{"id":18789,"date":"2021-01-21T11:02:19","date_gmt":"2021-01-21T00:02:19","guid":{"rendered":"https:\/\/dev.advertisingcouncil.org.au\/?page_id=18789"},"modified":"2026-02-18T15:38:50","modified_gmt":"2026-02-18T04:38:50","slug":"about-effie-australia","status":"publish","type":"page","link":"https:\/\/advertisingcouncil.org.au\/effies\/about-effie-australia\/","title":{"rendered":"Awarding ideas that work"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row column_structure=&#8221;1_3,2_3&#8243; _builder_version=&#8221;4.27.5&#8243; custom_margin=&#8221;||||false|false&#8221; custom_padding=&#8221;20px||||false|false&#8221; border_width_top=&#8221;1px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;1_3&#8243; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_image src=&#8221;https:\/\/advertisingcouncil.org.au\/effies\/wp-content\/uploads\/2026\/02\/Effies-in-2014.jpg&#8221; title_text=&#8221;Effies-in-2014&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; width=&#8221;85%&#8221; custom_padding=&#8221;||20px||false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_image][\/et_pb_column][et_pb_column type=&#8221;2_3&#8243; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.27.5&#8243; custom_margin=&#8221;0px||||false|false&#8221; custom_padding=&#8221;0px||||false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h5>History<\/h5>\n<p class=\"para\">\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.5&#8243; custom_margin=&#8221;0px||||false|false&#8221; custom_padding=&#8221;0px||||false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p class=\"para\">Since 1968, the Effie Awards have been recognised globally as the pre-eminent industry benchmark, now spanning 55 countries.<\/p>\n<p class=\"para\">[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;1_3,2_3&#8243; module_class=&#8221;textBlockLine&#8221; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;1_3&#8243; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_image src=&#8221;https:\/\/advertisingcouncil.org.au\/effies\/wp-content\/uploads\/2026\/02\/WBTW-Panel-2025.jpg&#8221; title_text=&#8221;WBTW-Panel-2025&#8243; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; width=&#8221;85%&#8221; custom_padding=&#8221;||20px||false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_image][\/et_pb_column][et_pb_column type=&#8221;2_3&#8243; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.27.5&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h5>CORE VALUES<\/h5>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<div>\n<p class=\"para\">We believe in proven marketplace success. While creative execution is vital, an Effie is awarded based on a campaign\u2019s rigorous ability to meet or exceed its objectives.<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Effectiveness is dynamic.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Effectiveness is not an outcome; it\u2019s a day-to-day orientation.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If it\u2019s not effective marketing, it\u2019s not marketing at all.<\/span><\/li>\n<\/ul>\n<\/div>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;1_3,2_3&#8243; module_class=&#8221;textBlockLine&#8221; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;1_3&#8243; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_image src=&#8221;https:\/\/advertisingcouncil.org.au\/effies\/wp-content\/uploads\/2026\/02\/Winners.jpg&#8221; title_text=&#8221;Winners&#8221; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; width=&#8221;85%&#8221; custom_padding=&#8221;||20px||false|false&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; sticky_enabled=&#8221;0&#8243;][\/et_pb_image][\/et_pb_column][et_pb_column type=&#8221;2_3&#8243; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.27.5&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h5>ACA &amp; EFFIE<\/h5>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.5&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\">Advertising Council Australia is the peak body for Australia&#8217;s advertising industry and the licensee of the Effie brand in Australia. Our aim is to:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Raise standards of professionalism in the marketing and advertising industries.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Celebrate the success of effective marketers and agencies.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increase confidence that effective advertising generates substantial economic value.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Support a culture of continuous improvement, innovation and originality in all facets of advertising.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reinforce the importance of precisely measuring the effect.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Continue industry education on how advertising works to improve effectiveness.<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It&#8217;s not marketing if it&#8217;s not effective. <\/p>\n","protected":false},"author":12,"featured_media":0,"parent":0,"menu_order":2,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"arlo_template":[],"class_list":["post-18789","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/pages\/18789","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/comments?post=18789"}],"version-history":[{"count":30,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/pages\/18789\/revisions"}],"predecessor-version":[{"id":32153,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/pages\/18789\/revisions\/32153"}],"wp:attachment":[{"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/media?parent=18789"}],"wp:term":[{"taxonomy":"arlo_template","embeddable":true,"href":"https:\/\/advertisingcouncil.org.au\/effies\/wp-json\/wp\/v2\/arlo_template?post=18789"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}