The EFFIES Singapore 2014 was once again the scene of an excited gathering of folks from the advertising agencies, the media agencies industry and advertisers. Held at the Pan Pacific Hotel on 6th June, the EFFIES were presented at a Gala Dinner organised by the Institute of Advertising Singapore (IAS).

Ben Lightfoot, Chairman of the EFFIES Singapore, and Wong Mei Wai, IAS Vice-President opened the show. Lightfoot reminded the audience that the EFFIES is the only international award show in Singapore and one that is recognised everywhere. He also said that he saw more innovation amongst the entries this year. Incidently, Lightfoot steps down after three years Chairing the awards and most in the industry would agree that he has done a great job.

The advertisements entered were judged on their effectiveness. Strategy and creativity are also taken into account by the thirty-six judges. This year, they were led by Ben Lightfoot, CEO of McCann Worldgroup Singapore. Because of the strict entry requirements with proof of effectiveness, these awards are loved by marketers and clients and, as in recent years, a good creative standard is also sought, the creative community has also warmed to this show.

The 2014 EFFIES rewarded fifteen entries. Four Gold, five Silver and six Bronze awards were handed out. DDB Group Singapore and OMD Singapore led with each winning six awards.

Priti Mehra, MD of Millward Brown Singapore.

One of the sponsors this year was Millward Brown. Priti Mehra, Managing Director of the research firm said, “A focused creative strategy emerged as the key point of differentiation that set the award winners apart from the other entrants.” Millward Brown found that 90% of the winners at the EFFIES 2014 saw a significant increase in sales resulting from a well-defined clarity of purpose and point of differentiation for their brands, products or services.

Asia Pacific Breweries Singapore and MediaCorp were the other sponsors of this event.

The winners are listed below:

Gold Effie Winner: HPB - I QUIT Advertiser: Health Promotion Board Advertising / Media Agencies: Ogilvy & Mather Singapore / OMD Singapore