Yesterday, the Spanish Marketing Association announced the Long List for the XIV edition of the National Marketing Awards at an event in which the role of the association and the importance of this recognition for professionals in the sector were vindicated. Throughout the presentation held on Tuesday morning, the entity’s vice-president, María Sánchez del Corral, declared that these awards do not seek to reward specific campaigns or actions, but rather their objective is to highlight the long-term vision of the organizations.
In this way, In order for a company to be eligible for this recognition, its initiatives must be based on three main axes: that it be innovative, that it stand out for its good practices and that it has results. Thus, as they commented, the common thread of these awards also aims to address two main ideas. In the first place, for the Spanish Marketing Association, this area is no longer perceived as an expense and, now, has come to be considered an investment.
And, secondly, its goal is still to satisfy the customer, a figure “on which all business activity pivots”. However, in relation to this idea they also highlighted that the activity must be carried out profitably, “with a value proposition that guarantees its fidelity in the future” and that, in addition, its results are measurable.
National Marketing Awards
The schedule for the National Marketing Awards is configured as follows: on April 29, the presentation of the Short List will take place and on June 23, the award ceremony will be held. Thus, the organization thus recovers the usual date of the event that during the last two years they had to delay to the month of September as a result of the health crisis.
The Long List is organized into six categories and a total of 90 candidates, to which must also be added the people selected for the categories of ‘Best Marketing Director/Professional’, ‘Best Marketing Team’ and ‘Professional Marketing Driving Leader’ ‘ which will be revealed later.
Category ‘Brand’: Aloha Poke; BBVA; Domino’s; The classic; Plastics; FoxTV; Ifema; Lego; Marquis of Murrieta; Naturgy; Peninsula Petroleum; Santalucia Insurance; Santander; Telefonica and Voll Damm.
Category ‘Innovation’:Accenture; BBVA; Bezoya; Burger King; Bald; Domino’s; FoxTV; Hero Solo; HMY; Kellogg’s/NaviLens; The Pasta of the Sea; Mapfre we take care of you; Pernord Ricard; Pikolin and Samsung.
Social Marketing Category: Cofidis; Post; Dove; Down Spain; Rural Eurobox; FCC; Finish; footballcan; Heineken; Ifema; The Ekoadrila; Doctors of the World; MSD; Real Betis Balompié and Too Good To Go.
Category ‘Internationalization’: 3INA; Alohas; Camper; Footballcan; Glovo; Jobandtalent; Kölln; Llaollao; Madrid Destino; Miniso; Parfois; Polarbox; The Power MBA; Trucksters y Wallbox.
Category ‘Startups and SMEs’: Aloha Poké; Ar Vision; Dative Roiward; Freshly Cosmetics; Heura; Komvida; Lookiero; Lubets; Madrid Content School; miResi; Neoalgae; Outvise; Singularity Experts; We are Knitters y Workout.
Category ‘Sponsorship’: Audi; Victoria Beer; Alhambra Beers; Fine work; Fine work #DERFI; Grefusa; Lenovo; LG; Movistar Team; Madrid Mutual; RedBull; Renfe; Repsol; Tau Ceramics and Vithas.
Success story: Iberdrola
For his part, during the meeting, the Executive Director of ESIC Business & Marketing School, Felipe Llano, mentioned that both the Spanish Marketing Association and the institution it represents share essence and objectives. He also emphasized the importance of marketing and the application of good practices as a lever for business success. and, in addition, he pointed out that in turbulent times like the one we are going through, “marketers have the responsibility to focus the direction of organizations to maintain stable positions in the long term.”
Likewise, throughout the presentation, the success story of Iberdrola was disclosed. The company’s sponsorship manager, Laura Gil, explained that based on the three pillars of its strategy, the green side, digitization and social commitment, they were the first brand to commit to equality and the empowerment of women. In their case, they did it through sport, so that over the last few years they have used it as a lever for action.
In fact, as detailed, Since the arrival of the pandemic, the world of sponsorship has been adapting to different scenarios and, looking to the future, considers that a world of options is opening up with the metaverse and NFTs. “I am convinced that there are going to be a lot of activations going on there,” she declared, emphasizing that “the important thing is to find a balance between the most conventional and the most innovative activities because that is how you manage to reach your entire target audience.”
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