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MENA Effie Awards announces 2017 winners

Approximately 2000 top marketing and advertising professionals celebrated the best marketing in the Middle East at this year’s MENA Effie Awards.

Winners were announced during a “Great Gatsby” themed awards ceremony on November 15 at the Armani/Pavilion in Downtown, Dubai.

Who are the winners?

This year’s prestigious ‘Grand Prix’ went to FP7/CAI for the ‘You’re Not Accounted For’ campaign it developed for EGBank.

Other top accolades included ‘Marketer of the Year’ for Ghada Khoury of Sephora, ‘Most Effective Media Office of the Year’ for PHD Dubai, ‘Most Effective Agency Network of the Year’ for FP7 and ‘Most Effective Advertising Office of the Year’ for FP7 Dubai.

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FP7/CAI won two golds in a new category this year, ‘Renaissance’, for its Labanita ‘They’re Just Cows – The Comeback of Sawsan & Souad’ campaign and EGBank ‘You’re Not Accounted For’ campaign.

Alexandre Hawari, Co-CEO of Mediaquest, – the organiser of the MENA Effie Awards- said: “We would like to congratulate all of this year’s entrants and winners for their outstanding efforts, and thank our judges for generously lending their time and expertise to assessing what has been the most impressive range of entries to date.”

He continued: “2017 saw tighter budgets, increasing pressure to deliver revenue and growing competition in the industry, but despite this high-pressure environment, marketing professionals have upped the ante with new levels of innovation, creativity and resourcefulness. This is what we look for in our award-winners, who have all successfully faced the challenges by finding ever more strategic and targeted ways to reach audiences and deliver a solid return on investment.”

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What are the categories?

This year’s expert panel of judges was tasked with assessing a total of 293 shortlisted entries across 24 categories, against a backdrop of mounting competition in the marketing industry.

Reflecting the ever-broadening marketing landscape, the MENA Effie Awards 2017 programme included a wide range of industry-specific categories, as well as categories for ‘Social Good’, ‘Shopper Marketing’ and ‘Youth Marketing’. Entrants were also encouraged to showcase their marketing and branding innovation in categories such as ‘New Products & Services’, ‘Media Idea’, ‘Brand Experience’, ‘Branded Content’, ‘Media Partnership Activation’ and ‘Seasonal Marketing’.

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How it all started

The Effie Awards ceremony was created after Mediaquest joined forces with the world-renowned Effie Worldwide to become the GEMAS Effie MENA Awards, which are now called MENA Effie Awards.

Launched in 1968, the Effie Awards program is known by advertisers and agencies globally as the pre-eminent award in the industry.

“Effie Worldwide stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness. The Effie network works with some of the top research and media organizations worldwide to bring its audience relevant and first-class insights into effective marketing strategy,” said Hawari.