The Best!N Food Awards are preparing for their 25th anniversary gala, a milestone coinciding with a significant shift in how advertising campaigns are judged, according to industry leaders. As the awards approach, IPMARK has spoken with members of the judging panel about the evolving landscape of advertising effectiveness.
Jaime Lobera, partner and chief strategy officer at Apple Tree, a communications agency, emphasized the increasing importance of holistic campaign strategy. Lobera brings over three decades of experience in marketing and communications to the role, including leadership positions at Unilever, Kraft, Mahou San Miguel and Campofrío, where he served as chief marketing officer. He previously presided over the Spanish Association of Advertisers and has accumulated over 200 awards from global festivals.
“Campaigns today are more 360, more social, and therefore it’s more necessary to understand the strategy and see the campaign as a whole, not just the ‘Hero’ piece,” Lobera stated. He underscored that a strong strategy coupled with creative execution that resonates with audiences remains a fundamental, “innegotiable” criterion for judging.
The distinction between a finalist and a winner, Lobera explained, often hinges on the depth of the underlying insight driving the campaign. “A good strategy, built from some powerful insight. If the creativity delivers it well, connects, then it starts to smell like a winner,” he said. While demonstrable results are valued, he noted they are not always available, but when present, “they are the icing on the cake.” He clarified that the focus is on business outcomes, not simply metrics like impressions or social media “likes.”
Lobera highlighted the growing significance of understanding social dynamics within campaigns, describing it as “Intelligence social applied to the campaigns.” He believes that brands must focus on generating connection, conversation, and conversion.
Apple Tree, where Lobera currently works, focuses on developing communication strategies designed to connect brands with their target audiences and drive business value. The agency’s work reflects a broader industry trend toward integrated marketing approaches that leverage multiple channels and prioritize audience engagement.
The Best!N Food Awards are scheduled to take place later this year, with the judging process currently underway. The awards recognize excellence in food and beverage advertising across a range of categories.
