Upon assuming this important role, Mojca stated:
“Effie is one of the most prestigious and valuable awards in the field of marketing communications. It does not only assess creativity but also confirms the effectiveness of campaigns. This means that marketing communications have achieved measurable business and sales results, fulfilled marketing and communication objectives, or contributed to an improved customer experience, process optimization, and the overall success of a company. I always emphasize that it is the responsibility of every marketing professional to lead and manage projects as if they were ‘Effie cases’. Effie is based on strict global standards and objective criteria that exclude subjective assessments, appeal, or mere innovativeness of a project. These criteria are crucial for evaluating marketing communications through the lens of real business impact while enabling objective project assessment and comparability.”
Throughout her career, Mojca Avšič has worked in Slovenia’s largest companies, leaving a strong mark with her vision, expertise, and energy. Before joining Petrol, she was responsible for strategic marketing at NLB Group, where she led key projects in branding, digital transformation, and innovation. She began her career at Mercator, where she held various roles, including Executive Director of Marketing and Development at the group level. Later, at Droga Kolinska (part of Atlantic Group), she headed the research and development department in the strategic business segment of gourmet spreads. She then continued her career as Marketing Director for the mass market at Telekom Slovenije.
Mojca is highly goal-oriented and focused on achieving concrete results. With her inexhaustible energy and professional knowledge, she recognizes the potential of her colleagues and motivates them to exceed expectations. Her dedication to the profession has led her to take an active role in the marketing community – she was a member of the SOF Organizing Committee, President of Effie Slovenia 2016, and a two-term member of the Board of Directors of the Advertisers Association, which she led as President in 2020/2021. From 2014 to 2017, she was also a member of the Board of Directors of the Slovenian Advertising Chamber (SOZ). For her achievements, she was awarded the title of Marketing Director of the Year in 2011 by the Slovenian Marketing Association (DMS).
“As a goal-oriented, analytical, and structured person, I always evaluate projects based on objective criteria, and this will be my guiding principle in leading this year’s Effie jury, where I feel a great sense of responsibility,” says Mojca.
“The jury consists of experts from various industries, making it crucial to understand the specificities and functioning of different sectors and to ensure professional and well-founded discussions. A unique feature of the Effie award is that direct competitors are excluded from the evaluation, which can lead to a loss of valuable industry insights. As Chair, I will ensure a balanced approach through multidisciplinary perspectives and thoughtful assessment. My goal is for all jury members to be proud of their work—of the high level of expertise, transparent evaluation, constructive debates, honest opinions, and even difficult decisions. After all, if a decision wasn’t tough, it probably wasn’t the right one.”
Applications for Effie Slovenia 2025 will be open in August and September, with the jury conducting evaluations in two phases – the first phase will determine the finalists, and the second will select the award winners.
The awards ceremony will take place in December 2025. More information is available at www.effie.si.
