Product of the Year: Direction to represent the institution in Greece

Direction undertakes to represent the institution “Voted Product of the Year” in Greece with the organisation of the first event starting immediately.

Direction Business Network moved forward with a significant international collaboration since it undertook the official representation of the institution “Voted Product of the Year” in Greece. Internationally, it is the greatest and most significant award with respect to product innovation based on consumer votes. “Product of the Year” was established in France in 1987 and is now being organised in more than 40 years in 5 different continents. It approaches more than 3.5 billion consumers around the world for the same purpose: to guide consumers to the best products in their market and reward manufacturers for quality and innovation.

Moreover, it should be noted that the Voted Product of the Year award can help mass market product manufacturers to promote their innovation and offer added value to consumers. This is achieved by making the participating products more appealing in relation to the competitive brands of the same category. It is for this reason that Voted Product of the Year Worldwide, the licensor of the well-known consumer “Voted Product of the Year” trademark, is acknowledged as a true “Fast Moving Consumptions Goods activation specialist”.

Philippe Gelder, President & CEO of Voted Product of the Year Worldwide, spoke in relation to the collaboration with Direction Business Network in Greece: “We are committed to innovation. With respect to our methodology, consistency and viability constitute our key axis, but we ought to “listen” to the markets and observe their trends. We believe in simplicity rather than complexity. We do not believe that we should receive the thousands of thoughts that are presented to us as expansion ideas, so that we can truly focus on the few ideas that are significant and mean something for the brands that trust us. Our philosophy is that every level of our organisation should work in an ethical and respectful manner, and honestly we do not settle for anything less. It is for this reason that we decided to start a new collaboration with a new partner in Greece. It is with great pleasure that I announce that Direction Business Network will hereinafter represent the Voted Product of the Year award in Greece, which is a beautiful and extremely promising country. Although Direction is a new addition to the POY Worldwide family, I believe that our brand will greatly benefit from the extensive experience and know how that this new partner has in the retail trade and FMCG area. I am certain that “Product of the Year” is in good hands and that this will continue for a long time”.

With regard to the collaboration, Direction’s Evangelos Papalios stated: “We are extremely pleased about the collaboration with Voted Product of the Year Worldwide and the product of the year award. The “Product of the Year” award is an event that completely coincides with our philosophy regarding business and the corporate world’s awards. Direction never had, nor will it ever have, the aspiration to convert into an distinctions industry. Awards are won, they are not granted. They are awarded to those that deserve them through transparent procedures thanks to meritocratic criteria and via a broad vote or survey. This is our mindset and we are pleased that we have our partners’ understanding in the organisation for the “Product of the Year” award. Their successful presence in more than 40 countries around the world constitutes an explicit and clear indication that this philosophy and strategy cannot be incorrect. Despite the difficult circumstances and adverse economic situation, the Greek market still has sound forces. There are businesses that invest in innovation and drive their categories toward growth. Once again, we will stand by the side of these businesses by rewarding and promoting those that have their sight set on innovation and growth. Those that continue to present products that stand out and are worth recognition. We are particularly proud that POY Worldwide selected us for this collaboration and we are determined to do our best in order for the institution to acquire the glamour and value that it deserves in the Greek market. I should note that in the context of this new partnership, the first Award Ceremony will take place in 2018, the year that we will celebrate our 25-year anniversary in Greece. This journey has given us the experience to overcome the high demands of such an important event and has provided us with the momentum that is required for big and better things”.

More information will be announced shortly about the first organisation of the event.