The Spanish Interprofessional Wine Organization (OIVE), which brings together representative entities of the Spanish wine sector, has launched an advertising contest to select an agency responsible for the design, development and implementation of an activation plan for the wine category in the national market for the coming months.
The organization is looking for a partner in order to strengthen the consumer’s relationship with the category, and consequently, increase wine consumption in Spain. The intention is to reinforce the relevance of wine in new contexts and moments of consumption. and focus on initiatives aimed at incorporating new generations and recovering the consumption habits of the category in general.
The annual budget is set at €650,000
As detailed by the interprofessional, the annual budget planned for the development of the strategy is established at €650,000 (agency fee included). However, given that the resolution of the process will not be announced until June, the organization details that the budget for the last quarter of 2026, when the strategy is expected to begin to be executed, is between 300,000 and 350,000 euros.
The activation plan must be designed as a structured system, with a sustained presence over time, aimed at generating an impact on the habits and occasions of
consumption. It must also be adapted to different urban contexts and territories.
Thus, the assignment includes the strategic definition of the activation plan, the development of the creative concept and its materialization, the coordination of the production and execution of the actions, and the proposal of a system for measuring, monitoring and reporting results.
The contest is aimed at agencies specialized in consumer activation, and with demonstrable experience in the design and execution of national BTL plans.
The Spanish Wine Interprofessional assures that it will especially value the experience in the design of activation platforms with a medium and long term path, capable of addressing real consumption barriers and contributing
to the transformation of habits in leisure and socialization contexts.
Agencies interested in participating must apply until Friday, April 10. To do this, they must present a document that allows them to evaluate their suitability to address the assignment, which will have to include a presentation of the agency and its structure, a selection of relevant activation cases developed in recent years, and a brief vision of the wine category and the current challenges from the consumer’s point of view. Each section will be valued, respectively, with 30%, 40% and 30% of the score.
The selection process will be supervised by the OIVE Marketing Committee which, according to the organization, is made up of marketing experts from the wineries, cooperatives and denominations of origin represented. This committee will be in charge of carrying out a pre-selection of five agencies, which will be announced on April 27. These will receive the complete strategic and technical briefing and will have a period of three weeks to present their proposals. After presenting their strategies to the committee, the final resolution will be announced on June 15.
As explained by the interprofessional in a statement, the call for the contest is aligned with the strategic objectives of the sector and is framed by the ambition to improve the image of wine and strengthen its connection with society, always defending its moderate consumption as the only form of enjoyment.
