS seeks to create a highly distinct and favourable identity for the practice of advertising; the institute itself; and broadly for all professionals, commercial practitioners, professional associations and related constituencies positively contributing to advertising in Singapore.
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