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 Value Proposal List

The bases of the contest indicate that the category of innovation in the value proposal considers the Introduction of disruptive solutions that provide significant value to the client and the organization. In this regard, they recognize the use of differentiation as an axis to adapt to market changes, create categories or respond to emerging opportunities; and also the application of original solutions to products, services or business models.

Adolfo Domínguez – “Live Shopping by Adolfo Domínguez”

The Live Shopping is part of Adolfo Domínguez’s commercial strategy for at least three years. The formula allows you to discover the collections and garments of the Galician firm and make purchases in real time, with the advice of fashion experts. Online events can be followed live through the website and social networks of the brand, as well as through Movistar+.
According to the brand, the new modality reaches more than 250,000 users and claims to have doubled sales through Live Shopping between March and November 2024.

Amadeus – “Cyric Easy”

Cyric Easy, of Amadeus, it is a solution to manage the Business travel reservations. The company defines it as a tool “Intelligent for the Travel management, connected, automated, personalized and enhanced by artificial intelligence” It allows users to find flights, hotels, trains and land transport on a single platform easy to use, which can help significantly improve the experience in corporate environments.

Cruzcampo – “Back”

Cruzcampo presented a few months ago “return”, a limited edition of his beer with which he has sought to fight the exile of young talent in Jaén. In line with its commitment to Andalusian culture and society, 100% of the benefits have been destined to facilitate young people from Jiennenses to participate in the Talent program of the Cruzcampo Foundation, through which it provides practical training to learn cuisine and service.

Iberia – “Iberia space”

With the intention of approaching 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.

Lupia – “All for hops”

In September 2024 children of Rivera launched a new brand of beer, so that Lupia joined the family formed by Estrella Galicia and beers 1906. He did it with a proposal of drink elaborated entirely with Galician hops cultivated by the company itself and with a marked identity linked to the commitment to the origins, the agricultural revitalization and the positive impact. A differential approach, both in the category and within the company itself.

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 – “A new energy dawn”

At the end of last year, Cepsa culminated a process of transformation with which he sought to strengthen his commitment to sustainable energy and mobility, and became called Moeve. Evolution is one of the key points of “Positive Motion”, the Strategic Plan of the multinational for 2030.
The company has modified its name, logo, visual identity and graphic system, and has promoted an advertising campaign to show the passage of fossil fuels to green and renewable energies.

NH Collection Hotels & Resorts – “Alexa Smart Properties for Hospitality”

Alexa Smart Properties for Hospitality, the Amazon solution designed for the integration of Alexa’s artificial intelligence in hotels and accommodations, arrived in Spain in early 2024 by NH Collection. The Barcelona Gran Calderón Hotel was the first to implement the tool, which allows you to choose music, ask for food at the service of rooms or control smart devices such as lights, thermostats or blinds.

Samsung – “Technology with Purpose” (from unfear to unnoise)

Samsung develops initiatives and technological projects aimed at improving people’s lives and breaking barriers for more than ten years under the “Technology with Purpose” platform. His participation in the contest is related to “Unfear” and “Unnoise”, two works that have continued to build the brand and delve into their social commitments.

“Unfear”, awarded in Cannes Lions and Effective Awards, is a system designed to minimize the inconvenience that can cause people with autism; While “Unnoise” is an application that recognizes and mitigates annoying sound levels according to the decibeling tolerance selected by the user.

Both projects, added to many others, have helped Samsung improve their recognition, reputation and intention of purchase, but above all have worked the legacy of the company. “Beyond business, profitability and growth, this positions brand technology as an ally to change lives”, Commented Alfonso Fernández, marketing director of Samsung Iberia, in statements to Reason.WHY.

Sanitas – “My genomic health”

Sanitas announced in October last year the launch of “My genomic health”, a pioneering program in preventive medicine to help prevent and take diseases with genetic predisposition, such as certain types of cancer or diabetes. The company’s objective is to carry out the sequencing, interpretation and analysis of the genome of more than 14,000 people to optimize health care.
It is an effort to reformulation of the health care model and a step in personalized and preventive medicine, which could make the category significantly progress and improve the health experience of people.

Tourism of the Canary Islands – “Find the Seasouls”

Tourism of the Canary Islands, one of the most innovative tourist entities in our country, launched in the late 2024 “Find the Seasoouls”, a video game on the Roblox platform. It is designed as a digital version of the archipelago and is oriented to promote care and respect for the environment between new generations and publicize the diversity of flora and fauna of the region in a playful and pedagogical way.

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