MENA Effie Awards revealed winners for 2024 during its awards ceremony in Riyadh. The awards recognise marketing effectiveness across the Middle East and North Africa region.
The ceremony, hosted as part of Riyadh Season, highlighted more than 90 winners alongside special recognition for well-performing agencies.
Among the special honours, Leo Burnett Dubai secured Most Effective Advertising Agency Office of the Year and Most Effective Agency Network of the Year. Zenith Dubai was named Most Effective Media Agency Office of the Year, recognised for its media planning and execution, while People of the Internet was awarded Most Effective Independent Agency of the Year. BigTime Creative Shop Saudi Arabia was celebrated as the Fastest Growing Agency in MENA.
EGBank — Egyptian Gulf Bank and People of the Internet agency also received the evening’s highest honour, the prestigious Grand Prix award, reflected on their win: “Winning an Effie means a lot to us because it shows that our efforts have finally paid off with this incredible recognition.”
The ceremony also honoured individual excellence, with a jury evaluating submissions for creativity, strategy, and tangible results.
H.E. Turki Alalshikh, Chairman of the General Entertainment Authority was awarded the Most Influential Person in the Last Decade and Tarek El-Sarw — Senior Manager – Digital Marketing at Al-Futtaim Automotive was awarded the Young Marketer of the Year.
The final winning campaigns were chosen and evaluated by a jury panel made of industry professionals from 850 entries in total.
MENA Effie Awards winners for 2024:
Artificial Intelligence (AI)
- Silver: Philadelphia – ChefGPT (Publicis Groupe — Saatchi & Saatchi Middle East & Spark Foundry Middle East)
- Bronze: AnNahar – The New President (Impact BBDO)
Banking, Finance, and Insurance
- Gold: Halan – Halan means immediately! (Impact BBDO Cairo)
- Gold: EGBANK – The Forsaken Freelancer (People of the Internet)
- Bronze: e& money – The e& Eidiya (Publicis Groupe — Saatchi & Saatchi Middle East)
Beverages
- Gold: Nescafe 3in1 – Go Big or Go Small (FP7 McCann Cairo)
- Silver: Rockstar – Dous (Publicis Groupe — Leo Burnett Middle East & OMD UAE)
- Silver: Rani – We Shake The World (MullenLowe MENA)
- Bronze: Almarai – The First Milk Motto (VML)
- Bronze: Lipton – Lipton Quality Connection Campaign (PHD Egypt & OMD Egypt)
Business-to-Business – Products & Services
- Gold: e& – Take your business forward (Publicis Groupe — Saatchi & Saatchi Middle East & Initiative MENA)
- Silver: Basata – The Outcasted Kiosk (DDB Egypt)
Branded Content & Entertainment
- Gold: Talabat – Talabat Eat Watching (Peace Cake)
- Silver: Yas Island – Saving Parents from “I’m Bored!” (Momentum Dubai & Initiative MENA)
- Bronze: Garnier Fast Clear – Acne Decoded (McCann Health Cairo)
- Bronze: Palm Hills Developments – Searching for Salma (FP7 McCann Cairo)
Data-Driven
- Bronze: e& money – Cardverts (Publicis Groupe — Saatchi & Saatchi Middle East)
Entertainment & Sports
- Gold: General Entertainment Authority – 5 vs 5 (BigTime)
- Silver: Asharq Discovery – Dark Minds Launch Campaign (SRMG Labs)
Omni-Channel Shopper Solution
- Gold: Maggi – Traditional Recipes Made Easy and Enjoyable (Publicis Groupe — Publicis Middle East & Zenith Middle East)
- Bronze: Home Centre – Pamper Yourself (Publicis Groupe — Leo Burnett Middle East)
Youth Marketing – Products & Services
- Bronze: Esports World Cup – Gamerverse Takeover (Havas Middle East)
- Bronze: Spotify – We Got Your Tarab (Science & Sunshine)
Sustained Success – Products & Services
- Gold: Emirates NBD – Fighting Fraud with Entertainment (Publicis Groupe — Leo Burnett Middle East)
- Bronze: MG Motor – Driven by Passion (C2 Comms)
Families & Children
- Gold: Anghami – The Protective Rhymes Against Child Sexual Abuse (Publicis Groupe — Leo Burnett Middle East & Digitas Middle East)
- Gold: Oreo – The Ramadan Lunar Treats (Publicis Groupe — Saatchi & Saatchi Middle East & Spark Foundry Middle East)
- Silver: Almarai – The First Milk Motto (VML)
- Bronze: Yas Island – How SeaWorld Turned the Tide (Momentum Dubai & Initiative MENA)
Corporate Reputation
- Gold: Home Centre – The Homecoming Initiative (Publicis Groupe — Leo Burnett Middle East & Saatchi & Saatchi Middle East)
- Gold: Puck – Selfless Shelves (FP7 Dubai & Current Global)
- Silver: Dosy Bikes – FEAR (Publicis Groupe — Leo Burnett Middle East & Saatchi & Saatchi Middle East)
- Bronze: Nissan – Keep Asking Why (TBWA\RAAD & OMD UAE)
- Bronze: Emkan – Don’t Finance What You Don’t Need (TTP)
Social Media
- Bronze: NIVEA – Exposure Control (Publicis Groupe — Saatchi & Saatchi Middle East & OMD Dubai)
- Silver: Pizza Hut – Pay with Your Trend (Publicis Groupe — Publicis Middle East & Prodigious Middle East)
- Gold: Omantel – WhatsApp Oman (Publicis Groupe — Leo Burnett Middle East & Zenith Middle East)
Positive Change: Social Good — Diversity, Equity & Inclusion
- Gold: Babyshop – See What They See (Publicis Groupe — Publicis Middle East & Leo Burnett Middle East)
- Silver: Home Centre – The Homecoming Initiative (Publicis Groupe — Leo Burnett Middle East & Saatchi & Saatchi Middle East)
Positive Change: Social Good — Brands
- Gold: Anghami – The Protective Rhymes Against Child Sexual Abuse (Publicis Groupe — Leo Burnett Middle East & Digitas Middle East)
- Gold: Sixième Son – Sound Affects (Publicis Groupe — Saatchi & Saatchi Middle East & Digitas Middle East)
Travel, Tourism & Transportation
- Silver: Etihad Airways – The Black Friday Takeover (Impact BBDO)
- Bronze: Saudi Tourism Authority – A Blessed Umrah… All Year Round (Tarek Nour Saudi Arabia)
- Bronze: Yas Island – Saving Parents from “I’m Bored!” (Momentum Dubai & Initiative MENA)
