Introduction to Effie Collage Mexico
Effie Collage Mexico is an initiative that connects the marketing and communication industry with real-world challenges, transforming the advertising ecosystem in Mexico. In an era where technology redefines communication channels and brands strive to stay relevant, nurturing the next generation in marketing and communication is crucial.
The Importance of Authentic Brand Communication
According to a Nielsen study, 65% of consumers in Latin America prefer brands that communicate authentically and align with their personal values. This highlights the need for genuine brand communication in today’s market.
Effie College Mexico: A Game-Changer in Marketing Education
Since 2018, Effie College Mexico, represented by the Alianza por el Valor Estratégico de las Marcas (AVE) for 26 years, has become a key platform for students to test their abilities in creating effective brand strategies in real-world business scenarios.
Effie College Mexico: A Successful Model of Academia and Industry Collaboration
Effie College Mexico has successfully united academia and industry, strategy, and creativity with purpose for students in marketing, publicity, and communication fields. Enveloped in the prestige of Effie Awards, recognized globally as the benchmark for commercial communication effectiveness.
Said Gil’s Perspective on Effie College Mexico
“Effie College is more than a university competition; it’s a breeding ground for talent that will transform the industry in the coming years. The young minds who go through this program no longer just think of creative ideas but ideas that work and create impact,” said Said Gil, President of the Effie Mexico Directive Council.
Real-World Challenges and Industry Partners
Each edition of Effie College Mexico has challenged students to tackle real-world problems, requiring them to propose tangible business objectives, brand perception, or social impact. Over 1,400 participants have faced briefs from brands like McCormick, Takis, La Costeña, UNICEF, Carlos V, Adobe, and Purina. This year, strategic partners are Diageo and the Communication Council, with briefs focusing on positive social impact.
Diageo’s Perspective
“For Diageo, Effie College is an opportunity to connect with young talent and understand how they interpret consumers in a rapidly changing world. Their critical and responsible vision helps us enrich our understanding of new forms of connection between people and brands,” shared Andrea Gonzalelez, Director of Consumer Planning at Diageo.
Silvia Trinidad Serrano’s Perspective
“At Diageo, we believe brands are built with culture, and Effie College is a great example of this. Collaborating with the new generation allows us to understand closely how they think, what inspires them, and how they experience diversity. Their fresh perspective and purpose motivate us to build more relevant and nearby brands that reflect today’s and future society values,” said Silvia Trinidad Serrano, Director of Expansion Portfolio at Diageo Mexico.
Growth and Impact of Effie Collage Mexico
In 2024, there were 137 campaigns—double that of 2021. Over 40 institutions participated, ranging from specialized schools like Miami Ad School to public universities such as UNAM, BUAP, Universidad Veracruzana, and UACJ, showcasing the platform’s growth.
Salvador Villalobos’ Perspective
“This diversity of institutions has been key to having a richer and more representative view of young Mexican talent and understanding their perspective on relevant societal topics. Here, the next generation of advertisers is being formed, with the power to create messages that make a difference,” affirmed Salvador Villalobos, President of the Communication Council.
Rosa María Gardea’s Perspective
“Effie College demonstrates that when the academic and industrial sectors collaborate, we can inspire and shape young minds with a more comprehensive understanding of what marketing means today. They are not just formed as creatives but also as strategists and leaders with purpose,” shared Rosa María Gardea, General Director of AVE.
Key Questions and Answers
- What is Effie Collage Mexico? It’s an initiative connecting the marketing and communication industry with real-world challenges, transforming Mexico’s advertising ecosystem.
- Why is authentic brand communication important? 65% of Latin American consumers prefer brands that communicate authentically and align with their personal values, as per a Nielsen study.
- What makes Effie College Mexico unique? It’s a breeding ground for talent that will transform the industry, focusing on creating impactful and effective ideas.
- How does Effie College Mexico collaborate with industry partners? It presents real-world challenges from brands like McCormick, Takis, and Diageo, fostering understanding between generations and nurturing the ecosystem with fresh ideas.
- What is the growth and impact of Effie Collage Mexico? The initiative has seen significant growth, with over 137 campaigns and participation from more than 40 institutions, shaping the future of marketing in Mexico.
