If there is an award that is not won through shine, but through facts, it is Effie®. And the Slovenian edition of this global institute this year saw one of its strongest finales yet, through a ceremony in which strategy, creativity and results paraded as a perfectly coordinated trio.
In the Stanovska Hall of Ljubljana Castle, under the slogan “Ideas that work!”, an industry gathered that in 2025 stood behind the thesis more decisively than ever: great marketing is not a matter of taste, but of impact. And the impact this year was stronger than ever: 33% more entries, a diverse jury, strong growth of B2B and service projects, and seven local experts engaged on global Effie juries. Altogether, it clearly shows that Slovenia is not following trends – it is setting them.
The President of Effie Slovenia 2025, Špela Žorž, reflected on the award’s journey from 2004 to today: “Since 2004, I have been involved in Effie in various roles, and over the years I have had the opportunity to observe how it grows, develops, and gains strength. Already several years ago, it took over the status of the most desirable award in the Slovenian marketing profession. Today we celebrate the ceremonial conclusion of its 12th edition of exceptional achievements. I believe in Effie primarily because it adds concrete value to what we do, adds value to marketing and all its Ps, with special emphasis on promotion, that is, communication.”
Industry Director, Rinalda Klemenčič, openly announced the future: “Guidelines for the future include the use of AI as a test of submission integrity, the activation of dormant categories, and a greater role for experienced mentors. Effie 2027 begins tomorrow, with clear goals, measurable results and bold marketing stories.”
“Effie Slovenia 2025 proves that marketing can be a strategic force for companies. Entrants showed clear insight, thoughtful execution and measurable effects, while the jury provided expert, objective and fair evaluation. Effie is not just a competition – it is a school and an experience. May marketing remain a key creator of added value and business results,” said Mojca Avšič (Petrol) on the occasion of chairing the jury, adding:
“Effie changes the way we think, plan and run marketing projects. Once you work according to effectiveness standards, that approach quietly becomes part of your everyday work.”
Based on a two-step evaluation system, the first-stage jury of 27 members first selected 20 finalists, and the winners were chosen by the second-stage jury of 21 members.
Gold Effie 2025
- Mastercard Slovenija & Zveza društev gluhih in naglušnih Slovenije | Povem – Prispevaj kretnjo (Corporate Reputation and Sustainable Effectiveness)
- Atlantic Grupa | Luna \TBWA – Vrnitev k dobri strani kruha (Long-Term Effectiveness and Success)
- NLB | Publicis Groupe Slovenia & Internavti – Življenje je polno priložnosti (Long-Term Effectiveness and Success)
Silver Effie
- Atlantic Grupa | Agencija 101 – Tako dobra, da lahko napove prihodnost (Artificial Intelligence (AI))
- Atlantic Grupa | Luna \TBWA – Poskrbite za svojo prebavo, poskrbite zase (Long-Term Effectiveness and Success)
Bronze Effie
- Atlantic Grupa | Luna \TBWA – Sem voda in nisem voda
- OTP banka | Pristop – Združitvena kampanja OTP bank
- Telekom Slovenije | Pristop – Vedno na boljše
- Petrol | Pristop & Pristop Media – Neustavljivi že 80 let
- Telekom Slovenije | Pristop – Vedno na boljše
- A1 Slovenija | Shift – Polovička za vedno
Special Recognitions
Recognitions were also awarded to finalists, among which the following campaigns stood out: Prispevaj kretnjo, PIA – Prva AI glasovna asistentka, Laško Malt, DoNatural: tvoja notranja moč, INO.LAB, Seniorji: Življenje je v penziji še bolj zabavno!, Uživajmo pametno and Polovička za vedno.
The Best of the Best
Based on points earned from awards, the most effective players of 2025 were declared:
- Advertiser of the Year: Atlantic Grupa
- Agency of the Year: Luna \TBWA
- Brand of the Year: Mastercard
The Petrol Award for Unstoppable Effie Beginners was also presented, won by the campaign Največja sreča je tista, ki jo prinesejo ljudje (Loterija Slovenije & Shift).
Voice of the Youth
A student jury composed of nine students from three Slovenian faculties awarded its prize to the campaign Vrnitev k dobri strani kruha, once again confirming its strength.
Effie Slovenia 2025 closes its chapter, but never really ends, because in this industry only what can be proven is measured. And all awarded campaigns will be compiled in the Effie Compendium, which will be published in spring 2026 and will remain as the collective memory of the market – a lesson, an inspiration and a reminder that marketing is strongest when it does what it exists to do: move results.
