Effie Awards Ireland Announces 2025 Shortlist Celebrating Innovation

The shortlist for the 2025 Effie Awards Ireland has been published by the Irish Advertising and PR Industry (IAPI), showcasing a diverse array of submissions that exemplify creativity, strategic thinking, and measurable effectiveness in marketing. This year’s competition attracted numerous entries, all of which underwent two rigorous judging rounds held in July and September.

The evaluation was conducted by the Effie Jury, which consists of senior leaders from the marketing, media, research, and brand sectors, including both local and international Effie jurors. The jury chair, Tom Kinsella, noted, “Effie is the global standard for marketing effectiveness, recognising ideas that truly work. This year’s finalists represent the very best of our industry, with campaigns that deliver outstanding results.”

Kinsella highlighted the thorough discussions that took place during the judging process, reflecting the quality and depth of the entries. Siobhan Masterson, CEO of IAPI, emphasized the significance of the Effie Awards, stating, “Effie Awards Ireland is the only awards programme in this market that connects directly to a global benchmark of marketing effectiveness, which is a key driver for commercial growth.”

The winners will be announced at the Effie Effective Lunch on October 17, 2025, at the Dublin Royal Convention Centre. This prestigious event is set to unite leading marketers, agencies, and brands from Ireland to celebrate excellence in effectiveness. The event is hosted by IAPI and supported by sponsors including An Post, RTÉ, Allianz, and Diageo Ireland. Tickets are currently available at www.iapi.ie.

Notable Finalists in Various Categories

The finalists span multiple categories, reflecting a broad spectrum of industries. In the Alcoholic Beverages & Non-Alcoholic Product Variants category, Heineken Ireland partnered with Publicis Dublin and dentsu Ireland for their entry titled “Re-igniting the Magic of Heineken.” In the Domestic Brands category, the Irish League of Credit Unions submitted “For Effectiveness. Not Profit.”

The Finance & Insurance Services category features two entries from the Irish League of Credit Unions and Allianz Ireland, which teamed up with Forsman & Bodenfors Dublin for “Stop the Drop: How Allianz turned Sponsorship into a Platform for Protection.”

In the FMCG, Petcare, Homeware, Household & Consumer Electronics category, John West collaborated with Boys + Girls and Ad Vantage Media on “If the question is lunch, the answer is John West.”

The IT, Telecoms & Utilities segment includes entries from National Broadband Ireland and Vodafone Ireland, addressing key challenges in broadband growth.

A Focus on Social Impact and Innovation

Several entries also highlight social impact. The Marie Keating Foundation worked with Boys + Girls and Buymedia on “Getting men to pay attention to their pee,” while the Dublin Rape Crisis Centre partnered with Publicis Dublin and Media 365 for “Signs of Hope: From Reporting to Healing.”

In the realm of positive change, Lidl Ireland collaborated with Folk VML and Essence MediaCom Ireland for “Turning belief into action for Women’s Gaelic Football.”

The breadth of entries underscores the evolving landscape of marketing in Ireland, with campaigns designed not just for profitability but also for societal impact.

The anticipation builds as the industry awaits the announcement of the winners, which promises to recognize the outstanding achievements in marketing effectiveness across a variety of sectors.