The programme recorded 44% year-on-year growth in entries, with 26 trophies awarded and 44 campaigns shortlisted as finalists — underscoring continued momentum and the industry's sharpened focus on measured effectiveness, says the awards.
After months of rigorous judging sessions, spirited debate and tough calls, it all came down to one pivotal day in Johannesburg. On Tuesday, 16 September, a panel of South Africa's most respected marketing leaders gathered behind closed doors to determine the country's most effective marketing campaign of the year — the 2025 Grand Effie winner, adds the awards.
The Grand Effie — the highest honour recognising South Africa's most effective campaign of the year — was awarded to City Lodge Hotel Group and TBWA\ Hunt Lascaris for 'Save Our Stay (SOS)' 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.
"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," says Gillian Rightford, ACA Executive Director for Effie South Africa.
As part of Effie's global framework, all finalists and winners earn points on the global Effie Index, contributing to worldwide effectiveness rankings. In addition, all Gold winners qualify for Effie's Global Best of the Best competition, says the awards.
Looking ahead, Effie and Ipsos will present the 2025 Effie Awards South Africa Ipsos Trends Report, continuing the evidence-led series that examines what drives marketing effectiveness among South Africa's Effie winners. Details will be announced soon, confirms the awards.
Effie South Africa recognises the contribution of its 2025 partners and sponsors, including Nedbank, SAB (ABInBev), Vodacom, Unilever, SPAR, GIB Insurance, Investec, with communications support from Lobengula Advertising. With thanks to the 2025 media partners Bizcommunity, Modern Marketing, and The Lead Creative. Effie South Africa also thanks the 2025 Effie Awards contributing organisations — Alt Studios, PepsiCo, Ipsos, Mondelez, Hennessy and Tiger Brands.
View the 2025 Effie Awards South Africa e-zine here.
Effie South Africa looks forward to continuing to celebrate ideas that work — and to the 2026 programme.
For more information, visit www.effieawards.co.za. You can also follow Effie South Africa on Facebook, or on Instagram.
*Image courtesy of contributor