Africa Creative and Itaú were the companies that won the most, three categories each
After 32 days of voting, the Best of propmark presented the winners of the 2024 edition. There were more than 10,654 votes. This year, unlike previous years, the number of categories grew, from ten to 15 in total, including Highlight of the Year 2024 and PR Professional, for example.
Forty-five names, which competed overall, were chosen by a panel made up of journalists and members of the propmark. Among the criteria adopted to choose the finalists are creative performance in awards such as Cannes Lions, business performance and the role of professionals in developing creative and proven effective strategies.
Africa Creative and Itaú won the most: three categories each. Africa Creative, by the way, was chosen as the Advertising Agency – it beat AlmapBBDO and BETC Havas.
The Advertiser went to Itáu, and the Vehicle of the Year trophy went to Globo. YouTube won in the Platform category. In the out of home segments, Eletromidia was chosen as the Company, while Helloo as the Specialized OOH Company, one of the new categories. BFerraz took the title of Live Marketing Agency.
In relation to the Campaign of the Year, the winner was Africa Creative with the set of ‘100 Years’ campaigns, from Itaú, which, among other actions, brought the singer Madonna to Brazil, for a free show on the sands of Copacabana beach, in Rio de Janeiro.
Winning professionals
Seven categories recognized professionals from the most diverse areas. The 2024 Creative Professional went to Angerson Vieria, from Africa Creative. In the Service category, the winner was Marcio Oliveira, from R/GA. The Media Professional was won by Andreia Abud, VP of media at WMcCann, and the PR award by Fabiana Antacli, from BETC Havas.
Agency Leadership went to Gabriel Onofre, CEO of Publicis Groupe. In the advertiser area, André Scaciota, from Itaú, was chosen as the Marketing Professional. Finally, Highlight of the Year 2024 went to Aline Velha, from Nubank.
The latest winners
In addition to being the biggest winners of this year’s Best of propmarkAfrica Creative and Itaú are two-time champions in the Agency of the Year and Advertiser categories, respectively. They won in 2023.
Hands won in the Live Marketing Agency category. Among the three OOH companies that competed, the winner was Eletromidia.
In the Platform category, Instagram won, with TikTok in second place. In ‘Veículo’, Globo appeared first, Record and UOL, respectively, second and third placed.
Gallery campaign made for Itaú, ‘For you to get there’ was the favorite among voters in Campaign of the Year, surpassing the action of Volks and Eletromidia. Laura Esteves (DM9) won Creative Professional and Leonardo Queiroz (Cogna Group) won as Marketing Professional. And Sergio Gordilho, partner, co-president and CCO of Africa Creative, was chosen as Agency Leadership.
