Last month, the opening ceremony of the Effie China Awards 2013 took place at MGM Macau, followed by a marketing effectiveness forum. It gathered hundreds of local and overseas marketers to look for new and interesting opportunities.
Originating from the American Marketing Association (AMA) and established in 1968, the Effie Awards have always been committed to their key philosophy – awarding ideas that work – and have been helping advertising professionals to achieve their marketing objectives.
Having a rich history of 45 years, the Effie Awards is globally known as the “Oscars” of the advertising sector. It covers more than 40 countries and regions around the world, aiming to recognise effective marketing communications.
In 2003, the China Advertising Association (CAA) signed an official agreement with AMA to bring the Effie Awards to China. The Effie China Awards are in alignment with the Global Effie Awards, carried out in accordance with the same philosophy and principles as all other Effie’s worldwide.
They share the same judging criteria, logo and international recognition with the Effie Awards in the United States, and other regions including Europe, Asia and the Americas.
Along with the fast pace of economic development in Macau, the demand for effective marketing communications has been sharply increasing here. The organisers believe that the return of this event can help raise awareness about this issue.
As part of the event, a winner cases seminar was held at the Macau University of Science and Technology, to inspire local students to think creatively and have a clearer picture of the current trends in the advertising industry in different regions.
Last year, Effie China broadened its entry criteria from mainland China to include Hong Kong, Macau and Taiwan, which led to a twofold increase in entries from the Greater China region. The objective is to educate and raise the standard of the marketing and advertising industry and professionals in Greater China.
The advertising campaign for “The House of Dancing Water”, at City of Dreams, became the first entry from Macau to win an Effie China Award last year. For more information on this year’s event, go to www.effiechina.org