本次大赛的评委会主席肖开宁是艾菲奖引入中国的主要倡导者和执行者,曾两度赴美担任美国艾菲奖的国际评委。 “与其说是主动行为,不如说是被迫引进”——在谈到将艾非奖引入中国的原因时,肖开宁一语中的。肖认为,在加入WTO之后,更多的跨国公司要进入中国,而这些跨国公司更看重广告效果,他们需要得到有全案运作能力的广告公司的帮助。同时,国内的企业迅速地成长起来,广告主日益成熟后,对广告公司的要求也进一步提高,他们希望广告公司能够提供全案运作的服务,来促进企业的进一步发展。以效果为评定准绳的艾菲奖正能解决这些问题,这也是中广协引进艾菲奖的原因所在。 Xiao Kaiing, the chairman of the jury committee of this competition, was the chief advocate and executor of the Effie Award introduced into China. He twice went to the United States as the international judge of the Effie Awards. “It is not so much an initiative as it is forced to introduce.” - In the words of Xiao Kai-ning when it comes to the reasons for the introduction of the Ai-Fei prize in China. Shaw believes that after China’s accession to the WTO, more multinationals want to enter China, and these multinationals place more emphasis on advertising effectiveness. They need the help of an advertising company that has the ability to work on a case-by-case basis. At the same time, domestic enterprises are rapidly growing up. As advertisers become increasingly mature, the requirements for advertising companies are further raised. They hope that advertising companies can provide full-service operation services to further their development. The Effie Awards, which are judged on the basis of effectiveness, are able to solve these problems. This is why the Canton Fair brought in the Effie Awards.