LaSanta from Spain scoops the Grand Prix – Irish campaigns awarded 17 trophies

Brussels, 8 January 2025 – The European Association of Communications Agencies (EACA) and its IMPACT Council are delighted to announce the winners of the 2024 IMPACT Awards, celebrating outstanding achievements in Interactive Marketing, Promotion, and Activation.

A panel of 25 leading industry professionals from across Europe, chaired by Alvaro Alés, CEO of 360º Marketing & Communications, selected 38 winners from 18 agencies across 6 countries. Ireland led the results with 17 trophies, followed by Spain, the UK, Italy, and the Czech Republic. 

Alvaro Alés, CEO of 360º Marketing & Communications & IMPACT Awards Jury Chair, commented: “As Chairman of the jury for the European IMPACT Awards, and on behalf of the EACA Impact Council, I would like to extend our heartfelt gratitude to all the agencies that participated in this year’s edition. The quality and diversity of the entries made this year’s deliberations particularly challenging, requiring more time and discussion than ever before. The awarded campaigns truly stand out as deserving winners, and we hope they will inspire the industry and set a benchmark for future generations of marketing professionals, showcasing the power of creativity and innovation in driving meaningful impact.”

This year’s Grand Prix was awarded to Banco Santander’s SMUSIC campaign, an innovative initiative from LaSanta agency that redefined banking communication by leveraging music to connect with younger audiences. Faced with a challenging economic environment in Spain, Banco Santander shifted focus to music, creating a platform offering ticket pre-sales, exclusive discounts, and experiences. The campaign revitalised the brand’s image, particularly among young people, significantly boosting brand affinity (+22%), customer consideration (+8%), and business results, reversing negative sector trends with 27% growth in Q4.

Marina Peña,  Marketing Director,  Santander Spain declared “Music is a universal language and has enormous potential to connect Santander with all those who enjoy it. Santander SMusic is a content strategy that allows us to generate community through positive experiences and therefore, represents another step in the construction of brand positioning, with which the bank wants to benefit its customers. We take an active role in enabling our customers to be the first to access their favorite music. We do this through a non-financial offer based on pre-sales, meet and greets with artists and other exclusive advantages just for paying with a Santander card.  With this strategy we are reaching our audiences in a different way and we are more attractive to the young target, which demonstrates how the generation of experiences can contribute to attracting and connecting customers, showing us as a contemporary, close and customer-focused brand. One of the keys to success is the union of strategy, creativity (LaSanta), data and activation in the same Marketing team.”

View the full list of winners

The call for entries for the 2025 edition will open in September 2025. For more information, please visit the Awards website.