2025 Effie Awards South Africa finalists announced

Refilwe Maluleke, jury co-chair, commented: "The standard of entries this year has been exceptional. The most effective work begins with clear objectives, strong strategic thinking, and a deep understanding of the business challenge. Our role as a jury is to apply rigorous evaluation to ensure every finalist has proven, beyond doubt, the impact of their work. This process is a privilege, and it reflects the commitment of our industry to continuously raising the bar for effectiveness."

Reaching finalist status in the Effies is already an achievement of note. Finalists earn points towards the Global Effie Index - a valuable marker of success that offers global recognition for both agencies and clients.

Ahmed Tilly, jury co-chair, added: "Creativity is at the heart of effectiveness. The work that rises to the top shows us how a powerful idea, rooted in insight, can drive significant and measurable results. The jury’s responsibility is to interrogate every detail to ensure the winning campaigns truly deliver on their promises - and this year, that responsibility has been met with standout examples of ideas that work."

This year’s record number of entries underscores the growing emphasis on marketing effectiveness across South Africa’s communications sector. The finalists represent a diverse range of contributors - from large networks to independent agencies, media and PR specialists, and direct client submissions - highlighting the breadth of talent shaping impactful marketing in the country. Now in its fifth year, the Effie Awards South Africa continues to grow from strength to strength, reinforcing its position as the benchmark for marketing effectiveness.

2025 Effie Awards South Africa finalists table

Round Two of judging will determine which of these campaigns will go on to win Bronze, Silver, and Gold, with the very best considered for the prestigious Grand Effie. The winners will be announced at the Effie Awards Gala on 21 October 2025.

Gillian Rightford, executive director at the ACA, said: "Congratulations to all our 2025 finalists. Achieving finalist status in the Effies is, in itself, a mark of excellence — it means your work has met the highest global standards for marketing effectiveness. The record number of entries this year demonstrates that agencies and clients alike recognise the value of proving their effectiveness through platforms such as the Effie Awards. We look forward to celebrating these achievements at the gala in October."

Effie Awards South Africa is hosted by the Association for Communication and Advertising (ACA) and sponsored by Nedbank, SAB, Unilever, GIB Insurance, Investec, with in-kind support from Lobengula Advertising and media partner Modern Marketing.

For more information visit the Effie South Africa website at https://www.effie.org/partners/south-africa/ or visit www.acasa.co.za.