The Cupra campaign and the &Rosàs agency, with the collaboration of PHD Media, has won the 2023 Grand Prix for Effectiveness and a gold in the ‘Brand Building’ category of the Efficiency Awards held annually by the Spanish Association of Advertisers (AEA).

The awards, which have the strategic advice of Scopen, were presented at a gala held at the Teatro Real in Madrid, where the Creative Agency Award of the Year has been, for the second time in a row, for PS21 and the Media Agency Award of the Year has fallen, for the seventh time, to Medium Sandhaving previously received it in 2010, 2011, 2016, 2020, 2021 and 2022.

The president of the Spanish Association of Advertisers and general secretary and of the Board of L’Orèal Spain, Javier López Zafraand the president of the Efficacy 2023 Jury, Sofía Rodríguez-SahagúnGlobal Discipline head of Marketing, Digital Sales, Design and Behavioral Economics at BBVA, were in charge of presenting the highest awards.

He total of trophies has been 45 –including both the Grand Prize and the Awards for Creative Agency of the Year and Media Agency of the Year–, among which are 15 gold, 15 silver and 12 bronze, achieved by 30 advertisers and 56 agencies.

This is the list of the winners

By count of goldsin the category ‘Building a Brand’this metal has been for Cupra and &Rosàsand the agency has collaborated PHD Media; in ‘Best Integrated Campaign’ the jury has not awarded any gold; in ‘Most Original and Disruptive Strategy’ the gold has gone to Grefusa / KFC and PS21 / Exit up and, in collaboration, the agency MeMe, by ‘Hamstreamers. Grefusa KFC flavor pipes.

In ‘Best Brand, Product, Service Launch Campaign’, the gold went to Alsea and MONO Madrid/Arena Media, for ‘Atypical dishes: VIPS is not normal’; in ‘Best Product or Service Campaign Existing’ was obtained by Carrefour and Publicis/Arena Media for ‘Carre… Carrefour. Being able to choose is being able to save’; In ‘Best Tactical Action’ two golds have been awarded, one for KFC and PS21 / Proximia, with the collaboration of MeMe, for ‘Eduardo Navidad’ and another for Sony Computer Entertainment and Manifesto, for ‘PlayStation. Outfluencers’.

On the other hand, in ‘Best Regional / Local Campaign‘ and in ‘Best Campaign Budget Less than 250,000 euros (tactical or product/service campaigns)’ has been for Confecomerç and Rosebud for ‘Local commerce. Principles to recover the Principles’; in ‘Community Construction and Own Audience’ has gone to KFC and PS21/MeMe for ‘TikTok’; in ‘Best Action in Branded Content’, it was obtained by Zinkia Entertainment and Jorge Martínez / Arena Media, with the collaboration of the agencies COLLAGE /F33/Hype, for ‘Muchoyó. ‘Childhood has a voice’.

Likewise, in ‘Best International Campaign’ The gold was won by Kraft Heinz and Wunderman Thompson and the agencies Wonderland Communications / Carat collaborated, for ‘Absolute Heinz’; in ‘Best Demonstration of Social Brand Purpose’ has been for Diageo and El Ruso de Rocky with the collaboration of the agencies LastLap/PHD Media / Newlink / MARCO, for ‘J&B Rare. There is a desire to celebrate us.’

In the case of the ‘Best NGO Campaign’, the gold went to McDonald’s and TBWA/OMD, for the ‘Ronald McDonald’s Children’s Foundation. Captain Olson’; Regarding the ‘Special Recognitions’, the one for ‘Research’ was obtained by Dazn and Dentsu X / Dentsu Creative; and the award ‘For Converting a Public Service into a Brand’ has been awarded to Correos and MONO Madrid /Arena Media with the collaboration of TBWA/Contrapunto BBDO.

During the gala, presented by Jesús Vázquez, the awards that the Jury Club of the Efficiency Awards, chaired by Javier Riaño, were recalled last September 20 to the ‘Advertising Career of a Brand’, to the ‘CEO or top executive’ to the ‘Career Professional’, and ‘Sub 41’, which went respectively to BBVA; Alberto Rodríguez-Toquero (Mahou San Miguel); José María Piera (Wunderman Thompson) and Asia Okon (L`Oréal).