New York City – A who’s-who of marketing brilliance is set to decide the most effective campaign on the planet.
Effie Worldwide has just unveiled the 2025 Iridium Effie Jury, the prestigious global panel entrusted with identifying the single most effective marketing campaign in the world as part of the Global Best of the Best Effie Awards. This announcement marks a significant moment for the global advertising community as the industry’s most impactful work prepares to be judged on performance, strategy and real-world results.
At the helm of this elite jury are Barbara Asin, Chief Marketing Officer of McDonald’s Latin America, and Jouke Vuurmans, Partner and Chief Creative Officer at Media.Monks. Known for their leadership in creativity, brand growth and marketing effectiveness, Asin and Vuurmans will co-chair the panel as it evaluates top campaigns from more than 55 Effie programs worldwide.
Joining these two industry luminaries are senior leaders whose work shapes global brand strategy and creative excellence. The jury includes:
- Zach Kitschke, Chief Marketing & Communications Officer, Canva
- Matt MacDonald, Chief Creative Officer, North America, VCCP
- Tina Manikas, Global Head of Connected Commerce, Omnicom Commerce
- Jo Tatchell, Head of Strategy (UK), Edelman
- Rosalina Tornel, Chief Growth & Marketing Officer, Grupo Lala
These experts will convene in person in New York City to review this year’s Global Grand Effie winners — the cream of the crop in marketing effectiveness — and engage in rigorous deliberation before selecting the campaign that will take home the Iridium Effie, the highest honor in global marketing effectiveness.
What makes the Iridium Effie so significant is not just the award itself, but what it represents: a testament to measurable impact, innovative thinking, and strategic excellence. Only campaigns that excel in real business outcomes and cultural resonance make it to this stage — and the 2025 jury has its work cut out for it.
For brands and agencies around the world, having their work evaluated by such an esteemed group isn’t just about winning — it’s about setting a benchmark for what truly effective marketing looks like in today’s fast-evolving landscape.
