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GEMAS Effie MENA Awards 2012 race is on

Julien Hawari, Co-CEO at Mediaquest

- Record number of applicants for regional version of internationally renowned Effies awards

- Awards celebrate the very best in regional marketing excellence

November 9, 2012 10:28 by

Dubai, UAE – November 04 2012 The region’s most rigorous awards race returns to Dubai on 21st November 2012, celebrating the very best marketing campaigns from across the MENA region.  This year a record number of applications have been received, with the number of submissions increasing by 30 per cent.  The GEMAS Effie MENA Awards 2012, presented by Gulf Marketing Review, pushes marketers to their limits in creative and results-driven campaigning, culminating in a dazzling awards ceremony.

The regional version of the globally renowned Effies measures marketing campaigns that have run in one or more MENA country against strict criteria.  The 2012 event also reports a greater number of entries from Saudi Arabia compared to previous years, as well as a significant increase in the number of boutique, independent agencies.

Entries are judged upon real, quantifiable and measurable results in a rigorous competition which showcases the strengths of the Middle Eastern marketing community.

Siobhan Adams, Group Managing Editor of Gulf Marketing Review, said:

“The GEMAS Effies aim to raise the bar for marketing in the region by inspiring marketers.  Recognising the best players in the Middle Eastern marketing industry, the annual event gathers together the brightest minds and strongest teams who can demonstrably prove that their campaigns have had a real impact on business.

“The Effies go above and beyond being simply an awards event.  They promote peer-to-peer discussion, healthy competition and challenge marketing professionals to push their campaigns in new directions.  The Middle East is rife in marketing talent and this year’s event pits the best against only the best.”

Exciting new additions have been made to this year’s Effies, which aim to promote the sharing of marketing knowledge and encourage competitors to gain marketing acumen.  The recently held GEMAS Effie Boot Camp was a one day intensive programme designed to train and prepare competitors for the race ahead.  The boot camp combined the latest industry consensus on setting effective, insight-driven strategies with practical training on how to produce a compelling award entry.  Helpful hints from the Chairman of the GEMAS Effies MENA 2011 panel, Judd Labarthe, and insights from experienced marketing leaders helped give this year’s competitors attending the boot camp an advantage over rivals.

Two new categories have been introduced this year, offering candidates a broader scope of competition.  Reflecting changes in the rapidly growing industry, a social media category and shopper marketing category have been added to this year’s line up, which looks set to be one of the event’s most competitive years.

“We are of course absolutely thrilled and delighted to have a 30 per cent increase in entries,” says Mediaquest Co-CEO and publisher of GMR, Alexandre Hawari.

“It’s no exaggeration to say that this year’s event will be the most hotly contested yet. Winning a GEMAS Effie is never easy but now it’s more difficult than ever, which can only be a benefit the region’s marketing community even more.”

As one of last years’ judges David Porter, Media Director at Unilever NAMET RUB says:

“If an agency is going to submit ten award entries, I would look for at least eight of those award entries to be effective and show excellence.”

The event concludes with the two most coveted awards in the industry.  The Grand Prix prize is awarded to the best campaign idea, recognising one campaign from all 17 award categories.  The equally prestigious GEMAS Marketer of the Year award recognises marketer’s professional and creative brilliance.

The GEMAS Effie Mena Awards 2012 is sponsored by Choueiri Group the main sponsor, Cadillac the strategic sponsor.  Sponsoring award categories are Yahoo, Al Aan TV, Creative Edge, Sky News Arabia, Zee Aflam, Ipsos, Laimoon, Sephora ,Eurosport ,DMTV, Group Plus and Dubai Media City,With the support of UPP as Event partner.

The GEMAS Effie MENA Awards 2012 will be held on 21st November at the Armani Hotel. For reservation contact us at [email protected]



About Mediaquest: partner in media, partner in digital, partner in events, partner in success

For more than 20 years, Mediaquest has provided unique insights into the Arab world through its diverse range of media. It operates in Algiers, Beirut, Dubai, Jeddah, Riyadh and Paris and publishes in three languages.

With more than 20 consumer and trade titles covering business, marketing, communications, women’s interests, lifestyle, entertainment and automotive, Mediaquest is one of the leading media companies in the Middle East and North Africa.

Mediaquest’s mission is to inform, educate and entertain audiences in the Mena region, providing a bridge between the Arab world and the West. It prides itself in providing unbiased analysis of the issues that matter most to the region.

Partner in publishing

Mediaquest Publishing – Business, corporate and consumer magazines. Celebrated titles include Arabies, Saneou Al Hadath, Trends, Gulf Marketing Review, Communicate, Haya, Raceweek,, Autocar Middle East with F1 Racing Middle East and Policy.

Partner in digital

dotmena – dotmena is fast becoming the premium network of choice for advertisers and publishers to expand their reach in the region. dotmena represents more than 2,000 websites in the fields of business, marketing, communications, sports, women’s interest, lifestyle and entertainment, allowing us to match the right ad to the right audience at the right time.

Partner in events

Mediaquest events creates, project manages and delivers successful events, including:

  • ·         GMR Marketing to Women Conference: deconstructs conventional marketing wisdom to help unearth fresh insights, new attitudes and research to help marketers connect more deeply with one of the region’s most influential consumer bases.
  • ·         GEMAS Effie Mena Awards: the regional version of the world’s premier awards for marketing excellence, the Effie. It is one of the most eagerly anticipated events on the Middle East’s business calendar.
  • ·         Insurex: A Meeting of Minds from the Middle East Insurance Industry, bringing together insurers, reinsurers, brokers, regulators, risk managers, lawyers and consultants from across the region and international markets to discuss key trends and share best practice, creating an open platform for discussion, sharing information and networking.
  • ·         SPIA: The Sports Industry Awards is a joint venture between 360 Sport and Mediaquest, designed to showcase the relationship of sporting excellence and business. The inaugural event will take place in March 2013.


For more information, or to attend the event, please contact:

Christina Gregory

Four Communications

+971 (0)55 985 378

[email protected]

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