{"id":141340,"date":"2021-12-14T17:42:40","date_gmt":"2021-12-14T16:42:40","guid":{"rendered":"https:\/\/ipmark.com\/?p=141340"},"modified":"2021-12-17T12:57:00","modified_gmt":"2021-12-17T11:57:00","slug":"ganadores-top-5-excellence-2021","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=141340","title":{"rendered":"TOP5 Excellence 2021-Estrategias de Marketing. Los ganadores"},"content":{"rendered":"

El jurado de los TOP 5 Excellence Estrategias de Marketing IPMARK<\/a> se ha reunido en MEEU, en Madrid, para elegir las cinco mejores estrategias de marketing<\/strong><\/a> del \u00faltimo a\u00f1o tras haber revisado el casi centenar de trabajos presentados en la tercera edici\u00f3n de los premios organizados por IPMARK.\u00a0<\/span><\/p>\n

La estrategia \u2018Street it all. C\u00f3mo llevar el streetwear al mundo digital<\/strong>\u2019, desarrollada por Zalando y Ogilvy<\/strong>, ha resultado primera en la categor\u00eda Top Disruptiva<\/strong>. Un trabajo que, de acuerdo con el jurado, destaca por haber generado una \u201crevoluci\u00f3n de los c\u00f3digos del sector\u201d, al haber usado los medios de forma innovadora para vender ropa – en este caso, la aplicaci\u00f3n Google Maps-.\u00a0<\/span><\/p>\n

\"\"
Zalando. Street it all.<\/figcaption><\/figure>\n

La estrategia de Cruzcampo<\/strong> \u2018Con mucho acento\u2019, ideada y activada con ayuda de Ogilvy, Dentsu X y NTeam<\/strong>, se ha alzado con el premio Top Posicionamiento<\/strong>. El jurado ha destacado la trascendencia de la estrategia, m\u00e1s all\u00e1 del objetivo de posicionarse en la mente de los consumidores. \u201cEs bastante certera en la construcci\u00f3n de un posicionamiento coherente y coexistente, y es capaz de conectar generaciones\u201d, explican.\u00a0<\/span><\/p>\n

\"\"
Cruzcampo. ‘Con mucho acento’.<\/figcaption><\/figure>\n

Ikea<\/strong> y Good Rebels<\/strong>, con \u2018La gur\u00fa del cat\u00e1logo Ikea: guiando a los fans al salto al digital\u2019, se han llevado el primer premio en la categor\u00eda Top Engagement<\/strong>. \u201cEl gran reto que ten\u00edan era la reinvenci\u00f3n de su core y no era nada f\u00e1cil\u201d, ha subrayado el jurado, que tambi\u00e9n ha recordado que en redes sociales se haya convertido en el post con m\u00e1s \u00e9xito en la historia de la marca en Espa\u00f1a.\u00a0<\/span><\/p>\n

\"\"
IKEA. ‘La gur\u00fa del cat\u00e1logo’.<\/figcaption><\/figure>\n

Samsung<\/strong> con \u2018Samsung Tallk\u2019, estrategia desarrollada junto a Starcom y Cheil,<\/strong> se ha alzado con el galard\u00f3n a mejor estrategia de marketing en Top Relevancia Social \/ Sostenibilidad<\/strong>, gracias a la campa\u00f1a ideada para anunciar el lanzamiento de Tallk, una app gratuita que permite convertir el movimiento de los ojos en texto y que facilita la comunicaci\u00f3n a personas pacientes de ELA. El jurado ha destacado la propia humanidad que se descubre en este trabajo, \u201caqu\u00ed hay alguien detr\u00e1s, un equipo que cree en el proyecto\u201d, y en lo complicado que resulta \u201cempujar una iniciativa local en una compa\u00f1\u00eda multinacional coreana\u201d.\u00a0<\/span><\/p>\n

\"\"
Samsung Tallk.<\/figcaption><\/figure>\n

La Associaci\u00f3 per la candidatura de Joan Laporta<\/strong>, responsable junto a Avante Evolumedia<\/strong>\u00a0de \u2018Ganas de volver a veros\u2019, ha sido reconocida con el premio Top T\u00e1ctica<\/strong>, gracias a una campa\u00f1a que ha sido estrat\u00e9gicamente muy pensada, de acuerdo con la valoraci\u00f3n del jurado, y que ha resultado \u201cel ep\u00edtome de lo t\u00e1ctico de este 2021\u201d.\u00a0<\/span><\/p>\n

