The new empathic marketing

This year, Cerveza Victoria is placed, for the second consecutive edition, as the ‘Monster of Marketing’. For the jury, the strength of its latest campaigns speaks of the consistency of the brand and the agency that supports it to build success stories. Coherence and creativity are the adjectives that stood out during the deliberation of the group of specialists who decided the winner, finalists and mentions that appear in this edition of Marketing Monsters.

Following the path started in the 2020 edition, by including a COVID-19 category, this year we are committed to the Diversity and Inclusion category, with which we intend to recognize those campaigns that seek to change a situation through their messages and their strategies of marketing. Because advertising builds reality and the media also have a responsibility in it.

The jury was made up of: Sergio López, executive president of the Alliance for the Strategic Value of Brands (AVE); Gabriela Paredes, president of the Creative Circle; Amanda Berenstein, CEO of Weber Shandwick; Camila Trombert, founder of Guoman; Carlos Vaca, CEO of BBDO; Isabel Blasco, Managing Director of Interbrand; Jessica Apellaniz, Creative Director of Ogilvy; Jorge Vargas, CEO of Ipsos Mexico; Juan Carlos Luján, regional director of Emplify; and Said Gil, CEO Creative & CxM of Dentsu International.