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%).

Short customer experience list

As the legal bases of the contest collect, the client experience section values ​​the management model of the customer interactions with the brand throughout its life cycle. In this sense, the management of the perception and behavior of customers is attended to the understanding of their needs and desires; and the alignment with the brand strategy, as well as the use of metrics that demonstrate the impact on satisfaction, loyalty and recommendation.

Amadeus – “Cyric Easy”

Cyric Easy, from Amadeus, is a solution to manage business travel reserves. The company defines it as a tool “Intelligent for travel management and connected, automated, personalized and enhanced by artificial intelligence.” It allows users to find flights, hotels, trains and land transport on a single easy -to -use platform, without getting out of their work environment thanks to their native integration with Microsoft Teams.

BMUM – “Humanize medicine from the heart”

The bmum clinic, launched by the gynecologist Jackie Calleja and the Motrona Abigail Núñez de Arenas, is known not only for the reference that some influencers and celebrities give that have trusted their services, but also for their excellent treatment and customer experience. They have built their proposal on specialization, closeness, empathy and human factor, achieving a noticeable differentiation with respect to other agents in the category.

Iberia – “Iberia space”

With the intention of getting closer to customers, Iberia launched the “Iberia Space” initiative four years ago. These are pop-up spaces in which the company shows the novelties that customers can enjoy aboard their planes when they travel. It offers gastronomic experiences, such as tastings or showcookings; It also shows its advances in innovation, with flight simulators or activities with virtual reality; and gives access to his merchandising.

ILUNION – “Governance and orchestration of the unique client experience”

Excellence in customer experience is one of Ilunion’s commitments. As he collects on his website, It bases its proposal on values ​​such as effort, perseverance, professionalism, responsibility, and the generation of impact and inspiration on companies and society.
The company ensures that, over the last years, it has put the focus on the construction of an ecosystem that favors continuous improvement, centered on the client and driven by excellence, technology and culture of the company itself. The base is the data, dialogue and active listening with the client to give an agile and personalized response to their needs.

Iryo – “Our vocation is to take care of the client”

The Iro Railway brand is proud of its customer experience proposal, an aspect that they consider fundamental in their company commitments. Thus, they defend their quality and flexibility in the different contact points: from the cleaning of the trains and the service on board, to their different rates, communication with the user through multiple channels or satisfaction surveys and active listening.

KFC – “Fries Compensation”

KFC changed the recipe for his 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 and, thus, improve their experience. 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.

KIA – “It’s no coincidence, it’s record”

In 2022 Kia became the first automotive company to obtain the AENOR certificate for its Customer experience model and, last year, reached level 4 in said certification. The company has made the personalized and memorable experience a competitive differential, thanks to a proposal that covers from the search for mobility solutions and to the post-sale service.

Kyndryl – “Executive Circle”

Kyndryl is the Technological Infrastructure Services company emerged in 2021 of the IBM splitting, seeking to contribute to a more human and emotional relationship developed the “Executive Circle” program with the intention of creating an exclusive community for its executive clients, and moving away from the traditional portfolio or product promotion. He has created exclusive experiences to inspire leaders, such as private dinners with outstanding business figures or exclusive visits to institutions.

MEGA MUNDO ESTRELLA GALICIA – “Live the beer Level Mega”

In 2019 Estrella Galicia launched “Mega”, acronym for “World Galicia World”, a museum conceived as a pilgrimage place for beer lovers. It is, as the company itself explains, of an experiential and informative space that not only brings consumers to the trajectory of Rivera’s children, but to the universe of beer. It is located in the Galicia star factory and offers guided tours and other activities, such as concerts, exhibitions or gastronomic initiatives.

Skoda – “Let’s Explore”

ŠKODA aspires to be the leading brand of the automobile sector in Omnicanal Client Experience, and for this purpose a plan based on developing a solid digital strategy, an optimized lead program for sales and after -sales and a memorable customer experience in the digital environment and in the concessionaire and the workshop.

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