PETALING JAYA: The Association of Accredited Advertising Agents Malaysia (4As) will offer a training course “Effie FastTrack 2024” to help agencies shape and sharpen their entries for the upcoming coveted global marketing communications award.

Organised by the 4As since 2008, the Effies are an industry award that rewards achievement in meeting and exceeding marketing communications objectives with a focus on effectiveness, in honouring teamwork between agency and client, and in creating brands that become part of the cultural landscape.

“Effie FastTrack 2024” would be a half day workshop comprised of a session with Effie Awards 2024 chief judge Datuk Lai Shu Wei, two panel discussions with previous Effie winners and Effies judges, as well as a case study presentation with Asia-Pacific Effies jury member and Hong Kong Effectiveness Awards jury chair, Andreas Henry Moellmann.

Lai, who is the chief marketing and sales officer of Sime Darby Property Bhd

, said: “The workshop is essential for Effie entrants as it is a great avenue for sharing insights into the criteria, expectations and industry trends that shape the evaluation process.

“This knowledge can significantly enhance the quality of writing a winning Effie entry with in-depth understanding of the values and perspectives upheld by the Effie Awards.”