Editor's note

The Asian Marketing Effectiveness awards is setting out to honour clients and their agencies for marketing strategy that delivers ROI and transforms businesses and brands.

The competition, now in its eighth year, is not only about identifying the region’s top creators, but rewarding those that add value to consumers and businesses, and truly define and build habits — the key difference between marketing and effective marketing. It is unique in its vision to recognise brand value, insightful strategies that think about the consumer, build the product, and package and price it right — using communication and retail activation to drive sales. It’s about real results as past winners have demonstrated.

Previous Platinum AME award winners have impressed judges with work that combined innovation, creativity and effectiveness — from the inaugural winner Cerebos’ Thailand campaign to turn its Brand Essence of Chicken bottle caps into artificial limbs to Aim Proximity and Colenso BBDO and Yellow’s outstanding Treehouse effort that won over last year’s jury.

We have made a number of changes to this year’s competition — the most significant of which is the introduction of live judging in Shanghai during the 2010 AME Festival in March.

Another key point to note is the increased weighting to results, from 30 per cent to 40 per cent, to ensure entries maintain the focus on reporting the link between business performance and creative executions.

To help entrants produce a winner, please remember that winning entries must clearly articulate a single business issue, a very clear communications strategy to address that issue and specific and clear results that prove the case. Do read the entry kit with care, and a document with more pointers is available at www.ame.asia.

We look forward to another truly competitive year and uncovering work that’s innovative and inspirational.

Good luck!