The 2024 Australian Effie Awards are now open for entries, with the Advertising Council Australia (ACA) this year introducing a brand new category for the best use of Artificial Intelligence to enhance marketing effectiveness.

Entrants for the AI category must demonstrate how AI drove efficiency over traditional approaches in areas such as interactive experience, innovation, content generation and more. To assist agencies and brands considering entering this year's awards, ACA will host a free webinar at 12:00 pm AEDT, Tuesday 26 March. The webinar will be hosted by Effie judges Martin Rippon and Al Crawford, covering additions to this year's program and how to utilise case studies to craft a standout entry.

ACA CEO Tony Hale said: "Amid today's advances in technology, a lot goes into ensuring a marketing campaign is effective. The Effies are about celebrating the year's best work and the results that propel our industry's growth. Importantly, building a culture of effectiveness is crucial for every business, and whether you enter the Effies this year or next, or are just starting to prove the effectiveness of your marketing campaigns, you're on the right track to success."

There are 26 categories to enter in this year's Effie Awards, with all categories and criteria found online at the Effies website. On-time entries close on 13 May 2024, but late entries will be accepted until 3 June with a fee. Finalists will be announced on 17 July, with winners announced at an awards dinner and presentation in Sydney on Thursday 10 October.

The Effie Awards are supported by marquee sponsor, Think TV, along with supporting sponsors AdStandards, Google and UnLtd.