KUALA LUMPUR: Seven new categories and two new awards have been introduced for the 8th Malaysia EFFIE Awards 2015 to expand the horizons of effective marketing work, encourage new entrants and to set the benchmark for best work by marketers and advertising agencies.

The Malaysian Advertiser’s Association (MAA) said it has made some significant changes in 2015, ensuring the gold standards of effective marketing are upheld and reinvigorated.

In a statement, MAA said the seven new categories are: Influencers, David versus Goliath, Renaissance, Brand Experience, Good Works – Brands, Good Works – Non Profit, and Engaged Community.

The two new awards, meanwhile, are: Brand of the Year and Agency of the Year.

With the introduction of online submissions and online judging, MAA President Margaret Auyong said EFFIES Malaysia stands on par with regional accolades and will definitely evolve to ensure that it is consistently relevant to brands and marketers.

“The new category introduction was needed with an evolving marketplace, with brands placing more emphasis on other non-product centric campaigns and shifting towards social causes and brand engagement to build brand love with customers,” said MAA vice-president Chan May Ling, who is also the organising chairman for the Malaysia EFFIE Awards 2015.

Furthermore, each local win contributes to scores into the Global EFFIE Index, which is now into its fifth year.

The Effie Index recognises the architects of the most effective marketing communications ideas from around the world, determined by their success in more than 40 national and regional Effie Award competitions.

Call for entries started on Monday and will end on July 31 (early bird), or Aug 7, 2015 (late entry).

The Effie Awards is a global award that honours achievement in meeting and exceeding marketing communications objectives, with a focus on effective campaigns.

This article first appeared in The Edge Financial Daily, on July 10, 2015.