Effie Awards Aotearoa 2025 convenor of judges Murray Streets says what sets the Effies apart is that they’re not about trophies, but about sharing insights on great marketing.
This Thursday October 23, the industry gathers at Auckland Town Hall for the Effie Awards Aotearoa 2025. And despite the awards fatigue that comes with being the last of the big four this season, there’s genuine reason to pay attention.
The numbers tell a story of resilience. We’ve seen an increase in entries year-on-year which has resulted in 119 finalists.
In an economy where marketing budgets are under scrutiny and every dollar must prove its worth, more agencies and clients are stepping up to demonstrate their effectiveness.
That’s not just encouraging. It’s essential.
The Effie Awards difference
What sets them apart is simple: they’re the hardest award to win.
Entrants must combine storytelling, persuasion and quantified proof to demonstrate – beyond reasonable doubt – that it was their thinking and creative campaign that delivered the commercial result.
Causation. Not just correlation. To borrow from John Hegarty’s advertising memoir: they reward work that blends intelligence, magic and results.
First established by the New York Marketing Association in 1968, Effies represent the global standard for advertising effectiveness. They are the common currency by which it is judged worldwide.
In Aotearoa New Zealand, they’ve been run by the Commercial Communications Council for 23 years.
Unparallelled rigour
Each submitted case endures three rounds of scoring and debate by judges, plus a final review by client executive judges and our international judge. This year it’s Australia’s Mim Haysom, executive general manager brand and customer experience at Suncorp Group.
On the night, the real competition won’t just be for metal – it will be between different approaches to making the case for effectiveness.
Who will be judged strong on story but perhaps weaker on results?
Who will be data-heavy but insight-light?
And who will succeed at bringing together storytelling, creativity and proofs?
As this year’s Convenor, I’ve been privileged to work with the Comms Council team to oversee the judging process. Thank you to all our judges in Round One and our Round Two panel judges in Auckland and Wellington for their fairness and generosity with their time.
Once again, we’ve invited several First Five Rungs shadow judges to read papers and join Second Round panels – listening, debating and growing their knowledge for the future.
Beyond the trophies
All entrants should be lauded. An Effie Award entry requires significant preparation, time and effort beyond business as usual. In the current economy, that investment is harder to make. But it’s also more valuable.
The ultimate point of the Effies Awards isn’t the rivalry or the metal. It’s the learnings and insights we share into how to create great marketing and advertising. It’s the case studies that become teaching tools.
They provide the proof that helps the next pitch, the next budget conversation, the next brave idea.
Congratulations to our finalists. Here’s to rewarding a body of work that represents effectiveness at its best – something we can all take genuine pride in, and learn from.
See you on the 23rd.
