This year we asked 2 exceptional industry leaders from the Media, Marketing & Advertising industry on the challenges they faced over the years and how they encountered them with confidence. Sara Koraishy took over as CEO of the newly formed JWT | Grey agency in Pakistan in 2019 and became the first female to lead an MNC agency. Seema Jaffer is the CEO of Bond Advertising, a well established agency that she took over from her father.
Organized by the Pakistan Advertisers Society (PAS), the third edition of the Effie Awards Pakistan was held on July 09, 2021, and once again the show is fully VIRTUAL, produced and broadcasted by SAMAA TV, presented by Unilever Pakistan and Coca-Cola Pakistan in association with Shan Foods and Jubilee Life Insurance. The event was streamed live on Facebook and YouTube.
Effie Awards Pakistan, part of a global network of Effie Worldwide, rewards and celebrates effective marketing efforts. It is one of the most prestigious marketing and advertising award programmes of Pakistan in which small and large organizations participate from across the country. Judged by a panel of industry experts as well as senior professionals, local and international, each campaign goes through a series of reviews across a variety of metrics with the intention to identify the most effective campaigns, which then culminate at the awards night where the winners are announced.
On the occasion, Qamar Abbas, Executive Director of PAS said; “Continuing the tradition of innovation with the spirit of ‘the show must go on’, we did not hold back and continued with our celebrations to reward the best in marketing and advertising to set higher standards of communication year on year”.
This year, the Effies featured 24 products and services categories and 18 specialty categories. In all, there were 357 campaigns up in the running of which there were only 25 Bronze, 16 Silver, and 20 Gold winners across various categories. The Grand Effie was awarded to Shalamar Hospital/Babar Ali Foundation “The Hot Tea Stain” campaign developed by BBDO Pakistan. “Ogilvy Pakistan” was awarded the Effie Pakistan 2021 Agency Network of the Year and “Unilever Pakistan” was awarded the Effie Pakistan 2021 Marketer of the Year.
Mr. Asif Aziz, Chairman PAS welcoming everyone on the occasion said “PAS exists for the industry and Effie Pakistan is an opportunity to shine further and raise our standard of communication and showcase it to the world. So, let’s celebrate the talent and good work and continue to strive for excellence”.
The most coveted PAS Lifetime Achievement Award was presented to Mr. Sarmad Ali, Group Managing Director Marketing, Jang Media Group for his pioneering leadership and contribution that not only took Jang leaps and bounds forward but also revolutionized the marketing industry.
Awarding Ideas that Work ® 2 of 3 Thousands of people watched the show live from their homes and offices – not only bringing together the entire marketing, advertising, and media fraternity, but also reaching out to the general public. Industry stalwarts like Asif Aziz, Chairman, PAS, and CCO Jazz, Dr. Zeelaf Munir, President and CEO, EBM, Sikandar Tiwana, CEO, Shan Foods, Fariyha Subhani, CEO, Upfield, Ahmed Wahab Shah, Marketing Director, The CocaCola Co., Usman Qaiser, Head of Marketing and Brand Management, Jubilee Life Insurance, Sara Koraishy, CEO, JWT Grey were some of the presenters that handed the trophies to the lucky winners. In addition, international advertising and marketing veterans like Traci Alford, President Effie Worldwide, Stephan Leorke, CEO, World Federation of Advertisers, and Raja Rajamannar, CMO of Mastercard also attended the show, shared their views, and presented some awards. Stalwarts like Sikandar Sultan, Chairman, Shan Foods, and Amir Paracha, Chairman Unilever Pakistan also participated and addressed the industry with an inspiring message.
The show was hosted by the famous voice-over artist and presenter Faizan Haqqee and the red carpet was hosted by PAS’s very own Afsheen Rizavi. The show featured a special commentary box segment also hosted by Afsheen Rizavi with industry experts Atiya Zaidi, MD, BBDO, and Sheikh Adil Hussain, CMO, Tapal Tea who talked about the campaigns in the run, industry trends, and kept the viewers entertained and engaged with their banter.
This year Jafferjees partnered for the jury sessions, Jang Media Group was the Print Media Partner, FMOne91 was our Radio Partners, Ogilvy Pakistan was the official Creative and Digital Agency, and Bogo and Dezato were the gift partners.
