University students in Spain win big for effective advertising pitches

The Spanish Association of Advertisers (AEA) have announced the winning students of the third edition of the University Effectiveness Programme, an initiative to bring the marketing profession closer to universities around Spain and promote the value of effectiveness models in business and society.

Launched in 2018, the programme aims to “recognise, inspire, educate and attract the young marketing talent of tomorrow” as well as help brands discover fresh and creative ideas for their campaigns. It is part of the AEA’s annual Advertising Effectiveness Awards (Premios a la Eficacia).

12 competing teams from five universities were tasked to create an advertising campaign for three participating companies including financial services company Bankinter, food company Campofrío and beer brand Mahou. They presented their pitches to a jury of industry professionals from the advertiser and agency side in late 2021 and were assessed based on strategy, idea and execution, measurement approach and viability of the campaign.

The winning pitches for the three advertisers came from students of Francisco de Vitoria University in Madrid. Other participating universities were ESIC University, CEU San Pablo University, Jaume I University and University of Navarra. The winners will be celebrated at AEA’s effectiveness seminar in 2022.

For more information, visit the AEA Awards website or contact AEA.