If marketing fails to deliver results, it ceases to be effective. Recognized globally by brands and agencies alike, the Effie Awards stand as the pinnacle of excellence in the marketing industry, celebrating all forms of marketing that contribute to a brand's success. The Effie Awards Hong Kong is no exception. In 2025, we are returning to the fundamentals with a call for Ideas that Work! Whether big or small, simple or complex, innovative or traditional, every idea has the potential to succeed as long as it is proven to drive growth, increase sales, stimulate change, or contribute to any form of success. Submitting your entry to the Effies grants it the opportunity to be evaluated according to the Effie judging system used worldwide, serving as a true testament to global marketing effectiveness standards. As an industry, we continually challenge ourselves to elevate our standards moving forward. For the 2025 edition of the Effie Awards HK, we have implemented the following changes in line with Effie’s global practices: • The same effort can only be entered into a maximum of 4 categories. With no more than 1 industry category and no more than 2 Commerce & Shopper categories. • Sustained Success category is calling for efforts that have been run for at least 3 years (previously it was 2 years). • Some category definitions have been updated as to provide more clarity, including AI under Digital Categories. We eagerly await your participation in the 2025 Effie Awards Hong Kong !!! Effie HK