In addition, Wow 360 and FHM Pakistan were digital publication partners. The night ended on a celebratory note with lots of cheers and hurrahs from teams participating across the country.
Effie Pakistan is the most prestigious award programme of the marketing and advertising industry and is about ‘awarding ideas that work’ and celebrating the success of the industry. It is part of a global award programme which includes 52 national programs, 4 regional and 1 global award programme. It aims to lead, inspire and champion the practice and practitioners of marketing effectiveness and is a symbol of achievement that is widely respected worldwide.
Marketer of the Year 2021
Unilever Pakistan
Agency Network of The Year
Ogilvy Pakistan
Biggest Award For The Night: THE EFFIE GRAND PRIX
BBDO PAKISTAN for “The Hot Tea Stain”, Shalamar Hospital
Construction, Real Estate Companies, and Allied Industry: Gold Winner
Arey Wah for “Amreli Steel”, Steel Rabars
Topical Marketing – Current: Gold Winner
MullenLowe Rauf and BBDO Pakistan for “Surf PSL”, Unilever Pakistan
Topical Marketing – Current
Silver Winner: Manhattan Communication (Pvt.) Ltd for “McDonald’s Zalmi Meal”, McDonald’s Pakistan
Topical Marketing – Current
Silver Winner: Team Reactivate for “Sunsilk Sundays with Hania Aamir”, Sunsilk
Health
Silver Winner: BBDO Pakistan for “The Hot Tea Stain”, Shalamar Hospital
Culinary
Silver Winner: Manhattan Communication for “Split the Plate Campaign”, Dastak Cooking Oil
Culinary
Bronze Winner: Ogilvy Pakistan for “Shan Functional”, Shan Recipe Mix
Internet and Telecom Category
Bronze Winner: Ogilvy Pakistan for “World’s First Personalised Mobile Data Plans”, Telenor
Positive Change: Social Good – Brands
Silver Winner: BBDO Pakistan for “Hoga Safe Pakistan”, Dettol
Positive Change: Social Good – Brands
Silver Winner: Symmetry Group for “Work for Home”, Ariel
Positive Change: Social Good – Brands
Bronze Winner: MullenLowe Rauf for “Not an Ad for Lifebuoy”, Lifebuoy
Positive Change: Social Good – Brands
Bronze Winner: Ogilvy Pakistan for “Shan Thematic”, Shan Recipe Mix
Snacks & Desserts
Silver Winner: FISHBOWL for “Shoop Instant Noodles”, Shan Foods
Seasonal Marketing
Gold Winner: OGILVY Pakistan for “Eidipaisa”, Easypaisa
Seasonal Marketing
Gold Winner: MullenLowe Rauf for “Surf Ramzan”, Surf Excel
Seasonal Marketing
Silver Winner: Manhattan Communications for “Split The Plate Campaign”, Dastak Cooking Oil
Seasonal Marketing
Bronze Winner: MullenLowe Rauf for Menstrual Hygiene Day Campaign, SINCERE Sanitary Napkins
Topical Marketing – Crisis Response Gold Winner
Ogilvy Pakistan for “Eidipaisa”, Easypaisa
Topical Marketing – Crisis Response
Gold Winner: MullenLowe (Pakistan) for “Hathon ki Hifazat, Pakistan ki Hifazat”, Lifebuoy
Topical Marketing – Crisis Response Bronze Winner
Ogilvy Pakistan for “Coke for Everyone”, Coca-Cola
Topical Marketing – Crisis Response
Bronze Winner: JWT for “Awakening hope through power”, Lipton
Topical Marketing – Crisis Response
Bronze Winner: JWT for “Awakening hope through power”, Lipton
Household Supplies and Services
Gold Winner: ADCOM for “Ragra vs Naya Ariel Tagra”, Ariel
Household Supplies and Services
Gold Winner: ADCOM for “Touch of Downy”, Ariel
Household Supplies and Services
Bronze Winner: MullenLowe (Pakistan) for “Sunlight Itna Ziada”, Sunlight
E-Commerce
Bronze Winner: Team Reactivate for “Happiness At Your Doorstep”, IC Now
Influencers
Gold Winner: Dabur Pakistan for “#Vatikafirst”, Vatika Hair Oils
Influencers
Silver Winner: TEAM REACTIVATE for “Sunsilk Sundays with Hania Aamir”, Sunsilk
Influencers
