Spanish recognise university students for marketing effectiveness

The Spanish Association of Advertisers (AEA) recently announced the winners of the “University Effectiveness Programme”, AEA’s initiative to bring the marketing profession closer to universities and promote the value of effectiveness models in business and society.

Launched in late 2018, the university programme aims to recognise, inspire and educate young marketing and communications talents and is part of the AEA’s annual Advertising Effectiveness Awards (Premios a la Eficacia).

Four universities and three advertisers including dairy brand Burgo de Arias (Savencia Fromage & Dairy), fishing company Nueva Pescanova and local NGO Ecovidrio participated in the first edition of the programme. The eleven competing teams made up of marketing and advertising students from the participating universities were tasked to propose an advertising campaign that addresses and resolves the challenges briefed by an advertiser.

The pitch presentations took place in March in front of a jury made up of representatives of each participating advertiser and their agency partner, and several jury members from AEA’s Advertising Effectiveness Awards.

A team from CEU San Pablo University had the winning pitch for Ecovidrio while two teams from Francisco de Vitoria University - Madrid were the winners for both Burgo de Arias and Pescanova.

The judging criteria were: 1 - strategy, 2 - idea and execution, 3 - measurement approach and 4 - viability of the project. The winning teams took home an accredited trophy and were highlighted in AEA’s Advertising Effectiveness Awards communications, as well as a free invitation to the association’s effectiveness seminar and awards gala.

For more information, please visit the Premios a la Eficacia website or contact AEA.