This is a dedicated, industry-wide programme designed to elevate the role of marketing as a driver of business growth in Ireland. With the introduction of the new biennial Effie Awards model, this year is an active and ambitious commitment to building a stronger culture of effectiveness across agencies, brands and business leadership.

Throughout 2026, the programme will:

  • Elevate marketing as a driver of sustainable business growth
  • Build capability across agencies and clients
  • Strengthen advocacy and influence at C-suite and board level
  • Raise the standard and quality of future Effie Awards Ireland submissions