Awarding Ideas That Work
Awarding Ideas That Work

IAPI and their sponsors An Post Commerce, ESB, and RTÉ Media Sales this week hosted the launch of Effie Awards Ireland 2024 in the RDS on Thursday 29th February.

The assembled attendees heard from Tom Kinsella, Managing Director, Homes at AIB Group and Effie Awards Ireland Jury Chair on the reasons why taking part in Effies is so imperative for Irish marketers:

“Effie Worldwide stands for effectiveness in marketing, spotlighting ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness.

Why is it good for Irish brands? It’s the only Internationally recognised awards programme in the Irish market, providing us with a standardised global benchmark for marketing effectiveness and a valuable opportunity for Irish brands and agencies to pitch themselves against their international peers in Global & European Best of the Best awards. The focus on Marketing Effectiveness must be consistent and omnipresent in marketing departments and agencies in order to build brands and contribute to the growth of the Irish economy."

Joining from The Netherlands, the launch event featured a keynote from Hans Middelhoek, Owner of The USP Company and Jury Chair for Effie Netherlands since 2016. Hans has a wealth of experience writing winning Effie case studies, plus judging at every possible level, and has read more Effie case studies than he wants to disclose. During his presentation Hans spoke about what they have learned in the Netherlands about effective marketing by analysing Effie cases from the past 20 years.

Following Hans’ session, a panel of senior marketers and agency speakers shared their opinions on how to build an effective case and collaborate across brand and agency to achieve a winning result. This featured Margaret Gilsenan, Chief Strategy Officer, Boys + Girls, Andy Pierce, Group Strategy Director, Core, Julie Gill, Commercial Marketing Director, An Post and Catrióna Campbell, Managing Partner, The Public House.

Hans Middelhoek - Case-Writing Clinics
Hans Middelhoek - Case-Writing Clinics

During the launch event, those contemplating entering this year were advised to partake in the free Effie Case-Writing Clinics that IAPI will be providing in March.

Katherine Ryan, Programme Director, IAPI added “Hans Middelhoek will be returning to Dublin for two days – 27/28th March – to provide agencies with one-hour intensive sessions to workshop one case entry. There will be some prep work required to get the most out of this session."

"Only ONE case study can be examined in your timeslot but the learnings from that one case-study will be applicable across other brands/clients. We hope this session will help make your overall story really strong, crisp, clear, and inspiring.”

Contact for more information and to book your preferred time-slot on either date.

Everything you need to start preparing your 2024 entries – including the 2024 Effie Awards Ireland Entry Kit can be found online at