Business & Money | Friday 15 September, 2017 4:54 am |

The ninth edition of the MENA Effie Awards (Effies) has announced its expert panel of judges, which includes 147 sector leaders who will be judging thousands of entries to select the most effective marketing efforts in the region.

The results will be announced on November 15, 2017, at a ceremony that is expected to attract more than 2,000 attendees, including the best marketing and advertising professionals in the Middle East.

Alexandre Hawari, Co-CEO of Mediaquest – the organiser of the MENA Effie Awards – commented: “Our judges are absolutely crucial to the success of the Effies, because it is only by working with the finest minds in the marketing world that we are able to identify the best work that has been achieved in our sector this year.”

He added: “Entries are open and the deadlines are fast approaching, so we urge all companies to seize this opportunity to display their innovative, effective approaches to everything, ranging from sector-specific marketing to branded content and media ideas. Our panel of judges is eagerly awaiting your entries.”

The call for entries is open across 24 categories, including a new addition for this year – ‘Renaissance’. The first entry deadline was on Thursday, September 7, with the second on Thursday, September 14, and the final deadline on Thursday, September 28. For the coveted ‘Marketer of the Year’ category, the entry deadline in October 18. All entries must be made before 6pm Dubai time on the specified dates.

Fahd Osman, Marketplace Leader at IBM Middle East and Africa, and one of the judges at this year’s Effies, commented: "The diversity and complexity of the MENA region is a real challenge for marketers. Those who end up winning metal at the Effies are the ones that have spent the most time thinking on how to really address what people need and deliver them a proposition that they can believe in through channels that are relevant at the time they are ready to receive and act. Every year, MENA marketers raise the bar of effectiveness and I believe the 2017 awards will be the best yet. I can't wait to be inspired."

This year’s programme boasts a wide range of industry-specific categories, including ‘Automotive’, ‘Banking, Finance and Insurance’, ‘Cosmetics and Fragrances’, ‘Electronics’, ‘Food & Beverage – FMCG’, ‘Non-Food FMCG’, ‘Healthcare Services’, ‘Personal Care Products’, ‘Retail and Luxury’, ‘Entertainment and Sports’, ‘Telecommunications, Mobiles and Internet’, and ‘Travel, Tourism and Transportation’. It also includes a dedicated ‘Shopper Marketing’ category, two ‘Youth Marketing’ categories – one for children and one for teenagers and adults – and two ‘Social Good’ categories for corporate brands and non-profit organisations.

Entrants are encouraged to showcase their marketing and branding innovation in categories such as ‘New Products and Services’, ‘Media Idea’, ‘Brand Experience’, ‘Branded Content’, ‘Media Partnership Activation’ and ‘Seasonal Marketing’.

Hani Alaita, Regional Marketing Manager for Danone Middle East, and another of the judges at this year’s Effies, added: "With marketing communication rapidly evolving and becoming more complex and challenging, effectiveness becomes the key for success of any campaign. Hence, it becomes imperative to find the right balance between insights, creativity and business objectives to produce effective campaigns that enable brands to successfully address their own marketing challenges. This is the type of effective winning entry that we're looking for at MENA Effie this year.”

Winning an Effie has become a global symbol of achievement and participants will be battling it out for the ‘Grand Prix’, as well other prestigious accolades including ‘Marketer of the Year’, ‘Most Effective Advertising Office of the Year’, ‘Most Effective Media Office of the Year’ and ‘Most Effective Agency Network of the Year’.

The MENA Effie Awards aims to establish a gold standard of creative marketing brilliance in the region and is being generously supported this year by Choueiri, Main Sponsor; Dubai Media City, Strategic Sponsor; ATL, Hills Advertising, IPSOS, Kawnko and MMP, Category Sponsors; Communicate, Gulf Marketing Review and The Media Network, Media Partners; International Association of Business Communicators EMEA Region, Marketing Society and Warc, Association Partners; and Cicero & Bernay Public Relations, Official PR Partner.