Effie Awards Ireland is run by IAPI (Institute of Advertising Practitioners in Ireland).  

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2021 Effie Awards Ireland

Effie is a global forum that exists to lead, inspire and champion both the practice and practitioners of marketing effectiveness. The awards are open to all agencies and brands that want to be recognised for their most effective marketing efforts that made a difference and achieved real, measurable results.

Last year Ireland, through IAPI, became the latest country to adopt these world-class marketing effectiveness awards.

Having made the difficult, yet necessary, decision to postpone the inaugural Effie Awards Ireland for a year, IAPI are delighted to confirm the schedule for 2021.

IAPI will provide regular updates on Effie Awards Ireland 2021 over the next few months.

2021 Dates
17th February -  Refresher “How to win an Effie” event
1st March -  Effie Awards Ireland open for entries
23rd April - 1st Entry Deadline (EXTENDED TO 30 April)
21st May - 2nd Entry Deadline
18th June - 3rd Entry Deadline
Early July - 1st Round Judging
Early Aug - 2nd Round Judging
23rd September - Effie Awards Ireland Gala

Effie Awards Ireland are supported by
RTE Media Sales
An Post Commerce
Wide Eye Media

A number of entry resources are provided below in Judging Criteria, Deadline and Entry Fees section. Please review these carefully. The Entry Kit contains all the important information to guide your through the entry process. However, if you have any questions related to Effie Awards Ireland competition, please contact

Effie Awards Ireland Announce Jury for Round One

IAPI are delighted to announce a stellar line-up of judges for the first round of judging for Effie Awards Ireland.

Effie is a global forum that exists to lead, inspire and champion both the practice and practitioners of marketing effectiveness. The awards are open to all agencies and brands that want to be recognised for their most effective marketing efforts that made a difference and achieved real, measurable results. This year, Ireland, through IAPI, becomes the latest country to adopt these world-class marketing effectiveness awards.

“The Effie’s will champion Irelands most effective creative and give Irish talent the opportunity to compete with the best of the best internationally every year,” says Damian Devaney, Senior Partner, TBV Global. “It will act as a vital reminder for marketers and agencies alike of the strategic impact on business performance of effective marketing. Effective communications does two things. It drives your commercial performance today and through building your equity, supports your business performance into the future.” Damian, having spent his career building brands for Coca Cola, Diageo, O2 and Smurfitt Kappa, is the overall Jury Chair for Effie Awards Ireland. Having previously judged the Best of the Best of Euro Effies

Effie Awards Ireland Round 1 Jury will be split into 3 Jury rooms, each one chaired by judges with previous Effie judging experience. These are: Nichola Mullen, Head of Fundraising, St. Vincents de Paul; Nicky Doran, Marketing and Strategy Director, Davy and Neal Davies, CEO, BBDO.

The remaining jury members for Round 1 are: Carlos Cantu, Marketing Director EMEA, Twitter; Rob McEvoy, Head of Marketing Management, Allianz; Anna Putts, Brand & Content Director, HBO Central Europe; James MacAskill, Senior Strategist, Adam & Eve; Mark Brennan, Head of Marketing, AIB; Paul Dervan, CMO, National Lottery; Elizabeth Sheehan, Innovation & Sustainability Director, Suntory Beverages & Foods Europe; Lisa Browne, Head of Marketing & Customer Insights, ESB Group; Louise Bannon, Head of Marketing, DAA; Roisin Field, Head of Advertising, Digital & Social, Ulster Bank; Jennifer English, Global Brand Director, Baileys and Roe & Co Whiskey, Diageo; Garret O’Beirne, Head of EMEA & Americas Business Partnerships, Facebook; Luke Reaper, Managing Director, Behaviour & Attitudes; Kathryn Jacob OBE, CEO, Pearl & Dean. Click here to read more information on our jury members.

The Effie Awards Ireland jury will look at a wide range of qualities in each campaign and will evaluate entries based on proof that communications depicted in the entry was key to the success of the campaign. These qualities are summarised into four categories:
  • Strategic Challenge
  • Creative Strategy
  • Bringing the Idea to Life
  • Effectiveness

Categories for the Inaugural Year

To help you with your entries in 2020, IAPI hosted a free “How to Win an Effie” workshop on 26th February. This was particularly useful for the agency personnel tasked with writing the entry and you can view the advice of our guest presenters on We also hosted a relaunch for the 2021 awards and that can be viewed online here.

Effie Awards Ireland are now open for 2021 and there are 22 categories to choose from. To honour even more great work, efforts can be entered into a maximum of four categories. Of those four categories, only one category submission may be an industry category and three may be specialist categories as detailed below. 

More detailed category definitions are available in the 2021 Entry Kit. Meanwhile, if you have any further questions, please email
Industry Categories
  • FMCG, Petcare & Homewares
  • Pharma, Healthcare, Cosmetics, Toiletries, Nutrition
  • Finance & Insurance Services
  • IT, Telecomms & Consumer Electronics
  • Leisure, Media, Sport, Travel & Gaming
  • Automotive & Transportation
  • Retail & Fashion (Bricks or Clicks or both)
  • Alcoholic Beverages
  • Utilities, Public Service & Government 
  • Construction & Property

Specialist Categories
  • Small Budget – less than €50k
  • Positive Change – Brands, NFP – Environmental or Social Good
  • Direct to Consumer/Direct Response
  • Business to Business
  • Engaged Community
  • Data Driven
  • New Product or Service Introduction
  • Topical Marketing (Current Events)
  • Media Innovation
  • Media Content & Partnership/Sponsorship Effectiveness
  • Crisis Response/Critical Pivot
  • Sustained Effectiveness

