Advertising Council Australia has announced 111 finalists for the 2025 Australian Effie Awards, with the shortlist including 33 agencies and 47 clients, with multiple submissions shortlisted from Affinity, Bastion, Bear Meets Eagle on Fire, Clemenger BBDO, Dentsu, Innocean, Saatchi & Saatchi, and VML.

The Effie Awards, which cover 26 categories, are assessed by a panel of 70 senior marketers, consultants, and researchers. This year, the judging process was expanded to include more senior client-side marketers in Round One.

Chair of Judges, Colin Wilson-Brown, said: "We continue to see a high standard of entries from Australian businesses that know the value of marketing effectiveness and how to achieve it. This year, we expanded the judging to involve more senior client-side marketers in Round One, diversifying the expertise of our judges. I’d like to thank them all for their time, insights and scrutiny.

"Round two judging takes that further as cases and results are assessed by CMOs and consultants providing a client perspective on how agency work is driving business performance."

The winners of the Effie Awards will be announced on Thursday, 9 October, at Doltone House, Jones Bay Wharf. The Effie Awards are jointly presented by Advertising Council Australia and the Australian Association of National Advertisers (AANA) in association with Google.

The event is supported by a range of sponsors and supporters, including Meta, LinkedIn, Ideally, Outdoor Media Association, Tracksuit, Ad Standards, and UnLtd. These organisations contribute to the recognition and celebration of effective marketing campaigns across the industry.

The Australian Effie Awards continue to highlight the importance of marketing effectiveness and the impact of strategic campaigns. The involvement of a diverse judging panel aims to ensure a comprehensive evaluation of the entries, reflecting the evolving landscape of marketing and advertising.