Colin Wilson-Brown, the architect of advertising effectiveness in Australia, has stepped down as Chair of Judges for the Australian Effie Awards, ending an association that began when the awards launched in 1990 — 36 years ago.
Advertising Council Australia CEO Tony Hale made the announcement at Friday’s 2026 Effie Gala Dinner, before Wilson-Brown presented the award named in his honour.
“When most people think of marketing effectiveness, Les Binet, Peter Field, Mark Ritson or Byron Sharp come to mind. I think of Colin Wilson-Brown,” said Hale. “The test he set back in the early 90s, when he first launched the AFA Effectiveness Awards, is the same one entrants face today: prove the causal link between the work and the results.
“That rigour is why the Effies are respected here and recognised as arguably the toughest test of effectiveness in the world. None of us would be in the room tonight without him.”
Wilson-Brown chaired the organising committee of the Advertising Federation of Australia’s original Advertising Effectiveness Awards, which named their first winners in April 1991, and wrote the entry principles the industry still follows today.
He became Chair of Judging in 2007 and, over his tenure, has read more than 3,000 entries, overseen nearly 5,000 judges and attended 27 Effie gala dinners.
Matthew Melhuish, former Australian Effie Award Chair and Co-founder of BMF, said: “Few have played a longer or better innings than Colin Wilson Brown as Effie’s Chairman of Judges. He is truly the Donald Bradman of these awards and collectively, the marketing and advertising industries have benefited greatly from his wisdom, tenacity and leadership across 36 years. Always considered, always thoughtful and always fair — Colin has dedicated countless hours in his pursuit of excellence in effectiveness. He envisioned, built and ran the effectiveness awards system that we now take for granted and his integrity, selflessness and generosity of spirit serve as a lesson to us all. Bravo, Colin, and thank you!”
Jenni Dill, Chief Growth Officer of The Arnott’s Group and Chair of the Marketing Association of Australia, said: “I cannot remember the Effies without Colin Wilson-Brown. His dedication to advertising effectiveness has shaped the thinking and the work of entire generations of advertisers. Thanks to Colin’s superhuman effort and impact over almost four decades, the Effies are the pinnacle of marketing awards in Australia. He has invested his time, energy, and considerable brainpower in reviewing countless entries, guiding judging panels, and appropriately challenging and supporting cases to keep raising the standards and truly celebrating the best work around. Colin, you are an absolute legend. We thank you for everything you’ve done for the advertising industry and the Effies. We will strive to fill the giant shoes you leave behind.”
The industry is invited to thank Wilson-Brown personally here.
A new Chair of Judges will be announced ahead of the 2027 Australian Effie Awards.
Wilson-Brown with former Chairman of the Effies, Matthew Melhuish