Bronze Winner: Symmetry Group for “Ragra vs New Ariel Tagra”, Ariel
The winner for MARKETING INNOVATION SOLUTIONS is JAAG BROADCASTING (PVT) LTD for Samaa Virtual Events
Personal Care
Bronze Winner: MullenLowe Rauf for “Hathon ki Hifazat, Pakistan ki Hifazat”, Lifebuoy
Influencer – Crisis
Silver Winner: ADCOM for “Commander Copy”, Safeguard
Influencer – Crisis
Bronze Winner: FISHBOWL (Pvt.) Ltd for “Danish Ali (JazzCares)”, Telecom
Automotive
Gold Winner: Manhattan Communications (Pvt.) Ltd for “Kiunke Tum Girna Afford Naheen Kar Saktay”, Servis Tyres
Restaurants
Bronze Winner: Manhattan Communications (Pvt.) Ltd for “Yeh Such Hai”, McDonald’s Extra Value Meals
Positive Change: Social Goods – Brands (Services)
Gold Winner: OGILVY PAKISTAN for “Naming the Invisible by Digital Birth Registration”, Telenor
Positive Change: Social Goods – Brands (Services)
Silver Winner: OGILVY PAKISTAN for “Khushaal Watan 7272”, Telenor
Youth Marketing
Bronze Winner: IAL SAATCHI & SAATCHI for “Jazz Super 4G Abhi”, Jazz
Youth Marketing
Bronze Winner: ADCOM for “Always Azad”, Always
David vs Goliath
Silver Winner: Manhattan Communications (Pvt) Ltd for “Chaiwala Biskut – Bisconni”, Ismail Industries Limited
David vs Goliath
Bronze Winner: FISHBOWL for “Shoop Instant Noodles”, Shan Foods
David vs Goliath
Bronze Winner: MullenLowe Rauf for “Launch Campaign”, KIA Sportage
Corporate Reputation
Silver Winner: BBDO PAKISTAN for “Face Mask National Anthem”, Unilever Pakistan
Sustained Success – Products
Gold Winner: Mullen Lowe for “Surf Ramzan”, Surf Excel
Sustained Success – Products
Silver Winner: Adcom for “Ariel”, P&G
Sustained Success – Products
Bronze Winner: Adcom for “Calcium Awareness Campaign”
Media Innovation
Gold Winner: BODYBEAT PR for “#Vatikafirst”, Vatika Hair Oils
Media Innovation
Bronze Winner: OGILVY PAKISTAN for “World’s First Personalised Mobile Data Plans”, Telenor
Positive Change: Social Good – Non Profit
Gold Winner: BBDO PAKISTAN for “The Hot Tea Stain”, Shalamar Pakistan
Finance
Gold Winner: OGILVY PAKISTAN for “Every Number is Welcome”, Easypaisa
Finance
Silver Winner: OGILVY PAKISTAN for Phtta Note, Easypaisa
Marketing Disruptors
Gold Winner: OGILVY PAKISTAN for Eidipaisa, Easypaisa
The Effie Pakistan finalists and winners will receive credit in the Global Effie Index, which identifies and ranks the most effective agencies, marketers, brands, networks, and holding companies by analysing finalist and winner data from all Effie competitions worldwide. Announced annually, the Effie Index is the most comprehensive global ranking of marketing effectiveness.
It was an honour to be Digital Publication Partner for the Effie Awards 2021
Effie Awards Jury Sessions 2021: Final Round of Jury. Read the full story here
Have something to add? Let us know in the comment section below.
For more news and updates, stay tuned to Wow 360.
Pakistan Advertisers Society held its final round of jury of its Effie Pakistan Award programme on the 12th of February 2021 in Karachi.
Effie Pakistan is the most prestigious award programme of the marketing and advertising industry and is about ‘awarding ideas that work’ and celebrating the success of the industry. It is part of a global award programme which includes 52 national programs, 4 regional and 1 global award programme. It aims to lead, inspire and champion the practice and practitioners of marketing effectiveness and is a symbol of achievement that is widely respected worldwide.
This year competition was launched in September 2020 and was open to all companies and advertising agencies that ran marketing campaigns between 1 st July 2019 to 30th September 2020.
