Barbara Asin and Jouke Vuurmans to serve as 2025 Iridium Effie Jury Co-Chairs

Effie Worldwide has announced its 2025 Iridium Effie Jury, the distinguished global panel tasked with selecting the single most effective campaign of the year as part of the Global Best of the Best Effie Awards.

The Global Best of the Best Effie Awards celebrate the most impactful, insight-driven work from around the world. Gold and Grand Effie winners from more than 55 Effie Awards programs globally are eligible to compete, with top winners advancing to contend for the Global Grand Effie in their respective categories. From this elite group, one campaign will ultimately be awarded the Iridium Effie – the highest honor in marketing effectiveness.

The 2025 Iridium Jury will be co-chaired by Barbara Asin, Chief Marketing Officer, McDonald’s Latin America, and Jouke Vuurmans, Partner & Chief Creative Officer, Media.Monks. Together, they bring deep expertise spanning brand leadership, creativity, and growth across global markets.

They will be joined by an accomplished group of senior marketing, strategy, and creative leaders from around the world:

• Zach Kitschke, Chief Marketing & Communications Officer, Canva
• Matt MacDonald, Chief Creative Officer, North America, VCCP
• Tina Manikas, Global Head of Connected Commerce, Omnicom Commerce
• Jo Tatchell, Head of Strategy, UK, Edelman
• Rosalina Tornel, Chief Growth & Marketing Officer, Grupo Lala

The jury will convene in person in New York City to review the 2025 Global Grand Effie winners and engage in rigorous deliberation to determine the single most effective marketing effort globally. 

Effie leads, inspires and champions the practice and practitioners of marketing effectiveness globally. We work across 130 markets to deliver smart leadership, applicable insights, and the largest, most prestigious marketing effectiveness awards in the world. Winning an Effie has been a globally recognized symbol of outstanding achievement for over 50 years. We recognize the most effective brands, marketers, and agencies globally, regionally, and locally through our coveted effectiveness rankings, the Effie Index. Our ambition is to equip marketers everywhere with the tools, knowledge, and inspiration they need to succeed.