The launch follows Effie joining forces with LIONS in January 2025 with the aim of helping brands make a better case for investing in creative, effective marketing that drives growth, says the organisation.

The foundation's main objective is to give interested marketing students the skills they need to succeed in an ever-evolving industry through partnerships with worldwide educational institutions and brands, adds the organisation.

The foundation says that it aims to empower the next generation of marketers by providing access to the experience, connections and tools they require to shape the future of the industry through their own unique perspectives.

At the heart of the foundation's work is the Effie Collegiate programme — a marketing challenge that gives students hands-on, real-world problem-solving experience, says the organisation. The programme continues Effie's mission-driven work by connecting students with leading brands and agencies to foster a deep understanding of marketing campaign development.

The organisation adds that the programme operates in the United States, Latin America and South Africa, and that it holds plans for further global expansion.

LIONS will produce a suite of educational tools and insights, including LIONS Learning and LIONS Intelligence, helping participating students blend theory with cutting-edge practice, adds the organisation.

The Effie LIONS Foundation says these include making the following course, programme and platforms available to Effie Collegiate students:

  • Effie Fundamentals: A marketing effectiveness and insight-driven strategy course.
  • Contagious IQ: A marketing intelligence platform.
  • Contagious Creative Accelerator: A fast-paced certificate programme focused on creative trends and real-world briefs.
  • The Work: A platform with more than 200 000 award-winning campaigns from Cannes Lions.

Programme graduates will also gain access to LIONS Creative MBA, a digital course designed to accelerate careers, according to the organisation.

The Effie LIONS Foundation says its Board of Directors include:

  • Allison Knapp Womack, Chief Executive Officer of the Effie LIONS Foundation
  • Jae Goodman, Chief Executive Officer of Superconnector Studios and Board Chair of Effie Worldwide
  • Traci Alford, Global Chief Executive Officer of Effie
  • Phil Thomas, Chief Creative Officer of Global Brands and Informa PLC and Chair of LIONS
  • Dr Marcus Collins, Marketing Professor at the Ross School of Business, University of Michigan
  • Lara Balazs, Chief Marketing Officer and Executive Vice President of Global Marketing at Adobe, and 
  • Vineet Mehra, Chief Marketing Officer at Chime. 

The foundation's leadership team brings together deep experience across marketing, communications, advertising, education and philanthropy, ensuring that its mission is guided by purpose and driven by results, says the organisation.

Caitlin Moses Bowser Head, of Programmes and Partnerships at the Effie LIONS Foundation, joins the organisation from StoryCorps. Tiffani Gautier, Head of Programme Delivery, joins from Effie and Nneka Norville, Head of Marketing and Communications, joins from Nike, adds the organisation.

Womack says, "The Effie LIONS Foundation exists to open doors and create opportunities — for the students who've never imagined a place for themselves in marketing, and for the industry that urgently needs their ideas, perspectives, and creativity. We believe that is the path to a more effective industry, and we're here to make that future possible."

Goodman concludes, "We are combining the marketing effectiveness of Effie, the creative force of LIONS and the energy of rising talent from around the world. That's a powerful mix. The foundation is ready to deliver transformative value to the next generation of marketers with the access, insight and inspiration that will fuel the industry for years to come."

For more information, visit www.effielions.org. You can also follow the Effie LIONS Foundation on LinkedIn, X, or on Instagram.

*Image courtesy of contributor