History

The GEMAS effie Mena Awards were launched to recognise, educate and encourage effectiveness among the marketing communications industry across the Middle East.

They combine the regional marketing effectiveness awards - the GMR Effectiveness in Marketing Awards (GEMAS)- and the internationally renowned Effies.

Launched in 2004 to encourage international best practice in marketing in the Middle East the GEMAS were awarded on the sole premise of proven marketing effectiveness based on the clearly demonstrable, quantifiable and transparent campaign results.

The Effie Awards were founded in 1968 by the American Marketing Association, (AMA) New York Chapter, as an awards programme to recognise the most effective advertising efforts in the USA each year.

Since 1968 Effies has become a source of learning through conferences, judging discussion and briefs providing opportunities for insight into effective marketing communications.

In July of 2008 the New York AMA assigned its rights to the Effie brand over to a new non-profit organization named Effie Worldwide, Inc.

Effie Worldwide exists to provide information regarding effectiveness and results in marketing communications.

Its priority is to educate and share with the industry its definition of effectiveness by highlighting great ideas that work and encouraging thoughtful dialogue about the ever-changing world of marketing communications.

In 2009 the GEMAS and the Effies joined forces as the GEMAS effie Mena Awards.

The initiative brings a broader international dimension to the GEMAS and marketing in the Middle East while launching the Effies into one of the most dynamic, emerging markets in the world.

More than anything, however, the GEMAS effie Mena Awards mark a major milestone in the history of marketing in the Middle East as the sector rapidly matures to take its rightful place on the global stage.

The glittering awards presentation ceremony takes place on 24th November 2011 at the Joharah Ballroom, Madinat Jumeirah, Dubai.

We look forward to welcoming you there.