Transparency and equality in advertising festivals in Spain
Abstract
Advertising festivals make it possible to evaluate and differentiate outstanding productions in the sector. Research on the subject carried out in both the academic and professional spheres is reviewed. The aim is to identify the characteristics of the festivals, to detect evidence of transparency, both in the composition of the jury and in the evaluation criteria, and to investigate the implementation of gender equality guarantees. The 2022 editions of 29 Spanish advertising festivals (746 categories and 1558 awards) are analysed through content analysis of the public websites and a questionnaire administered to the organisers. Areas of necessary improvement in transparency and gender issues are detected, despite identifying initiatives of interest, although not generalised. The strategic importance of advertising festivals in positioning the advertising agency and boosting the personal image of the creative team or young talent is confirmed, although this is not always accompanied by financial incentives.
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