The jurors of the Effective Awards has already announced the finalist brands and professionals and, therefore, candidates to win the prizes Effectiveness to the advertising trajectory of a brand, to the professional career, to the CEO and Sub 41. They will be delivered on September 18 during a meeting at the Teatro Real in Madrid.

The awards suppose the prelude to the Effective Awards, which the Spanish Association of Advertisers summons and will take place on October 23.
The jurors of the Effective Awards is made up of more than 290 professionals who have been sworn in any of the awards editions, have decided by vote the following finalists:

Finalists to the Awards of the Juries Club efficacy 2024

Award for the advertising trajectory of a brand

• Cupra
• KFC
• Pikolin

De Cupra, which repeats candidacy regarding the previous edition of the contest, highlights its brand construction as one of the most powerful and effective of the recent Spanish panorama, the association explains in a statement.
They point out that in five years it has managed to differentiate itself in the saturated automotive market, as well as generate real economic value.

Regarding KFC, which is also present in the list of finalists, its effective relaunching strategy has been assessed, which has followed for a few years and has positioned it as a reference in the category. It also highlights its approach to entertainment, and its intelligent defense of the tactical as a strategic engine.

Finally, the Jury Club considers Pikolin for its courage, innovation, and creativity, and its ability to stay current, working prestige values ​​and quality image throughout decades. Its use of brand and communication is appreciated to differentiate itself in a fragmented market.

Professional Prize for Professional Trajectory

• Ana Robledo, Marketing and Communication Director at Pikolin
• Rafa Antón, founding partner of China, part of LLYC and Global Creative Director of LlyC
• Alex Pallete, founder and strategy director at Picnic

From Ana Robledo his vision, rigor and passion in the construction of the Pikolin brand, work he has done with a moderate budget, developing original, innovative and daring advertising campaigns. His courage, illusion, leadership and self -examination is also considered.

The Jury Club returns to Rafa Antón again, which was already a finalist last year, understanding it as an essential figure in contemporary Spanish advertising. His entrepreneurial spirit stands out, his sustained ability to adapt to industry changes, and his work by creating unforgettable communication platforms with tangible results in the business.

On Alex Pallete, his work is highlighted in the construction of brands defending the value of the strategy, as well as its contribution to strategic thinking in this country. Also his perseverance as an entrepreneur and his generosity as a counselor.

Effective Award for Best CEO

• Carlos Torres (BBVA)
• Antonio Huertas (Mapfre)
• Adriana Domínguez (Adolfo Domínguez)

In relation to Carlos Torres, his leadership in digital transformation is recognized, embodied in marketing strategies betting on innovation and sustainability. His impulse of the role of education and the Bank’s contribution to economic and social progress is also valued.

On the other hand, the Jury Club postulates Antonio Huertas for his work at the head of Mapfre, of which he has consolidated his position as leader in the insurance sector, and betting on a long -term vision that places people in the center. According to the jury, the reference brand has built, the most valued and with better reputation in the category.

Adriana Domínguez repeats candidacy in this category, and her commitment to transformation from innovation and sustainability, the adaptation of the brand to a more rejuvenated target and the growth achieved in sales.

Sub 41 Effective Award

• Inés Fonseca, marketing director at Johnnie Walker
• Sergio García, Strategy Director at PS21
• Ricardo Zafra, Head of Marketing Acceleration for Southern Europe in Pernod Ricard

Inés Fonseca is considered his humanistic profile and his facet as defender of creativity, with a multidisciplinary approach and a multinational trajectory in large brands.

The Jury Club has again considered Sergio García as a finalist in this section. Its innovative approach, its creativity and its intellectual leadership, and also its work in achieving results with effective campaigns with direct impact on sales and high value for brands.

Finally, on Ricardo Zafra his transformative impulse and his focus on making culturally relevant brands are valued. Its positioning as president of the BCMA is also taken into account from which the branded content promotes as a strategic lever.

The prizes of the Efficacy Jury Club are sponsored exclusively by Dentsu Creative, creative agency of the Dentsu Group in Spain.