The Mena Effie Awards began life as the GMR Effectiveness in the Marketing Awards as “the GEMAS “ back in 2004.

Their aims were simple: to recognize and applaud excellence in the marketing effectiveness, and to promote best marketing practice across all disciplines and categories among companies operating in the Middle East.

Key to winning was the presentation of clear and measurable results.

The GEMAS quickly earned a richly deserved reputation for objectivity and integrity, making them among the region’s most coveted business accolades.

In 2009 the GEMAS joined forces with the world famous International Effies to become the GEMAS Effie Mena Awards.

Launched in 1968, the New York-based Effies symbolizes great ideas that achieve real results and Ideas that work.

Today, the Effies has evolved into the most prestigious of all professional marketing awards. They continually raise the bar for marketing excellence through the Global Effie, Euro Effie, Effie Asia Pacific and more than 40 national Effie programmes, including what are now called the Mena Effie Awards and, recently launched Effie Effectiveness Index.