Students from the Faculty of Art, Design and Audiovisual Communication (FADCOM) at ESPOL took part in the EFFIE Academy College 2026, a programme that offers university students the opportunity to develop marketing strategies in response to challenges set by real brands. FADCOM’s participation consisted of two teams, who worked under the guidance of lecturer Antonio Moncayo. One team developed a proposal for Multicines and the other for Banco Bolivariano. In this edition, the team working for Banco Bolivariano reached the final.
The process involved much more than simply developing a campaign. The students began with the requirements set out by the brands and carried out research, which included a survey to gather data on the identified issue. Using this information, they developed a comprehensive communication and marketing proposal, based on an analysis of the results and meetings with representatives from the brands. The team representing Multicines comprised Romina Gómez, Gabriela Chávez, Ricardo Torres, Roberto Miranda and Nicole Ceballos. The team working for Banco Bolivariano consisted of Yennifer Tandazo, Julieta Galarza, Gema Mesías, Alejandro Bermello and Stephany Rodríguez.
The EFFIE Academy College aims to expose future marketing professionals to situations similar to those they will face in their professional careers, through briefs and requirements that present specific communication and marketing challenges. The programme encourages research, conceptualisation and the development of strategies based on information and clearly defined objectives. The 2026 edition comprised several stages: brand registration took place between May and June; team registration, the submission of briefs and the development of proposals ran from June to July; case submissions were made in August; the jury’s evaluation process took place between August and September; and the awards ceremony is scheduled for 1 October 2026.
The initiative brings together students from universities across the country and comprises a network of 25 partner institutions, creating a forum for academic exchange and competition centred on the effectiveness of marketing communications. FADCOM’s participation in this programme has a history of success. In 2017, the Faculty had one team reach the final; in 2023, it had two finalists; and in 2026, the team working for Banco Bolivariano once again secured a place amongst the finalists.
This experience enables students to apply the knowledge acquired during their academic studies to the development of proposals for real-world situations, thereby strengthening their research, strategic, creative and communication skills.
FADCOM acknowledges the commitment of the participating students and lecturer Antonio Moncayo, as well as the work carried out during the various stages of this academic experience.
Participating students
Multicines: Romina Gómez, Gabriela Chávez, Ricardo Torres, Roberto Miranda and Nicole Ceballos.
Banco Bolivariano: Yennifer Tandazo, Julieta Galarza, Gema Mesías, Alejandro Bermello and Stephany Rodríguez.
Tutor: Antonio Moncayo, lecturer at FADCOM.
© Photography: Courtesy and Text: José Luis Castro
