By Team BitBol,
Organized by the Pakistan Advertisers Society (PAS), the second Effie
Awards Pakistan was held on July 24, 2020, however, this time it was all VIRTUAL, produced and
broadcasted by SAMAA TV, presented by Shan Foods, insured by Jubilee Life, with Coca-Cola being
the official beverage partner and Lipton sponsoring the lounge. The event went live on Facebook and
Effie Awards Pakistan, part of a global network of Effie Worldwide, rewards and celebrates effective
marketing efforts. It is one of the most prestigious marketing and advertising award programme of
Pakistan in which small and large organisations participate from across the country. Judged by a
panel of industry experts as well as senior professionals, local and international, each campaign goes
through a series of reviews across a variety of metrics with the intention to identify the most effective
campaigns, which then culminates at the awards night where the winners are announced.
On the occasion, Qamar Abbas, Executive Director of PAS said; “The virtual Effie Awards Pakistan
2020 gala night is a first-of-its-kind virtual show not just in the industry but across the country and we
hope to set a new standard for what award shows can achieve. Being the first Effie program globally
to host the awards virtually, we are pushing the envelope with this event and plan to leave no stone
unturned in creating a unique and fulfilling experience for both our participants and our audience.”
This year, the Effies featured 14 products/services categories and 11 specialty categories. From these
a total of 14 Bronze winners, 16 Silver, and 12 Gold were awarded from over 215campaigns to clients
and agencies across various categories. The Grand Effie was awarded to Roshni Helpline Trust
“Truck Art Child Finder”campaign developed by BBDO Pakistan. “Ogilvy Pakistan” was awarded the
Effie Pakistan 2020 Agency Network of the Year and “Telenor Pakistan” was awarded the Effie
Pakistan Marketer of the Year.
Mr. Asif Aziz, Chairman PAS welcoming everyone on the occasion said “who could have believedor
imagine just six months ago that we would be doing a virtual award show, but these are the times that
prove to go that adaptability is the most unique quality that humans have”. Adding further he said
“PAS exists for the industry and Effie Pakistan is an opportunity to shine further and raise our standard
of communication and showcaseit to the world. So, let’s celebrate the talent and good workand
continue to strive for excellence”.
The most coveted PASLifetime Achievement Award was presented to Mr. KhawarMasud Butt,
Chairman, English Biscuit Manufacturers (EBM) for his leadership and vision that led to the creation of
one of biggest Pakistani brand and his contribution towards the advertising industry that is a source of
inspiration for up and coming professionals and entrepreneurs.
Thousands of people watched the show live from their home. This time it not only brought together the
entire marketing, advertising and media fraternity, but also reached out the general public. Industry
stalwarts like Asif Aziz, Chairman, PAS and COO JAZZ, Dr. Zeelaf Munir, President and CEO, EBM,
Sikandar Sultan, Chairman, Shan Foods, Tariq Ikran, Jury Chair, Usman Qaiser, Head of Marketing
and Brand Management, Jubilee Life Insurance, were some of the presenters that handed the trophies
to the lucky winners. In addition, international advertising and marketing super stars like Rory
2 of 3
Awarding Ideas that Work ®
Sutherland, Chairman, Ogilvy UK, Cindy Gallop, Bob Hoffman, dubbed as the most provocative man
in advertising, Traci Alford, President Effie Worldwide, Stephan Leorke, CEO, World Federation of
Advertisers and FariaYaqob, CEO of Steal Genius also attended the show, shared their views and
presented some awards.
The show was hosted by the famous RJ and actor Khalid Malik and the red carpet was hosted by
Atiya Zaidi, Executive Creative Director, BBO. The show featured a special segment Ali vs. Aly that
talked about the campaigns in the run and industry trends and kept the viewers entertained and
engaged with their bantering.
This year Kantar Group partnered for the jury sessions, Jang Media Group was the Print Media
Partner, Digitzwas the Digital/Creative Partner, Espresso, Jaferjees, Paramount Books, Aztec
Chocolates were the gift partners. MindMap was the digital partner, BrandSynario was the online
publication partner and FMOne91 was the radio partner.
The night ended at a high note with lots of cheers and celebrations from teams participating across the
For photographs and complete details regarding the 2020 Effie Awards Pakistan program or PAS
please visit our website www.effiepakistan.org or contact:
+92 21 35836072-73