Effie UK judges have chosen 49 cases across 29 categories that will go through to the final round of judging for the 2025 Effie Awards UK. 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.

View the Effie UK finalists here.

Among the most shortlisted brands are CALM (Campaign Against Living Miserably) with 4, and Uber, IKEA, Taco Bell, and Xbox – with 3 each. Other top shortlisted brands were the Department for Health & Social Care, Magnum, Nurofen, Tourism Ireland and the V&A – each with 2 finalists.

adam&eveDDB London was the most shortlisted agency with 10 cases going to final judging, followed by McCann with 8 (6 for McCann London, 1 for McCann Central, and 1 for McCann Manchester); and Mother and Publicis both with 6.

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, made up of senior marketing leaders at brands, agencies and media owners. 

Rachel Emms, managing director at Effie UK, commented, “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.”

Grand, Gold, Silver and Bronze awards will be announced at the 2025 Effie Awards UK Gala on November 11. 

Tickets for the awards celebration will be available soon.