2025 Effie Awards calls for entries, brings new synergies to the LIONS portfolio of prestigious and coveted branding and marketing awards
The 2025 Effie Awards Malaysia announced its call for entries, launching its 17th edition with the theme “Unmatched, Unrivaled, Undeniable”. First created in 1968 in New York, the Effie Awards are recognised internationally by agencies and advertisers as the communications industry’s pre-eminent award for marketing effectiveness.
Organised by the Association of Accredited Advertising Agents Malaysia (4As), the 2025 Effie Awards Malaysia are led by Organising Co-Chairpersons Mr LV Chong, Regional Managing Director at Monster Interactive, and Dr Milan Agnihotri, Head of Growth and Strategy at Dentsu Malaysia.
Mr LV Chong said, “In today’s economic climate, there is increasing pressure within our industry from clients demanding more accountability than ever. Marketing is rightly expected to be a primary engine for business growth, and every dollar spent must be justified with a tangible return. Against this backdrop, the Effie Awards’ role as the gold standard for marketing effectiveness has never been more critical.”
“With this year’s theme, ‘Unmatched’ speaks to the rigorous methodology used to evaluate each campaign’s marketing effectiveness, ‘Unrivaled’ refers to the Effies legacy of being the global benchmark for 17 years in Malaysia and 57 years worldwide, and ‘Undeniable’ is the promise that an Effie-winning campaign presents irrefutable proof that an idea has delivered significant business outcomes,” Mr Chong added.
Dr Milan Agnihotri said, “As a new co-chair, I am very keen to re-establish and reiterate the value of marketing and communication ideas towards long-term brand building. Given the uncertainties surrounding the global business environment, the disruption in media platforms, tsunami of social and live commerce commoditizing most consumer categories and very importantly the rising cost of living, building long-term value of the brand has never been more critical.”
“Effie Worldwide’s recent joining with the LIONS portfolio of prestigious and coveted branding and marketing awards, provides marketing leaders with the data they need to advocate for investments in creative marketing that is both effective and drives business growth. The aim of Effie is to ensure that the marketing profession remains creative, effective and open to everyone. This also means that Effie will play a significant role at the Cannes Festival of Creativity – the benchmark in marketing and advertising creativity and branding,” Dr Agnihotri added.
A headline addition to Effie Awards 2025 is the introduction of the Speciality category Artificial Intelligence (AI) which will recognize outstanding campaigns where AI was a pivotal tool in driving meaningful business outcomes, showcasing how the effective use of artificial intelligence led to enhanced customer engagement, operational optimization, increased sales, or other measurable business objectives.
Other new categories include 3 Industry categories and 8 more Specialty categories including Health & Wellness – Rx – Consumer/DTC, Health & Wellness – Rx – Devices, Health & Wellness – Rx – Professional, Category/Aisle Evolution, Challenger Brand Solution, Crisis Response/Critical Pivot, Single-Retailer Program, Disease Awareness & Education: Charitable/Research Funding, Disease Awareness & Education: Non-Profit, and Disease Awareness & Education: Pharma/Corporate.
This year’s category additions bring the total to 40 Industry categories and 72 Specialty categories, in which a select number of Gold, Silver, and Bronze awards will be presented. A Grand Effie could also be awarded to a deserving Gold award winner, as determined by the judges.
The 2025 Effie Awards Malaysia are organised by the 4As and supported by the Malaysian Advertisers Association (MAA), Media Specialists Association (MSA) and Malaysian Digital Association (MDA), in association with the Malaysia External Trade Development Corporation (MATRADE).
Entries for the 2025 Effie Awards Malaysia should be submitted between June and July 2025, and the winners will be announced in October 2025. Submissions must be made online, and the awards requirements and other details can be found at the 2025 Effie Awards Malaysia website https://malaysiaeffie.com.
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