The agency takes home the award thanks to the first BEKO Solidarity Cooking Marathon
MdC, the top-rated and most award-winning Spanish PR agency, has walked away with the Silver award for the Best Non-Profit Event at the 11th International Business Awards thanks to the organisation of the first Solidarity Cooking Marathon for BEKO. Obtaining a Silver Stevie Award from among over 3,500 entries from 60 different countries confirms that MdC’s campaigns, which aim to create news and create brands, figure among the best in the world.
The award recognised a successful 360º campaign which went far beyond event organisation. BEKO, the Arçelik Group’s international producer of home appliances, aimed to position itself in the Spanish market as a smart generation brand. To achieve this, MdC carried out an ambitious 360º campaign centred on Spain’s first Solidarity Cooking Marathon with the support of well-known chef Martín Berasategui acting as a brand ambassador.
The solidarity marathon planned and executed by MdC consisted of cooking over 2,000 meals in the space of just one day for the needy in the city’s community kitchens. Martin Berasategui created a special menu for the event and oversaw the work of more than 300 chefs who generously offered to help out. Throughout the day, chefs from some of the most prestigious culinary academies in the country and contestants from the Masterchef and Top Chef TV shows cooked for unemployed people and those at risk of social exclusion. This altruistic focus created more buzz around the event which was attended by all target general and consumer media.
Being recognised at the IBA Awards 2014 is yet another indicator of MdC ability to plan and execute far-reaching and effective campaigns. MdC executes 360º campaigns stemming from a comprehensive strategy and the integral implementation of all elements of the marketing mix. These campaigns are structured around, among other things, advertising, digital PR, press office and public affairs. The agency has the in-house capacity to carry out a range of services, from image and reputation audits to corporate identity and creative on and offline advertising proposals, event management, media and blogger relations and social media community management, among other things.
Campaigns such as the “BEKO Solidarity Cooking Marathon” can be developed on both a national and international scale given the agency’s unique international model. The launch of the Miami office in 2009 and the establishment of two new bases in Casablanca and Paris in 2012 form part of MdC’s hub and spoke business model. The agency has thus developed a strong global presence, offering communications support across Europe from its triangle of owned offices in Madrid, Barcelona and Paris; in Latin America and the USA from its office in Miami; and throughout Africa and the Middle East from Casablanca. This approach is strengthened on an ad hoc and in situ basis through cooperation with affiliated agencies, the ‘spokes,’ which help to provide support across over 40 countries. MdC relies on key affiliated offices in Beijing and Mumbai for support in the Asia-Pacific region.
The CEO and founder of MdC, Didier Lagae, commented: “I’m filled with pride for having been recognised at the 2014 Stevie Awards. This is a huge source of motivation for our team and for the work that they do day to day. I would like to thank our clients for the trust that they place in us and for supporting the strategies that we present to them so that we can achieve success.”