In the final round, a total of 144 shortlisted cases out of 357 cases were competing for Gold, Silver and Bronze award. The panel comprised of senior professionals that had a mix of veteran and new judges from local and multinational companies and small and large companies across a wide range of marketing companies, agencies, market research organisations and media groups. The members were divided into 6 groups of 10 people who evaluated all the entries specifically matched with cases that do not prove any conflict of interest. Each group was led by a group head/moderator who was experienced in holding a jury before.
The entries were judged on demonstrated excellence in 4 key areas: challenge and objectives, insights and strategic idea, creative / media execution, and results. Each jury member examined written content and viewed creative reels in order to score a campaign. The scoring was done individually and confidentially.
All the Gold winners will now compete for the grand title Effie Grand Prix, which is best of the best across categories. This case will represent the best in class across all parameters of a marketing effort. The winners will be announced on 10th of April in a grand award ceremony that will conclude this year’s awards programme.
The Effie Pakistan finalists and winners will also receive credit in the Global Effie Index, which identifies and ranks the most effective agencies, marketers, brands, networks, and holding companies by analysing finalist and winner data from all Effie competitions worldwide. Announced annually, the Effie Index is the most comprehensive global ranking of marketing effectiveness.
Empowerment is the process of becoming stronger and more confident. We asked Pakistan’s leading corporate women what they consider to be empowering and how they can use their positions and influence to empower those around them.
The Turkish drama series, Dirilis Ertugrul achieved record-breaking popularity in Pakistan soon after it was aired on PTV. It was dubbed in Urdu, especially for the masses to enjoy and the rise in popularity of the characters was beyond anticipation. Many brands from clothing to telecom, took on the Turkish stars as brand ambassadors to endorse their products.
Two-time Oscar-winning filmmaker Sharmeen Obaid Chinoy has expressed her opinion on Pakistani brands endorsing Turkish stars. She was not happy with Peshawar Zalmi appointing Turkish actor Esra Bilgiç as their brand ambassador for the upcoming edition of the Pakistan Super League.
When Pakistan’s Qmobile announced Esra Bilgic as their next brand ambassador, Yasir Hussain who had previously raised his voice over PTV airing Dirilis Ertugrul took to his Instagram to share the news and wondered why Bilgic had been made a brand ambassador for a Pakistani brand.
Whilst the audience was enthralled, but some industry actors, leaders, marketers, advertisers, and even filmmakers called out brands who made Turkish stars brand ambassadors without relevance that directly aligned with the product or service. We got a chance to speak to industry leaders from Pakistan’s media, marketing and advertising industry at the Effie Jury Session 2021. We asked them if they preferred local brand ambassadors or foreign brand ambassadors, and the opinions were divided.
Farheen Salman Amir, Board Director – Foods & Refreshment – Unilever Pakistan Limited
Any day local. I think Pakistan is a big enough. I think the Pakistani consumer, be it the dramas that they now are selecting, the declining trend of our next-door neighbour’s dramas which are now not doing as well as our own ARY and HUM Tv dramas is a clear verdict that Pakistan is going back to its roots of “Pakistanism”. It is a chicken and egg story. You know, if we are going to be promoting local talent, they then become iconic within our cultural nuances. So how much of an effort are we as advertisers doing or as marketers doing to bring in that local essence in whatever we produce matters. So I would say any day local versus global.
Muhammad Khurram Kidwai, Senior Commercial Director at Procter & Gamble
I would choose relevant. So, I mean, I wouldn’t make that distinction. Whoever is relevant, trending popular, Let’s go for it ! I mean, if the audience relates to it, who are we, to challenge that?
Ali Rez, Regional Executive Creative Director, Middle East & Pakistan
I think a healthy mix would be good. Better not to lean on one side too much. I think that helps keep competition up which is better for everybody.
Adnan Syed, Chief Executive Officer Green Man’s Ark
It depends on the product, the service and the audience we’re targeting. I mean I don’t think there’s a yes or no answer to that. Everything has to be taken into context. If the context allows for it, then either of them. If the context does not allow, then the same choice of either of them would be useless or a waste of money.
