Effie says that returning to lead the adjudication process are Jury Co-Chairs Refilwe Maluleke, Executive Head of Marketing at Discovery Health, and Ahmed Tilly, Creative Advisor and Director at Number 10 — A Creative Consultancy.

Maluleke says, "Great marketing doesn't just make noise — it makes impact. The Effies, celebrating marketing effectiveness, is critical to our industry because it proves that creativity can drive results, strategy can spark growth and every campaign can be a catalyst for real-world impact."

Tilly says, "Advertising that works has been the order of the day for the past 10 years. Now, the need from brands is for advertising and marketing to go beyond just working. We need to shift needles. The survival of business depends on it, especially in a new and unpredictable world. And for that to happen, wildly creative, delightfully surprising and shockingly authentic creativity is required. Effies 2025 will celebrate that calibre of work because that's what it will take to give our community any place in the future."

2025 Effie Jury

The Effie South Africa jury comprises leaders across the marketing and communications ecosystem, drawn from brand, agency, media, research and strategic roles. Judges are selected for their track record, depth of experience and understanding of effectiveness, says the awards.

Round one judges will review all eligible cases, with round two handled by a more senior group of jurors tasked with evaluating the highest-scoring campaigns to determine the finalists and winners. Effie says the Grand Effie Jury — a separate and senior panel — will be announced in the coming weeks.

According to Effie, the jury comprises: 

