Industry News

The Positive Change EFFIE Awards Expands To Asia Pacific

Effie-PositiveChange-WEF-large

SINGAPORE (November 9, 2015)
 – Effie Worldwide and the World Economic Forum are pleased to announce the addition of an Asia Pacific (APAC) category to the 2016 Positive Change Effie Awards competition.  

The Positive Change Effie Awards recognizes and celebrates the most effective marketing programs that have measurably shifted audience behavior toward more environmentally sustainable choices, and/or grown demand for more sustainable products and services by incorporating sustainability as a part of their marketing communications.

The APAC category will be run by Effie Worldwide’s regional partners, the Confederation of Asian Advertising Agency Associations (C4As) and Tenasia Group.  The C4As and Tenasia Group currently run the highly-regarded APAC Effie Awards, and will add the Positive Change award to their roster this year.

Neal Davies, Effie Worldwide’s President & CEO noted, “There is nothing we do that is as important as the Positive Change Effies. This specific competition exists to set a standard of expectation on our industry to step up and meet the challenges we face on a global level. The fact is that, when it comes to environmental sustainability, the majority of investment is on the supply side. The Positive Change Effies exist to encourage the industry to address the demand side of the equation to the benefit of brands and the environment.” 

Davies added, “This is a global conversation and we are very pleased that, with the ongoing support of the C4As, Tenasia Group and the World Economic Forum, we are able to launch the APAC Positive Change Effie category this year.”

Sarita Nayyar, Managing Director at the World Economic Forum USA noted, “In the inaugural year of the Positive Change Effie award we have seen the potential for impact by companies on changing consumer behaviour, through sustainability-focused marketing programs. For the second year of this award, the World Economic Forum’s collaboration with Effie will engage more businesses by launching the award in Asia Pacific. This would bring tremendous value to a key emerging consumer market.”

To launch the 2016 competition, the Effies teamed up with the Miami Ad School and have been working with a dedicated and talented team of students to create the 2016 Call for Entries marketing campaign.

Miami Ad School donated the talents of their Account Planning Bootcamp to pitch creative concepts to representatives of Effie Worldwide over the summer at its New York City campus.  Through a series of hand drawn sketches and a clever play on words that draws connections between our business and natural worlds, the winning team’s concept shows that those who win a Positive Change Effie Award for their effective marketing communications efforts are also driving a measurable, positive change for our planet.  The students’ work will run as a digital campaign across eligible regions to promote the 2016 competition.  The Miami Ad School team includes: Christian Gilbertsen and Eli Libman (Account Planners); Mikaela Larsson and Leonardo Matarazzo (Art Directors); Nicholas Howe and Allison Reuben (Copywriters).

The idea for Positive Change Effie emerged from the Engaging Tomorrow’s Consumer project at the World Economic Forum’s Annual Meeting in Davos in 2013.  The competition launched last year in North America and Europe, awarding trophies to Chipotle Mexican Grill & CAA Marketing, Intermarché & Marcel, Greenpeace & The VIA Agency, Unilever & DLKWLOWE, and Kimberly-Clark & TRISECT, following a rigorous two rounds of judging.

All Positive Change Effie finalists and winners will receive points in the Effie Effectiveness Index – the most comprehensive global ranking of marketing effectiveness, based on analysis of data from all Effie Awards competitions worldwide.

Efforts that ran in Asia Pacific, Europe or North America between August 1, 2014 and October 31, 2015 are eligible to enter the 2016 competition.  Entry deadlines run from December 15, 2015 – January 28, 2016.  Visit effie.org/positive-change for full details.

###

About Effie Worldwide

Effie Worldwide is a 501 (c)(3) nonprofit organization devoted to championing and improving the practice and practitioners of marketing effectiveness.  Effie Worldwide, organizers of the Effie Awards, spotlights marketing ideas that work and encourages thoughtful dialogue around the drivers of marketing effectiveness, while serving as an educational resource for the industry. The Effie network works with some of the top research and media organizations worldwide to bring its audience relevant insights into effective marketing strategy. The Effie Awards are known by advertisers and agencies globally as the pre-eminent effectiveness award in the industry, and recognize any and all forms of marketing communication that contribute to a brand's success. Since 1968, winning an Effie Award has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with over 40 global, regional and national programs across Asia-Pacific, Europe, Latin America, Middle East/North Africa and North America.  All Effie Awards finalists and winners are included in the annual Effie Effectiveness Index rankings.  The Effie Index identifies and ranks the marketing communications industry’s most effective agencies, advertisers, and brands by analyzing finalist and winner data from all Effie Awards competitions worldwide. For more details, visit www.effie.org and follow the Effies on TwitterFacebook and LinkedIn.

About The World Economic Forum

The World Economic Forum is an international institution committed to improving the state of the world through public-private cooperation in the spirit of global citizenship. It engages with business, political, academic and other leaders of society to shape global, regional and industry agendas. Incorporated as a not-for-profit foundation in 1971 and headquartered in Geneva, Switzerland, the Forum is independent, impartial and not tied to any interests. It cooperates closely with all leading international organizations (www.weforum.org).

About The Confederation of Asian Advertising Agency Associations (CAAAA)

CAAAA is a non-profit organisation established by advertising agency associations in Asia whose key mission is to further the business interest of advertising companies/agencies in the region.  CAAAA works in close collaboration with stakeholders in the marketing communications industry across the region, including North, South and Southeast Asia, to support uniform professional standards and norms, and to enhance the profile and stature of the industry.

About Tenasia Group

Tenasia Group specialises in staging professional and influential industry events that inspire.  Building on their expertise in delivering high-quality industry events, award shows and conferences, Tenasia’s portfolio of businesses aims to provide a platform for the exchange of ideas and knowledge, shaping business opportunities in the region and celebrating achievements in specific fields.

 
EVENTS

APAC EFFIE AWARDS


apac-effie01
Awarding Ideas that Work - The most effective marketing communications campaigns in Asia Pacific.


SPIKES ASIA


spikeasia03
Spikes Asia is an annual celebration and exploration of Asia Pacfific’s creative communications.


CALENDAR
26 September 2017
CAAAA EXCO Meeting
Singapore

27 - 29 September 2017
SPIKES Asia
Suntec, Singapore

   





COPYRIGHT © 2015 THE CONFEDERATION OF ASIAN ADVERTISING AGENCY ASSOCIATIONS. ALL RIGHTS RESERVED