Best Strategy Award

The advertising campaign ‘Knowledge and ingenuity’ that the Universitat Politècnica de València has developed in collaboration with the Herederos de Rowan agency has been awarded the prize for the Best Brand Strategy at the International Festival of Educational Communication.

The UPV has won in its category over the projects presented by the European University (Universidad Europea) and the IESE Business School, which have been finalists. In total, more than 40 nominations were in the running for one of the various awards.

The award ceremony took place at the CaixaForum Centre in Madrid. On behalf of the UPV, Marga Cabrera, Communication Area Director, received the award, together with the members of her team, Fernando Navarro and Ángela Argilés.

A campaign with a clear strategic vision

The award jury highlighted ‘the design, planning and implementation of the actions’ developed by the Herederos de Rowan agency in the UPV brand-building strategy. It also highlighted ‘the relevance, innovation and strategic vision’ of the proposal presented.

The campaign, developed to promote UPV degrees, was launched in April 2024. Since then, it has been present in Google ADS, Facebook, Instagram, YouTube, TikTok and Spotify, as well as in websites specialised in university topics. It has also been seen in the three cities on its campuses (Valencia, Gandia, and Alcoy) on mupis (digital billboards), bus shelters, and buses, as well as in the local press.

Award winners and jury

In this V edition, the UPV has shared awards with other winners such as José María Pérez González, Peridis, Educational Personality award; the Too Good To Go initiative, award for the best Educational Company; or the Climabar phenomenon, the groundbreaking Instagram account developed by Carmen Huidobro and Belén Hinojar, award for the best Content Creator.

The jury comprises 16 renowned professionals from the world of advertising and education. Among them are Leo Farache, general manager of the Association of Media Agencies, which accounts for 80% of advertising investment in Spain; Gema Núñez, director of Industry Relations at Google Spain; and Daniel Sánchez Arévalo, screenwriter and film director.

Educational communication, an agent of change

The International Festival of Educational Communication is aimed at all those educational institutions, brands, agencies and non-profit organisations that develop communication campaigns with educational themes. It aims to raise awareness, stimulate the entire sector, and turn it into an influential agent in society to make its communication more creative, responsible, efficient, and transformative.

Its annual awards highlight the best practices in the industry, as well as all those communication strategies that, creatively, have managed to generate positive impacts on the habits and attitudes of their audience.

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