That's why we're looking for inspiring and successful stories. Submissions to the Effie Awards Switzerland 2026 will be accepted from March 9. More information will follow soon.
You have a story to tell — we're here to help you make the biggest impact.
Each year, the Effie team carefully reviews all feedback from jury members, participants and partners and analyses competition data. Based on these insights, we are continuously improving our program, ensuring that the Effie Awards remain relevant and meaningful while reflecting the ever-changing marketing landscape. The most important changes to EffieAwards Switzerland 2026 are listed below.
For the first time, two personalities will jointly chair the jury: Lara Jelinski, Chief Growth Officer Central Europe & CEO Media Switzerland at dentsu, and Daniel Fischer, Positioning & Planning Lead at Swiss Re. The co-presidium solution stands for a new, collaborative jury approach that combines professional diversity, strategic depth and a holistic view of submissions. In an interview, they talk about the importance of verifiable impact, the new co-presidium solution and what they personally want from the upcoming issue.
The Effie Awards have a strong focus on marketing effectiveness — i.e. marketing with a demonstrable effect on the success of companies/organizations. To reflect this focus, submissions are now divided into two main categories:
Staggered submission fees:3 deadlines, 3 fees for the first round
As soon as a case reaches finalist status, there is an additional fee for the second evaluation round and the announcement of the case via Effie Switzerland's social media channels.
Discount for non-profit organizations:
CHF 200.— discount on submission fees
Prerequisite: The discount is valid for non-profit organizations or brands. It is automatically applied in the login portal.
Newcomer discount:
CHF 100.— discount on submission fees
Participants (lead agency/ participating company) who have submitted neither 2022 nor 2024 entries for the Effie Awards Switzerland are entitled to this discount.
The Effie Awards place a strong focus on effective marketing, i.e. marketing with a demonstrable impact on business and organizational performance. To reflect this focus, submissions are divided into two higher-level category groups:
Industry categories
There are 13 industry categories to choose from. The category definitions provide guidance on the types of products and services that can be submitted in each category; however, they are not an exhaustive list.
Special categories
The special categories were developed to represent marketing impact in specific contexts. There are 15 special categories.
When submitting to one of these categories, you must prepare your case in such a way that it clearly addresses the situation or challenge as described in the category definition. It's critical to review these definitions thoroughly to ensure that your contribution meets the criteria. Missing information required by definition will result in points deductions by the jury.
All vehicles and automotive aftermarket products, including cars, trucks, motorcycles, vans; brand and model advertising; gasoline, motor oil, tires, batteries, paints, quick service/quick lube, oil changes, exhaust systems, transmissions, windshield wipers, vehicle upgrades, etc.
All products and services in the areas of:
Electronics: Devices for consumers or businesses — televisions, radios, mobile devices, home entertainment systems, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc.
Internet & telecommunications: mobile phone providers, high-speed Internet services, online services, bundled communications offerings (Internet, telephone and TV), etc.
Appliances & Facilities: All appliances, household and business equipment including smart home appliances, kitchen appliances, etc.
Software: Software, groupware, operating systems, cloud-based services, software and apps stored locally on a computer/tablet/mobile device, etc.
Entertainment: Including apps, movies, programs (TV, online, radio), books, music, DVDs, games, toys, comics, podcasts, etc. Also included are all forms of e-sports and multiplayer video games, including VirtualReality, arcade, console, mobile, online, and PC games.
Culture & Arts: Plays, museums, music organizations, concert series, cultural festivals, theatre festivals.
Sports & Recreation: All sporting events, sports teams, sports sponsorships, etc. Products and services for hobbies, leisure and recreation, including (but not limited to) dating services/apps, wedding planning platforms, personal development and improvement programs/apps, genetics/genetics/genetics/genealogy services, sports and camping products/services, etc.
Media & Entertainment Cos.: Open to all media and entertainment companies, including broadcasters, streaming services, websites (entertainment, lifestyle, news, specialized media, etc.), magazines, newspapers, public or specialized media, and radio and television stations.
Fast-moving consumer goods including homeware, office supplies, personal care, body care, etc.
Financial products and services, including communications to promote the overall image and capabilities of a financial institution; insurance; specific products and services such as credit cards, charge cards, debit cards, online/home banking, loans, mobile payment services, mortgages, investment funds, traveler's checks, etc.
