Effie has founded Magnet in 1988. She has started her career in Marketing as a Brand Manager for Carnation/Nestle in 1982. Then she joined the advertising sector and she was soon promoted to Account Director in charge of local and international clients of the agency. With the sole aim to express a new kind of creativity and effectiveness she founded Magnet, an advertising agency with a steady reputation as one of the most creative and strategic agencies in Athens. She holds an MBA degree from the University of Pittsburgh, USA, she is an elected Executive Board Member of the Hellenic Association of Communications Agencies (EDEE) and a Board Member of SEE (Council for Communication Ethics). She is also the co-founder of iforU, a non-profit organization that empowers young women entrepreneurs.