During the Effie Awards 2024, which celebrate the best in marketing in Mexico, Enrique Quintana, vice president and editorial director of El Financiero, highlighted the moderate growth experienced by the advertising industry in the country. In the past year, advertising investment reached 134 billion pesos, with a 9 percent increase, which in real terms equates to a 4 percent increase.
Quintana emphasized that the private sector is the main driver of advertising in Mexico, as public sector investment has significantly decreased. In this regard, he pointed out the current irrelevance of government advertising compared to previous years.
The Grand Effie of this edition was awarded to the campaign "Libertad de sentirte cómoda" by Saba, developed by BBDO Mexico, which addressed women's intimate health in a direct and accessible manner. The Agency of the Year was Isla República, recognized for its participation in various award-winning campaigns.
As for the winners of other categories, the campaign "Muchos Nombres, un solo Bacardí" by Super Agency for Bacardí received a Gold in Alcoholic Beverages for its outstanding focus on the versatility of the brand. In Corporate Social Responsibility, the campaign "Una Noche Para Ponernos al Día" by Cerveza Victoria, developed by Wieden+Kennedy Mexico, won a Gold in Customer Experience for proposing to reconnect consumers post-pandemic.
On the other hand, L'Oréal and Publicis Groupe Mexico were awarded a Gold in Influencer Marketing for the campaign "Rojos Rebeldes - RBD," leveraging the return of the band RBD to connect with a young audience. In the category of Marketing Innovation Solutions, the campaign "Hazlo + Fresh con Nescafé ICE" by Nestlé Mexico, developed by Dentsu Creative, won a Gold.
The event recognized a total of 11 gold awards, 17 silver, and 26 bronze, highlighting the effectiveness of advertising strategies implemented in the past year. Despite the rise of digital marketing, a significant decrease in return on investment has been observed, demonstrating the importance of merging creativity with tangible results for business and society.
