Chief Judge Datuk Lai Shu Wei weighs in on Effies 2023

Commenting on this year’s judging panel, Chief Judge of the 2023 Effie Awards Datuk Lai Shu Wei, Chief Marketing Officer and Sales Officer of Sime Darby Property said, “I am joined by a group of highly capable and experienced industry leaders who comprise the judging panel.

We will be judging using the most precise interpretation of the rules in ensuring a fair and consistent outcome. As the judging will be conducted online, case writeups are key, as are the supporting video presentations.”

“Because creative and media agencies and clients make up the marketing ecosystem, I believe that we have drawn up an excellent representation of different practitioners contributing to the judging panels. I also believe that we have the best line up of judges this year as these individuals have each contributed meaningfully to the marketing industry in their respective areas.”

“Winning an Effie Award demonstrates not only that our work is effective, but also how it is effective. Marketing campaigns that are based on a coherent strategy are far more likely to be effective, and once they are executed, they tell a success story.

Ultimately, winning an Effie Award means that an agency has mastered its craft and understanding of marketing,” concluded Datuk Lai.

Organised by the 4As, 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.

Since its inception in 1968 in New York, the Effie Awards has been recognised by agencies and advertisers worldwide as the pre-eminent award in the communications industry.

The prestigious award also runs parallel to one of the key pillars of the 4As in the promotion of commercial creativity and its effectiveness.

Entries for the 2023 Effie Awards have been extended to 11:59pm on Sep 6 2023, and the Awards Gala will be held in October 2023.

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