Advertising effectiveness champion Colin Wilson-Brown steps down as Effie Chair of Judges

Colin Wilson-Brown, the architect of advertising effectiveness in Australia, has stepped down as Chair of Judges for the Australian Effie Awards, ending an association that began when the awards launched in 1990 — 36 years ago.

Advertising Council Australia CEO Tony Hale made the announcement at Friday’s 2026 Effie Gala Dinner, before Wilson-Brown presented the award named in his honour.

“When most people think of marketing effectiveness, Les Binet, Peter Field, Mark Ritson or Byron Sharp come to mind. I think of Colin Wilson-Brown,” said Hale. “The test he set back in the early 90s, when he first launched the AFA Effectiveness Awards, is the same one entrants face today: prove the causal link between the work and the results.

“That rigour is why the Effies are respected here and recognised as arguably the toughest test of effectiveness in the world. None of us would be in the room tonight without him.”

Wilson-Brown chaired the organising committee of the Advertising Federation of Australia’s original Advertising Effectiveness Awards, which named their first winners in April 1991, and wrote the entry principles the industry still follows today.

He became Chair of Judging in 2007 and, over his tenure, has read more than 3,000 entries, overseen nearly 5,000 judges and attended 27 Effie gala dinners.

Says Matthew Melhuish (pictured above with Wilson-Brown), former Australian Effie Award Chair and Co-founder of BMF: “Few have played a longer or better innings than Colin Wilson-Brown as Effie Chair of Judges. He is truly the Donald Bradman of these awards. Colin envisioned, built and ran the effectiveness awards system that we now take for granted.”

Says Jenni Dill, Chief Growth Officer of The Arnott’s Group and Chair of the Marketing Association of Australia: “I cannot remember the Effies without Colin. His dedication to advertising effectiveness has shaped the thinking and the work of entire generations of advertisers. We will strive to fill the giant shoes he leaves behind.”

The industry is invited to thank Wilson-Brown personally here.

A new Chair of Judges will be announced ahead of the 2027 Australian Effie Awards.

VIEW THE PRINT MAGAZINE + PAST ISSUES ONLINE. SUBSCRIBE NOW.

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel