Una reciente campa\u00f1a de BBVA<\/figcaption><\/figure>\nJos\u00e9 Luis Arbeo, director de marca y contenidos de BBVA, se\u00f1al\u00f3 despu\u00e9s de recoger junto a Cristina Villarroya, directora de medios y redes sociales del banco, que con su estrategia de marketing el banco ha tratado \u201cde liderar la transformaci\u00f3n de un sector muy cl\u00e1sico\u201d y que por delante de todas las iniciativas del banco en este sentido est\u00e1 \u201cel prop\u00f3sito de la marca, que es ser un agente social comprometido\u201d. Arbeo destac\u00f3 asimismo que la estrategia de marketing no es sino un reflejo del cambio en la cultura interna de toda la compa\u00f1\u00eda. Al terminar sus palabras, invit\u00f3 al escenario para compartir el galard\u00f3n a representantes de las agencias con las que trabaja el banco \u2013DDB, Mindshare y Wink TTD- y de la empresa de investigaci\u00f3n Kantar.<\/p>\n
El resto del palmar\u00e9s de los premios es el siguiente:\u00a0\u00a0<\/p>\n
Categor\u00eda Marca<\/strong><\/p>\nGanador: Calidad Pascual<\/p>\n
Segundo premio: Iberia<\/p>\n
Tercer premio: Naturgy<\/p>\n
Categor\u00eda Innovaci\u00f3n<\/strong><\/p>\nGanador: Procter & Gamble<\/p>\n
Segundo premio: NH Hotel Group<\/p>\n
Tercer premio: Evo Banco<\/p>\n
Categor\u00eda Marketing Social<\/strong><\/p>\nGanador: Auara<\/p>\n
Segundo premio: Fundaci\u00f3n Vicente Ferrer<\/p>\n
Tercer premio: Women\u2019 Secret<\/p>\n
Categor\u00eda Start ups y Pymes:<\/strong><\/p>\nGanador: Premium Beers from Spain<\/p>\n
Segundo premio: Wetaca<\/p>\n
Tercer premio: The Hoff Brand<\/p>\n
Categor\u00eda Internacionalizaci\u00f3n Latam. Empresas espa\u00f1olas en Latam<\/strong><\/p>\nGanador: Adolfo Dom\u00ednguez<\/p>\n
Segundo premio: Acciona<\/p>\n
Tercer premio: Tous<\/p>\n
Categor\u00eda Internacionalizaci\u00f3n Latam. Empresas latinoamericanas en Latam<\/strong><\/p>\nGanador: Havaianas<\/p>\n
Segundo premio: Noblex<\/p>\n
Tercer premio: Latam Airlines<\/p>\n
Mejor Profesional de Marketing<\/strong><\/p>\nSantiago Alfonso Rodr\u00edguez, director de marketing de Cosentino.<\/p>\n
L\u00edder Empresarial Impulsor del Marketing:<\/p>\n
Paulo Soares, regional managing director <\/em>de Campofr\u00edo.<\/p>\n\n<\/div>\n<\/figure>\n<\/div>\n
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