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.