Nurofen Wins the Grand Effie at the 2025 Effie Awards UK

Nov. 12, 2025

Effie UK, which recognises and celebrates the most effective marketing in the UK, has named Nurofen as the winner of the Grand Effie at the 2025 Effie Awards UK.

Nurofen was recognised for its work to end gender bias in pain management, in partnership with McCann London. The win capped a ceremony that saw 32 Gold, Silver and Bronze Effies handed out, along with, for the first time, prizes for Brand of the Year, Agency of the Year and Newcomer of the Year.

Along with the Grand Effie, Nurofen took home Gold in the Health & Wellness category, and Bronze for Positive Change: Social Good. CALM and Nurofen were among the four brands that won Gold at this year’s Effie Awards UK.

The inaugural Brand of the Year was shared by the suicide-prevention charity Campaign Against Living Miserably with work by adam&eveDDB and Xbox by McCann London. 

Xbox also won Gold in the Entertainment & Sports and Partnerships & Sponsorships categories for “The Everyday Tactician”, which offered Football Manager 24 players a shot at becoming a real-life tactician for Bromley FC.

Uber won Gold for its “Alright our Uber” campaign with Mother, which aimed to drive growth in the North of England.

McCann London was named the inaugural Agency of the Year after winning the Grand Effie, as well as three Gold, two Silver, and one Bronze awards across its Nurofen, Xbox and Dettol work.

The Newcomer of the Year title was awarded to the Medialab group, which won a Silver trophy with its first-ever Effie Awards UK entry for its work with the Alzheimer’s Society.

adam&eveDDB was the most awarded agency in 2025, taking home 16 trophies in total for work on brands including Pot Noodle, Laithwaites and the V&A, in addition to CALM. Other agencies to win big include Mother, with eight awards for Uber and IKEA, and Publicis London, whose work with Taco Bell and Tourism Ireland won five Effies.

Rachel Emms, Managing Director, Effie UK, said:

“It’s never been more important to prove that your marketing is having a real, measurable impact. With an incredible array of brands tackling a variety of marketing challenges with a huge range of strategies and creative partners, we think our 2025 Effie Awards UK-winning case studies form a truly inspiring representation of effective marketing in all its hues. Congratulations to all our winners for setting the benchmark for creativity that works.”