Effie, an Ad Club initiative, has announced the call for entries for its 12th edition (2012). The final award ceremony will take place on December 4 at the Royal Western India Turf Club, Mumbai.
Direct Marketing and Best On-going campaign are the new award categories this year. Under the Direct Marketing category, the organisers will recognise campaigns that demonstrate effectiveness in meeting objectives of prospect identification, customer acquisition, customer retention, customer loyalty and increasing customer life time value across various products or categories.
The Best On-going campaign category will recognise ideas that have connected with consumers in a dynamic operating environment.
Apart from the Direct Marketing category, the other award categories are Consumer Products; Consumer Durables; Services; Corporate Advertising; Digital Advertising (Online or Mobile Communication); Retail Advertising; Healthcare; B2B Advertising; Rural Advertising and Regional Advertising.
The special categories include David v/s Goliath (for smaller, new or emerging brands), Integrated Advertising Campaign; Grand Effie; Effie Agency of the Year; Effie Client of the Year; and Lenovo Tech-Doers Award (technology sponsor).
Entries will be judged in two phases. Round One will evaluate entries on a stand-alone basis without comparison to other entries in their category. In the Final Round, finalists in each category will be judged against other finalists in that category.
For the record, in the previous edition of the awards, Ogilvy India was adjudged the Agency of the Year for the third time in a row. Taproot won the Grand Effie, while Cadbury India was declared Client of the Year.