The Ad Club's Effie
Advertisement Awards may soon face some competition from the AAAI camp.
The Advertising Agencies Association of India (AAAI) is planning to launch a separate award show for advertising effectiveness, similar to what the Ad Club has in the Effie's. This award show will also be instituted in Mumbai, and is expected to be rolled sometime this year. However no final decision on this has been taken as yet.
The proposal for the same will be put forward to the Executive Committee of AAAI, and only on the approval of this committee that AAAI will go further with its plan.
When asked why these effectiveness awards were not included as part of the GoaFest offering, Swamy says, "There are creative ads that can also be effective. But every effective ad may not necessarily be creative, which is why this calls for a separate judging procedure and system altogether."
It may be noted that the AAAI GoaFest, an awards festival that celebrates creativity in advertising, has also included several media categories in its awards manual this year. When asked why these media awards were not launched as a separate show like the effectiveness awards, Swamy responds, "Media and creative go hand in hand, and the same format is followed by many international award festivals such as Cannes."
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