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Communicate Levant | Advertising, marketing, public relations and media in the Arab world and beyond

What’s new at the MENA Effie Awards 2016

Effie Mena Awards

What’s new at the MENA Effie Awards 2016

Back for yet another edition, the MENA Effie Awards celebrates marketing effectiveness by recognizing “ideas that work”. Hosted by Communicate’s parent company Mediaquest, the awards will take place on November 9 at The Pavilion – Armani Hotel in Dubai. The co-CEO of Mediaquest, Alexandre Hawari, says: “Every year, the MENA Effie Awards provide an excellent opportunity to gain greater awareness of successful strategies and best practices in the industry.” In keeping with the changing landscape, there have been some changes in the categories and judging process.

New categories

Three categories have been added this year:

Healthcare Services. This category looks at marketing communications efforts that were developed for hospitals, HMOs, health insurance companies, referral services, dental and medical care services, pharmacies or chronic care facilities. Efforts targeted to either healthcare professionals, patients and/or consumers are eligible for this award.

Seasonal Marketing. Seasons, holidays and events allow marketers the opportunity to build strategic communications based on the time-based interests of their target audience. This category will honor the efforts that effectively capitalized on a season, holiday or cultural event to drive results for their business.

Branded Content. This category is for efforts that effectively reached their audience through the creation of original branded content that is distinct from advertising. The award honors branded content–led ideas that are the heart of the communications program, with a clear indication of how it relates to the overall brand and business goals, along with the business results it achieved.


Seven groups of judges will select the winners for each category. Each group will then nominate one entry for the Grand Prix, which will then be reviewed by the newly set-up Committee Panel to finally award the Grand Prix. “The introduction of the Committee Panel this year ensures a well-informed, collective choice of gold-winners by some of the most experienced marketing executives in the region,” adds Hawari. The first round will take place from October 5 to 22, with the shortlist coming out on October 23.

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