Rafa Antón wins the 2025 Eficacia Award for Professional Achievement

Rafa Antón, Founding Partner of CHINA, part of LLYC, and Global Creative Director of LLYC, has been recognized with the 2025 Eficacia Award for Professional Achievement. The award, presented by the Effectiveness Awards Jury Club, highlights his sustained impact on the Spanish advertising industry. An essential figure in contemporary creativity , the jury valued his entrepreneurial spirit, strategic vision and ability to create memorable communication platforms that generate business results.

Rafa co-founded CHINA in 2010, after leading the creative direction of Leo Burnett Spain for 15 years and serving on the Global Creative Council. Since then, he has created campaigns for brands such as Coca-Cola, Levi’s, VISA, Loewe, WWF, Cervezas Alhambra, and Adolfo Domínguez, demonstrating that the best creativity is that which says something, moves something, and achieves something.

Since joining LLYC, he has been key to the integration of creativity and strategy , always contributing a vision committed to excellence. His career is measured not only in awards, but also in the lasting influence he has had on generations of creatives and brands.

At the gala, Rafa gave a deeply human speech, in which he thanked the people who marked his journey, from his first mentors to the partners who accompanied him in founding his agency , and defended the importance of beauty, sensitivity, and perseverance in an industry increasingly marked by efficiency . “The important ones are the supporting actors. And we are all supporting actors in someone’s journey: let’s try to be the best” , he said to a visibly moved audience.

A well-deserved recognition for one of the brightest minds in advertising in our country. Congratulations, Rafa.