Effies stands by multicultural category despite few entries

Multicall Connexions' gold Effie winner

The Communications Council is keeping faith with the multicultural/indigenous category for next year’s Effies Awards – despite it producing just one finalist this year and only a handful of entries.

Ethnic marketing specialist Multicall Connexions was awarded a gold effie in the multicultural category for the ‘Chinese New Year Term Deposit Bonanza’ for HSBC, but it was the sole finalist.

The Communications Council would not reveal how many entries there were for the category, but insisted there was more than one.

Loud, Australia’s only other multicultural specialist, is believed to be the only other entrant.

The multicultural/indigenous category was introduced in 2009, when CumminsNitro Brisbane won a silver for Tourism Queensland and multicultural agency Loud claimed a silver for Western Union.

No award was given in the category last year.

Daniel Leesong, CEO of the Communications Council, said in a statement: “Given the diversity of the Australian audience, we see multicultural marketing as an increasingly important field so we’ll continue to support the category as a way of benchmarking best practice in the area.”

“We encourage all agencies to continue to submit in the  category so we can document great multicultural marketing cases for practitioners into the future,” he added.


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