Silvia Bajo, aea’s CEO
The Spanish Association of Advertisers (AEA) is a non-profit organization that since its foundation in 1965 has played a crucial role in representing and defending the interests of advertisers in Spain. Its mission is to promote responsible, effective and creative advertising, as well as to foster an advertising environment that favors the economic and social development of the country. The aea works closely with agencies, media and regulators to ensure that advertising practices are transparent and beneficial to both businesses and consumers. This year, the aea is partnering with Scopen to bring APCP to Cannes Lions, an international event that celebrates excellence and innovation in the advertising industry.
Today, we have the honor of speaking with Silvia Bajo, aea’s CEO, to discuss their role in international events and how this benefits the Spanish advertising industry.
Could you tell us a little about the mission of the aea and how you are taking on this new challenge?
The purpose of the aea is to promote a free, transparent and responsible communication environment, promoting the value of brands. Of course, I am happy, very excited and living an exciting moment in this association where members come in an environment of trust in which they cross concerns and have many opportunities given the valuable technical and legislative information they receive and that helps them a lot in their day to day.
What does it mean for the AEA to participate in Cannes Lions?
Cannes has always been a great international creative festival of reference in commercial communication, which has also opened, for years now, some categories in which efficiency is more especially recognized and undoubtedly is a very enriching meeting for the entire advertising industry.
What initiatives do you carry out at aea to promote creativity and innovation in the Spanish advertising industry at an international level?
At the aea, as is well known, since 1997 we have been creating the Effectiveness Awards, which are a benchmark for learning about successful models in commercial communication. In all of them, creativity plays an important role, although there are three basic criteria by which the cases are evaluated and together with “Results”, logically the most important with 45%, and “Strategy”, which accounts for 30%, “Idea and Execution” occupies 25%, which is a very relevant percentage in the final result. In fact, on occasions throughout the history of the festivals, it has coincided that a great prize in creativity has also been a great prize in the Effectiveness Awards.
How does the AEA see the future of Spanish advertising in the global context?
The future of Spanish advertising is full of opportunities with a very high degree of sophistication and innovation with new technological developments that provide increasingly innovative and tailored experiences for consumers.
I would also highlight the speed of change, which is already a constant and will continue to be so, and in this context, particularly as advertising companies, we face the great challenge of balancing the urgency of obtaining almost immediate results with the need to build value for brands, betting on the medium and long term. We must build very competitive brands in more complex markets.
Is there any final message you would like to share with all of us about the aea’s support to the advertising industry?
Always, practically since the origin of the aea, it has been in the DNA of this association to build cross-cutting relationships with the rest of the main players in commercial communication by launching major projects that complement us all and thus build the best possible advertising industry and with this intention we will continue working, from transparency, ethics and commitment.
