Effie UK Announces 2025 Awards Finalists

Sep. 26, 2025

Effie UK today announced 49 cases will go through to the final round of judging for the 2025 Effie Awards UK – the programme which is the benchmark for marketing excellence and recognises the most effective marketing campaigns across various industries and disciplines. 

With a higher percentage of finalists this year than ever before, and a particularly high standard of submissions, the Positive Change category (spanning non-profit, environment and brand) picked up the most shortlisted entries with five finalist papers.

In total, the 49 finalists span 29 categories this year.

View the Effie UK Finalists here.

Among the most shortlisted brands are CALM (Campaign Against Living Miserably) with four, and Uber, IKEA, Taco Bell, and Xbox – each with three. Other top shortlisted brands were the Department for Health & Social Care, Magnum, Nurofen, Tourism Ireland and the V&A – with two nods apiece.

adam&eveDDB London was the most shortlisted agency with ten cases going to final judging, followed by McCann with eight (six for McCann London, one for McCann Central, and one for McCann Manchester); and Mother and Publicis both with six.

Two brand teams also made it onto the finalist list – AB InBev for Corona Extra and Keep Britain Tidy 

Finalists were determined by the Round One jury, comprised of senior marketing leaders at brands, agencies and media owners. 

Rachel Emms, Managing Director at Effie UK, said:

“It’s hard to make effective marketing day in and day out. This year’s awards programme has produced a strong set of finalists that are a testament to the talent, tenacity and innovation of marketers right across the UK. Well done to every finalist for getting this far – it’s a real achievement.”

 

The award levels — Grand, Gold, Silver and Bronze — will be announced at the 2025 Effie Awards UK Gala on 11th November. 

Tickets for the Awards celebration will be available soon.