Recognised globally as the benchmark for marketing effectiveness, the Effie Awards says that it celebrates campaigns that have delivered measurable impact. Judging is conducted by a panel of senior industry leaders who evaluate entries based on the strength of their strategic thinking, creative execution and tangible results.

"The integrity and success of the Effie Awards lie in the calibre of its jury. In 2024, we were privileged to have an exceptionally high-level panel, including industry leaders from diverse marketing disciplines. Under the expert guidance of Jury Co-Chairs Refilwe Maluleke and Ahmed Tilly, the jury engaged in robust deliberations, setting a strong precedent for effectiveness evaluation. We are delighted that both Refilwe and Ahmed have agreed to continue as Jury Co-Chairs for 2025, bringing their extensive experience and leadership to the process once again," says Gillian Rightford, Executive Director of the ACA.  

The Judging Process

The awards says that the rigorous adjudication process consists of two rounds:

Round One: Senior marketing and agency professionals assess entries based on evidence that commercial communication was key to the campaign's success.

Round Two: Top-level executives evaluate the strongest cases, identifying finalists and category winners.

Effie Awards says that a select panel of C-suite leaders determines whether any campaign demonstrates an extraordinary level of marketing effectiveness, awarding a Grand Effie only if a case meets the highest standard of excellence.

Who Should Apply?

The Effie South Africa jury is composed of seasoned professionals with a proven track record in marketing effectiveness, the awards says. 

Eligibility Criteria:

  • Agency Representatives: Senior strategists and creative directors for Round One; C-suite executives for Round Two.
  • Client-side Representatives: Senior management for Round One; top-level marketing executives for Round Two.
  • Industry Professionals: Research organisations, academics and media experts are encouraged to apply.
  • Inclusive Representation: Agencies from all specialisations — including PR, digital, media and integrated agencies — are welcome to participate.

"To truly reflect the diversity of our industry, we need a broad spectrum of jury members. We encourage strategists, creative directors, marketers, media professionals, research specialists and academics to apply. Effective marketing is shaped by multiple disciplines, and we want our jury to embody this richness of expertise," adds Rightford.  

Key Dates:

  • Judges Application Deadline — Thursday, 8 May.
  • Jury Induction / Workshop — Wednesday, 18 June.
  • Round One — Cases to Jury Thursday, 26 June / Jury Discussion Thursday, 10 July.
  • Round Two — Cases to Jury Tuesday, 5 August / Jury Discussion Thursday, 7 August.
  • Grand Effie Judging — Thursday, 28 August.

How to Apply:

Marketing and agency professionals interested in shaping the future of marketing effectiveness are invited to submit their applications online via the Judges tab on the Effie South Africa website by clicking here. The deadline for applications is 17:00 on Thursday, 8 May.

For more information, visit www.effieawards.co.za or www.acasa.co.za. You can also follow Effie South Africa on Facebook, LinkedIn, X, or on Instagram. 

*Image courtesy of contributor