IAS AR 2004 - Institute of Advertising Singapore

T h e E F F I E S e m i n a r s
HOW TO WIN AN EFFIE
Presented by Linden Davis, President, Lin Davis & Associates
Date:
Thursday 1 April
Afternoon 2.30pm-3.30pm
Evening 6.00pm-7.00pm
Venue: DDB Singapore Auditorium, 226 Outram Road
Date: Friday 2 April
Afternoon 2.30pm-3.30pm
Evening 6.00pm-7.00pm
Linden Davis, who has been associated with the New York EFFIEs for 30 years, and who will preside as the
Moderator of the judging in Singapore in June, will be flown out specially to conduct the Singapore seminars
in April on 'How to win an EFFIE' to held over two days on 1st and 2nd April at the DDB Auditorium.
Linden will attempt to de-mystify any preconceptions about winning EFFIEs.
Want to know HOW to win an EFFIE Award
The unconventional and flamboyant Linden Davis believes
in ‘taking the bull by its horns’ and getting straight to the heart
of the matter. Expect cutting edge directives delivered with
panache. Expect to be painfully challenged, to be pushed far
beyond your limits of creativity, to settle for nothing less than
your absolute best!
With an impressive background of over 30 years’ hands-on
marketplace exposure in advertising, business management and
consulting, studying and implementing product research
methodologies and a seasoned veteran EFFIE judge for more than
three decades, Linden Davis is indeed the man to tell you HOW
to do it.
Among his sterling accolades:
• Led market research of new products at Lever Brothers in
New York, directing consumer insights and product research used
in the creation and development of its new products
• Directed strategic input into advertising and marketing
campaigns for highly recognized, blue chip advertisers at
McCaffrey and McCall.
• Directed strategic input into Sterling Health’s marketing
research strategies and measured the performance of their overthe-counter
remedies; also conducted consumer research assessing
the value of potential acquisitions.
• Formed a consultancy, Lin Davis & Associates, working
across many categories such as automotive, entertainment and
pharmaceutical. In particular, he consulted at Bristol-Myers,
working on a number of OTC and several Rx-OTC switch
assignments, one being the FDA approval for Excedrin’s migraine
indication.
• Developed a new brand loyalty and equity model called
‘Relationship Monitor’ for Foote Cone & Belding which led to
him managing Relationship Monitor and its world-wide
deployment. Lin successfully line-extended the model into a small
module for small-scale, stand-alone studies and for useful inclusion
in other strategic tracking studies.
Linden Davis, President, Lin Davis & Associates
“We are delighted that Singapore is the
second country in Asia after India to launch
the EFFIE Awards. It says quite a lot about
the quality of advertising professionals in
Singapore who have already shown that
Cannes, Clios and New York Festival
Awards do not frighten them.”
AN EFFIE VETERAN
Lin has been associated with the Effie Awards for over 30
years. In addition to being a past-president of the New York
Chapter of the American Marketing Association, the sponsor of
the Effie Awards, he was Chairman of the 5th Awards in 1974
and Co-Chairman of the 10th Awards in 1979. He was personally
responsible for introducing the Effies to France and Mexico. He
has participated in the EFFIE judging for 30 years and has
moderated final judging for over 10 years.
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