Global superstar rapper and hip-hop artist Eminem’s song ‘Legacy’ is very personal to him. It tells the tale of how he initially doubted his worth and value and gradually, over time, found himself and his place in the world.

On April 26, at the Effies, I saw people receive validation and applause that is rightfully desired and maybe even craved. The event was one to remember and savour, a much-needed space to mingle and relax and also celebrate and laud the local marketing fraternity.

As a marketing professional, I look forward to the annual gathering as it is a great opportunity to meet friends, former colleagues, acquaintances, and new people. It is a trip down memory lane and a chance to breathe in the atmosphere and experience the pulse of the industry.

Of course, as I am not a person with skin in the game and no reputation on the line in terms of a win or a lose situation, my attitude might not reflect those who have been nominated who could well be on tenterhooks.

This year, the winners literally took centre stage as the layout of the event had been changed to a ring format with tables facing the stage which was located at the centre of the hall. This increased engagement among the attendees and gave them more chances to meet and greet people. Another interesting and welcome change was the addition of two large SMD screens along the sides of the hall for increased visibility. The ceremony was entertaining and the host – the well-known and loved Dino Ali – did a good job; there were no attempts at humour that fell flat which are part and parcel of most awards galas in Pakistan.

It was an emotional moment when the audience was asked to observe 30 seconds of silence to pay tribute to Ibrahim Baloch and Shahid Bin Aziz who had passed away recently. It was a stark contrast to the jubilation and joy of the winners and cheers from the crowd that followed.

While change is sought after and chased – maybe even worshipped – death too is a change, which we struggle to deal with. Change in a positive form was obvious as the winners included a large crop of professionals in their twenties and thirties. The Agency of the Year award went to Adcom; Alt Story, an outfit I frankly know little about, was given the most effective agency award, and K-Electric walked away with the Grand Prix, and it was Jazz that won the Marketer of the Year award, and not an MNC.

Among all the glitz and glamour, the defining moment for me was when Sarfaraz Ahmed Rehman was presented with the Lifetime Achievement Award. He feebly took to the stage, but this lack of physical dexterity was more than made up for by the power of his words. As a person who has known and admired Sarfaraz sahab for years, it was a privilege to watch him receive the award. The applause he received as he took the stage pales when compared to the level of impact he has had in his various roles. I remember vividly when, in 2015, a heatwave in Karachi took 900 lives, a lot of people were jolted into action, and on the marketing forum KAMN, we were discussing how to provide relief to the public in the sweltering heat. Sarfaraz sahab not only offered advice and support but also was very practical and firm in rejecting ideas that seemed to be passionate but were impractical and ineffective.

He reflected on his career and accomplishments and thanked PAS and the industry for giving him the award. He was thankful for the teams he worked with, the relationships he cultivated, and the young people he worked with and coached. He was genuinely proud of their achievements and success, perhaps even more so than his own. He was obviously happy to have the opportunities and challenges that he had experienced, much like Eminem.

His speech actually puts into perspective a bigger picture and purpose for the industry, the PAS and the professionals; marketing should not only be about currency, but it should build and grow a legacy of excellence. That has been the goal of PAS and the reason why the Effies were introduced.

The future for the awards is promising but more efforts should be made in my view to be even more transparent about the judging process especially if sponsors or jury members have submitted entries, as well as educating and grooming the industry about how to send in entries, and also gear them up for regional and global competitions as well. Right now, very few local campaigns are bringing home laurels from abroad.

Of course, there is always room to grow and improve, but let’s not forget to celebrate progress. This year too, new categories were added, and as I have written over the years, having a globally recognised awards programme in Pakistan is always a positive. The fierce competition and desire to win are good indicators for our industry and fraternity.

Eminem uses his signature creativity at the end of his song ‘Legacy’ by employing a play on words using his name Marshall Mathers, when he says “I’m the fire Marshall and this is my legacy.” There’s no doubt that the Effies have lit a fire in the marketing industry and we look forward to seeing the flame rise higher in the years to come.