"The best thing for SLIM is that we are working with a global programme and therefore follow its standards and benchmarks when evaluating advertising agencies in Sri Lanka," Ahamed Aroos who chairs the 2012 organizing committee said in a statement.
"It also ties in with our objective of uplifting the local advertising standards to an international level."
Aroos is senior brand manager at Reckitt Benckiser (Lanka) Limited.
An advertising campaign, ad agency or organisation that wins an Effie in Sri Lanka are good enough to win an Effie anywhere else in the world, he said.
McCann World group Chairman, Singapore who chairs Singapore Effies 2012 addressed advertising and marketing officials at a half-day workshop in October.
"He shared a lot of his insights and knowledge which benefitted all the participants," Aroos said.An 'Effie Week' will start on November 17 with an outdoor activity called 'The Amazing Race: The Effie Edition', where teams from advertising agencies in Sri Lanka will participate to develop bonds and team within the advertising fraternity.
On 20 November, yet another workshop will be held featuring foreign and local speakers to share their expertise with the participants. The awards will be held on November 22.
Last year SLIM had received 71 entries. This year more were expected.
"We see that there is a lot of enthusiasm within the advertising fraternity and winning an Effie has become a most recognised, sought-after achievement for all the advertising agencies in the country," Aroos said.
"We also see a number of agencies that are a part of the Effies going up. This year we have seen five to six new agencies submitting entries for the awards show."
The judging panel this year is headed by CBL Foods International managing director Imal Fonseka and the rest of the panel is made up of four representatives from marketing, an academic, a market researcher and one from the media.
The organizers says the judges will look at the objectives, the results in addition to creativity so that effectiveness is also evaluated.
The Effies are given within 28 categories which are also divided into industry sectors.
Among the sponsors this year is Google, a US based information technology firm which has just set up operations in Sri Lanka.