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.

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.

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%).

Long list of advertising and commercial communication

As the bases of the contest, the advertising and commercial communication category attends to the Communication Model of products, services or promotions built on strategic positioning. Thus, the coherent integration of the initiatives in a strategic platform, the efficiency to reach desired audiences and the ability to generate brand recognition, emotional connection and demand.

CaixaBank – “Sports nonconformists”

Within the framework of its sponsorship to the Spanish Paralympic team, CaixaBank continued to develop the concept of “Unconformists of Sports” to celebrate and accompany athletes, especially during the Paris Paralympic Games. He developed a social media content strategy aimed at breaking prejudices and giving visibility to the talent, overcoming and effort behind each athlete.

Calvo – “Do not choose tuna to tuntún, better choose Calvo”

A casual humor and a natural tone that remembered some of his most iconic ads. This is how Calvo valued his proposal in “Do not choose tuna to tuntún, better choose Calvo”, devised by VML and with garage production. The announcement was starring actor Paco Tous and highlighted the commitment to quality, the company’s own fleet and innovation in packaging.

Campofrío – “I identified”

“I identified”, the Campofrío Christmas announcement designed by the creative agency this is free, imagined the possibility that illustrious characters in Spanish history, such as Ramón María del Valle-Inclán, Gloria Fuertes or José Luis López Vázquez, returned to our days to know how we live now. With this story the food brand returned to claim the uniqueness of the Spanish character, and honored our culture, way of being and values ​​in the face of growing globalization.
He had Harry as a producer.

Iberia – “The Christmas dilemma”

For your Christmas announcement, Iberia raised a dilemma. In a real experiment he offered travelers in Madrid and Lima (Peru) who already had their trips planned back home for Christmas, the possibility of changing their destiny, without any cost and with all inclusive to the place of their dreams. The announcement, devised by the McCann agency and with Jupiter production, moved the purpose of Iberia, “connecting people we make future.”

Iberia It could be considered an endemic brand of Christmas because at this time of the year millions of displacements and trips are made but, in terms of marketing, how do campaigns such as this company impact? “People buy the tickets before we launch the Christmas campaign, but if at this moment you do not place yourself in the top of Mind you lose a golden opportunity for the next Christmas, for the summer …”Gemma Juncá told us at the time in statements to Reason.WHY.

Iberostar Beachfront Resorts – “You do you”

“You do you”, designed by the McCann agency, is the global campaign with which Iberostar Beachfront Resorts highlighted its value proposition. With a speech that put the guests of their accommodations in the center of the experience and highlighted its services, the company also communicated everything that carries out to achieve more responsible tourism.

KFC – “Fries Compensation”

KFC changed the recipe for its fried potatoes earlier this year, and to communicate it he presented “Fries Compensation”, a campaign with a creative concept of PS21 and meme. The fried chicken brand wanted to connect with its customers by giving them the equivalent amount of new fried potatoes to the previous ones they would have requested through the application. In addition, the chain executed outdoor advertising creativity based on user criticism to its previous recipe to communicate that it gave 17 tons of product for free through its restaurants in Spain.
The campaign was recognized in the National Creativity Awards 2025 with six metals, among which a gold in ideas and other gold in Craft.

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 alliance communicated with a series of audiovisual pieces, starring Duki himself, as well as with executions on social networks.

Mapfre – “Mapfre Live”

Instead of focusing on competing in price, Mapfre has chosen to update its communication strategy, and by extension of the category. He focused on the quality of his service and invited consumers to reflect on what sure they would choose when they really were in need of one. With “24/7 in action”, designed by McCann, highlighted its multiproduct offer and its permanent service.

Oreo – “Goodbye Spain”

At the end of 2024 the Oreo cookie brand modified its recipe and changed its packaging, an occasion that took the opportunity to create a campaign that played with the public and generated notoriety and conversation. Worked next to Spark Foundry and Publicis Spain, the brand located a canvas in the center of Madrid in which I said goodbye and pointed out that the “Oreo always said goodbye.” Days later he installed another canvas in the same location to communicate the changes.

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. The campaign sought to remember the importance of the connections established during the holidays, regardless of the place where we are, and highlights hope as an indispensable element.

Telefónica – “Let’s imagine 100 years more”

“Imagine” was one of the ads released by Telefónica to celebrate its centenary in 2024. Based on its history and legacy, the company imagined and explored the potential of technology to continue building a world full of human connections during the next century.
The spot was created by Accenture Song and had Lee Films production.

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