Pakistan Advertisers Society held the first jury round of its award programme on the 17th and 18th of January 2020 in Karachi.
The Effie Awards Pakistan, which are the most prestigious award programme of the
marketing and advertising industry is about rewarding ideas that work and celebrating the success of the industry.
Effie Pakistan is part of a global award programme which includes 50 national programs, 4 regional and 1 global award programme. It aims to lead, inspire and champion the practice and practitioners of marketing effectiveness and is a symbol of achievement that is widely respected worldwide.
This year’s competition was launched in September 2019 and was open to all companies and advertising agencies that ran marketing campaigns between 1st July 2018 to 30th June 2019.
The 76-member round 1 jury panel, comprised of some of the brightest and most experienced individuals – experts, specialists and practitioners in the field of marketing, advertising, academia, creative, media and research with a proven track record.
The panel represented a mix of veteran and new judges, local and multinationals and of small and large companies across a wide range of marketing companies and agencies.
The members were divided into 6 groups of 12 people who evaluated 214 entries over a span of 2 days specifically matched with cases that do not prove any conflict of interest. Each group was led by a group head/moderator who was experienced in holding a jury before.
The entries were judged on demonstrated excellence in 4 key areas: challenge and objectives, insights and strategic idea, creative / media execution, and results. Each jury member examined written content and viewed creative reels in order to score a campaign.
The scoring was done individually and confidentially. The second round of the jury is scheduled to take place on 7th February 2020 followed by a grand jury on 27th February and the award show on 11th April 2020 where all the Gold, Silver and Bronze winners will be announced.
A special recognition award, the Grand Effie Award will also be awarded to the most effective and standout campaign of the year.
The Effie Pakistan finalists and winners will also receive credit in the Global Effie Index, which identifies and ranks the most effective agencies, marketers, brands, networks, and holding companies by analyzing finalist and winner data from all Effie competitions worldwide.
Announced annually, the Effie Index is the most comprehensive global ranking of marketing effectiveness.
