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New CEO of IAPI Siobhan Masterson pictured at this week's Effie Awards Ireland launch with Effie Awards Ireland jury chair Tom Kinsella

IAPI, the organisation which represents the commercial creative industry this week hosted the launch of Effie Awards Ireland 2025 with their sponsors , , and . 

IAPI’s CEO delivered a strong message on the value of effectiveness to Ireland’s reputation, “Corporate awards are a dynamic recognition of excellence. They are an instrument of encouragement towards positive energy which is compatible with fierce rivalry to drive each other on to being better. The Effies imbue the best of industry awards – globally led, locally executed programmes – across 125 markets worldwide and is the universal benchmark for marketing effectiveness. At IAPI we are ambitious to deliver the best local Effie programme worldwide by ensuring that the quality and diversity of dynamic businesses in Ireland participate.”

The assembled attendees then heard from , managing director, Homes at and Effie Awards Ireland jury chair on why taking part in Effies is imperative for Irish marketers. Tom also announced the introduction of the Future Effectiveness Jury, a unique learning opportunity for the next generation of industry leaders to join the Effie jury room to experience how the work is assessed and network with senior leaders. 

Siobhan Masterson, IAPI, Abi Moran, Folk VML and Vera Sidlova

, global creative thought leadership director with delivered the keynote showing how Effie winning campaigns connected to deliver outstanding results. The findings demonstrated effective creative work across five themes: Courageous, Catastrophising, Candid, Consistent and Comical. 

A panel of senior marketers and agency speakers shared their opinions on how building an effective case and collaborating across brand and agency to achieve a winning result. This featured from ���É, from AIB, from Connolly Partners, , Kantar and was moderated by from Boys+Girls and Effie Steering Group member.