Grand Effie Award

Judging Criteria, Deadlines, and Entry Fees

70% of the score, equally weighted for each section:
  • Challenge, Context & Objectives
  • Insight & Strategic Idea
  • Bringing the Idea to Life (This includes the creative and media strategies and the work itself)
30% of the score is based on Results


2021 Dates Announced 
17th February -  Refresher “How to win an Effie” event
1st March -  Effie Awards Ireland open for entries
23rd April - 1st Entry Deadline (EXTENDED TO 30 April)
21st May - 2nd Entry Deadline
18th June - 3rd Entry Deadline
Early July - 1st Round Judging
Early Aug - 2nd Round Judging
23rd September - Effie Awards Ireland Gala

Effie Fees
IAPI Members
23rd April (EXTENDED TO 30 April)  - 1st Entry Deadline - €350
21st May - 2nd Entry Deadline - €425
18th June - 3rd Entry Deadline - €500
Non IAPI Members
23rd April (EXTENDED TO 30 April)  - 1st Entry Deadline - €500
21st May - 2nd Entry Deadline - €625
18th June - 3rd Entry Deadline - €750
There will be a 2% discount if you have 3+ entries, 5% discount for 5+ entries and 10% discount for 10+

Sample Entry Form
Please see below a sample standard entry form from Effie Awards Ireland. The Effie Awards Ireland entry portal will open on 1st March 2021 and the following documents will assist you in the interim in gathering information for your entries. 

Effie Awards Ireland 2021 Entry Kit
Effie Awards Ireland - Entry Form 2021 (Sample)
Effie Awards Ireland Complementary Sample Case Studies
Worldwide Entry Form 2021
Worldwide Sustained Success Form 2021
2021 Effie Objective Guidance
Entry Portal Tutorial - US Version


Effie Awards Ireland Postponed Until 2021

Following consultation with Effie Worldwide, the IAPI Board have made the difficult, yet necessary decision to postpone the inaugural Effie Awards Ireland until 2021. 
Effie Awards are going ahead in countries where entries are already being processed but most of the regional Effies scheduled for Q3/Q4 this year are in doubt.  No gala events are being held and the judging and awards are all happening online. 
“For the Irish industry IAPI feel it the best approach, given the current, difficult circumstances and the associated pressures on the marketing community.  Moving to 2021 will give us the opportunity to showcase our marketing effectiveness strength and capability, when we need it most.” says Shenda Loughnane, President IAPI and Group Managing Director, Dentsu Aegis.
For the purposes of clarity please note that IAPI:
  • will be extending the time period for entries to cover the past 3 years.
  • will do their utmost to schedule the awards so that the 2021 winners can take part in the Best of the Best in the same year.
  • will add a Covid 19 category so they can contain these entries separately. 

“While we’re very disappointed that we can’t run this vital marketing effectiveness programme for you this year, we will be continuing with other, important initiatives to keep our industry active and engaged.  Cannes Young Lions is being judged at the moment even though they won’t get to go until next year and we plan to continue with Cannes Grey Lions in the Autumn”, says Charley Stoney, CEO, IAPI. “Furthermore, the IAPI Board are working hard to come up with other exciting initiatives to showcase our industry through other means so watch this space…”
Effie Awards Ireland was due to hold its’ inaugural year in 2020 with a Gala Awards scheduled for Sept this year.  The first deadline for entries was to be due at the end of May.
Effie Ireland sponsors; RTE Media Sales, Twitter, Wide Eye Media, An Post Commerce and Pluto will continue to support the programme for 2021.

IAPI bring Effie Awards to Ireland

Effie’s mission is to lead, inspire and champion the practice and practitioners
of marketing effectiveness. 

The Effies recognise any and all forms of marketing communication that  contribute to a brand's success. Any idea driven by any marketing communications medium or combination of mediums is eligible for an Effie, as long as the results are proven. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie recognises effectiveness worldwide with the Global Effie, regional award programs and almost 50 national programs.

IAPI are the latest to join the Effie network bringing Effie Awards to the Irish industry. This prestigious programme replaces ADFX and the inaugural awards in Ireland will take place in 2020.

Effie Awards Ireland -
  • will honour the most significant achievement in commercial creativity and communications: ideas that work.
  • will create a globally recognised and best-in-class awards and education programme around marketing effectiveness for the Irish market.
  • will enable winners in Ireland to benchmark themselves internationally as every Effie programme uses standardised judging criteria.

2020 Effie Europe Jury announced

The jury for the 2020 edition of the Effie Awards Europe has been announced by organiser EACA, the European Association of Communications Agencies.

“One of the reasons we became an Effie partner was to expose Irish agencies and marketers to an internationally recognised benchmark of excellence. In addition, by being part of the Effie family, we can now nominate Irish jury members for Effie Europe which will further champion the cause for marketing effectiveness”, says Charley Stoney, CEO, IAPI. “We’re therefore delighted that five of the European Jury members announced are from the Irish community.”

These include:
Check out the full jury list and profiles here.
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Effie Awards Ireland Open for Entries

Good Morning World: Planning of the World’s Most Effective Campaign
Original IAPI were thrilled to have Rory Gallery, Head of Strategy at Special Group New Zealand join us on the 20th May to talk about the Special Group’s “Good Morning World” campaign. Special Group has recently been named global Creative Agency of the Year by Campaign magazine.

The campaign featured a different Kiwi saying ‘Good Morning World’, to the world, every day for a year via Instagram. It showcased New Zealand’s best offerings while shining a light on the diversity of people who live here.

Named the most effective marketing campaign in the world, Tourism NZ has knocked out top contenders like Nike and Apple. It is also the first time a New Zealand brand or agency was recognised in the Global Effies.

Click here to view the recording>>
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