Pana News

McDonald’s, Nestlé Philippines big winners at 3rd PANAta Marketing Effectiveness Awards ~ AlDub Ko ‘To bags Grand PANAta

41Congratulations to the winners of the 2016, 3rd PANAta Marketing Effectiveness Awards.  The awarding ceremonies is held by Philippine Association of National Advertisers (PANA), and is in recognition of deserving works from organizations that drive the PANA advocacy of ‘Beyond Truth in Advertising’.

Last May 27, 2016 at the Makati Diamond Residences, the 3rd PANAta Awards honored 29 winners that topped 39 finalists—an astounding feat considering a total of 71 submissions.

Foremost on the PANAta Awards platform is to encourage the Philippine communications industry to go beyond brand awareness, and to actively support the importance of responsible, and forward-thinking work that inspire nation-building, and nurturing the future.

The PANAta Marketing Effectiveness Awards carries 27 categories covering 5 scopes that include: Brand, Business-to-Business, Advocacy Marketing, Internal Communications, and Academe.  High achieving winners merited a total of 8 Gold, 9 Silver, and 11 Bronze trophies—plus the coveted Grand PANAta Award that is the best of all the Gold awardees.  The Grand PANAta award debuted just last year and was created to distinguish uniquely compelling communications – an idea that stands out above all others and achieves record-setting results. All Gold winners from the different categories were reviewed and re-evaluated to determine which one deserves to win The Grand PANAta Award .

Scores were based on Challenge=20 points; Strategy = 30 points; Execution = 30 points; Business results = 20 points.   Finalists that earned 85 points are lauded as Awardees.  Stringent ratings were delivered by 22 judges covering the expanse of industry experts, from all fields of integrated marketing communications.   Gold awards are given only to finalists that reach a minimum of 90 points.

Digital comes to the 2016 PANAta Marketing Effectiveness Awards through the use of complete online judging.  Judges were restricted from rating entries that involved any conflict of interest.

Hauling the loot of the night was Golden Arches/McDonald’s that bagged the Grand PANAta, along with 2 Gold, 1 Silver, and 2 Bronze trophies.  Creative work ranging from AlDub Ko ‘To-Gold—and McTollbooth-Silver—under Brand-Integrated Program-Thematic Category, to Beat the May Weather-Gold under Brand-Single Medium-Mobile Category, and Like Father Like Son-Bronze under Single Medium-TV Category; and Bonfries-Bronze under Brand-Integrated Program-Promotions Category earned McDonald’s the plum prize, highlighting the AlDub duo.   McDonald’s shares the award with agency Leo Burnett Manila.

Nestlé Philippines also bagged a number of trophies, namely: Nestlé Temptations-5 Happiest Break-ups Online Video-Gold under Advocacy Marketing-Digital and Mobile category (with agency NuWorks Interactive); Play Together Campaign/Project Buddy-Gold under Brand-Single Medium-TV Category (with agency McCann Worldgroup Phils.); and Different Times, Same Love-Silver under Brand-Single Medium-Digital and Mobile Category (with agency Publicis Manila).

Gold winners include: Republic Cement-Tibay ng Samahan: a 60-year journey with Republic Cement under Internal Communications category; Fresh and Famous Foods/Chowking and NuWorks Interactive Labs-From Brand Boycott to Brand Love under Advocacy Marketing-Single Medium-PR category; Peerless Products Manufacturing Corp. and GMA Network-Champion Tapat Dapat Update under Advocacy Marketing-Single Medium-TV Category; GMA Network-#GoManny:Pacquiao & Mayweather Fight Campaign under Brand-Integrated Program-Promotions category.

University of the Philippines-Mindanao pocketed a Silver for #UPHOLDIMCDavao and Lihok Batok Rabies -Bronze under Academe.