\"\"
Candidatura Laporta. ‘Ganas de volver a veros’.<\/figcaption><\/figure>\n

El jurado ha querido reconocer tambi\u00e9n, con una menci\u00f3n especial, el esfuerzo realizado durante este a\u00f1o por la Asociaci\u00f3n Interprofesional de Lim\u00f3n y Pomelo (ALIMPO)<\/strong>, que ha conseguido situar dos estrategias de marketing en la lista corta de la tercera edici\u00f3n de los TOP 5 Excellence Estrategias de Marketing IPMARK: \u2018Welcome to the lemon age\u2019 y \u2018Acci\u00f3n C\u00e1ncer de Mama\u2019, ambas desarrolladas junto a Tactics Europe<\/strong>.<\/span><\/p>\n

\"\"
Los miembros del jurado de los Top5 Excellence-Estrategias de Marketing 2021. De izquierda a derecha: Carlos S\u00e1nchez, CEO de Be a Lion; Miguel Mira, business managing director de Havas Media Espa\u00f1a; Gonzalo S\u00e1iz, director de marketing de Bankinter; Jia Wei, head of marketing de Xiaomi, Jacobo G\u00e1lvez, CMO de Grupo M\u00e1sM\u00f3vil, e Ignasi Casanovas, director de marketing de Cupra.<\/figcaption><\/figure>\n

El jurado de los TOP 5 Excellence Estrategias de Marketing IPMARK 2021 est\u00e1 presidido por Josep Barbena<\/strong>, director general de Cacaolat<\/strong> y formado por Gonzalo S\u00e1iz<\/strong>, director de marketing de Bankinter<\/strong>; Carlos S\u00e1nchez<\/strong>, CEO y fundador de Be a Lion<\/strong>; Ignasi Casanovas<\/strong>, director de marketing de Cupra<\/strong>; Miguel Mira<\/strong>, business managing director<\/em> de Havas Media<\/strong>; Jacobo G\u00e1lvez<\/strong>, CMO de Grupo M\u00e1smovil<\/strong>; y Jia Wei<\/strong>, directora de marketing de Xiaomi<\/strong>.\u00a0<\/span><\/p>\n

La ceremonia de entrega de la tercera edici\u00f3n de los TOP 5 Excellence- Estrategias de Marketing se celebrar\u00e1 en Madrid, el d\u00eda 19 de enero de 2022.<\/p>\n","protected":false},"excerpt":{"rendered":"

Zalando, Cruzcampo, Ikea, Samsung y la Associaci\u00f3 per la candidatura de Joan Laporta se han alzado con el trofeo Top 5 Excellence de IPMARK, que reconoce las mejores estrategias de marketing de 2021 lanzadas en Espa\u00f1a. El jurado (en la fotograf\u00eda) ha reconocido tambi\u00e9n la labor realizada durante este a\u00f1o por la Asociaci\u00f3n Interprofesional de Lim\u00f3n y Pomelo (ALIMPO), galardonada con una menci\u00f3n especial.\u00a0<\/p>\n","protected":false},"author":14,"featured_media":141353,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5900],"tags":[2227,6146],"class_list":["post-141340","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-festivales","tag-marketing","tag-top5-excellence-estrategias-de-marketing"],"acf":[],"yoast_head":"\nZalando, Cruzcampo, IKEA, Samsung y Laporta, TOP 5 Excellence 2021<\/title>\n<meta name=\"description\" content=\"Zalando, Cruzcampo, IKEA, Samsung y Joan Laporta han sido reconocidas como las cinco mejores estrategias de marketing de este 2021.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=141340\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zalando, Cruzcampo, IKEA, Samsung y Laporta, TOP 5 Excellence 2021\" \/>\n<meta property=\"og:description\" content=\"Zalando, Cruzcampo, IKEA, Samsung y Joan Laporta han sido reconocidas como las cinco mejores estrategias de marketing de este 2021.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=141340\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2021-12-14T16:42:40+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-12-17T11:57:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/jurado-top-5-ok.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ana Egido\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ana Egido\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=141340#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=141340\"},\"author\":{\"name\":\"Ana Egido\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/ba89645183b346feacff0538aa54a375\"},\"headline\":\"TOP5 Excellence 2021-Estrategias de Marketing. 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