APAC Effie announces introduction of multi-market campaigns in APAC Effie Awards 2014

APAC Effie is introducing multi-market categories to celebrate campaigns that have run successfully in multiple markets across Asia Pacific, further intensifying the regional competition and pushing it a breadth wider.

Says Connie Chan, managing director of MEC Global Solutions (APAC), also chairman of the 2014 Awards: “Although Asia Pacific is the world’s most diverse region, we have continued to see the industry’s move from simple sharing of best practices to truly multi-market campaign briefs and frameworks. This may be taking something that works in one market to exporting it to another market. Or it may be an original campaign designed to travel across multiple markets in the region. The introduction of Multi-market Categories, in addition to the Single Market Categories, will thus be essential to provide the right platform for the recognition of these kinds of campaigns.”

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Says Steve Jun, senior vice president & head of global campaign division, Innocean Worldwide, who also sits on the APAC Effie Committee: “In this era of borderless global economy, the emergence of similar purchasing habits by the global consumers has encouraged brands to strive for globalisation. Many of these brands have glocalised their branding strategy by building a unified brand image across the region and even worldwide.”

Innocean Worldwide is the agency of the Korean brands, Hyundai Motors and Kia Motors.

Multi-market categories accept cases which have run in two or more markets in Asia Pacific. Agencies and clients are welcomed to submit their entries across the 4 Multi-market Categories – Products, Services, Asia Pacific Brands and David vs. Goliath.

The APAC Effie Awards, organised by the Confederation of Asian Advertising Agency Associations (CAAAA) and Tenasia Group, honours the region’s most outstanding campaigns, which have been brilliantly executed and proven results in meeting challenging strategic objectives.

The first Entry Deadline is coming up on November 22 and extended deadlines of Dec 6 and Dec 20 for those who need a bit more time. APAC Effie has also introduced corresponding Material Submission Deadlines to allow entrants to continue working and refining the required materials after submitting their Entry Details online.

Finalists will be announced in end of February 2014, with the Awards Gala set to take place in April 2014.