Australian Effie Awards entries open with new campaign

Entries are now open for the 2026 Australian Effie Awards, with marketers and agencies invited to put forward their strongest work to compete in what remains the industry’s benchmark for marketing effectiveness.

Run by the Advertising Council Australia (ACA), the Effies continue to position effectiveness – not just creativity – at the centre of the conversation, as scrutiny on marketing investment intensifies.

‘The proof is in the Effie’ campaign launches

This year’s program is backed by a new campaign from BMF Australia, named 2025’s Effective Agency of the Year. Titled The Proof is in the Effie, the campaign underscores the importance of substance over surface, spotlighting work with real impact rather than decorative flourish.

Tony Hale, CEO of Advertising Council Australia, said: “The Proof is in the Effie reinforces what these awards have always stood for. As scrutiny on spend increases, the Effies remain the industry’s clearest validation that disciplined marketing delivers real business results.”

The message lands at a time when marketers are under pressure to demonstrate tangible outcomes and tighter alignment between strategy and commercial performance.

Expanded categories reflect evolving discipline

New categories include International Marketing, Health Marketing, Sponsorship Activity and Best New Entrant (sponsored by Google).

Meanwhile, updated and specialist categories such as Media-Led Ideas, Data-Driven and Performance Marketing reflect the growing role of media strategy, data and partnerships in driving effectiveness.

Josh Faulks, CEO, AANA, said: “Demonstrating effectiveness has never been more critical. The Effies matter because they bring clarity by linking strategy, investment, and execution directly to results. That discipline matters now more than ever.”

Supporting entrants ahead of deadline

To assist prospective entrants, ACA will host its annual Effie: How To Webinar on 24 March, covering entry structure, judging criteria, and case-writing best practices.

Previous winning case studies are also available to ACA members, with last year’s work set to be showcased at Inside Effectiveness events in Sydney on 24 February and Melbourne on 26 February.

Entries are open across more than 30 categories, with the on-time deadline set for Monday, 4 May.

Top Image: Advertising Council Australia

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