LISBOA, May 16, 2025. The Effie Awards Portugal 2025, the awards that recognize effectiveness in marketing communication, were officially launched on Friday, 16 May, at an event promoted by APAN – Associação Portuguesa de Anunciantes (Portuguese Association of Advertisers) and APAP – Associação Portuguesa de Agências de Publicidade, Marketing e Comunicação (Portuguese Association of Advertising, Marketing and Communication Agencies), official representatives of the global network Effie Worldwide in Portugal.
The opening session was led by António Roquette, President of APAP, who set the tone for an event that promises to inspire professionals and brands to raise the standard of effectiveness in advertising, highlighting:
‘Effectiveness is the true goal of our industry. The Effies do not reward creative innovation, but rather its real impact – on business, brands, people and society. That is the purpose that unites us in this initiative.’
The event included moments of inspiration and knowledge sharing, with the conversation ‘Effectiveness in 3 Hands’, moderated by Sofia Barros şi Ricardo Torres Assunção, and featuring the strategic visions of Sérgio Leal (McDonalds), the most awarded brand in the Effie Index and highly awarded in the 2024 Prémios Eficácia, Bernardo Rodo (OMD Portugal) and Rui Silva (BBDO Portugal), which aimed to uncover the secret of effective partnerships.
This was followed by the official presentation of Effie Portugal 2025, led by Sofia Barros and Pedro Loureiro (GfK), with news about categories, schedule and evaluation criteria.
In the panel discussion ‘Inside the Effie Game’, professionals Sofia Barros, Duarte Durão (NOSSA) and Ricardo Torres Assunção shared behind-the-scenes insights into the evaluation process and what distinguishes truly effective campaigns.
The event was closed by Filipa Appleton, President of APAN, who emphasized the role of Effie as a beacon of excellence, transparency and real impact in the communications industry. ‘The Effies are more than awards – they reflect an industry that values result with purpose. In times of constant change, celebrating effectiveness is essential to reaffirm the strategic value of marketing communication,’ said Filipa Appleton.
Entries for the Effie Awards Portugal 2025 are officially open from 16 May to 11 July.
👉 Do you have a campaign with proven results? This is your opportunity to put it in the spotlight, standing out among the best in Portugal — and who knows, maybe even shining on the international stage.
Complete information available Aici.
Organized internationally since 1968 and present in more than 50 countries, the Effie Awards represent the highest recognition of marketing effectiveness. In Portugal, they are promoted by APAN, APAP şi Effie la nivel mondial, with a commitment to raising the standards of results-driven communication.
More information is available at: effie.org/portugal