APAC Effie introduces new category

To encourage brands from the region, the award has announced the Asia Pacific Brands category.

With many Asia Pacific brands coming on their own, APAC Effie has announced the introduction of an exclusive category for them. Through the dedicated category, the intention is to recognise brands, established or new, whose campaigns have helped them compete with multinational brands. The category is open to brands that have been set up in the Asia Pacific region.

Speaking about this development, Paul Head, member of the APAC Effie Committee, says, "APAC is the most economically vibrant region on the planet. Many of our brands are already world leaders and many others from all over the region are poised to take on the world in the coming years on the back of strong national and regional growth." He adds that successful brands supported by highly effective communication strategies will become important to the region's economic well-being. Head, who is the chief executive of the Communication Agencies Association, New Zealand, says that Asia Pacific Brands category will give a platform for these brands to compete with the best of the lot.

The APAC Effie Awards is organised by the Confederation of Asian Advertising Agency Associations (CAAAA) and Tenasia Group. It recognises the region's outstanding campaigns on the basis of execution and proven results in meeting challenging strategic objectives.

The award is divided into four categories, namely Single Market - Product & Services, Single Market - Specialty, Multi-Market - Product & Services and Multi-Market - Specialty.

The submission deadline is December 20 and the winners will be announced in February, 2014.