Media and KFC phd lead the short list of the Effective Awards 2025

Jane Anderson

September 12, 2025

The Spanish Association of Advertisers (AEA) has revealed the list of finalists for Efficacy 2025, whose delivery gala will take place on October 23.

The 110 cases that have been chosen as candidates for the awards represent 41.5% of a long list that has been composed of 265 cases. It is a figure similar to that of the previous edition, in which 103 finalist cases were considered.

56 advertisers and 108 agencies appear on the short list of this edition of the Efficacy Awards. The data is, especially in the agencies section, to the companies that competed last year, 58 advertisers and 81 agencies.

Nathalie Picquot, Head of Corporate Marketing, Brand Experience and Digital engagement of Banco Santander, and 17 other professionals, will be responsible for evaluating the campaigns. These, as it appears in the bases of the contest, must have been disseminated between January 1, 2024 and May 30, 2025.

Finalists of the Effective Awards 2025

Agencies

Media phd heads the finalist agencies in these effective prizes with 14 appearances in the list, of which 13 are as a leading agency and 1 as a collaborator.
The cases with which it appears in the table correspond to their work with nine different brands: cupra, golf, seat, donettes, takis, eidetesa, audi and J&B.

Media phd has 14 appearances on the list, followed by PS21 with 12

Second is PS21 with 12 appearances on the list, all of them as a leading agency. They correspond to the work done for five brands: KFC, direct line, Doritos, Walkers BFY and Xtra Flamin ‘Hot.

In third position they tie Arena and Carat, both with 10 appearances in the list, these being, in both cases, as leading agencies.
Arena list appearances correspond to the work done for three brands (Victoria, Pikolin and KFC beers) and those of Carat the one carried out for five brands (Vips, Domino’s Pizza, Foster’s Hollywood, Editorial Bruguera and Banco Santander).

It should be noted that the distinction between leading agency and collaborating agency in each case is relevant, since it depends on the score that subsequently determines the distinction as a creative agency and media agency of the year.
According to the bases, the leading agencies receive 5 points for the Grand Prix, 10 for a gold, 7 for a silver, 3 for a bronze, 2 points for a special recognition and 1 point for finalist case.
Instead, collaborating agencies receive 3 points for the Grand Prix, 4 for a gold, 3 for a silver, 2 for a bronze, and 1 point for special recognition.

Advertisers and brands

Yum! Brands heads the list of finalist advertisers in this edition of the contest, with 8 appearances on the list, all with KFC. It should be noted that 3 of those list appearances are shared with other advertisers: 2 with Netflix and 1 with Jumpers.
KFC is, therefore, the brand with more appearances in the short list. He does it with five different campaigns: “Menu El Game of Calamar 2”, “Megabox 5×5”, “Eduardochi”, “Kfc Fries Compensation”, and “The Menu Test”.

In second position is Alsea, with 7 appearances in the list of finalists. These are distributed between three of their brands: Vips, with 4 appearances; Domino’s Pizza, with 2; and Foster’s Hollywood with 1.

Pepsico closes the podium with 6 appearances on the list. These are distributed among four of their brands: Doritos, with 3 appearances; and Lay’s Gourmet; Xtra Flamin ‘Hot; and Walkers Bfy, all of them with 1 appearance on the list.

Categories

With regard to the categories, the best existing product or service campaign is the one that collects the most finalist cases, with 13. They are followed better budget less than € 250,000, with 11; and better tactical action, with 10.

It should be remembered that this year there are two new sections: Social Media/Influencer Marketing campaign, and brand experience.