VML Latam Shines at the Effie Awards Latin America 2025

VML was one of the major protagonists in the 2025 edition of the Effie Awards Latin America, held on October 30th in Cartagena, Colombia. On a night that commemorated ten years of history, talent, and results that set the pace for the industry, the agency was recognized for campaigns that successfully combined creativity with proven effectiveness, generating real impact on businesses and society.

The Effie Awards Latin America are considered the main benchmark for effectiveness in the region, recognizing ideas that transcend communication to transform behaviors, connect with people, and deliver measurable results. This year, VML Latam was acknowledged for its outstanding performance across various categories and industries, reaffirming its leadership and its ability to build relevant brands in a constantly changing environment.

Latin America has a unique way of telling stories and innovating to drive business. It's a source of pride to be part of this community and to see how our work contributes to raising marketing effectiveness standards across the region. Ernest Riba Chief Strategy Officer Latam at VML

Ernest Riba

Chief Strategy Officer Latam at VML

Among the Golds VML LATAM took home were “This Is Not A Game” (Movistar), awarded in three categories for its powerful focus on branded content and social good, as well as “Undeleted” (Dove), which set trends in youth marketing with a relevant message for new generations. “Dancing Washers” (Whirlpool) also achieved Gold in e-commerce / retail media, demonstrating how creativity can drive results in an increasingly competitive digital environment. The golden list is completed by “Where’s ratinho’s water?” (UNICEF), “Worm Food” (Government of Chile), “The Outside Book” (Fruittella), “Conectar con responsabilidad” (Movistar) and “Promesas Absurdas” (ASDRA), each with a distinctive focus on purposeful content, sustainability, and intelligent data usage.

The 7 Silvers reinforced the diversity of categories where VML LATAM excels: from “De plato a Patrimonio Nacional” (Encebollado Real) in topical marketing, to “Toda tu piel importa” (Dove) in Beauty & Wellness, and “Don’t Stop Motion” (Government of Chile), recognized in Positive Impact/Social Good. “Undeleted” (Dove), “Promesas Absurdas” (ASDRA), and “Dancing Washers” (Whirlpool) also received silver for their consistency and results in promotional marketing and electronics & durable goods.

The recognition was completed with 7 Bronzes, including “Ludopatía Adolescente” (Movistar) in social media, “¿Y si el daño fuera belleza?” and “Al verano llegamos todas” (Dove) in beauty and care, “Romeo and Juliet” (BIC) in experience marketing, “El algoritmo que no entendía a la Gen Z” (Tuenti) in data-driven, “Promesas Absurdas” (ASDRA) in positive impact, and once again “Dancing Washers” (Whirlpool) in social media. All of these express the same vision: putting people at the center and connecting with what truly matters, whether through inclusion, mental health, or digital transformation.

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Additionally, our offices in Argentina and Mexico were recognized as Agency of the Year in each country.

These accolades consolidate VML LATAM as one of the most effective and consistent networks in the region, reflecting its purpose to create more human, connected, and relevant brands. An achievement that reaffirms the place of Latin American creativity as a driver of change and effectiveness globally.