The Spanish Association of Advertisers has presented the Eficacia 2025 Awards at a gala held at the Teatro Real in Madrid. The total number of trophies has been 50 – including both the Grand Prize and the Awards for Creative Agency of the Year and Media Agency of the Year -, among which are 19 gold, 13 silver and 15 bronze, achieved by 35 advertisers, 37 leading agencies and 40 collaborating agencies.

The jury of this edition, chaired by Nathalie Picquot -Head of Corporate Marketing, Brand Experience & Digital Engagement at Banco Santander- has awarded the Grand Prize to the campaign “Will it be the mattress? Or will it be you?”, from the Arena and Oriol Villar agencies, with the collaboration of Eva Santos, Havas Play and AcentoenlaCé. It has also achieved a Gold in the category Best Brand, Product, Service Launch Campaign and a bronze in Best Integrated Campaign.

Pikolin has already won the Grand Prize for Efficiency in 2022 for “Do something that keeps you awake”, creatively worked on by Oriol Villar, with Arena Media as the leading media agency and Tango as the collaborating agency.

For its part, DDB & 14 Group has been honored as Creative Agency of the Year. It competed in the contest with works carried out for brands such as Volkswagen, Seat and Cupra. DDB already won this trophy in 2006, 2010, 2017, 2018 and 2019.

Arena has regained recognition this year as the Media Agency of the Year, an award it has collected for the eighth time, having previously received it in 2010, 2011, 2016, 2020, 2021, 2022 and 2023. Last year it went to OMD.
Arena has achieved the award in 2025 thanks to the work carried out for Pikolin, Cervezas Victoria and KFC.

Here you can consult the complete list of winners of the Eficacia 2025 Awards.