66 Effie Singapore finalists named across 29 categories
Wed, 26th Aug 2026 (Today)
The Association of Advertising and Marketing Singapore has named 66 finalists for the 2026 Effie Singapore Awards, with the shortlist spanning 29 categories in the programme's 23rd edition.
Finalists include campaigns in Youth Marketing - Products & Services, Government & Public Service, and Insurance, among the strongest-represented categories this year. The awards recognise marketing work that delivers measurable business impact.
The Effie Singapore Awards are part of a wider programme for the local marketing sector, with the Effie Singapore Learning Festival scheduled on the same day as the gala presentation. The festival is now in its fourth edition, having launched in 2023.
The learning programme will feature speakers from TBWA\New Zealand, Leo India, and Ogilvy Vietnam, alongside presentations from 10 shortlisted Singapore campaigns. Those entries span brands and public sector bodies including Brewlander, DBS Foundation, McDonald's Singapore, FairPrice Group, the Health Promotion Board, the Ministry of Home Affairs, Grab, Income Insurance, the Singapore Police Force, and Klook.
Among the cases due to be presented is "Brewlander AI Irresponsibly" by BLKJ Havas for Brewlander. Other shortlisted work includes "SPARK The Drama" by Hepmil Media Group for DBS Foundation and "McGriddles GriddleCore A.M. Fest" by Leo Singapore for McDonald's Singapore.
Public sector and social campaigns on the presentation list include "Salt Buries True Flavours Replacing the Voice of Authority with Ancestry" by TBWA\Singapore for the Health Promotion Board, "How SGSecure Jolted Singaporeans into Action by Infiltrating Their Feeds" by VML Singapore for the Ministry of Home Affairs, and "Breaking the Cognitive Glitch: How the STOP campaign rewired a nation's instincts" by Ogilvy Singapore for the Singapore Police Force.
The shortlist also features "The Untold Story of FairPrice CNY Freshness" by Mediacorp for FairPrice Group, "Awwbandon Cart" by Grab Creative Studio for Grab, "Child Secure Project" by BBH Singapore for Income Insurance, and "The Best You" by The Secret Little Agency for Klook.
Regional cases
Alongside the Singapore finalists, the festival will showcase award-winning work from across the Asia-Pacific region. Mark Lloyd, Group Strategy Director at TBWA\New Zealand, is set to discuss 2degrees' "Teaching Kids the Good and Bad 'Tings' about First Phones", which won Gold at Effie APAC 2025 and was a Global Grand Effie contender in the 2025 Global Best of the Best Effie Awards.
Raghav Swamy, Senior Vice President at Leo India, will present Gatorade's "Turf Finder", which received the Grand Prix in the Use of Data category at the 2025 WARC Awards for Effectiveness. Thai Duong, Integrated Strategy Director at Ogilvy Vietnam, is due to present VinFast's "VF3 - From Hype to History in 66 Hours", which won Gold at Effie APAC and became the first Vietnamese campaign to appear in the global WARC Effective 100 rankings.
Industry focus
The Effie Awards are widely followed in Singapore's advertising and marketing industry because they focus on results rather than creative execution alone. That emphasis has helped position the programme as a benchmark for agencies and brands seeking recognition for commercial outcomes, public engagement, and strategic planning.
This year's theme is "Effie Says It All", underscoring the emphasis on effectiveness. The awards focus on campaigns that demonstrate clear impact on businesses, brands, and audiences.
The line-up of finalists also reflects the range of work competing for attention in Singapore's market. Consumer products, retail, government communications, insurance, and platform businesses all appear on the shortlist, suggesting judges are weighing a broad mix of commercial and public-interest campaigns.
Ticket prices start at S$59 for students, with separate rates for members and non-members, as well as combined access packages for the learning festival and awards gala. The pricing points to an effort to attract both industry executives and younger entrants to the sector.
The shortlist announcement marks the next stage in one of Singapore's longest-running marketing awards programmes, now in its 23rd edition, with 66 campaigns still in contention across 29 categories.