McCann, Arena Media and Cruzcampo are crowned in the Efficiency Awards

In the XXIII edition of the Efficiency Awards those who have monopolized the most flashes have been McCann, who has been proclaimed Creative Agency of the Year, Arena Media, designated Media Agency of the year and the campaign “With a lot of accent” by Cruzcampo, which has achieved the Grand Prize for Efficiency.

Creativity is the right eye of advertising in the (very complicated) task of connecting with a consumer who smells a league of everything that smells commercial and that he has become an expert in haggling the ads.

That the advertising industry is invariably prostrate before the altar of often opaque creativity Another variable that is absolutely vital to determine or not the success of advertising: effectiveness.

It is useless for advertising to exude creativity from every pore if that creativity does not eventually metamorphose into effectiveness. In an era in which everything is measured to the millimeter in the advertising industry, neither advertisers nor agencies can afford to ignore the constant and sound numbers, which are, after all, the ones that fill everyone’s coffers. other

To celebrate the publicity that the band is effective, with the results as irrefutable witnesses of its performance, Every year the Spanish Association of Advertisers (aea) celebrates the Efficiency Awards, which were delivered this afternoon in a solemn setting: the Teatro Real in Madrid.

The Efficiency Awards have brought together the crème de la crème of the advertising industry in Spain this afternoon. In the XXIII edition McCann, who has been proclaimed Creative Agency of the Year, Arena Media, designated Media Agency of the Year, and the campaign «With a lot of accent» by Ogilvy, dentsu X and NTeam for Cruzcampo, who has won the Grand Prix for Efficiency.

At the beginning of the awards ceremony, which had Jesús Vázquez as master of ceremonies for the eighth consecutive time, Lidia Sanz, general director of the aea, wanted to emphasize that the XXIII edition of the Efficiency Awards prides itself on being the second with the most cases presented. Sanz has also emphasized the commitment of advertising to society and the protection of the environment, for which he has called on the administration to be more sensitive to this sector “by giving us more aid, avoiding over-legislation and considering us an essential engine so that especially in this moment of recovery, let us continue to be the lever that drives economic growth.

Creative Agency of the Year Award

McCann

Media Agency of the Year Award

Middle Arena

Grand Prize for Efficacy

Gold: «With a lot of accent» – Cruzcampo – Ogilvy / dentsu X / NTeam

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Category Building a brand

Gold: «Bankia» – Bankia – The Russian Rocky / Pingüino Torreblanca / CLV / OMD

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Silver: «Christmas Campaign» – Campofrío – McCann / MRM Spain / Lasker / OMD / Momentum

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Bronze: “Voll-Damm” – Grupo Damm – Oriol Villar / Arena Media

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Category Best Integrated Campaign

Gold: «With a lot of accent» – Cruzcampo – Ogilvy / dentsu X / NTeam

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Plata: «Big Good» – McDonald’s – TBWA / OMD

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Bronce: «Sostenibilidad» – IKEA – McCann / MRM España / Ymedia Wink iProspect / Tinkle / Good Rebels / 3 Dots

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Most Innovative Strategy Category

Gold: «Pikolin-Active Pik» – Pikolin – Oriol Villar / Arena Media / Tango

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Plata: «SP Future» – Multiópticas – LLYC

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Bronce: «Big Good» – McDonald’s – TBWA / OMD

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Category Best Product / Service Campaign

Gold: «Smart Mortgage» – Bankinter – Sioux meet Cyranos / Havas Media

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Silver: «Mahou 0,0 Tostada» – Mahou San Miguel – Rocky’s Russian

Silver: «Finíssimas» – Campofrío – McCann / MRM Spain / Lasker / OMD

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Bronze: «Rate 39.90» – MásMóvil – Pingüino Torreblanca

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Bronze: «Bankinter Accounts» – Bankinter – Sioux meet Cyranos / Havas Media

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Category Best Tactical Action

Gold: «La Infame» – KFC – PS21

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Gold: «Estrella Damm» – Grupo Damm – Oriol Villar / Arena Media

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Silver: «Schweppes» – Suntory Spain – La Despensa

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Bronze: «Canarian Banana» – Asprocan – LOLA MullenLowe

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Category Best regional / local campaign

Silver: «GUUK» – Grupo MásMóvil – The Summer Agency / Media Management / Spark Foundry

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Bronze: «The stars of the road» – Estrella Galicia – AUPA! / Ymedia Wink iProspect

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Category Best campaign in own media

Oro: «Always in» – KFC – PS21

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Plata: «Getafe C.F.» – Getafe C.F. – El Ruso de Rocky

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Bronze: «LGTBI Seal» – Correos – Gray / Arena

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Category Best campaign through earned media

Gold: «With a lot of accent» – Cruzcampo – Ogilvy / dentsu X / NTeam

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Silver: “Candidacy for the presidency of Fútbol Club Barcelona” – Joan Laporta Candidacy Association – Avante Evolumedia

Bronze: “World Down Syndrome Day” – Down Spain – BBDO & Proximity Spain

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Category Best action in branded content

Gold: «You have to see it» – Vodafone – Ymedia Wink iProspect

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Silver: “When rest is a dream” – IKEA – Ymedia Wink iProspect

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Special category Budget less than € 200,000

Plata: «Audi Quattro» – Volkswagen – DDB / PHD

Silver: “Eduardo” – KFC – PS21

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Silver: “El Piponazo” – Grafusa – Success-Up

Special category Internationality

Oro: «Doritos STAX» – PepsiCo – &Rosàs

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Oro: «Stevenage Challenge» – Burger King – David Madrid

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Silver: “Activists” – IKEA – McCann

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Special category Social relevance of a brand

Oro: «Tallk» – Samsung – Starcom / Cheil

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Special category Best NGO campaign

Gold: “World Down Syndrome Day” – Down Spain – BBDO & Proximity Spain

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Special recognition for research

«Rate 39.90» – MásMóvil – Pingüino Torreblanca

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Special recognition of active consumer listening

“Nestlé Jungly” – Nestlé – FIFTYKEY

Special recognition of the ability to mobilize

«Food 4 Heroes» – Grosso Napoletano – Tango

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Jury Club Awards

  • Efficiency Award for the advertising career of a brand: Estrella Galicia
  • Efficiency Award for professional career: Silvia Bajo (Corporate Brand Director of CaixaBank)
  • Premio Eficacia sub 41: Kerman Romeo (Head of Fame & Media Effectiveness de KFC)

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