NZ scores one Gold, two Silver + three Bronze at APAC Effie Awards; TBWA wins Gold; Pitchblack named runner up Independent Agency of the Year
New Zealand’s creative agencies proved their effectiveness on the regional stage at the 2025 APAC Effie Awards in Singapore, walking away with six metals and a Special Award recognition.
Pitchblack Partners was a standout performer, not only winning Silver for Burger King NZ’s ‘How ridiculousness resurrected Burger King’ and Bronze alongside Hearts & Science for Popeyes NZ’s ‘The world’s most successful Popeyes launch’, but also being named #2 Independent Agency of the Year across the region.
TBWA\Auckland also shone, picking up a Gold Effie for 2degrees’ ‘Teaching Kids the Good and Bad Tings’ – one of only 12 Golds awarded across all of Asia Pacific.
Additional New Zealand winners included DDB Group Aotearoa with one Silver for Goodman Fielder ‘Nothing Compares’ and one Bronze for McDonald’s NZ ‘Driver Tax’, whilst Colenso BBDO scored one Bronze for Spark NZ ‘The First Gaming Festival You Could Play’.
Says Catherine Harris, CEO of TBWA\New Zealand: “This win is a huge testament to the bold, creative work we’re doing alongside 2degrees – work that not only delivers business results but also creates a positive impact for New Zealanders. To be recognised at this level, against the best in Asia Pacific, is something we’re incredibly proud of.”
In total, New Zealand and Singapore tied for third place in the Country of the Year rankings, with six Effies each – behind India (33) and Australia (13).
Marketers from all over the region recently in Singapore over the weekend to celebrate marketing excellence and the reveal of the most effective campaigns across Asia Pacific at this year’s APAC Effie Awards.
Of the 123 finalists previously announced, 81 campaigns emerged with a metal. The jury awarded a total of 12 Golds, 31 Silvers, and 48 Bronzes to winners across 12 territories.
Ogilvy Mumbai snagged Agency of the Year, the third time they’ve achieved this feat, with their work ‘The Impossible Choice’ and ‘From Handwash Rebels to Handwash Legends’ contributing heavily to their metal count of 3 Golds, 3 Silvers, and 3 Bronzes.
For the second year in a row, Independent Agency of the Year went to the India-based agency The Womb. Their haul of 3 Silvers, and 5 Bronzes also led them to claim the 3rd rank for Agency of the Year.
St. Jude Childcare Centres clinched the double title of Brand of the Year and Marketer of the Year for ‘The Impossible Choice’, which attained phenomenal results by redirecting the focus from cancer patient to the heart-wrenching caregiver’s dilemma of having to choose which child can be housed within their limited space, and therefore who gets to continue cancer treatment.
The last award of the night went to Ogilvy for Agency Network of the Year for the seventh year in a row. Their work across 6 territories secured them 24 Effies – 7 Golds, 5 Silvers, and 12 Bronzes.
India topped the rankings with 33 awards, followed by Australia at 13, and a tie between New Zealand and Singapore at 6 metals each. This year’s competition also marks the first awardee for a Sri Lankan campaign in APAC Effie history for ‘Relive the Epic of The Ramayana Trail’ by Sri Lankan Airline and Phoenix Ogilvy O&M.
2025 Awards Chairperson Lex Bradshaw-Zanger says: “Winning an Effie is a symbol of marketing excellence – the gold-standard. The competition and the awards gala tonight is a steadfast reminder of the power incredible insights, ideas and strategy have in delivering phenomenal results for people, brands, and communities. I’m honoured to announce the results chosen by our judges; it is an amazing achievement to be recognised by peers all around the region. Congratulations!”
The Special Awards are given out based on the total calculation of points accumulated by each winner and finalist. This year’s Special Awards winners are:
Independent Agency of the Year
1st place: The Womb
2nd place: Pitchblack Partners
3rd place: Fenton
Agency of the Year
1st place: Ogilvy Mumbai
2nd place: Leo Mumbai
3rd place: The Womb
Agency Network of the Year:
1st place: Ogilvy
2nd place: Leo Burnett Worldwide
3rd place: DDB Worldwide
Brand of the Year
1st place: St. Jude Childcare Centres
2nd place: VinFast VF3
3rd place: Vaseline
Marketer of the Year
1st place: St. Jude Childcare Centres
2nd place: Unilever
3rd place: VinFast
Country of the Year:
1st place: India
2nd place: Australia
3rd place (tie): New Zealand + Singapore
The full list of winners can be accessed here. All winners and finalists will be accorded points towards the 2025 Effie Index, which will be announced in 2026. The Index ranks the most effective agencies, marketers, and brands globally, the results for the 2024 index can be found here.