All foods, including fresh, packaged and frozen products; snacks; desserts.
All drinks, alcoholic and non-alcoholic.
Health and wellness products and services that can be purchased directly by consumers, with or without medical involvement. Measures may also be directed at doctors or healthcare professionals. Work in the area of health insurance as well as dental and medical services are also included.
Municipal or state economic development, lotteries, utilities, parks, libraries, public services, membership campaigns, educational institutions/organizations, and civil, diplomatic or military marketing. Including political messages and communication from interest, professional or trade associations.
Apparel, accessories, jewelry, styling services, clothing rentals, glasses and shoes. Also included: Beauty & Fragrance (cosmetics, perfumes, hair and nail products, skincare treatments, salons, spas, etc.).
Includes business and professional services such as consulting, accounting, legal advice, recruitment, real estate, shipping/delivery, household-related services, etc.
Fast food restaurants, casual dining, upscale middle class, fine dining and other types of restaurants. Any type of restaurant is eligible to participate.
All means of transportation such as plane, train, bus, taxi, subway systems, ride-sharing services, bike sharing, car rentals, ferries, and all forms of travel and tourism, including cruises, hotels, resorts, theme parks, travel websites and booking services, round trips, tourism campaigns, etc.
Non-profit organizations of all types, including charitable, social, civic, political, professional, interest-based, or religious organizations. Including member recruitment, recruitment, and fundraising.
Open to all retail companies (online and/or stationary) with a general or specialized product range, e.g. department stores, online retailers, clothing, fashion, shoe or jewelry stores, food retailers, movie and book stores, furniture and design retailers, discount and wholesale markets, home and garden markets, pet supplies, toy stores, specialty stores, convenience stores, etc.
The specific business success was to activate people or culture.
This category is for brands that appeal to people or culture through experiences, content, entertainment, strategic partnerships, and integrations.
Participants must explain how the activities or content led to results that met the brand goals.
The specific business success was to strengthen a brand's image.
Brand campaigns that do not directly focus on sales goals and quickly realizable sales, which should instead maintain, defend or maintain brand recognition, profiling and image.
Imaginable KPIS: brand value increases, strengthening image dimensions, sympathy values, brand recognition
The specific business success consisted of activating buyers.
The most effective integrated campaigns are honored, which are based on specific shopper insight and are designed to activate buyers and guide them through the buying process to conversion.
Campaigns for individual or multiple brands and/or for an entire category are allowed. Submissions can be brand-driven, dealer-driven, or a combination of both.
The specific business success consisted in building up the company's reputation.
Includes marketing efforts to promote companies (not just their products), including sponsorship, image, and identity.
Please provide reputation-related key figures and explain why they are relevant for the company or organization.
The specific business success was winning in a David versus Goliath situation.
This award is aimed at smaller, new or emerging brands that:
• take action against large, established market leaders
• challenge “sleeping giants” or
• enter a new product or service field outside their previous category in order to attack a dominant market leader.
Participants must explain the business challenge, the competitive environment and how they were able to prevail despite adverse circumstances.
You need to define your competitive environment and show the market differences between David and Goliath to prove why your brand is considered David.
The specific business success consisted of generating hype or buzz.
The award is given for the most effective integration of data, technology and creative measures that maximizes user engagement and conversion.
Also included are:
• Influencer marketing (collaboration with relevant influencers to successfully address a target group)
• Social media (campaigns where social is the primary touchpoint or is at the center of attention)
The specific business success was to disrupt the market through innovation.
In this category, innovative individual marketing or business measures as well as holistic marketing programs are honored.
All actions or business ideas that have had an exceptionally positive impact on the market position of a brand, product or service can be submitted.
If communication was an essential part of the marketing mix, the work should be submitted in another category.
Examples of permitted activities:
• Product or service innovations
• Packaging changes (design or size)
• Design, technology, or UX innovations
• Involving consumers in product development
• Introduction or change of a loyalty program
• Introduction of a new sales channel
• Operational changes, etc.
The specific business success consisted in the intelligent use of media.
This category honors media as a key success factor of a campaign. The focus is on strategic orchestration and technological excellence in market development. The award is given to cases that have achieved measurable business impact through data-based planning, the use of innovative technology and precise targeting.
It is not about the isolated “special idea”, but about the mastery of media: How was complexity transformed into efficiency and impact? The award recognizes the intelligent linking of relevant channels across the entire funnel and the consistent focus of media on the central KPIs of a marketing measure.
