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 jury will assess the impact of collaboration on innovation, competitiveness and efficiency
According to the legal basis of the contest, the sponsorships and alliances consider the collaborations between companies for Create synergies that improve brand activation. In this sense, the jury values the combination of resources and capacities to discover new market opportunities and the impact of collaboration on innovation, competitiveness and efficiency.
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.
Long list of sponsorships and alliances
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%).
These are the candidates for the best sponsorships and alliances:
Victoria beers – “Recover the victory with the Spanish team”
The Malagaña Cervezas Victoria has built her brand around the soccer sponsorship strategy. Accompany the male and female teams of the Spanish team since 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 “the speech of an entire country”, “clause 8.2” or “The playlist of victory”, which have capitalized the values and emotions of sport and the pride of belonging.
Estrella Galicia – “Estrella Galicia & Partners”
Estrella Galicia is postulated in this category presenting the multiple associations that he has carried out throughout the last year. Collaborations are a fundamental aspect, not only of the company’s marketing strategy, but also its innovation proposal. Only over the last months has developed a special beer from the El Almendro nougat brand; or a bread made with gluten -free beer with Leon The Baker. Netflix has also been one of its great partners in the last year, as the renowned campaigns “The theft of the year” and “The Cabo Lasto” plan around the premiere of the series “Berlin” have demonstrated.
Fotocasa – “Fotocasa & Atlético de Madrid”
The Fotocasa Real Estate Portal exercised as a sponsor of Atlético de Madrid during 2024, a period during which the resilience, effort and community of the Madrid team were linked. The company’s image was visible in different supports of the Metropolitan Stadium and the Alcalá de Henares Sports Center, and various campaigns starring the players were launched. In addition, Fotocasa conducted the special action “Fan Home”, with which he invited, along with Gilmar, a couple of fans to spend a night at the Metropolitan Stadium.
KFC – “The menu test”, with Netflix
The fried chicken brand collaborated with Netflix to promote “the squid game” and created an immersive event presented by Ibai Llanos in which more than 400 people participated in a competition inspired by the series. The action included the raffle of thousands of euros in prizes and the launch of an exclusive menu in KFC.
The campaign received 7 metals in the National Creativity Awards, which has placed KFC among advertisers currently leading Spanish creativity.
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 held in June at the Santiago Bernabéu stadium, offering the possibility of trying “La Diabla” in Primicia.
OpenBank – “OpenBank X Circlassica”
The OpenBank banking entity sponsored the “Circlassica” show since 2017, by the hand of smile producers. Every year proposes a different show with the most outstanding directors and specialists and, in this way, it offers unique inspiration and experiences both adults and children. The initiative is a pillar in the company’s marketing strategy to link to culture and gain relevance.
Pelayo – “Pelayo Vida Challenge”
The Pelayo Insurance Company organizes annually since 2015 the initiative “Challenge Pelayo Vida”, with which it makes it possible for five women to assume a sports challenge and, in this way, transfers a message of overcoming and optimism to the whole of society. The initiative expresses the company’s commitment to support and accompany women at all times in their lives.
The experiences have also been collected in documentaries available in Prime Video, the Amazon streaming platform.
Solán de Cabras – “10th Anniversary Solán de Cabras and AECC”
The link between Solán de Cabras and the Spanish Association against Cancer has been extended for more than ten years. To commemorate it, in October 2023 the artistic exhibition “10 emotions, 10 roses” was carried out, to reflect the reality lived by patients and family members in the process of diagnosis and treatment of cancer. It was composed of ten facilities that expressed, through disciplines such as design, crafts, architecture and art, the different phases of the disease.
Real Theater – “Diva Project – Francesca Caccini”
The Real Theater has sought Approach the opera to the new generations in a didactic, pleasant and informative way, and has done so trusting artificial intelligence and the work of NTT data. The project consisted of the Virtual Recreation of Francesca Caccini, the first woman author of an opera, as the protagonist of a series of programs “Short opera”. They explain keys, secrets of operatic production, anecdotes of the world of opera and data of interest on some of the most outstanding works.
Telefónica – “Centennial congratulation of Telefónica”
Telefónica celebrated its centenary for 2024 with dozens of marketing, communication and advertising actions. Among them, the company’s media agency, Havas Media, wanted to commemorate the date with a congratulation carried out along with six of its main clients.
For this, a piece was created that showed an interruption as a “hacking” in the last 10 seconds of the spots of Iberia, Hyundai, La Caixa, Direct Line, El Pozo and Alain Afflelou. It was executed in the Prime Time strip of Atresmedia (Antena 3), Publiespaña (Telecinco) and Pulsa (DKISS, Dmax and Paramount Network).
The winners will be released next June 24 at the Gala for the National Marketing Awards.
