Google Australia Becomes Marquee Sponsor of Australian Effies

Advertising Council Australia (ACA) has today announced Google Australia as the new marquee sponsor of the Australian Effie Awards — a partnership that will see the technology company collaborate with ACA to drive industry-wide effectiveness of advertising and marketing campaigns.

The three-year partnership includes the development of a full program of events and initiatives to assist agencies and brands develop high-performance campaigns in line with Google’s focus on innovation and advancing the capability and impact of Australia’s marketing industry.

Google and its video platform YouTube will also support ACA’s existing Effie programs including Inside Effectiveness, The Work Behind The Work, and the Effie Gala Dinner, where it will have a major presence. Additionally, Google will lend its expertise to identifying and sharing insights from the Australian Effectiveness Database and winning case studies.

Michael Rebelo, chair of ACA, said, "We’re thrilled to have Google, one of the world’s leading brands, backing the Effies. It’s a perfect match — combining Google’s expertise in data-driven marketing with Effies’ mission to champion strategic and creative effectiveness. The partnership will add enormous value to the industry by elevating our collective understanding of what truly drives business results."

Mel Silva, managing director and VP of Google ANZ, said, "We're incredibly excited to deepen our partnership with the Effie Awards. At Google, we believe in the power of technology and creativity to drive measurable results for advertisers and brands. The Effies recognise those who are pushing the boundaries of marketing effectiveness, and we're proud to support their mission."

Tony Hale, CEO of ACA, said, "This is more than a sponsorship — it’s a commitment to deepening industry knowledge and elevating marketing effectiveness. With Google’s thought leadership, insights, and expertise, we’re building a year-round program that empowers agencies and brands to create work that drives real business growth.”

The 2025 Australian Effie Awards are now open for entries. Download the entry kit here.