Effie is a globally recognised authority on marketing effectiveness, best known for its prestigious Effie Awards, which honour the most impactful and results-driven marketing campaigns across the globe. Effie's mission is to lead, inspire, and champion the practice and practitioners of marketing effectiveness globally, says the organisation.
Effie College is an initiative of the Effie LIONS Foundation. Working with students, universities and leading brands, the Foundation provides rising talent the real-world experience, network, and platform needed to shape the future of marketing through their unique lens, adds the organisation.
With Nedbank as the inaugural brand sponsor, Effie College launches with the YouthX Challenge — a powerful collaboration that invites students to apply creativity, strategic thinking, and the principles of marketing effectiveness to a live client brief, says the organisation.
Four leading institutions — the University of Cape Town (UCT), University of Johannesburg (UJ), North-West University (NWU), and the AAA School — will participate in the 2025 YouthX Challenge, tackling real consumer needs through innovative, insight-led campaigns, adds the organisation.
The programme sees student teams working under the mentorship of industry professionals. Each submission will be judged using the official Effie Awards judging process, applying the same rigorous standards used globally to assess marketing effectiveness, says the organisation.
"Effie College brings the real world into the classroom, and the classroom into the world of brands," says Gillian Rightford, ACA Executive Director for Effie South Africa. "We're excited to be launching this programme as part of our commitment to skilling up the next generation of marketing professionals. With the support of Nedbank, the YouthX Challenge gives students a platform to apply their ideas to a genuine brief, while learning the fundamentals of effectiveness in action."
The YouthX Challenge goes beyond theory. It provides students with practical exposure to client-side marketing and prepares them for the realities of brand building in a fast-evolving landscape. The campaigns are judged by a panel of respected professionals from across the marketing and communications industry, says the organisation.
Winners will be announced at the Effie Awards South Africa Gala 2025, recognising excellence not only in student work, but in the collaboration between academia and industry, adds the organisation.
"Effie College represents our belief that the future of marketing must be built on access — access to opportunity, mentorship, and the chance to solve real brand challenges," says Allison Knapp Womack, Global CEO, Effie LIONS Foundation. "We're proud to see the programme take root in South Africa, bringing together students, educators, and industry leaders to shape a more open, effective and globally connected industry."
For more information, visit www.effieawards.co.za. You can also follow Effie South Africa on Facebook, X, or on Instagram.
*Image courtesy of contributor