The Official College of Advertising and Public Relations of the Valencian Community has held the awards ceremony at the «II Day of Effective Communication» with more than 150 professionals who have met in Las Naves.
The Effective Communication Professional award recognizes the work of those professionals who carry out their activity in the field of advertising and public relations. This year the Effective Communication Award 2022 is awarded to a young Valencian talent. Marc EscrigStrategy Director of McCann, graduated in 2013 in Advertising and PR from the Jaume I University of Castelló who has worked with brands such as Coca-Cola, Campofrío, Heineken Group, LaLiga, Twitter, Burger King, among others.
During the award ceremony, Marc Escrig gave an inspiring talk entitled “Taking a position for the good of the brand” in which he highlighted that effectiveness is for brave brands in times of resilience, where the priorities of the Society changes faster than ever and recommends taking a position in the face of these realities with a more emotional communication that makes a difference”.
The act has had the special participation of María Fernanda Escribano Botet, General Director of Institutional Promotion of the Generalitat Valenciana, who has made an institutional speech before the awards ceremony for the best end-of-degree projects presented by the students of the four universities of the Valencian Community, Universitat Jaume I, CEU Cardenal Herrera University, ESIC and Universitat d’Alacant.
This year the awards have been dedicated to Jesus Orbea in homage to the recently deceased University of Alicante professor and his professional work with more than 20 years of experience where it is worth highlighting the work carried out for the Generalitat Valenciana, Mercadona, Pamesa or the Chamber of Commerce, among others.
The winners have been, from the Universitat Jaume I of Castelló, Eva Martínez with the TFG «Business project development: Communication Consultancy specialized in ecological transformation «Greenway Consulting», from ESIC has been Andrea Segarra with the TFG «Communication plan: Bandido Bottega”, from the CEU Cardenal Herrera University has been Ana Tórtola with the TFG “Inclusivity and diversity in the communication of fashion brands in women’s magazines”, from the University of Alicante the winner has been Miriam Campillo with the TFG “Beauty canons in social networks. Study on the influence of filters and facial effects in a sample of young people between the ages of 18 and 34 who use Instagram.
During the event, three inspiring talks were held, within the program developed by the school, «minds that inspire minds», with experts with a long history such as Alfred Costa, general director of À punt, Sandra Sotillo, executive director of Trustmaker and Alfred Pavía of «Sapristi».
The presentations have offered the professional vision of benchmarks in the sector in various fields of commercial communication, advertising and public relations. Alfred Costa, general manager at À Punt Mèdia, has inspired us during his talk with a talk entitled: “TV is still the king of media” in which he spoke about the importance that this medium continues to have today and how platforms digital are getting closer and more and more like television.
For her part, Sandra Sotillo, executive director of TrustMaker and an expert in the management of intangibles, has given a presentation entitled “The Era of Trust” where she has highlighted the importance of stakeholders in the company and how brands can manage them.
Lastly, Alfred Pavía, founding partner and creative director at Sapristi Décom! another advertising agency, has offered us his presentation entitled “Big Failures”, in which he has highlighted the methods of advertising effectiveness.
The talks ended with a round table discussion in which the three experts and the public participated, in which current events in the sector, the challenges they face and the future of professional and effective communication have been analysed.
To end the act, the president of the Association of Advertisers and PR, Juanvi Falco has stated that «advertising, communication, public relations, fulfill a fundamental mission in the economic, social and I would dare to say cultural development of today’s society. The impact of what we do is measured in sales, in business generation, in wealth creation, in reinforcing values as people. What we do must be respected and considered, since our work influences the behavior of people in their habits and in their way of relating in society”.
In this edition, moderated by Isabel López, companies, marketing, advertising and PR professionals, university professors and students have come together to share experiences and trends among all of them, in addition to getting to know first-hand the experts in the area.