The specific business success consisted of doing good or driving social change.
The Positive Change Effies recognize brands and non-profit organizations that make a positive contribution through purpose-driven marketing.
The program covers two areas:
Environmental:
For measures that have demonstrably changed the behavior of target groups towards ecologically sustainable decisions and/or increased demand for more sustainable products and services.
Social Good:
For marketing measures that have demonstrably contributed to solving or influencing social problems or expanded existing programs for social benefit.
The focus is on positive social and cultural change, questioning the status quo and changing accepted norms and stereotypes that promote social inequality.
The specific business success consisted of reaching complex target groups.
All measures whose success depended on effectively and authentically addressing a specific target group. If the case had several target groups, the results must be shown for the target group described in the entry as well as a possible halo effect on a wider audience.
Identify any elements of creation or strategy that are specifically aimed at this community, as well as relevant cultural differences, dynamics and/or nuances, traditions, values, linguistic characteristics and what they mean for your submission.
Note: The jury may not be familiar with the brand's specific market segment. Therefore, highlight and explain details to make cultural nuances and context understandable.
The specific business success consisted in the successful introduction of a new product or service.
For campaigns with a particularly successful product launch or market launch of a service. Marketing must have made a significant contribution to the successful launch.
The specific business success consisted in reviving a brand.
For rebrand or comeback campaigns. The prerequisite is that the brand has experienced several years of decline and can then demonstrate a period of increasing sales lasting at least six months.
Participants must explain the business challenge, the brand situation, the competitive environment and the success of the measure.
Note: The entry must consider previous marketing investment and strategy as context and detail the duration of the Renaissance.
The specific business success consisted of clever investments with small budgets.
Only submissions that do not represent a line extension and were the brand's only marketing measures in the corresponding period are allowed.
The value of sponsored and non-traditional media as well as activation costs must be considered.
Budget limits (incl. costs for production and media):
• Local measures: CHF 100,000 or less
• Regional measures: CHF 500,000 or less
• National measures: CHF 1,000,000 or less
The specific business success was to remain at the forefront as a successful company in the long term.
Measures with sustainable success over at least three years are permitted.
At least three years of creative work and case results must be included, including the results of the current competition year.
The work must pursue a common goal in strategy and creation and have continuous core elements (e.g. testimonial, song, theme, claim) that demonstrate long-term effectiveness.
Explicitly describe how the measure has evolved over time (e.g. media strategy, targeting, insights, new products/services).
Note: For the Sustained Success Award, there is a separate submission form and different creative requirements, including specific rules for the Creative Reel.
The specific business success consisted in taking advantage of a time-limited opportunity.
This category recognizes effective strategic measures that have achieved measurable results as a direct result of a single, significant moment.
The case should show how the brand or product/service was brought to the center of attention for a short time in order to achieve immediate, measurable, unexpected and unconventional effects.
Examples include live experiences, actions, stunts and tactics — online and offline — often reinforced by PR, social media, digital interaction or through spontaneously created content for paid campaigns.
All marketing measures implemented in Switzerland between January 1, 2024 and December 31, 2025 are eligible to participate.
Cases from any subject area are allowed, regardless of whether they involve complete campaigns or individual measures within a campaign. The data and creative work presented must explicitly relate to the Swiss market. Test work is not permitted.
For guidance, you can read all the conditions of participation in .
Submissions to the Effie Awards are judged by some of the most successful and experienced individuals in our industry. With their experience, they not only assess the work of their colleagues, but also make valuable findings visible to the entire industry. Submissions will be assessed in two phases:
The jury members of the first round will individually assess eight to twelve cases from various categories. Cases that reach a certain number of points advance to the final round.
The jury members of the final round in turn rate all finalists per category and award the Bronze, Silver and Gold Effie Awards.
In both rounds, the jury evaluates the written concept and the creative implementation. The evaluation is anonymous and confidential.
The Call for Entry starts on Monday, March 9, 2026.
Soon you will find here a wide range of information on categories, deadlines, prices, conditions of participation and assistance. The winners will be honored at the Effie Award Night on November 19, 2026 in Zurich.
The work that is submitted must meet a number of requirements. Detailed information on this topic can be found in the Eligibility requirements (which will be available for download soon here).
