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.

As reflected in the bases of the contest, the brand construction category attends to the dynamic process of brand development as a compass of the general marketing strategy. In this regard, the clear and consistent progression of brand positioning, generation and use of insights is recognized to formulate a differentiated strategy and the impact on the perception and behavior of the different audiences.

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.

Short brand construction list

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%), business results (25%) and the difficulty of the case (10%).

These are the brand construction candidates:

Victoria beers – The story of notorious and relevant sponsorship

The Malagaña Cervezas Victoria has built her brand around the soccer sponsorship strategy. Accompanies the male and female teams of the Spanish team From June 2021 and will continue to do so until 2026.
Throughout these years he has gained visibility and notoriety with a presence in the matches, and also through advertising campaigns such as “clause 8.2” or “The playlist of victory”, which have capitalized the values ​​and emotions of sport and the pride of belonging.

Cruzcampo – “With a lot of accent”

In 2021 Cruzcampo “resurrected” Lola Flores thanks to technology in the “with a lot of accent” campaign, designed by the Ogilvy agency. The concept became a brand platform that has marked the headquarters of the brewery, promoting its notoriety and perception through cultural relevance.

Cruzcampo has celebrated its Andalusian origins, reinforced its local identity and claimed diversity to connect with the new generations. All this through a broad approach and a long -term vision that has included executions of all kinds, from advertising campaigns, marketing actions and product innovations. “Touching people’s heart get it when you really understand who the consumer is, social tensions, what is happening between the population and you do it at the contextual level”said Esteban Velasco, Marketing Manager of Cruzcampo, in statements to Reason.WHY.

“With a lot of accent” was recognized with the Grand Prize for Effectiveness and the National Creativity Grand Prix in 2021.

Culmia – “Marks the difference”

The real estate promoter Culma – before Solvia – has built her brand over the last years seeking to work an innovative communication and the generation of experiences that favor differentiation. Among some of his initiatives, he has developed “Culma Fest”, a cycle of exclusive private concerts; or “Culma Challenges”, a series of challenges with celebrities, all oriented to promote its residential proposal.

Iryo – “Make Mark from the trip”

Iroyo Railway Operator He began operating in Spain at the end of 2022 and, throughout these years, he has made the connection his brand, one that has worked with the Kitchen agency. Under the concept “The Quiet Speed”, the company has given prominence to consumers and their lives; to the quality of the service and what they call conscious flexibility.

KFC – “Changing the rules”

In 2020 KFC he was forced to rethink his strategy before the arrival of new players to the category. It was proposed to be the third QSR brand (Quick Service Restaurant) by 2025 and developed a plan, devised by the PS21 agency, to increase its physical presence and mental availability in users. He opted for young people as a public and an “Always In” approach to social networks, making the brand a reference of communication.

He has also carried out new restaurant openings and developed dozens of advertising campaigns and marketing actions that have combined a long -term strategic vision and a results -oriented tactical approach. He has developed new products with which he has expanded the brand and has collaborated with other brands, such as Grefusa, Kaotico or Fiesta.

KFC, which is considered the ideal client by agencies in Spain, according to Scopen, has recently stood out as one of the most creative brands in the latest edition of the National Creativity Awards.

Kyndryl – “Case of success Kyndryl brand construction”

Kyndryl is the technological infrastructure services company that emerged in 2021 of the IBM split, and has sought to position itself as a reference consultant in digital transformation. With focus on sector B2B, its strategy develops mainly seeking customization, dissemination and also linking to issues of social relevance.

Leroy Merlin – “Home Index – The Circular”

In September of last year, Leroy Merlin presented Home Index, an indicator to evaluate the environmental and social impact of each product of its catalog throughout its life cycle. A classification of the articles it offers with which it intends to help consumers make more informed, conscious and responsible decisions. An answer to a consumer concerned about the impact of their purchases, a more demanding legislation and the continuous market transformations

He communicated it with the “La Circular” campaign, devised by the Ogilvy agency, which presents the planet as everyone’s home as a community of neighbors whose responsibility is to take care of the environment. He had the meteorologist Mario Picazo as ambassador and included activations at point of sale, social networks and media.

Majorica – “Classic Meets Today”

Under the title of “Classic Meets Today”, Majorica He updated his brand and renewed his image by McCann Barcelona. The pearls, rediscovered in recent years by a collective minority Trendy, were still stagnant in the collective imaginary as accessories of mothers and grandmothers. It was necessary to find a new communication path that brought them back to today.

Throughout the last three years Majorica has worked a new positioning based on the conjugation of the classic and the modern; A strong commitment to music, art and culture, and associations with the duo of DJs Mëstiza and singer and songwriter Rodrigo Cuevas, among others.

The strategy was awarded gold in the category Best brand launch campaign, product or service in the 2024 efficacy awards.

Telefónica – “Telephone brand”

As part of the road map announced in 2019, Telefónica changed its logo and visual identity in 2021, a milestone that has marked the development of the brand over recent years. The company undertook at that time a transformation trip determined by the will for digitalization, innovation and accompaniment to companies and society.

The evolution of Telefónica has become evident throughout the last year with the strategy developed for the company’s centenary celebration. Dozens of actions were carried out: events, exhibitions, advertising campaigns, sponsorships …

Among other recognitions, Telefónica has received the prize of the advertising trajectory of a brand, awarded by the jurors of the Effective Awards; and a gold gold in the National Creativity Awards, awarded by C de C.

ZEL – “New Lifestyle Hotels Brand”

Zel, The hotel brand promoted by Meliá Hotels International and Rafa Nadal, began its journey at the end of 2022 with a positioning around to well -being and the Mediterranean style. The company has developed its brand by focusing on experiences related to various areas, such as gastronomy, music, sport or outdoor events.

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