  • Refilwe Maluleke (Jury Co-Chair), Executive Head of Marketing at Discovery Health
  • Ahmed Tilly (Jury Co-Chair), Creative Advisor at Number 10 — A Creative Consultancy
  • Akona Golimpi, Creative Director at Brave Group
  • Alex Goldberg, Creative Partner at Ogilvy South Africa
  • Alleric Kalicharan, Head of Marketing at Location Bank
  • Ammarah Issufo, Marketing Manager of Digital, PR and Social Influence at Unilever Home Care
  • Ana Maria Panait, Senior Manager Laundry at Unilever
  • Andreas "Dre" Shifotoka, Head of Digital and Innovation at Publicis Groupe Africa
  • Anele Nzimande-Maphanga, Head of PR at Unilever
  • Anietie Udoh, Divisional Director Marketing / Editorial at Marketing Edge Publication Ltd
  • Antonio Petra, Marketing Strategy and Innovation Specialist at VML South Africa
  • Arpan Sur, CMO, Sub-Saharan Africa Business Unit at Mondelez
  • Atiyya Karodia, Strategy Director at AKQA
  • Babalwa Nyembezi, Strategy Partner at dentsu
  • Barend Strydom, Senior Digital Lead of Strategy and E-Commerce at MindShare (WPP)
  • Bianca Sidelsky, Group Innovation Director at PHD Media
  • Boitumelo Moeketsi, Integrated Creative Group Head at Duma Collective
  • Brenda Khumalo, Founder and Managing Director at Lobengula Advertising
  • Buli Ndlovu, Executive Head of Retail and Business Banking Marketing at Nedbank
  • Buyi Mafoko, Co-Founder and Managing Director at Matte BLK
  • Candice Goodman, Managing Director at Mobitainment
  • Charles Sithole, Insights Executive at IQ Business Insights
  • Cleo Campbell, Head of Media and Creative Capabilities Africa at The South African Breweries (ABInBev)
  • Coenie Grebe, Executive Creative Director at Halo
  • Dashni Vilakazi, Managing Director at The MediaShop
  • Dermot Latimer, Founder and Group CEO of Iconic Collective
  • Desh Govender, Global Culture Marketer 
  • Dhatchani Naidoo, Managing Director at Delta Victor Bravo
  • Dimpho Khola, Brand and Comms Strategist at Halo
  • Dono White, Strategy Director at VML South Africa
  • Dudu Mokholo, CMO East and Southern Africa (ESAR) at Nestle ESAR
  • Elihle Obi, Marketing Director at Schneider Electric South Africa and Anglophone Africa
  • Erna George, SA Insights and Analytics Senior Director at PepsiCo
  • Ethel Ramos, Managing Director
  • Evan Kotton, Digital Media Strategist at Mediology
  • Ille Potgieter, Managing Director at M&C Saatchi Abel, Cape Town
  • James Cloete, Chief Creative Officer at RAPT Creative Agency
  • Jason Harrison, Founder and Chief Operating Officer at The Up & Up Group
  • Johannes Keiper, Strategy Director at M&C Saatchi Abel
  • Jonathan Wolberg, Executive Creative Director at Happy Friday
  • Julia Ridderhof, Integrated Strategic Planner at Joe Public
  • Kathleen Davis, Divisional Executive of Film and Entertainment division at GIB
  • Khensani-Wonder Mabunda, CEO at KW Kreatives
  • Kyle Carson, Marketing Director of Snacks, Treats and Beverages at Tiger Brands Limited
  • Kyle Oosthuizen, CEO at Blue Robot
  • Langa Khanyile, Marketing Director at PepsiCo
  • Lara Chatzkelowitz, Strategy Director at TBWA \ Hunt \ Lascaris
  • Lebo Mokwena, Creative Producer at WWP Group Africa
  • Lesego Kotane, CSO at TBWA\ South Africa
  • Lloyd Wybrow, Strategy Director at OLIVER South Africa
  • Lorraine Landon, Head of Advertising Products and Solutions SSA at Google
  • Loyiso Twala, Chief Creative Officer at McCann Joburg
  • Marcelle Duncan, Head of Brand at BMW
  • Masego Motsogi, Managing Director at M&C Saatchi Abel Johannesburg
  • Mathabo Diale, Managing Partner at M&C Saatchi Abel
  • Mathew Walton, Marketing Manager: Savanna Cider at Heineken Beverages
  • Maxine Selmer-Olsen, Senior Strategist at Halo
  • Mia Roets, Experience Design Director at Joe Public
  • Michael Cost, Head of Strategy and Client Development at Humanz
  • Mike Sharman, Chief Creative Officer at Retroviral
  • Modjadji Mashatola, Head of Strategy at McCann Joburg
  • Mogorosi Mashilo, Founder and Director at TrendER
  • Natalie Wilson, Managing Director at DENTSU CREATIVE South Africa
  • Noelle Augustus, Creative Group Head at Ogilvy
  • Nonkululeko Mabena, Head of Strategy at Promise 
  • Ntokozo Nhlanhla, Executive Creative Director at Digitas Liquorice
  • Paula Hulley, Managing Director at Digitas Liquorice
  • Peter Langa, Founder and CEO at Langa Eleven
  • Ray Langa, Group Chief Executive Officer for South Africa at Leagas Delaney
  • Rayhaan Mehtar, Head of Strategy at The Odd Number
  • Reagen Kok, Managing Director at FCB Africa
  • Rene Fowler, Head of Integrated Media Operations at Juno / Joe Public
  • Reshma Lakha-Singh, Head of Marketing at Wits University
  • Ruan Van Biljon, Strategic Account Manager of Social and Influencer Lead at EssenceMediacom South Africa
  • Saiesh Ajudhiya, Head of Media, Creative and Innovation, Kantar
  • Sarah Dexter, CEO / CSO at MullenLowe
  • Senzo Xulu, Head of Digital at The Odd Number
  • Shelley-Ann Atkinson, CEO at Murmur
  • Sibu Mabena, CCO at Duma Collective
  • Simphiwe Senyatsi, Senior Art Director at TBWA \ Hunt \ Lascaris
  • Sindiwe Mbiko, Group Porfolio Lead: Group PR, Digital Content and Corporate Communications at Momentum Group (Formerly Momentum Metropolitan Holdings)
  • Siwelile Thusi, Lead Strategist at M&C Saatchi Abel
  • Struan Campbell, Group Partner at Octagon Africa Group
  • Sunshine Shibambo, Intergrated Director at The Racket Club
  • Tanya Schreuder, CEO at Juno Media
  • Tarryn Fowler, Marketing Director at Rainbow Chicken Ltd.
  • Tegan Henchie, Head of Strategy at The South African Breweries (ABInBev)
  • Tlalane Makape, General Manager: Brand and Communications at Nando's South Africa
  • Toni Hughes, Creative Director (Snr) at McCann Joburg
  • Tseliso Rangaka, Chief Creative Officer at Accenture Song
  • Tshenolo Koloane, Head of Brand Strategy and Purpose at Avon Justine South Africa
  • Veronica Moleele, CEO at Penquin
  • Vilosha Soni, Chief Marketing Officer at PepsiCo
  • Vuyokazi Henda, Chief Marketing Officer at Spur Corp
  • Yuvisti Ramgulam, Director, Client Service MEA at OLIVER MEA
  • Yvonne Mazengera, Head of Brand
  • Zachary Kingston, Chief Strategy Officer at FCB
  • Zahra Mirza, Managing Director at HKLM
  • Zakithi Mncwango, Category Marketing Manager at Nestlé, and 
  • Zeenat Mahomed, Head of Strategy at Red Corner

Effie says round one judging takes place on Thursday, 10 July, followed by round two on Thursday, 24 July. The Effie Awards Gala will be held on Thursday, 23 October.

Gillian Rightford, Executive Director of the ACA, says, "Effie Awards South Africa is proud to once again honour effectiveness as the true measure of marketing success. The calibre of this year's jury reflects the diversity of disciplines that power great work — from data, strategy and media to creative and brand leadership. We thank them for devoting their time and expertise to this critical process. The value lies not only in awarding work that works — but in interrogating, uncovering and challenging the thinking behind it."

Effie Awards South Africa says it is sponsored by Nedbank, SAB, Unilever, GIB Insurance and Investec.

Rightford concludes, "We look forward to uncovering the strongest campaigns, and in so doing, celebrating the agency-client partnerships that have created the most effective campaigns in South Africa."

For more information, visit www.effieawards.co.za. You can also follow Effie South Africa on Facebook, X or on Instagram.

*Image courtesy of contributor