This Wednesday, December 13, the Barcelona Marketing Club held the Marketing Leader Awards gala at the CosmoCaixa to reward the best companies, professionals and marketing actions. The gala, presented by Ana Boadas and with the musical accompaniment of singer-songwriter Roger Padrós, witnessed the presentation of seven awards distributed among Toni Segarra, Ferran Adrià, the Kings League, Sónar Barcelona, Spotify for the activation of the sponsorship of FC Barcelona , Barcelona Global and Silvia Bach (CEO of MotoCard).
The first of the awards was the Future Award, which was presented to the Kings League, recognized for its innovative and recent marketing proposal. Joan Domènech, marketing manager of Kosmos, the company behind the project, highlighted the social media strategy as the key to success. Gerard Romero, a streamer participating in this sports league broadcast on Twitch, also attended the event. “I would like to share the award with all the fans of the competition who make it possible. Filling the Camp Nou is not easy at all,” stated Romero, who encouraged spectators to record his speech with their mobile phones because “This is also marketing.”
MotoCard CEO, Sílvia Bach, received the Leadership Award minutes later for her outstanding leadership that has strengthened the motorcycle equipment brand, both economically and socially. "We have 47% women in the company, a milestone in such a masculinized sector. We are also proud to be a brand with environmental commitment, which has achieved the B Corp sustainable seal," said Bach. After collecting the award, she shared with those present at the gala a conference on the importance of female leadership as a review of her career.
Sónar Barcelona received the Business Award for its brilliant marketing strategy, which has established it as one of the best festivals of the year. Sergi Caballero, co-director and co-founder of Sónar, collected the award and highlighted the importance of not following the trend to surprise the public: “We have tried to detect unknown creativity,” he stressed.
The publicist Toni Segarra and the chef Ferran Adrià were awarded the Career Award, which in this edition recognized two extraordinary professional careers. Segarra thus received a well-deserved award, which recognizes his great work in the advertising industry thanks to his ability to connect brands with the public. “Advertisers are specialists in exaggerating things that may not be worth that much. When you receive an award you tend to think that you have done something in life, but I look at my mother, Isabel Alegre, who was widowed and who lived through a Civil War and that is truly a career,” declared Segarra after collecting the award. award.
For his part, Ferran Adrià, a world leader in haute cuisine through El Bulli, could not attend the event, but sent a message of gratitude: "It is always nice to receive awards, especially when they are not your area." chef highlighted the ingredients necessary to create extraordinary projects: "Passion, effort and finally freedom. Do not be dogmatic, that is, do not force others to think like you." he stated. “At El Bulli, four values have accompanied us during our career: Honesty, generosity, gratitude and respect, both for our competitors and for the past,” he highlighted.
The Action Award, in recognition of the best marketing action, was awarded to Spotify for the activation of the sponsorship with FC Barcelona. The gala was attended by Sergi Ricart, Marketing and Commercial Director of FC Barcelona, who was in charge of collecting the award and who highlighted the good relationship between the two brands: "The agreement with Spotify flowed from the first minute. The "Artists have integrated themselves very naturally into the campaign and have reached the public emotionally. Now we have the challenge of continuing to surprise and excite," said Ricart.
Finally, Barcelona Global collected the Barcelona Award for its great commitment to the Barcelona brand. The entity has been the promoter of the Copa América de Vela, which this year landed in Barcelona in its 37th edition. Maite Barrera, its president, highlighted the multiple possibilities of Barcelona as a talent hub: “Barcelona is surrounded by talent. We must improve, it is clear, but Barcelona must believe that it has talent.”
In the final stretch of the gala, Lluc Guarro, director of innovation at RocaSalvatella, offered a conference in which he shared his perspective on generative artificial intelligence.
