Spanish advertisers explore creativity and effectiveness

More than 300 professionals from the Spanish advertising sector gathered for the seventh annual Day of Effectiveness organised by the Spanish Association of Advertisers (AEA). The event touched on industry trends including artificial intelligence, as well as creativity and effectiveness.

Marina Specht, Regional Director at MRM//McCann Europe & CEO of MRM//McCann Spain, presented on the need for marketing to be integrated and lead in 10 key areas: strategy, data, content, talent, technology, customer experience, customer relationship management, disruption, collaboration, and brand.

She was followed on stage by Henry Stokes, VP Client Development [m]Platform EMEA at GroupM, who presented how the company is transforming media effectiveness by finding out, through data, hidden audiences and obtaining a unique view of the client on all devices.

Tomasz Czudowski, Head of YouTube B2B Marketing, CEE & Emerging Markets, EMEA at Google, also shared some insights on video advertising in the age of assistance.



The event closed with a “Creativity and Effectiveness” round table where three campaigns that have been awarded in the Creative Effectiveness category of the last Cannes Lions were discussed: "The Swedish Number", "The McWhopper Proposal", and "Missing Type".

For more information, please contact AEA.