The second and final day of Mediaquest's in-person event taught advertisers and agencies what it takes to win an Effie.
Following a jam-packed first day that gathered a broad array of speakers who shared their thoughts and experiences on how to navigate the post-pandemic world (you can read a recap here), part 2 of the MENA Effie Thought-Leadership Program gave attendees and Communicate the opportunity to learn the secrets behind writing a stellar Effie case study.
Tahaab Rais, President-SLC and Regional Head of Strategy & Truth Central at FP7 McCann MENAT - who is also the recipient of multiple awards for creativity and effectiveness - kicked off the day by explaining that the success of a case study lies in the little things, words in particular. Words are able to shape opinions and change perspectives. Words mattered more than ever last year, when some words had to be repeated multiple times to get the message across. So, once you master how to tailor the words effectively, you have a winning case study in your hands.
Rais also shared 11 truths to keep in mind while creating your Effie case study.
The final session of the day was a Q&A experience with Tahaab Rais; Waseem Afzal, Head of Ecosystem & Agency Development METAP at TikTok; Mitin Chakraborty, Head of Marketing at Babyshop; and Sandeep Poduval, Head of Marketing at Commercial Bank of Dubai. The panelists explored a variety of challenges when it comes to writing a good case study and highlighted how important it is to not only keep the script concise and focused on the results, but also to understand the dynamics of where a judge is coming from while writing the script.
For everyone in the industry, these sessions were an eye-opener on how the region's industry is navigating the post-pandemic market. It was an opportunity to learn from one another and gather insights that will be translated into the work. As we move forward, we'll be seeing the region's advertisers putting these insights to good use in their campaigns and hopefully nabbing an Effie. Stay tuned.