The Effie Awards is the only global award that honours achievement in meeting and exceeding marketing communications objectives, with a focus on effective campaigns
Come and listen…. to the Final EFFIE EFFECTIVENESS 2009 Talk Series

The first 2 talks on 5th March and 2nd April received tremendous response at Cybertorium at Menara Star.

Now to end the series of talks, 3 experienced industry leaders will tell you why the need to measure and what to measure for campaigns, or is it about common sense. The Chief Judge reiterates on being effective and what we mean by being
effective.


Speakers’ Outline of Talks for 6th May, 2009
 
Nichola Rastrick – Managing Director, Millward Brown Singapore.
Ad Returns - The Long Term Investment Plan
Whenever we talk of Ad investments, the question of “what is the Return of Marketing Investment?” arises. Whilst there are several available approaches to measure ROI, the common thing is that most of these approaches are generally focused on short term impact. Few people are talking about the long term payback.

Millward Brown will examine approaches based on linking ad exposure to lead indicators of long-term brand health that
can be proven to drive future sales success. They distinguish between ad impact on different audience groups; e.g. building relevance amongst non-buyers to induce trial vs. greater affinity amongst existing buyers to strengthen long term loyalty.

The presentation will focus on the long term payback of investment on brand values etc rather than just quick sales.

Nichola Rastick has spent 14 years in Market Research focusing entirely on regional work, much of it across Asia . Nichola specializes in branding communications research across qualitative and quantitative disciplines and industry sectors.
 
 
Henry Tan – Chief Operating Officer, Customer & Content of ASTRO TV.
Common Sense effectiveness (CSE)
Often what begins as a process to achieve effectiveness, can end up derailing the purpose itself. We can become fixated with the means, and lose sight of the end.

CSE reminds us to go back to basics - setting clear strategic objectives and how best to meet them. A dose of common sense is usually the cure.

Henry’s aim as COO of Astro is to deliver
consistently good customer service and differentiated products, and to strengthen Astro's value proposition beyond best - in - class entertainment. Prior to current position, Henry was CEO of Group M for Malaysia and Singapore. He led MindShare to winning Global Agency of the Year Award. A veteran in the media industry, Media Magazine named Henry the Asia Pacific National Agency Head of the Year.
 
 
Alan Fairnington – Chief Judge of Malaysia Effie Awards and Chief Executive of Batey (Pte) Ltd, Singapore.
How Sir Isaac Newton and Bishop Berkeley established the importance of the Effie
Bishop Berkeley talked of objects ceasing to exist once there was nobody around to perceive them. So if an advertisement is created and no one sees or hears it, is it an ad? On the other hand Sir Isaac Newton’s first law – the Law of Inertia states “ a body persists in its state of rest…unless acted upon by an external force” therefore suggests that they may be no change in fundamental behaviour towards your product or service without an advertising stimulus. How is this related to

effectiveness and entering Malaysia Effie Awards? This is the stimulus to your thinking.

35 years of advertising and communication experience in Asia. Alan is no stranger to Malaysia, having been Managing Director of JWT, Malaysia and subsequently in HK, China and Taiwan as President of J Walter Thompson, Asia Pacific. Alan has been actively involved in the Advertising Industry.

He was Chief Judge of the IAS Singapore Advertising Hall of Fame Awards in 2008 as well as a Steering Committee member and Moderator of the Singapore Effie Awards 2007-2008