MARCO, the leading Communication and PR agency in Europe and Latin America headquartered in Spain, has once again triumphed at the latest edition of the Mercury Excellence Awards, winning a total of eight prizes and consolidating themselves for another year as the most awarded and best-valued Spanish agency. The consultancy has now accumulated more than 60 Mercury Awards since being founded 17 years ago.
This year, MARCO has been recognised in the following categories: two Gold awards for the ‘Modo Casa On’ and ‘Activa Tu Bienestar’ campaigns for Conforama in the categories, ‘Promotion/Marketing: Home Furnishing’ and ‘Non Profit/Public Affairs: Marketing Communications’ respectively; a Silver award for the Danone campaign, ‘Momentos Danone’, in the category ‘Special Events’; and two Bronze Awards for the ‘I Choose Glass’ campaign for Friends of Glass (ANFEVI) in the categories, ‘Promotion/Marketing: Social Media Campaigns’ and ‘Non Profit/Public Affairs: Public Affairs/Cause Issue’. On top of these, it won three Honours: one for Magnum in the category ‘Special Events’, another for Danone in the category ‘Publicity’ and the third for Friends of Glass (ANFEVI) in the ‘Social Media’ category.
MARCO earned the highest honours for its campaigns for Conforama, the second biggest home furnishing store in Europe. The first of the campaigns, Modo Casa ON, consisted of a 360º strategy for Spain and Portugal, whose central event welcomed visitors to the flagship installation, ‘Home Mode On by Conforama’, located in Madrid and designed with the help of renowned designer and decorator, Raúl Martins. The campaign, which was created and coordinated in parallel through the MARCO offices in Madrid and Lisbon, was a great success in both countries, with more than 200 news pieces and articles on social media and a reach of more than 20 million.
For the other winning Conforama campaign, Activa Tu Bienestar, MARCO developed a multichannel strategy (interior, exterior and digital). The interior action took place in the emblematic Conforama store in Sant Boi, Barcelona, with choreography performed by a professional dance team and recorded as a video clip. The exterior action was organised in Barcelona’s Port Vell, and brought together more than 600 attendees. The multichannel strategy achieved the mobilisation of more than 700 people and, in the digital sphere, the campaign reinforced the brand’s image and reached a potential audience of 3.7 million users.
For the Momentos DANONE campaign, which earned a with Silver and special Honour award, MARCO carried out various actions to strengthen Danone’s position as the sector’s leading innovator, thanks to the agency’s transversal departments. One of those special actions was the cooking masterclass held for the press, led by Celebrity Masterchef contestant, Saúl Craviotto. For this, the Events department at MARCO created a stand at Alimentaria which invited people to get to know the four main worlds of DANONE: probiotics, pleasures, Alpro and the global brand. The action exceeded all expectations, estimating a total advertising value for DANONE of €622,095.
San Sebastian grabs two Bronze awards with Friends of Glass (ANFEVI)
The I Choose Glass campaign, developed for Friends of Glass, won two Bronze awards and another Honour, and relied on the city of San Sebastian as the ambassador and host of this action, as it was named ‘Glass Capital’ in 2018 for the first time. Friends of Glass and the NGO, Surfrider Europe, with the help of local citizens, constructed an enormous mosaic of solidarity on the symbolic La Concha beach with the motto, “#YoElijoVidrio por un #OcéanoInfinito” (#IChooseGlass for an #InfiniteOcean). A beach clean was also organised to create awareness and various celebrities and influencers, who participated in corresponding videos, were brought on board to help raise awareness of the use of glass instead of plastic.
The Friends of Glass campaigns developed by MARCO continue to be awarded every year and reinforce the agency’s sustainability leadership. Currently, the consultancy is number one and a benchmark in the fight against climate change as it has also accumulated the largest number of companies in the environmental sector in its client portfolio (World Water Council, Kaiserwetter, COP22, The Climate Reality Project and Car2go, among others).
Finally, the strategy developed by MARCO for Magnum, which also won distinction with an Honour award, consisted of two actions. The first was based on the celebration of the beginning of the summer season through the glamorous Magnum Party, with Jon Kortajarena as ambassador. The event brought together more than 50 media and 150 attendees to the Teatro Gran Maestre in Madrid, and managed to make the hashtag #TómateElPlacerEnSerio (#TakePleasureSeriously) viral on Instagram. The second action was led by triple Michelin star chef, Dabiz Muñoz, at the NH Eurobuilding hotel. The Take Pleasure Seriously campaign inaugurated the Magnum Dipping Bar Experience for the first time in Spain, generating more than 300 clippings in the press. In addition, Magnum sales increased to place the Spanish market among the top 3 Magnum markets in Europe.
Dabiz Muñoz presenta la campaña más atrevida de Magnum https://t.co/VSp2iRVVOQ @MagnumSpain
— La Publicidad (@PdelaPublicidad) 20 de mayo de 2019
In the words of Didier Lagae, CEO and founder of MARCO: “MARCO once again stands out from the other agencies at the Mercury Excellence Awards, a very important event in the communication sector. These eight awards earn us even more international recognition of our creative strength and digital capacity. I would like to highlight and thank our clients for their trust as without them this would not have been possible”.
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