GEMAS Effie MENA Awards 2012 race is on

The region's most rigorous awards race returns to Dubai on 21st November 2012, celebrating the very best marketing campaigns from across the MENA region. This year a record number of applications have been received, with the number of submissions increasing by 30%.

The regional version of the globally renowned Effies measures marketing campaigns that have run in one or more MENA country against strict criteria. The 2012 event also reports a greater number of entries from Saudi Arabia compared to previous years, as well as a significant increase in the number of boutique, independent agencies.

Entries are judged upon real, quantifiable and measurable results in a rigorous competition which showcases the strengths of the Middle Eastern marketing community.

Siobhan Adams, Group Managing Editor of Gulf Marketing Review, says, "The GEMAS Effies aim to raise the bar for marketing in the region by inspiring marketers. Recognising the best players in the Middle Eastern marketing industry, the annual event gathers together the brightest minds and strongest teams who can demonstrably prove that their campaigns have had a real impact on business."

Adams says, "The Effies go above and beyond being simply an awards event. They promote peer-to-peer discussion, healthy competition and challenge marketing professionals to push their campaigns in new directions. The Middle East is rife in marketing talent and this year's event pits the best against only the best."

Exciting new additions have been made to this year's Effies, which aim to promote the sharing of marketing knowledge and encourage competitors to gain marketing acumen. The recently held GEMAS Effie Boot Camp was a one day intensive programme designed to train and prepare competitors for the race ahead. The boot camp combined the latest industry consensus on setting effective, insight-driven strategies with practical training on how to produce a compelling award entry. Helpful hints from the Chairman of the GEMAS Effies MENA 2011 panel, Judd Labarthe, and insights from experienced marketing leaders helped give this year's competitors attending the boot camp an advantage over rivals.

Two new categories have been introduced this year, offering candidates a broader scope of competition. Reflecting changes in the rapidly growing industry, a social media category and shopper marketing category have been added to this year's line up, which looks set to be one of the event's most competitive years.

"We are of course absolutely thrilled and delighted to have a 30% increase in entries," says Mediaquest Co-CEO and publisher of GMR, Alexandre Hawari.

"It's no exaggeration to say that this year's event will be the most hotly contested yet. Winning a GEMAS Effie is never easy but now it's more difficult than ever, which can only be a benefit the region's marketing community even more," adds Hawari

As one of last years' judges David Porter, Media Director at Unilever NAMET RUB, says, "If an agency is going to submit ten award entries, I would look for at least eight of those award entries to be effective and show excellence."

The event concludes with the two most coveted awards in the industry. The Grand Prix prize is awarded to the best campaign idea, recognising one campaign from all 17 award categories. The equally prestigious GEMAS Marketer of the Year award recognises marketer's professional and creative brilliance.

The GEMAS Effie Mena Awards 2012 is sponsored by Choueiri Group the main sponsor, Cadillac the strategic sponsor. Sponsoring award categories are Yahoo, Al Aan TV, Creative Edge, Sky News Arabia, Zee Aflam, Ipsos, Laimoon, Sephora, Eurosport, DMTV, Group Plus and Dubai Media City, with the support of UPP as Event partner.

The GEMAS Effie MENA Awards 2012 will be held on 21st November at the Armani Hotel.