Mary Lee Keane, President of Effie Worldwide has announced the launch of the Effie Asia-Pacific programme. This will be done in partnership with the new Confederation of Asian Advertising Agencies Associations (C4As). The Effie APAC programme will be organised by the C4As and managed by Tenasia Group (presumably not the K-pop group of the same name). The Chair of C4As is Anthony Kang who recently stepped out of Dentsu Singapore.

The addition of Asia Pacific will bolster Effie Worldwide to 40 national and 4 regional programmes.

Effie Singapore has been run successfully for a number of years by the Institute of Advertising Singapore. AdAsia understands that an earlier attempt by IAS to take the awards regional was unsuccessful.

These awards championing effectiveness have proved very popular in Singapore as well as other markets. Including more clients and agencies
in the region is a welcome move.