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The magazine Capital and the online news-
paper lainformación.com picked FCC’s ad
“We fnally understood a badly-written text”
as the winner in the graphics category at
an event organized for the magazine’s
communication awards and “i” prize for
Digital Communication organized by the
online newspaper at the second edition of
this award. The panel of judges was par-
ticularly impressed with the creativity, lan-
guage and new approach of this ad, part
of the company’s active “We’re doing this
together campaign” as part of its strategy
to bring the FCC brand closer to the public.
Avelino Acero Díaz, General Manager of
FCC Construction, has received the Golden
Apple Award, the highest distinction gran-
ted by the Asturian Centre of Madrid. The
award was presented by Valentín Martínez
Otero, the Centre’s Deputy Chairman, and
by Francisco Rodríguez García, Chairman
of the Asturian Centre Board and Chairman
of Industrias Lácteas Asturianas.
Highest award granted by the regional enti-
ty in the capital to its citizens as recognition
of their professional careers abroad. Avelino
Acero expressed his gratitude for the award
and his “sincere affection for all things Astu-
rian.” In his acceptance speech, he shared
many memories of his youth in Asturias and
paid homage to Asturian emigrants.
Avelino Acero, a civil engineer, has been
Head of Railway and Metro Projects throug-
hout his 25 years at FCC.
He joined Corsan after graduating from the
University of Madrid in 1971. He transferred
to FCC in 1986. Under his management,
the company has undertaken a range of
railway projects including high-speed rail
infrastructure and construction, upgrading
and widening of conventional railway lines,
FCC, wins award for its
advertising and creative strategy
Avelino Acero receives the Golden Apple
Award from the Asturian Centre of Madrid
The prizes were given out an event held at
the Pavilion of the Cecilio Rodríguez gar-
dens at the El Retiro park. Juan Pablo Me-
rino, Director of Corporate Marketing and
Brand collected the prize. Merino explained
that the global We’re doing this together
campaign aims to break away from the
traditional format in which a brand issues a
message and the consumer receives it, de-
veloping a new scenario where the citizen
plays the leading role and feels part of the
activities carried out by FCC”.
The “We fnally understood a badly-written
text” ad was one of the winners because,
as explained by the members of the panel
of judges, “we were very impressed with
the innovative language: the absent letters
reminds us of SMS and almost immediately
attracts the attention of the public”.
Other winners included leading companies
such as Gas Natural. Adidas, VW, Viajes
el Corte Inglés, Mercedes, Hyundai, Coca
Cola, Accenture, Repsol, Vueling, La Caixa,
Loewe, and Endesa.
large station construction and, in particular,
construction of new subway lines as part of
the Metro de Madrid expansion project. He
also participated in the construction of the
Pajares rail bypass, which he has described
as “the most important project of my life.
Avelino Acero managed FCC’s construction
of 350 kilometres of high-speed railway (in-
cluding 112 kilometres of tunnels), 75 kilo-
metres of underground (primarily in Madrid),
and the last four big stations built in Spain:
the AVE high-speed rail stations in Seville
(Santa Justa), Madrid (Atocha) and Zarago-
za (Delicias), and the commuter train station
in Puerta del Sol (Madrid), inaugurated last
June.
Acero has been recognised for his work on
signifcant engineering projects, including
the construction of the Guadarrama tunnels
on the high-speed railway line to northern
and northwestern Spain, and the extension
of Line 3 of Madrid Metro. He is a member
of many professional bodies.
He is a member and the Vice-Chairman
of the Spanish Tunnels and Underground
Works Association (AETOS).
He has lectured at a number of universities,
including Madrid School of Civil Engineering
and School of Architecture.
He is a member of the Academic Council
for the Master’s Programme in Tunnels and
Underground Engineering sponsored by
the School of Civil Engineering, Madrid Po-
lytechnic University and the Spanish Tun-
nels and Underground Works Association