For the record, the Effie is the only award that recognises the agency and the client. The aim of the awards is to recognise the highest level of leadership in brand communication.
Commenting on the surge of entries, Ajay Kakar, chairperson, Effie 2013 Committee, says, "A growth of about 20 per cent in the number of entries and participation of over 50 agencies shows the growing importance of 'effectiveness' of a marketing campaign and its direct impact on a business. In recent years, this has also been one of the key requirements of businesses from marketers and agencies. I am sure this year we will witness a wide range of ideas that have created a lasting impact on brands across diverse categories."
Colors is the presenting sponsor for the Effie awards this year, and Zee Media is the associate sponsor. Lenovo has come forward as the technology sponsor.