The Effie Awards South Africa 2025 winners have been revealed at a dazzling ceremony held at The Venue, Melrose Arch, celebrating creativity that drives measurable business success.
This year’s programme achieved a remarkable 44% year-on-year increase in entries, with 26 trophies awarded and 44 campaigns shortlisted, a testament to the industry’s growing commitment to marketing effectiveness, according to the awards organisers.
Following months of rigorous judging, lively debate, and tough decision-making, South Africa’s leading marketing minds gathered in Johannesburg on Tuesday, 16 September, to determine the nation’s most effective campaign of the year, the Grand Effie winner.
The coveted Grand Effie, the highest recognition of marketing effectiveness in South Africa, was awarded to City Lodge Hotel Group and TBWA\Hunt Lascaris for their ‘Save Our Stay (SOS)’ campaign in the Travel and Tourism category, says the awards.
View highlights from Inside the Judges’ Room with the 2025 South Africa Grand Effie Jury here and the 2025 Effie Awards South Africa e-zine here.
“Effectiveness is disciplined creativity - the fusion of insight, imagination, and evidence that turns strategy into growth. With continued growth this year, the bar keeps rising, and so does the quality of the proof presented. The 2025 winners demonstrate what Effie stands for: clarity of problem, originality of solution, and hard, verifiable results. Their cases are a reminder that effectiveness isn't a buzzword; it's the discipline of making strategy, creativity and measurement work as one,” Gillian Rightford, Executive Director, Association for Communication and Advertising (ACA), Effie South Africa.
In line with Effie’s global framework, all finalists and winners earn points toward the Effie Index, which ranks the most effective marketing companies, brands, and agencies worldwide. All Gold winners will also compete in Effie’s Global Best of the Best competition, says the awards.
Looking ahead, Effie South Africa and Ipsos will soon release the 2025 Effie Awards South Africa Ipsos Trends Report — continuing the evidence-based series exploring what drives marketing effectiveness among local winners. Details will be announced shortly, the awards confirm.
The Effie Awards South Africa acknowledges its 2025 partners and sponsors, including Nedbank, SAB (AB InBev), Vodacom, Unilever, SPAR, GIB Insurance, and Investec, with communications support from Lobengula Advertising. Media partners include Bizcommunity, Modern Marketing, and The Lead Creative. The awards also thank contributing organisations such as Alt Studios, PepsiCo, Ipsos, Mondelez, Hennessy, and Tiger Brands.
As Effie South Africa closes another successful chapter, it looks ahead to 2026, continuing its mission to celebrate ideas that work, campaigns that blend strategy, creativity, and measurable impact.
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