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SINGAPORE – November 19, 2013 – Intensifying the regional competition, the 2014 APAC Effie awards has introduced Multi-market Categories to celebrate campaigns that have run successfully in multiple markets across Asia Pacific.
Multi-market Categories accept cases which have run in two or more markets in Asia Pacific. Four Multi-market Categories are open to agencies and clients: Products, Services, Asia Pacific Brands, and David vs. Goliath.
"Although Asia Pacific is the world’s most diverse region, we have continued to see the industry’s move from simple sharing of best practices to truly multi-market campaign briefs and frameworks," said Connie Chan, managing director of MEC Global Solutions (APAC), and chairman of the 2014 Awards.
"This may be taking something that works in one market to exporting it to another market. Or it may be an original campaign designed to travel across multiple markets in the region. The introduction of Multi-market Categories, in addition to the Single Market Categories, will thus be essential to provide the right platform for the recognition of these kinds of campaigns," Chan said.
Meanwhile, APAC committee member Steve Jun, senior vice president and head of global campaign division, INNOCEAN Worldwide, added, "In this era of borderless global economy, the emergence of similar purchasing habits by the global consumers has encouraged brands to strive for globalization. Many of these brands have globalized their branding strategy by building a unified brand image across the region and even worldwide."
The first entry deadline for the 2014 APAC Effie Awards is on November 22, with extended deadlines of December 6 and December 20. APAC Effie has also introduced corresponding material submission deadlines to allow entrants to continue working on and refining the required materials after submitting their entry details online.
Finalists will be announced at the end of February 2014, while the Awards Gala is set to take place in April 2014.
