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Newlink becomes the first communications and public relations firm to win in the second edition of Dominican Republic Effie Awards

The firm won the silver award for Leading Agency in Food and Sustained Success categories with campaigns for Nestlé Dominicana.

Santo Domingo. Newlink Dominicana (NLD) was the winner in the second edition of Dominican Republic Effie Awards, which awarded the most effective advertising, communications, and marketing campaigns, and had the honor of being the first communications and public relations agency in the country to win this award.

Newlink Dominicana was awarded two Silvers for Leading Agency, one in the Food category for MAGGI®’s “Naturalidad” campaign, and the other in the Sustained Success category for “Plan Barrio” initiative also from MAGGI®, both promoted by Nestlé Dominicana.

The consulting firm also won silver recognition as collaborating agency for the awareness initiative "Mirador de plástico" from Cervecería Nacional Dominicana. The award ceremony took place in Jaragua Hotel’s Anacaona hall from applications received between January 1st, 2019, and December 31st, 2020, after the 2020 Effie hiatus due to the Covid pandemic.

Eduardo Valcárcel, Newlink Dominicana partner and CEO said: “As a firm we are highly pleased and proud to have won our first Effies in Dominican Republic. With these recognitions, we reaffirm our shared purpose of accompanying our clients to generate great impact and sensibility initiatives that contribute to the development and socioeconomic well-being of our country,”

Winning Campaigns

The “Naturalidad” campaign developed a communication strategy focused on highlighting the purity of its products, to reconnect with consumers and their new awareness levels when choosing what they buy, increasingly opting for more natural products.

As for, “Plan Barrio”, an initiative Nestlé develops since 2006, it focused this time on vulnerable women, to give them the opportunity to get a job and grow the family economy, taking products to their neighborhoods,door to door, where the sales force doesn’t reach.
The campaign’s idea was to encourage women to achieve economic independence, transforming them into entrepreneurs and brand ambassadors, creating their own sales networks. It resulted in 2,950 women with a better future, achieving growth in sales.

The initiative "Mirador de plástico" was Cervecería Nacional Dominicana’s social experiment to draw the citizens’ attention to the extent of the plastic problem and raise awareness about the need for each person to get involved in reducing the carbon footprint.
It entailed using one of Avenida de la Salud’s lanes, in Mirador Sur park, where hundreds of Dominicans exercise every morning. From 5:30 to 10:00 in the morning, the lane was covered with 24,000 pounds of plastic. This volume represented only 0.01% of the plastic that the company distributes monthly and that is discarded by consumers.

The Effie Awards

The Effie Awards recognize advertising and marketing ideas that work and achieve real results, as well as the strategies that led to them. Locally, they are organized by the Association of Commercial Communication Companies (ADECC). The 2021 Dominican Republic Effie Awards were sponsored by Warner Media, Pricewater Cooper, Ipsos and Amigo del Hogar.

Effie Worldwide is a global pioneer in marketing effectiveness. Through its Effie Awards initiative, since 1968 it has recognized and celebrated each and every marketing initiative that contributes to the success of brands. In 2018, Dominican Republic joined this global network made up of 50 countries.

For its part, Newlink committed to creating value connections, leads the connection consulting market by having offices in six countries in the Americas, Europe and the Caribbean (USA, Mexico, Dominican Republic, Peru, Argentina and Spain), where it has become the preferred partner of hundreds of companies and multinationals that rely on its strategic vision, its comprehensive solutions and its highly efficient multidisciplinary team.

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