Effie Awards Puerto Rico 2025 Marks Historic First Edition for the Local Industry

The Puerto Rico Advertising Association (APPR) held the first edition of the Effie Awards Puerto Rico 2025, marking a milestone for the local industry as it officially joined the global Effie Worldwide network, an organization with more than five decades of recognizing effectiveness in marketing communications.

The event brought together leaders from agencies, brands, media, and academia to highlight creative work that over the past year demonstrated measurable results and real growth for clients.

APPR President Iván Santos underscored the significance of this moment for the local industry. “With Effie Puerto Rico, we are taking a firm step toward raising the standards of our industry. Here, we are not only celebrating great ideas; we are recognizing work that delivers concrete results, builds brands, and drives the country’s economic development,” Santos stated.

During the ceremony, a special message was also presented by Traci Alford, Global CEO of Effie Worldwide, who emphasized the importance of effectiveness as the core of modern marketing. “Creativity is powerful, but its true value is proven when it moves business and delivers sustainable growth. Effie exists to celebrate that real impact,” Alford said in her message to the local industry.

Panel Discussion: Creativity That Delivers Results
Prior to the awards ceremony, the panel discussion “The Creative Dividend: Advertising That Drives Results” took place, based on research conducted by Effie Worldwide in collaboration with System1.

Moderated by Charlene Sierra, Jury President of Effie Puerto Rico 2025 and Senior Director of Digital at Liberty Puerto Rico, the panel featured Lizmarie Medina (Grupo Colón Gerena), Elaine García (Cervecera de Puerto Rico), Rubén Rodríguez Cid (People 2 People and Influmedia), and Patricia Femenías (Vaquería Tres Monjitas).

The discussion revolved around a central question: Is advertising a cost or an investment? Panelists agreed that in an environment where budgets are increasingly constrained and consumer attention is more limited, effective creativity is one of the few business investments capable of delivering short-term results while building long-term brand value.

They explored how emotion, distinctiveness, consistency, and strategic media use directly influence brand growth. The importance of research as a key tool to support creative decision-making and measure real business impact was also emphasized.

The message was clear: creativity alone is not enough. It must be backed by strategy, smart media investment, and rigorous measurement to achieve sustainable growth.

Standout Agencies and Campaigns
De la Cruz Ogilvy emerged as one of the event’s leading agencies, winning the 2025 Grand Effie for the campaign “Glowing Relief” for Alivia Health. The piece also earned Gold in Marketing Innovation or Business Solutions and Bronze in both the David vs. Goliath and Marketing Disruptors categories. The campaign stood out for its strategic approach and strong results.

In the Automotive category, Badillo Saatchi & Saatchi won Gold for “Trust Academy” for Toyota, while DDB Latina took Gold in Beverages for “Tu Medalla Viene” for Cervecera de Puerto Rico.

Sajo // McCann won Gold in Media Idea for “Barkatón,” an initiative developed for Santuario Canita in partnership with radio stations La X and Reggaetón 94, demonstrating the power of strategic media integration.

In Health and Wellness, multiple Silver awards were presented to De la Cruz Ogilvy, DDB Latina, Lopito, Ileana & Howie, and Rosado, Toledo & Triple S Advantage, reflecting the strength of the category and the quality of the submitted work.

DDB Latina also stood out in Branded Content & Entertainment with Silver for “La Gran Juguetería” for Walmart Puerto Rico, while Lopito, Ileana & Howie earned Silver in Timely Opportunity for “Cuidemos las Tetas” for the American Cancer Society.

The awards included 24 categories and received 84 entries, of which 37 were named finalists. The jury was composed of representatives from clients, agencies, consulting firms, and academia, who evaluated the work across three rounds of deliberation.

A New Chapter for the Industry
With this first edition, Puerto Rico officially joins the global Effie standard, reinforcing the importance of measuring, documenting, and rewarding effectiveness as a driver of brand growth.

APPR reaffirmed its commitment to strengthening the competitiveness of the local market and projecting the country’s creative talent internationally.

The Effie Awards Puerto Rico will return next year to continue celebrating ideas that not only inspire, but also deliver results.

To view the complete list of finalists and official winners of the Effie Awards Puerto Rico 2025, visit the official Effie Puerto Rico website for full details of the competition.