Since its inception in 1995, an APEX has come to be regarded by many as symbolising the achievement of communications campaigns' performance excellence in an industry that is constantly refining and redefining creativity. This year's entries have increased almost three fold since 2008, the Association for Communication and Advertising (ACA) announced late last week.
"The association is very pleased not only with the number of entries received but also the number of participating agencies this year because this year marks the first true annual cycle for APEX that historically ran every two years,” says Odette Roper, CEO of ACA.
“This is certainly augurs well for the profession and proves that the awards are coming of age. It also demonstrates the profession's commitment to and embracing of accountability and validates our effectiveness and contribution to business success,"
These are unlike any other industry awards because the awards champion greater accountability by rewarding communications campaigns that work, sell and resonate in the minds of their target audiences, and in so doing, deliver results. This is mandatory for any business, particularly because of the current economic climate. Creativity is not enough. Marketers and advertisers are faced with increased pressure to deliver campaigns that work harder and deliver a measurable return on investment, despite shrinking budgets.
The standard for winning is very high, as the adjudication process is stringent and entrants must systematically provide evidence of the effectiveness of their marketing communications as opposed to the effects of other non-communication variables and in so doing, prove that their campaigns performed by delivering the desired return on investment. "An APEX represents a demonstration of both strategic and creative effectiveness and positions award winners as leaders in their field," says Roper.
The adjudication process is underway and the winners will be announced at a prestigious gala event to be held in May that brings together leaders in the communications and advertising sector, media and government.