The Efficiency Awards They are, once again, the advertising and marketing awards most valued by professionals in the sector in Spain, according to the results of the report Agency Scope corresponding to 2024/2025. The study, prepared by Scopen, includes the most valued professionals, companies and campaigns in the industry.
The ranking has been prepared based on the opinion of more than 1,700 professionals
On this occasion the opinion of 1,726 professionals of the industry (833 from advertising companies and 893 from agencies). The surveys of advertiser professionals were carried out between February and June 2024, while those of agency professionals were carried out from April to June of last year.
Regarding the sample profile, It is worth mentioning that 64% of the professionals are located in Madrid and 58% of the participants have been women. They have an average age of 43 years, a seniority in the company where they work for more than 9 years, and 7 years in the position they occupy.
In almost 60% of the cases, the interviewees are the top decision makers along with other managers. Furthermore, 54% of those surveyed are managerial profiles, and mainly hold the positions of Marketing Director (33%) and Brand Manager (14%).
Regarding the type of company in which they work, 48% of the sample works in a foreign multinational. The sectors with the greatest representation have been Services (43%) and Mass Consumption (34%).
The most valued awards and festivals
The Efficiency Awards (59.1%) repeat as the advertising and marketing event most valued by professionals in the sector. They are followed by the International Festival of Creativity Cannes Lions (28.5%), revalidating the second position; and the c of c (21%), which climbs one place from fourth position.
For its part, The Sun (18.9%) falls to fourth place on the list, while the AMKT Awards (5.3%) remain in fifth position. The awards Genius (4%) improve, reaching sixth place in the ranking, while YouTube Works (3%) closes the list in seventh place.
More info.: Agency Scope 2024/2025