This year's Effie competition brings a significantly redesigned structure and new categories, giving agencies and brands more opportunities to win awards for truly effective communication.
There are only a few weeks left until the deadline for this year's Effie Awards. Organized by the Association of Communication Agencies for the 28th time, this year's competition responds to developments in the Czech market and shifts in global trends in effective communication. The result is a new structure and a significantly expanded portfolio of categories – meaning more opportunities for brands and agencies to win awards for proven marketing. The deadline for applications is August 24, and the winners will be announced on December 10, 2025.
Campaigns from the automotive, cosmetics, retail, sports marketing, and gaming industries, for example, can now compete in their own categories.
Effie is thus responding to demand for greater granularity and relevance: some market segments and types of campaigns were previously difficult to classify. The new structure not only provides opportunities for a wide range of advertisers, but also allows for more accurate comparisons within the industry. This creates a level playing field for local and global players, corporations and smaller brands alike.
Another major change is the introduction of specialized categories that reflect social impact. The Positive Change category has two parts: environmental – campaigns that have measurably changed behavior or activities towards more environmentally sustainable solutions, increased demand for more sustainable products and services, and had a positive impact on brands and the environment – and social, i.e., campaigns that have proven effective in solving or influencing social issues and expanding activities that benefit society.
A new category for innovative use of media planning allows companies to showcase new planning methods or unconventional communication channels. Innovation is also the focus of the Marketing Innovation category, which recognizes innovative marketing or business activities and plans that have had a significant impact on the market position of a brand, product, or service. This may include product innovation, changes in packaging, technology, design, or customer involvement in development.
The expansion of categories reflects developments in marketing communications. The increasing complexity of the environment, new formats, and growing demands for specialization mean that effective campaigns today are created at the intersection of strategy, data, creativity, and technology. Understanding the audience, choosing the right channel and timing, and evaluating results all require an expert approach. This is where agencies play an irreplaceable role. The new category structure therefore reflects not only trends, but also changes in how brands build relationships with customers today and the added value of professionally managed communication.
More categories also mean more space for innovative entries. However, the evaluation criteria, set by a broad jury of the most experienced professionals in communication and marketing – both from agencies and clients – continue to emphasize demonstrable and data-driven effectiveness, strategic thinking, and creativity. So go for it, I'm keeping my fingers crossed for all applicants!
Source: mam.cz