Khurram Koraishy, Chief Commercial Officer at Alkaram Studio
Local ambassadors, always local ambassadors. I currently work for a brand that’s proudly Pakistan – Alkaram loves Pakistan. We use a local ambassador. We can afford, and we can choose any ambassador outside also, but I think both for the industry, for our brands that work out of Pakistan, for building our brands, our country and everything associated with it – I would always strongly say work with a local ambassador to any brand that by mistake goes for some foreign ambassadors.
The industry leaders had differing opinions. Some emphasized that there is no yes or no answer; for others, it was acceptable if the ambassador’s identity aligns with brand identity. Some felt it was best to not lean on either side whilst for others; local ambassadors were the only choice.
Do let us what your opinion is in the comments section below.
For more news and updates from Effie 2021, watch this space.
Effie Pakistan Jury Members Share Their Opinion: Local Brand Ambassador Vs Foreign Brand Ambassador?
We got a chance to speak to industry leaders from the media, marketing and advertising industry at the Effie Jury Session 2021. We asked them if they prefer local brand ambassadors or foreign brand ambassadors, and here is what they had to say
Effie Pakistan is part of a global award programme which includes 52 national programs, four regional and one international award programme.
It aims to lead, inspire and champion the practice and practitioners of marketing effectiveness and is a symbol of achievement that is widely respected worldwide.
The second round of the jury took place on 12th February 2021
The Effie Index is the most comprehensive global ranking of marketing effectiveness.
Effie Pakistan jury sessions 2021 kickstarted in Karachi’s Marriott Hotel on the 22nd and 23rd of January. At the event, jurors from the media, marketing, and advertising industry met to grade the most influential and effective Pakistani campaigns. We asked industry leaders what milestones have been achieved by Effie Awards over the last few years and what’s in for 2021? Here is what they told us:
Qamar Abbas, Executive Director PAS
So I think for us, obviously one benchmark is the participation level from the industry. The number of entries actually reflects participation. We have seen many companies who initially never used to participate, now want to, even smaller ones. The other thing is, I think there is a change in perception. So this is not just an award program, it’s an education for all of us. For the jury members, when they come and see cross-industry marketing communication, they go back and it trickles down within the team. Overall, in terms of growth, we have added new categories such as e-commerce and moved beyond marketing communication. This year we have a category called marketing innovations, which talks not only about communication, but in fact, innovation in terms of a distribution channel, packaging, sales medium, so yeah, that way we’ve grown a lot and we will keep on increasing these categories. We want to drive the industry towards certain practices.
Seema Jaffer, CEO, Bond Advertising
I’ve seen a huge change. I think every year we see the quality improving. I think that Effies really do stand for excellence and I think year in and year out the quality has become better. The way the cases are written and the way the showreels are presented has improved. Also there are many more entries so that even smaller players, who were not entering or thought that they could not compete on this platform, have been able to participate. There is definitely an improvement.
Adil Ahmed, Director and Co-founder, Symmetry Group
There is an increase in the participation of the judges coming in. Another good thing is that this platform creates a blend of young talent with experienced professionals. So in that way, a lot of learning takes place, a lot of knowledge sharing takes place – which is the goal for anything to improve. I think the jury that comes here passes on a lot of learning to the clients and also within their companies. So from that perspective, there’s a certain difference that I see this time. Last time was my first time at Effies, but this time I see a lot more detail and relevance coming in the cases that are submitted.
Afsheen Rizavi, General Manager – PAS and Effie Pakistan
This is the third year of Effies and the dynamics are different with this pandemic. However, we still managed to pull off the Jury session on ground – so that’s a big one for us ! And we also managed to connect all 85 jurors on board. In terms of growth, we’ve received more than 350 entries so we have a bigger jury panel this year and we have more people on board, a bigger pool of marketers and advertisers.
Sohaib Hassan, Manager Brands & Digital Marketing, Amreli Steels
It has been my core objective to take our brand to the relevant TG as well. So PAS and Effie provide this platform where all the marketers are just sitting under one roof and it gives us immense pleasure to partner with them.
Effie Pakistan has witnessed growth each year, with over 350 entries this year; it has obviously set a benchmark. This then obviously means more people on board, and an even bigger pool of marketers and advertisers present at the awards.
Have something to add? Let us know in the comment section below.
For more news and updates from Effie 2021, stay tuned to Wow 360.
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