4As targets industry standards and professionalism with new Masterclass

ted lim 4as masterclass effies

The Association of Accredited Advertising Agents Malaysia (4As) will offer a training course “Effie Masterclass 2022” to help agencies and advertisers shape and sharpen their entries for the coveted marketing communications award.

Organised by the 4As since 2008, the Effies are an industry award that rewards achievement in meeting and exceeding marketing communications objectives with a focus on effectiveness, in honoring teamwork between agency and client, and in creating brands that become part of our cultural landscape.

For the 14th edition of the Effie Awards in 2022, the call for entries is expected to be between July to August. A record 197 entries were received for the 13th edition of the Effies in 2021, and the number is projected to increase this year.

“Winning an Effie silences the people who believe great creative work isn’t effective. In fact, the Effie is the only award that guarantees your client won’t be firing you anytime soon,” said 4As CEO, Khairudin Rahim.

“Through the Effie Awards and this Masterclass, we want to reinforce the culture of effectiveness in the marketing communications industry and build ‘effectiveness’ into the everyday language of agency and advertiser conversations.”

Suitable for Senior-to-Mid level Marketers, Strategic Directors and Planning Directors, Account Directors and Senior Account Managers, Creative Directors and Copywriters, the Masterclass will cover topics including Marketing Strategy, Creative Engagement, Writing the Submission, Writing the Script, Making the Video, and Global Case Studies.

“These might seem like the basic building blocks of agency work, but understanding what judging panels look for is intimately connected to understanding what clients look for. This understanding will lead to a refinement of the submission, a sharpening that can make a difference not just for the Effies, but also mean the difference between a proposal staying on the page, or bringing a proposal to life for clients,” added Khairudin.

“Ultimately, agencies that nurture creativity with an emphasis on effectiveness become more than intermediaries. They become true business partners and are truly valued for their contribution to their client’s business performance.”

The Masterclass will be conducted by Ted Lim, former Regional Chief Creative Officer at Dentsu Asia-Pacific, Chief Creative Officer at Leo Burnett Singapore and Executive Creative Director at Naga DDB Malaysia. Lim has also served as Cannes Lions Jury President and was honoured by the trade publication AdWeek as one of 13 global creative leaders whose ideas advanced advertising worldwide.

“Effie Masterclass 2022” will be held as a half-day session on 20 May. It is HRDF claimable at a fee of RM600 + 6% SST per delegate, with special rates for 4As/MAA/MSA members.

To register, contact Kandesh at the 4As secretariat via email ([email protected])

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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

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