APAN brings Effie Awards to Portugal

The Portuguese Advertisers Association (APAN) has announced the transformation of the Prémios Eficácia into the Effie Awards Portugal 2025, bringing the country into a global Effie network spanning 125 markets.

Founded in 2005 by APAN, the Prémios Eficácia have been the only awards in Portugal exclusively focused on rewarding marketing effectiveness. They recognise the joint work of advertisers and agencies, evaluating campaigns based on their objectives, strategy, creativity, execution, planning and measurable results.

The transition to the Effie Awards Portugal strengthens this commitment by aligning Portuguese marketing achievements with the Effie Worldwide network.

The shift aligns with APAN’s broader efforts to raise the international profile of Portuguese marketers. Finalists and winners of the Effie Awards Portugal will now be included in the Effie Global Index, further amplifying the visibility of Portuguese talent and contributing to the global conversation on marketing effectiveness.

APAN President Filipa Appleton called the move a “pinnacle of achievement” after two decades of recognising marketing excellence. “This integration into the Effie Index will bring even more value to professionals who submit their work each year,” she said.