Under the slogan “Marketing to another level”, the XVII edition of the National Marketing Awards, organized by the Spain Marketing Association (AMKT)consolidated itself as an essential event for sector leaders. The Great CaixaBank Theater Prince Pío was the scene of a gala marked by innovation, creativity and marketing adaptation ability to an economic and social context in constant change.
The main protagonist of the night was Galicia Star, which won the coveted National Marketing Grand Prize. The Galician brewer also obtained the gold in the categories of comprehensive marketing strategy and sponsorships and alliances, Thanks to its multiplatform collaboration with Netflix for the launch of the “Berlin” series and its outstanding presence in events such as the end of the year bells.
In recent years, the brewer has become a reference at the advertising level, with striking, risky and original campaigns, which have led him to win Multiple recognitions, such as the 2024 inspirational awards and great prize 2024, for its campaign “the end of the year.” Its success confirms its leadership as an innovative brand, capable of connecting with the public through unique experiences.
Innovation and strategy: recognition keys
The 2024 edition of the awards has valued projects that represent the best of marketing in Spain, rewarding excellence in different strategic areas. These were the winners of the golds, silver and bronz of each category:
Innovation in the value proposal
Sanitas For “my genomic health”, a service that allows you to anticipate health risks through genetic information.
Samsung By “unnegalia Samsung”, a solution to treat hyperacusia.
Moeve for its support for Cepsa's energy transition towards a zero emission model.
Brand construction
Majorica for its successful repositioning towards a young audience.
Iro for the creation of a new brand in a liberalized market.
KFC for redefining their identity for the new generations.
Customer experience
Amadeus for integrating travel reservations into Microsoft tools.
ILUNION for a unified strategy in all its business lines.
Skoda for its “Next Level” plan, centered on the client.
Sponsorships and alliances
Galicia Star for its alliance with Netflix for “Berlin” and the action carried out during the bells.
KFC and Netflix for its joint action around the squid game.
Telefónica for his advertising tribute commemorating his centenary.
Advertising and Commercial Communication
Bald for repositioning your brand against white brands.
Mapfre by a disruptive approach focused on service quality.
Iberostar Beachfront Resorts for making sustainability its central axis.
Sales strategy
IKEA with its omnicanal loyalty program.
Samsung for its innovative visual campaign “The art of hack”.
Leroy Merlin For its “Phygital” model, which fuses physical and digital purchase.
Comprehensive marketing strategy
Galicia Staronce again, for its multiplatform vision.
Moeve for the launch of a brand with courage and emotion.
Telefónica For more than 150 initiatives that reinforced the celebration of their centenary.
Personal recognition and teamwork
The gala also served to honor the key figures of Spanish marketing. Rosa Tous Oriol, Vice President of Tous, she was distinguished as a business leader of marketing for her strategic vision and her contribution to the growth of the industry. In addition, Kyndryl He was awarded as the best marketing team, highlighting the relevance of internal collaboration as an innovation engine.
The closing of the event was marked by the emotional speech of Enrique Arribas, Ackt outgoing president, who finished his mandate after six years at the head of the association. “These awards symbolize the best of marketing in Spain: effort, innovation and purpose,” Arribas said, thanking his team and the sector for the collective impulse.
