ASIA-PACIFIC – SINGAPORE, DECEMBER 21, 2011: McCann Worldgroup Singapore CEO Ben Lightfoot will chair the 2012 Singapore Effies, taking over the role from Alan Fairnington.
Named to the role by the Institute of Advertising Singapore and the Effie Awards, the multiple Effie winner said the local industry must up the ante in raising overall standards of the show, which marks its eighth outing next year.
Lightfoot said he would focus on positioning the Effies as the “pre-eminent awards on the marketing communication Industry calendar as it is the only effectiveness awards programme recognized globally”.
The new chair will have his work cut out for him: entry standards had previously “been below the global industry standard”.
“With the Effie Awards being the only globally recognized award show, Singapore must up-the-ante.
“I see my role as setting an overall vision for the Singapore Effies, which includes helping to raise the overall standard of entries submitted into the award show (and) the overall awareness of the award show and its importance among our target audience (of) brand marketers and agencies, must also be increased.”
While tighter budgets amid continued economic jitters could potentially impact the quality of marketing projects, Lightfoot noted an increase in focus on this part of the world. “With clients setting ambitious growth targets it´s becoming vital that business marketers see the benefits of having their work recognized by an international body.”
