SLIM sets the stage for a memorable Effie Gala Night this year

Amidst the challenging and tough environmental conditions, the 11th Edition of the Sri Lankan Effie Awards which was launched in late May received an impressive 86 entries in July, with the participation of more than 20 leading advertising agencies in the country, the organisers of the event, Sri Lanka Institute of Marketing (SLIM), announced recently. 

The Effie Awards are the international benchmark for marketing communications effectiveness for both agencies and clients. These awards are also respected for contributing vital insights towards advertising strategy.

This year’s event focuses on the theme ‘Power of Ideas’ exploring insights that lead to the creation of outstanding marketing ideas and executions that catapult brands into a special place among consumers. The entries for the competition are from agencies and organisations showcasing their most effective work for judging, indicative of an exciting Awards finale.

“The response towards the 11th Edition of the Sri Lanka Effies has been extremely positive based on the flow of entries and we are very upbeat with the numbers received, despite sluggish market conditions. This year highlights a real commitment from agencies and clients to demonstrate the power of effective marketing communications and how fundamentally it can drive business success. They represent the pinnacle of what the industry is capable of achieving and the global nature of the Effies allows local clients and agencies to demonstrate their excellence on an international stage”, added SLIM President Suranjith Swaris.

The stringent judging process based on global standards took place in early August. This year’s eminent panel of jurors from fields of marcom, research, academic, media and brand marketing gave it a quality judgment in the effectiveness of the marketing and advertising cases presented by the applicant agencies.  

Representation in the marketing communications sector in the jury was increased as they have the most expertise in converting insight in to powerful marketing and advertising concepts. An eminent marketer, marcom and digital transformation specialist, Irfan Ahmed serves as the Head of Jury. 

Providing an international flavor, SLIM invited Asian advertising veteran, Goodfellas Founder/Creative Partner Patrick Low, an independent boutique advertising agency located in Singapore to participate in the final round judging. With nearly four decades of experience, Patrick is a master of advertising, creating memorable campaigns for a number of reputed global and local brands. He is an experienced Effie APAC juror and also served as a Cannes Juror. 

This year for the first time, SLIM organised ‘Effie Talking Point’, which was held as a knowledge sharing forum for the advertising fraternity. Patrick Low, together with Design Corp Managing Director Lin Gong Deutschmann, a respected business innovation and e-commerce specialist, were the panellists at the forum. 

While Patrick discussed ‘Powering Winners’, advising how Sri Lankan ad agencies could compete successfully in the Effie Asia Pacific competition, Lin enlightened them as to how technology could change the dynamics of the creative industry. The forum was attended by a large number of advertising agency representatives, who were given the opportunity to interact with the Asian advertising veteran and to witness some of the powerful marketing campaigns developed by him. 

“The industry awaits this prestigious event annually but this year I would say is a definite value enhancer with the new initiatives SLIM implemented this year, pitching to a different paradigm after a decade of its existence in the industry. We look forward to see a memorable Effie Gala this year and to announce the most effective and outstanding marketing communication campaigns of last year,” said SLIM Vice President Thilanka Abeywardena. 

“I would like to thank Irfan, Head of Jury, and his panel of jurors for their time, insights and expert knowledge to select the winners of the most effective marketing communication campaigns. Also, a special thank goes to Patrick Low for accepting our invitation to be a juror on our panel, as well as facilitating the Effie Talking Point. We hope we have set the stage for a memorable Effie Awards Gala night this year and hope to see a more active participation of the industry than in previous years,” concluded Effie Awards Sri Lanka 2019Project Chairman Gayan Perera.

The Effie Awards Gala Night is scheduled to be held on 30 August at Water’s Edge from 7 p.m. onwards. As many as 30 finalists will receive accolades and some among them will bag gold, silver and bronze medals.