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SINGAPORE will host the Oscars of the advertising industry - the Global Effie Awards - in February next year, the first time the ceremony will be held outside New York.
This marks Asia's emergence as a global force in the advertising and marketing industry, as well as Singapore's rise as a key creative hub, according to organisers of the event.
Founded in New York in 1968, the Effies recognise excellence and creative effectiveness in communication.
They have since spread to about 35 nations, including Singapore, which each has its own edition of the awards.
Apart from hosting the Global Effies, Singapore will, at the same time, welcome over 2,000 marketing communications professionals from all over the world at the first-ever World Effie Festival to be held at the same time as the awards next February.
The two-day festival at the Suntec City Convention Centre will feature talks and seminars by the industry's global thought leaders and business personalities.
It will be presented by the New York American Marketing Association, which created and owns the Effie concept, and the Institute of Advertising Singapore (IAS).
The highlight of the festival will be a talk by Minister Mentor Lee Kuan Yew. He will speak on the creation of 'Brand Singapore' and how the Singapore Government has worked to develop the Republic into a regional and global business hub.
World Effie Festival supervisory board chairman Stephen Mangham told The Straits Times that the festival and the global awards is a landmark success for Singapore.
'Typically, these awards take place in either the United States or Europe,' he said.
Read the full story in Tuesday's edition of The Straits Times.
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