The AFA Advertising Effectiveness Awards have been comprehensively revised, refreshed and relaunched for 2009.  The Awards will now run under the internationally recognised benchmark for effective advertising, the Effie Awards and will now be held annually and now be known as ‘The Australian Effie Awards presented by the AFA and the AANA’.
The introduction of the annual Effie Awards into Australia is part of a natural ongoing process of renewal. The Effectiveness Committee conducted its regular review and felt that the time was now right to add an international dimension, while also keeping the rigour the Effectiveness Awards have been known for over the past 18 years.
“We will be building on the proud history of the Advertising Effectiveness Awards and its excellent reputation for rigour and marrying that to the international profile, reach and stature of the Effie awards," said the chairman of the AFA’s Effectiveness Committee, Matthew Melhuish, CEO of BMF Sydney (pictured).
“By adopting the Effie Awards we will also ensure that great Australian case studies can be seen internationally."
The Effie Awards are currently held each year in 36 countries around the world with regional programmes in Asia Pacific and Europe as well as a global competition. The Awards will be a joint presentation by the AFA and the Australian Association of National Advertisers (AANA) with the inaugural event being staged in 2009.
“The AANA is delighted to partner the AFA in the staging of the Effie Awards in Australia," said AANA President Ian Alwill: “The Effie Awards are the international brand for marketing communications effectiveness and this is well understood, particularly within major client organizations. We will absolutely encourage our members to get involved either by directly entering themselves or by working together with their agencies. It’s in all AANA members’ interests to promote the power of effective advertising and marketing communications," he said.
Australia will join other countries such as Brazil, China, France, USA, Germany, India, New Zealand, Russia and Switzerland that celebrate the Effie Awards.
Winners of the Australian awards will also be eligible to go straight into the second round of judging in the regional Asia Pacific Awards and the opportunity to compete globally.
For further information about the Effie program visit www.effie.org