Les Caldas
Specialisation in Advertising PUCP
The content of this news item has been machine translated and may contain some inaccuracies with respect to the original content published in Spanish.
Our University, once again, achieved an outstanding participation in the Effie College. Four teams of PUCP Advertising students were finalists and two of them were winners of this renowned award in the advertising industry.
This year, which was the fourth edition of these awards, 84 teams from different educational institutions entered. They worked with major brand sponsors such as Alicorp, Entel, Farmacias Peruanas, Kusimayo and Supermercados Peruanos S.A. The competition focused on developing advertising campaigns according to the brief provided by the brands.
One of the winning PUCP teams was the one that created the campaign for the Kusimayo brand. The group is made up of advertising students Nadia Lucía Macuri Mollehuara, Darlene Aldana Aguirre Espino, Ximena Lucía Bullón Capcha and Pamela Alexandra Pérez Palomino. They were advised by Professor Daniel Saavedra.
Likewise, the second winning team worked on their project for Alicorp's Bolívar brand. Students Evelyn Naomi Yano Chanduví, Maricielo Vilela Velarde, Shiery Shiroma Nakayama, Stephany Luisa Coronado Ccanto and Rosa María Moriya Aguirre participated. The group was advised by teacher Carolina Tello.
The teams started their journey at the end of April this year, preparing strategic and creative campaigns. This was the perfect opportunity to put into practice everything they had learned in the classroom. "Our motivation was to take advantage of this opportunity to develop our creative side complemented with the strategic, and we considered that this competition allowed us to measure our skills on the verge of graduation," says Darlene Aguirre, member of the group in charge of the Kusimayo brand.
The teams developed progress schedules to devote the necessary time to their campaigns and pieces. However, being able to meet face-to-face was complicated as everyone's availability had to be taken into account. Thus, the best solution was to meet through virtual platforms to discuss all their ideas.
The last presentation and presentation of finalist proposals to the sponsors took place on 2 June, and on 8 June the winners were announced. Naomi Yano (Bolivar team) and Darlene Aguirre say that everyone's effort and teamwork were key to winning. They also recognised the strengths and roles of each member, as well as the organisation and fulfilment of responsibilities.
Both groups highlight the great satisfaction of having received this award, as well as the positive feedback from the brands for which they prepared the campaigns. "We consider this experience as an approach to the world of work because of the real time management for these campaigns. Now we can have the ability to face challenges on a professional level," says Darlene.
Each finalist group had a teacher advisor who accompanied them throughout the preparation process. Carolina Tello, advisor to the winning team Bolívar, says that this experience taught her a lot about her students. "I have been able to see how, in the short time they had, the girls were able to solve a very complex case by applying everything they had learned in the course in an efficient and creative way," she says.
Likewise, Julio Fonseca, advisor to the finalist Eureka team, highlights the students' great creative capacity, analytical skills, business vision and commitment to each task entrusted to them. "I was pleased to know that, as the current PUCP campaign says, we are continuing to form headquarters for the future," he says.
Our Advertising career had previously obtained good results in the Effie College. In the four years that the competition has been running, PUCP has been among the winners and finalists - in addition to 2022 - in the 2019 and 2020 editions.
Álvaro Gamboa, representative of the Eureka group, and Camila Canova, from the Entel team - both finalists in the Effie College 2022 - invite their colleagues from Publicidad PUCP to participate in this type of competition, as it reinforces group work and knowledge of the course.
"You never lose anything by trying, especially if you have a lot of confidence in your group and also in yourself," says Álvaro. For her part, Camila emphasises that being able to represent the University in front of other institutions "is a big challenge and requires a lot of work, but the experience is worth it".
We congratulate all the PUCP students who, by participating in the Effie College, have taken a big step in the world of advertising.