The Effective Awardsconvened by the Spanish Association of Advertisers (AEA), They have announced the novelties for the contest of this 2025. Among them, the creation of two new categories of awards, the elegability for year agency, and the composition of the jury that will evaluate the works that can be recognized in a gala that will be held on October 23 at the Teatro Real in Madrid.

New categories

As the organization has pointed out in a statement, the Effective Awards will have two new sections this year, established with the intention of “respond to market evolution”

One of them is “Social Media/Influence Marketing campaign”, in which cases must demonstrate how it has been possible to connect with the audience through the strategic use of social platforms and/or collaboration with influential people, regardless of whether such collaboration has occurred in the social media environment or not.

The works must demonstrate measurable results both in terms of engagement and impact on business objectives. “Only those cases in which it is demonstrated that social media and/or influence marketing were the fundamental strategic and creative axis of the case presented ”will only be susceptible to the award”says the AEA in the statement.

The other category is “Brand experience”, that will recognize the ability of brands to design and implement memorable experiences that strengthen connection with their audiences. In this case, the candidacies will have to prove that, through physical, digital or hybrid experiences, it has been possible to transform the perception of the brand and generate a positive impact on the business.
In the same way, they will only be worthy of trophy when demonstrating that the brand experience was the fundamental strategic and creative axis of the proposed case.

Client portfolio diversity

Among the novelties of this year, the Spanish Association of Advertisers has introduced a new criterion in order to opt for the award Agency of the year, It should be remembered distinguishes between creative agency and media agency.

As he explains, to opt for the award, agencies must have won a trophy in any of the categories of the contest as a leading agency and now also,
having had as finalists cases of, At least, three different brands. These can be from different companies or be part of the same advertising company.

In addition, The score It has also undergone modifications: in the leading agencies, the gold that goes from 8 to 10 points and La Plata, from 6 to 7 points.

The jury of the Effective Awards 2025

The jury of the 2025 efficiency awards will be chaired by will be Nathalie Picquot, Head of Corporate Marketing, Brand Experience and Digital Engagement of Banco Santander. Next to her, 17 professionals, Including the secretaries, they will analyze the works presented.
This is the jury’s composition:

Advertisers

• Miquel CampmanyConsumer Communication Head Iberia de Nestlé Spain
• María Coronado, Creativity Director, Branding & Production of El Corte Inglés
• Juana Manso, Campofrío España Marketing Director
• Francisco VaqueroDirector of Corporate Marketing at Atresmedia
• Natalia Villoria, Director of Advertising, Sponsorship and Public Relations of Repsol

Agencies

• Daniele Cicini, Managing Director of & Rosás
• Tomás Froes, CEO of Dentsu Creative Iberia
• Marta Gutiérrez, CEO of Ogilvy Madrid
• Tomás Ostiglia, Executive Creative Director of Lola Mullenlowe
• Gorka Rodríguez, Btob CEO
• Sandra SoteloManaging Director of PHD Media Spain

APG representative

• Cristiana ZitoChief Strategy Officer of DDB

I+a representative

• Teresa LomasPerson in charge of the Department of the Selae Business Directorate

International Jury

• Alexandra VarassinCEO of Publicis Groupe Portugal

JURIADOS CLUB REPRESENTATIVE

• César Hernández, Consultant and Business Advisory Counselor

With regard to the deadlines, from April 3 to May 30, they can register cases to the different categories that make up the contest. Participation bases and forms can be consulted on the official website of the Effective Awards.

So far the Effective Awards already accumulate 4,091 registered cases, 902 Trophies delivered, 1,037 advertisers and 682 participating agencies.

The 2025 Effective Awards have the sponsorship of JCDecaux, Jungle, Newixmedia, OMG and Pinterest.