Mike Wong, the 4As's chairman, said the association would continue organising its annual creative awards show, usually held towards the end of the year.
"The two shows will be complementary to each other: one focusing on the creative work and the other on effectiveness. The ideal, of course, is that the best creative will generate the best business results for the client," said Wong.
He believed that the Effies would help raise standards and help agencies become more of a business partner to clients. "The product we produce must generate its own results, which is to help clients drive sales. This is so much more important these days when competition is so intense," Wong said.
The Effies were first held in the US in 1968.
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