"Advertising Criteria," a subject the third year of the Marketing program, is a subject which professors Jorge del Río and Cristina Sánchez-Blanco help students develop a solid strategic and creative eye that enables them to assess whether a campaign is not only visually disruptive and emotionally resonant with the audience, but also profitable and aligned with business objectives. The course teaches students to identify deepinsightsand to balance the coldness of data with the sensitivity needed to recognize a great creative idea when it is still just a sketch.

On a practical level, the subject students in the two core topic management : drafting thebriefingand evaluating proposals. On the one hand, they learn to write an inspiring strategic document that sets the ground rules for creative agencies; on the other, they are trained to provide technical and constructive feedback that supports bold ideas without losing sight of the business interests. In this way, they become leaders capable of formulating clear guidelines, guiding creative talent, and making the final decision with complete confidence. And in the 2025–2026 academic year, they applied this to the Capaz beer brand. Working in groups, they developed a real campaign that was presented to the client, Nacho Gómez, Head of Art at Ernest.