Effie Awards 2020 pushes Ad industry to match creativity with financial results of brands

by Sanath Nanayakkare

Organisers of Effie Awards Sri Lanka 2020 announcing the launch of entries for the coveted competition this year urged Sri Lanka advertising industry to match their creative advertising material with tangible financial results of the brands they aim to promote.

“Please make sure that every entry the marketing communications industry presents to compete in the coveted competition makes sense. So make it simple to win your case. Also, mainly ensure that your entry is not only inspiring in a creative sense but truly drives the business and financial outcome of the brand you aim to promote”, they said at a virtual press conference held on Thursday.

SLIM president Roshan Fernando, SLIM vice president Thilanka Abeywardena, veteran marketers Gamika de Silva and Sathika Wickramasinghe, project chair of Effie Awards participated in this event.

“Entries should contain creative ideas with objective, insight, content-driven strategy and the power to deliver financial growth of the brand being promoted. We observed tremendous improvement of entries in 2018 and 2019 and credit for that should go to SLIM Sri Lanka,” Gamika de Silva said

SLIM president Roshan Fernando said,”Every company has found their own way to go ahead with the ‘new normal and in this context, Effie Awards will help them contribute to the national economic prosperity through effective marketing”.

Vice president Thilanka Abeywardena said that international jurors will participate online in the process of evaluating entries.

Sathika Wickramasinghe, project chair of Effie Awards said,” Businesses are ready to go ahead through the challenges and so together with advertising agencies we decided that we can’t stop our work and the show should go ahead”.

Effie is a global forum which aims to lead, inspire and champion marketing effectiveness and which recognises all forms of active marketing communications that contribute to a brand’s success.

Now in its 12th consecutive year, Sri Lankan Effie Awards is set to celebrate the effectiveness of creative communications, recognising campaigns that can demonstrate outstanding and measurable results for the brands.