This Thursday the 26th edition of the Efficiency Awardsone of the events marked on the calendar of the Spanish advertising industry. It is an occasion to dress up, meet and celebrate some of the best examples and work of commercial and advertising communication that have been carried out over the last year, marked by geopolitical uncertainty, the shortage of certain supplies caused by the international conflicts and global inflation.
The Jury has had the mission of evaluating 103 cases in this edition
On this occasion, the Jury of the awards granted by the Spanish Association of Advertisers (AEA) has had the mission of valuing 103 cases. This number represented 36.2% of a long list made up of 284 registered cases. Among all of them are 58 advertisers and 81 agencies.
The advertising industry thus demonstrates that it is precisely at these times when it is most necessary to maintain advertising investments to obtain economic returns in the medium and long term.
In total, the Efficiency Awards have accumulated a history of 4,091 cases registered and 861 trophies awarded. So far, as stated on the official website of the awards, McCann (75) ranks as the agency with the most trophies collected between 1997 and 2023; while Coca-cola (40) tops the list in the advertisers section.
“The Efficiency Awards bring together all marketing and advertising actors, valuing each of the necessary parts for the most effective result, which enhances our sector in the economy, from which we learn and inspires us,” Rafael Fernández de Alarcón, Global Director of Brand, Sponsorships and Media at Telefónica and President of the Efficacy 2024 Jury.
In this edition, the ranking of advertisers with the most finalist cases is led by YUM! Brands, with 10, followed by Alsea, Diageo, McDonald’s, PepsiCo and Samsung, with 5 finalists each on the Short List.
These, or other brands, could collect the Grand Prize of this edition and, consequently, join the list of campaigns recognized with this title. They would thus join Audi (“The doll that chose to drive”, 2017), Toyota (“Drive as you think”2018), BBVA (“We learn together”, 2019), Bankinter (“Concrete Measures”2020), Cruzcampo (“With a lot of accent”2021), Pikolín (“Do something that keeps you awake”) and Cupra (2023).
Among the reasons why Cupra picked up the Grand Prix for Efficiency last year This is the fact that it has managed to monopolize 40% of Seat’s turnover after becoming a transgressive and challenging “mega brand” in its category, from its new communication platform, being able to reach a high segment of the population. and premium and moving away from the image associated only with racing and competition. Thus, during the last years, Cupra has continued to build its brand with a firm commitment to aesthetics, design and visual aspects. Among the most recent campaigns, the collaboration with Rosalía stands out, which reinterpreted the singer’s song “Abcdefg” to turn it into a striking brand manifesto.
In the agency section, PS21 leads the list of finalists with 14, followed by the media agency OMD with 10 and Arena Media, Carat and MeMe, with 9 each.
Last year the award for Creative Agency of the Year It was for PS21, which obtained recognition, for the second consecutive time, thanks to 3 golds, 1 silver and 1 bronze, in addition to the 8 non-awarded short lists. The prize of Media Agency of the Year It was for Arena Media, which established itself as the most successful media agency in recent years at the Eficacia Awards.
As a novelty, in this edition the leading agency that wins the Great Efficiency Award It will add 5 points, instead of the 3 points of previous editions. Furthermore, to qualify for the prize for Agency of the Year You must have won, as a leading agency, a trophy in any of the categories of the contest and have had finalist cases from at least three different clients on the short list.
Those who are awarded among the 58 advertisers and 81 agencies that make up the candidates for this edition, will join the companies and professionals awarded in September by the Jury Club. This year we have distinguished TelephoneBrand Advertising Career Award; to Jordi RosasCEO of the creative agency &Rosàs and Professional Career Award; to Maria Dolores Dancausa, CEO of Bankinter, as Best CEO; and Victor Gutiérrez de TenaDirector of Strategy at EssenceMediacom and Sub 41 Efficiency Award.
In this 26th edition the sponsors of the Efficiency Awards They are JCDecaux, Jungle, NewixMedia, OMG and Vocento Medios.
