IAPI decides to postpone Effies until next year

Following talks with Effie Worldwide, IAPI has decided to postpone the inaugural awards for Ireland until 2021. The Effies are going ahead in countries where entries are already being processed but most of the regional awards scheduled for later this year are in doubt. No gala events are being held and the judging and awards are all being staged online.

“IAPI feels it’s the best approach, given the current difficult circumstances and the associated pressures on the marketing community. Moving to 2021 will give us the opportunity to showcase our marketing effectiveness strength and capability, when we need it most,” IAPI president and Dentsu Aegis group managing director Shenda Loughnane (above) said.

For the purposes of clarity please note that IAPI:

  • will be extending the time period for entries to cover the past three years.
  • will do their utmost to schedule the awards so that the 2021 winners can take part in the Best of the Best in the same year.
  • will add a Covid-19 category so they can contain these entries separately.

IAPI chief executive Charley Stoney said that while they most disappointed at not being able to run the marketing effectiveness programme this year, the institute will proceed with other industry initiatives. “Cannes Young Lions is being judged at the moment even though they won’t get to go until next year and we plan to continue with them in the autumn,” she added.

Effie Awards Ireland was due to hold its inaugural year in 2020 with a gala awards scheduled to be held in September. The first deadline for entries was due at the end of May. Effie sponsors include RTE Media Sales, Twitter, Wide Eye Media, An Post Commerce and Pluto. All of these companies have pledged to continue to support the programme next year.


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