Live from the 2025 UK Effie Awards

Our interviews with UK winners as their amazingly effective work gets recognized on Effie night in London. Xbox, Uber, Smarty Mobile, Irish Tourism, Walkers, CALM, and the Grand Prix winning Nurofen from McCann London. What a night for McCann. They also won Agency of the Year and took home a total of seven awards. You can see all of the creative work below.

Uber won a Gold and Silver Effie. Omar El Gammel, Head of Cultural Insight and Lucy Allen, Senior Strategist, both from Mother, London.

Smarty Mobile won a Bronze Effie. We talked with Kit Altin, CSO at The Gate and Sayad Hajamaiddeen, Head of Brand and Marketing at Smarty Mobile, UK.

Walkers won a Silver Effie for Sustained Success. We talked with VCCP’s Senior Planner, Percy Fagent.

Irish Tourism won a Bronze EFFIE. We talk with Publicis Strategy Director, Adam McGlashan.

CALM won a Gold and three Silver Effies, as well as Brand of the Year recognition. We talk with CALM CEO, Simon Gunning and Adam&EveDDB Strategy Director, Jack Gilbert.

Xbox won two Gold Effies and one Silver, as well as Brand of the Year recognition. We talk with Aaron Harridge, Head of Strategy and Alex Passingham, Strategy Director, both of McCann, London.

Nurofen won the Grand Effie, as well as receiving a Gold, Silver and Bronze on the night. It also won the Brand of the Year award. We talk with Mel Arrow, CEO of McCann, London and Joss Major, Strategy Partner.

McCann London was named Agency of the Year. It won seven Effies on the night.
In addition to its Nurofen and Xbox honors, it also received a Silver Effie for Dettol and McCann Central won a Bronze for The Electoral Commission. Congratulations. What a great night for McCann, and for CEO Mel Arrow.

Thanks to the Effie UK team for having me. See everyone next year.