SINGAPORE – The Association of Advertising and Marketing Singapore (AAMS) has announced the 128 finalists for the Effie Awards Singapore 2025 marking a milestone year for marketing effectiveness as the awards celebrate their 22nd edition with a 17% increase in submissions from 2024.
Widely regarded as the global benchmark for marketing effectiveness, the Effie Awards continue to attract Singapore’s top agencies and brands, with 25 out of 44 returning participants reaffirming their commitment to impactful, insight-driven work. This year’s finalists highlight the industry’s pivot toward purpose-led campaigns showcasing bold, strategic creativity that drives real business results in a rapidly evolving media and consumer landscape.
Among the standout trends in 2025 are campaigns that blend robust data-driven strategies with meaningful purpose. The top performing categories this year include Government & Public Service, Youth Marketing, Social Good (Brands and Non-Profit) and Non-Profit. These areas illustrate an industry-wide focus on community impact, values-driven storytelling, and strategic brand building.
Notable campaigns that earned finalist status include:
- “Complete Protection, Complete Stories” by BBH Singapore and Income Insurance
- “Empower Today, Shape Our Tomorrow” by BLKJ Havas for the Early Childhood Development Agency
- “That Time the Swifties Did Not Break Grab” by Grab Creative Studio
- “Turning Leaving Notes Into Living Notes” by TBWA\Singapore for Samaritans of Singapore
These works not only resonated culturally but also delivered measurable outcomes – proof of the enduring Effie principle: effectiveness over everything.
Running in tandem with the awards is the third Effie Singapore Learning Festival, taking place on 27 August 2025 at One Farrer Hotel. The festival has become a cornerstone event for industry professionals, brand leaders, and students, offering a platform to dissect award-winning campaigns and learn from the region’s brightest minds.
This year’s keynote lineup features global marketing thought leaders:
- Anirban Roy, CSO at Leo Burnett India, will take audiences behind Spotify India’s revolutionary artist-first campaign: “How Spotify Created an Artist Movement to Make India Pay for Music” a strategy that clinched WARC Gold, India Effie Gold, and the Grand Prix at the Abbys.
- Danielle Chapman, Managing Partner at Ogilvy Australia, will offer a behind-the-scenes look at “Till It’s Done”, the campaign that captured the 2024 APAC Effie Grand Prix.
- Sulin Lau, Regional Head of Marketing and Brand at Grab, will share how the internal marketing philosophy “Think Like a Brand, Work Like an Agency” has powered Grab to win multiple Effies across five countries and secure top ranks in the APAC Effie Index.
Attendees can also look forward to presentations of shortlisted campaigns from this year’s awards, offering rare insights into the thinking, execution and results that define success in today’s marketing landscape.
The Effie Singapore 2025 celebrations culminate in the Effie Awards Gala, held on the evening of 27 August. Tickets for both the Learning Festival and Gala are now on sale at aamsevents.com/effies2025
