CAANZ has confirmed the appointment of international guest judge Charlie Robertson to head this year’s executive judging panel for the 2012 Effie Awards (held in association with TVNZ).

Once introduced by a client as “an engineer from Glasgow brought in to sort the brand”, Robertson is one the world’s most highly regarded strategic planners. He started his life in planning at Boase Massimi Pollitt (later to become part of DDB London) and went on to become Head of Planning at Bartle Bogle Hegarty in the ’80s.

Since 1994 Robertson has been the strategic evangelist at Red Spider, the independent brand consultancy firm he founded in London in 1994, advising companies such as Qantas, Foxtel, NAB and MLC.

“We’re thrilled to have someone with Charlie’s credentials casting an expert, independent eye over the Effie judging process,” said Effie Awards chair David Thomason. “We also look forward to catching some inspiring words of wisdom while he’s here.”

After many late nights of drafts, re-drafts and checking of facts, a tremendous response of 169 Effie entries are in and ready to be judged, CAANZ says. Preliminary judging starts in Wellington today (Monday 20 August) and concludes in Auckland tomorrow. Finalists will be announced on Thursday.

Convener of Judges Lew Bentley believes the large number of judges (160) lined up for the preliminary rounds reflect the positive, industry-wide reputation that the Effies have for excellence in the craft of advertising.

Robertson, who has been convener of judges at Effie Australia, will lead the executive judging panel that will decide the winner of the Grand Effie and a handful of other judges’ awards.

Category judging is scheduled for Wednesday 29 August and Executive judging on Monday 3 September.

Charlie Robertson’s words of wisdom can be heard at the Effectiveness Function on Tuesday 4 September. Tickets and more details will be available through the CAANZ & ANZA websites shortly.