The National Marketing Awardsconvened by the Spain marketing association, They have revealed the marks and candidate companies in the long list of these awards. They have been selected from a total of 180 candidates received, and some will become part of the short list, which will be announced on May 29.

As reflected in the bases of the contest, the comprehensive marketing strategy category values ​​the Holistic approach to all marketing elements to boost business growth. In this sense, continuous focus on differentiation and relevance, the identification of business opportunities and new markets, as well as the consistency of marketing actions with long -term strategic objectives.

The National Marketing Awards are presented this year renewedunder the leadership of José Luis Arbeo, who was elected general director of the Association in replacement of Víctor Conde, who served for 11 years.

In this sense, they have Updated the categories of the contest To better reflect the evolution of the sector, as expressed by the association. This edition contemplates seven company categories -Integral Marketing Strategy, brand construction, client experience, innovation in the proposal of value, advertising and commercial communication, sales strategy, sponsorships and alliances -and two special categories -better marketing equipment and business leader promoter of marketing. To this is added the National Marketing Grand Prize.

Short Better Marketing Strategy List

The jury, composed of 20 professionals, will be in charge of evaluating the work according to some redefined criteria For the occasion. They will consider, in each case, the consistency of the general strategy (20%), the degree of innovation and creativity (20%), the use of data, models and technology (25%), the business results (25%) and the difficulty of the case (10%).

These are the candidates for the best comprehensive marketing strategy:

Endesa – Digital Sales B2B

Endesa has postulated her work of transformation of her B2B commercial model towards a differential strategy supported by the online ecosystem, which has worked together with Tangity Spain, part of NTT Data. The process has included the development of a comprehensive system that covers customization, content strategy, data intelligence, commercial scripts and reporting. Processes with Salesforce Marketing Cloud and Integration with LinkedIn solutions have also been automated.

Galicia Estrella – Berlin and Cabo loose

Estrella Galicia is a candidate with the campaigns “The theft of the year” and “The Cabo loose plan”, worked together with the IMAXE and Havas Media agencies, with collaboration of Cyw, Youplanet, Globant, Archetype and Proximia. The brand took advantage of the premiere of the series “Berlin” to promote its beer, for which it created a Continuity narrative focused on the bells of the end of the year that included Product Placement, sponsorship of television spaces, a WhatsApp channel and a special edition with access to awards.

Since children of Rivera they have pointed out that the strategy “It is a reflection of the collective effort and the attitude of the people who work with passion to make great ideas come true“Have also expressed that”The campaign would not have been possible without the commitment, energy and vision of all who participated”

It is a storytelling strategy and a brand entertainment proposal that has reinforced the marketing bond between Estrella Galicia and Netflix, which goes back to the presence of the beer brand in the series “La Casa de Papel”.
The work was recognized in the 2024 efficiency awards with the Grand Prize for Effectiveness, Gold to the best integrated campaign and silver in more original and disruptive strategy.

ILUNION HOTSS – “Where to sleep is awakening”

Ilunion Hotels. The hotel company of the Social Group Once, launched in March last year a marketing campaign to continue making its proposal known, based on the labor integration of people with disabilities and other vulnerable groups, as well as in accessible tourism. For this, the focus on people, instead of the product.
The campaign marked the brand update and its tone of communication. It included, in addition to the digital spot, the renewal of the website and a communication strategy in redefined social networks.

Iryo – “Connect: connections you don’t expect”

The work presented by the Iryo rail operator in this category is Iro-Conecta, the service with which it facilitates the connection with destinations of Spain to which high speed does not reach, through other means of transport such as the bus, the taxi or the rental car.
From the hand of the Kitchen agency launched a short -filming format campaign to develop a story that would emotionally connect with the viewer.

Junta de Andalucía – “The Board, Board”

In June last year the Junta de Andalucía renewed its citizen folder, presenting a new version of the application launched in 2019. The project, led by Tangity Spain, part of NTT Data, included the conceptualization of the new tool, the design and technological development, as well as a 360º communication campaign with activations on television, radio, press, digital media and social networks.

The strategy worked the differentiation of the Junta de Andalucía through the use of humor and music, some codes very typical of the Social Media. “The entire project has a very customer centric approach, aimed at redefining the relationship of citizens with the administration, and that also had to be seen in the communication of the tool”, Commented a Reason.WHY At the time Adolfo Pahissa, Head of Creativity & Content of Tangity Spain. “The idea was to capture that “the administration has never spoken to me like this.”

Mahou – “Mahou X Duki”

Last year Mahou established an association with the urban artist Duki for the launch of “La Diabla”, a mango-chili flavor beer whose identity was designed next to the singer. The cans included metallic and neon effects that made it shine in the dark, as well as the logo in sticker format. They offered a challenge: 1 in 1,000 beers was spicy, and finding it allowed to obtain a prize related to the artist.

The association was announced through a series of audiovisual pieces, starring Duki, which were executed on social networks and digital platforms. In addition, the brand and the new beer were present at the concert that the artist made in June at the Santiago Bernabéu, offering the possibility of trying “the devil” in first.

Moeve – “Cepsa transforms into Moeve”

At the end of last year, Cepsa culminated a process of change of Naming and brand identity with which it sought to strengthen its commitment to sustainable energy and mobility, and moved to be called Moeve. Evolution is one of the key points of “Positive Motion”, the Strategic Plan of the multinational for 2030.

The company transformed its name, logo, visual identity and graphic system, by the hand of the Landor agency; and launched an advertising campaign, devised by Publicis Spain. In it he presented different people with different dinosaurs, in an obvious metaphor of the passage of fossil fuels to green and renewable energies.

Santander – “Welfare”

Banco Santander created, by the hand of his internal agency, the Holy, the concept “welfare” to define the feeling that is experienced when life flows and the day to day is easier, alluding to its proposal for its clients. To move her optimistic message she had the collaboration of the Aitana singer, and her song “Darari”.

The campaign had various executions on television, radio, exterior advertising, press, digital, social and special actions, with a 360º approach developed by CAAT. “It is another step in the positioning strategy with which the brand continues to focus on the client, connecting ideas, technology and people to open a wide range of possibilities so that their life is better”, Said Marina Peña, Marketing Director of Santander in Spain.

Suchard – “Martin. A Christmas story”

Suchard, whose marketing strategy is based on the One Shot which supposes his Christmas announcement, he presented this year the animation short film “Martin, a Christmas history”, devised by the creative agency Ogilvy and produced by the Passion Pictures studio.
He sought to maximize the impact with a strategy that included simulated external advertising, communication in social networks and awards. He also proposed an interactive search for the endearing character for Madrid to overcome product and merchandising.

Telefónica – “Centenario”

Throughout 2024 Telefónica celebrated its 100 years of history with more than a dozen marketing, communication and advertising actions. Among other things, he created a website to commemorate the milestone, has organized exhibitions on the company’s trajectory, held a concert at the Santiago Bernabéu stadium and held the meeting on Telefónica Fest technology and entertainment.
He also launched several advertising campaigns, sponsored Gran Vía Metro station in Madrid; and has acquired the Naming Rights of the Sports Palace of the Community of Madrid, which is now called Movistar Arena.

Among other recognitions, Telefónica has received the prize of the advertising trajectory of a brand, awarded by the jurors of the Effective Awards; and a gold gold in the National Creativity Awards, awarded by C de C.

The winners will be released next June 24 at the Gala for the National Marketing Awards.