Australian Effie Awards
Entries to the 2025 Australian Effie Awards are now open.
Three new categories—Business to Business, Youth Marketing, and Performance Marketing—reflect the industry's evolving focus.
"The Effies set the gold standard for effectiveness, and this year’s new categories and standout work reflect the industry’s focus on precision, engagement, and accountability," said Advertising Council Australia (ACA) CEO Tony Hale .
“Entering means you’re committed to the highest level of strategic and creative excellence.”
Changes to the Insight & Strategic Thinking category will divide it into two divisions based on spend: over $2 million and under $2 million. Additionally, ACA has updated the ROI requirement across most categories to allow for alternative measures of success.
Effie deputy chair of judging Martin Rippon said effectiveness is at the heart of the Effies.
"The highest marks go to campaigns that prove their impact, whether that’s driving sales, shifting behaviour, or building brand equity," Rippon said.
“ROI and ROAS only assess if there was a strong commercial return. By refining the criteria, we’re ensuring that effectiveness remains the priority while recognising different ways success can be measured."
2024’s winning case studies are available for free download to ACA members.
ACA will also host a free Effie ‘How-To’ webinar at 12:00pm AEDT on Wednesday 18 March.
With 30 categories, on-time entries close 12 May 2025, with late entries accepted until 3 June with a late fee.
Finalists will be announced 19 July, with winners revealed at the Effie Gala Dinner in Sydney on 9 October.
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