Spain recognises the value of advertising
Brand responses to Covid win big at AEA Effectiveness Awards in Madrid
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“The value of advertising” is the theme of the 22nd Advertising Effectiveness Awards (Premios a la Eficacia) organised by the Spanish Association of Advertisers (AEA) in Madrid.
To mark this year’s edition, AEA launched a campaign to refute the data of arguments that society thinks advertising is useless. The campaign highlights that the recent sales figures of companies show that advertising has driven consumption and other industries and that advertising has directly contributed to the economic recovery of Spain amid the global health crisis.
Video: AEA's Value of Advertising campaign
This year’s AEA Effectivess Grand Prix went to Bankinter for their “Concrete Measures” campaign developed with Havas Media. It aired during the most difficult months during the pandemic in Spain and highlighted the different measures the bank is taking to mitigate the impact of Covid on its customers, strengthening the brand’s image of being a committed, transparent and sustainable bank. This resulted in an increase in brand awareness and visibility by 996%. The campaign also won the Gold for Best Integrated Campaign and the Silver for Most Innovative Strategy.
Agency of the Year went to Arena Media, marking their fourth win. Other Effectiveness winners include ING, Grupo Pikolin, Heineken España, IKEA and LVMH, among others.
For more information, contact AEA.