South Africa, Aug. 12 -- Living up to their name, Effie is the globally recognised benchmark for effectiveness. According to the Effie Awards South Africa: "Reaching finalist status is already a significant achievement, recognising work that has demonstrated potential to meet Effie's rigorous standard for effectiveness through clear objectives, strategic thinking, creativity and measurable results."

Adds Laurent Marty, group strategy director: "Effies are demanding because they evaluate the whole journey - the challenge, the insight, the strategy, the creative idea and, ultimately, whether it made a meaningful difference to the business. That's what makes finalist status so rewarding."

Mpume Ngobese, managing director, goes further: "We...