The Philippine Association of National Advertisers (PANA) is set to stage the 2017 PANAta Marketing Effectiveness Awards on June 2, 2017 at the Discovery Primea, Makati City.
PANAta Awards is the country’s premier annual recognition program for effective communication materials. It is created to recognize organizations who effectively use the power of communication to build business and to further enhance PANA’s advocacy –“Beyond Truth in Advertising”.
This year, a record-breaking 124 entries were submitted and 59 were qualified as finalists. Entries are judged on four criteria: challenge for 20 points, strategy for 25 points, and execution for 25 points and results for 30 points. The top three highest scorers will receive the Gold, Silver and Bronze Awards. The Grand PANAta Award remains the highlight of the night. This recognizes the best marketing campaign which exuded outstanding results. The winner is chosen from all Gold Awardees across all categories.
The 2017 PANAta Marketing Effectiveness Awards also conducted a 100 percent online judging system. To further ensure fairness in the competition, the online judging incorporated a special feature that addressed conflict of interest in situations wherein judges had to evaluate entries from their own companies, clients or from their competitors.
PANAta Awards pushes the industry to not just communicate their brands, but to create superior products and campaigns that will benefit and make a difference in the society.
| Company/Organization | Campaign Title | Category |
| Convergys Philippipines | #GiveABagOfHope | Advocacy Marketing – Integrated Program |
| IdeasXMachina Advertising Inc. | Halaga ng Boto Mo (OLX) | Advocacy Marketing-Integrated Program |
| Jollibee Foods Corp. | Grand Thank You Day | Advocacy Marketing-Integrated Program |
| Nestle Philippines | MILO Champ Moves Featuring Energy Gap (Milo) | Advocacy Marketing-Integrated Program |
| PJ Lhuillier, Inc. | National Pilipino Protektado Day | Advocacy Marketing-Integrated Program |
| Nestle Philippines | Maggi Sarap Sustansya Caravan – Cooking to save dreams (Maggi Magic Sarap) | Advocacy Marketing-Single Medium-Activation |
| Shell companies in the Philippines | Re-energizing Shell’s Life-Saving Rules Through Safety Day | Advocacy Marketing-Single Medium-Activation |
| Alaska Milk Corporation | Play PH | Advocacy Marketing-Single Medium-Digital and Mobile |
| Globe Telecom | The Mask Digital Video! | Advocacy Marketing-Single Medium-Digital and Mobile |
| Jollibee Foods Corp. | #KwentongJollibee | Advocacy Marketing-Single Medium-Digital and Mobile |
| Jollibee Foods Corp. | #KwentongJollibee-Kahera | Advocacy Marketing-Single Medium-Digital and Mobile |
| Monde Nissin Corp. / NuWorks Interactive Labs, Inc. | #AsahanMo (Skyflakes) | Advocacy Marketing-Single Medium-Digital and Mobile |
| Mondelez Philippines, Inc. | #WhatIsMotherhood (Eden) | Advocacy Marketing-Single Medium-Digital and Mobile |
| Nestle Philippines | Hugot Trabaho / Breaking Point (Bear Brand) | Advocacy Marketing-Single Medium-Digital and Mobile |
| Nestlé Philippines Inc. / NuWorks Interactive Labs, Inc. | Nestlé KIMY #CoolReward | Advocacy Marketing-Single Medium-Digital and Mobile |
| IdeasXMachina Advertising Inc. | Care in Every Pair (Burlilngton) | Advocacy Marketing-Single Medium-Print |
| IdeasXMachina Advertising Inc. | Pilas Pinas ( The Philippine Star) | Advocacy Marketing-Single Medium-Print |
| GMA Network, Inc. | Dapat Tama! (Do It Right!) | Advocacy Marketing-Single Medium-TV |
| Jollibee Foods Corp. | Over-the-Top Beefy Sarap with Jolly Hotdog | Brand-Integrated Program-Brand Building (Tactical) |
| MEC Philippines | Colgate Scholarship | Brand-Integrated Program-Brand Building (Tactical) |
| Mindshare Philippines | Get Caught with your Pants Down: Give Up The Bacon (Wrangler) | Brand-Integrated Program-Brand Building (Tactical) |
| PLDT Home | Data Sharing with PLDT Home | Brand-Integrated Program-Brand Building (Tactical) |
| PLDT Home | New Kiddie Gadget Alert—the Smart Watch by PLDT Home! | Brand-Integrated Program-Brand Building (Tactical) |
| Procter & Gamble | D+ Complete Freshness (Ariel) | Brand-Integrated Program-Brand Building (Tactical) |
| BPI Family Savings Bank | Kids Dreams | Brand-Integrated Program-Brand Building (Thematic) |
| Golden Arches Dev’t. Corp. (McDonald’s Philippines) | Chicken Ni Joy | Brand-Integrated Program-Brand Building (Thematic) |
| Golden Arches Dev’t. Corp. (McDonald’s Philippines) | Welcome Change | Brand-Integrated Program-Brand Building (thematic) |
| Jollibee Foods Corp. and Publicis JimenezBasic | Joy Is Best When Shared | Brand-Integrated Program-Brand Building (Thematic) |
| Jollibee Foods Corp. and Publicis JimenezBasic | Bring Joy to the Table | Brand-Integrated Program-Brand Building (Thematic) |
| Jollibee Foods Corp. and Publicis JimenezBasic | Sweet Sarap Na Di Malilimutan (Jolly Spaghetti) | Brand-Integrated Program-Brand Building (Thematic) |
| Mondelez Philippines, Inc. | Fly Fearless 2016 (Toblerone) | Brand-Integrated Program-Brand Building (Thematic) |
| Mondelez Philippines, Inc. | We Are Homemade (Tang) | Brand-Integrated Program-Brand Building (Thematic) |
| Philippine Savings Bank (PSBank) | Massage | Brand-Integrated Program-Brand Building (thematic) |
| Splash Corporation | A Beautiful Truth | Brand-Integrated Program-Brand Building (Thematic) |
| PLDT Home | PLDT Gabay Guro TeacherFest 2016 | Brand-Single Medium-Activation |
| Cebu Pacific | Cebu Pacific Love Campaign | Brand-Single Medium-Digital and Mobile |
| FWD Life Philippines | Orange World | Brand-Single Medium-Digital and Mobile |
| Globe Telecom | The Mask Digital Video | Brand-Single Medium-Digital and Mobile |
| Golden Arches Dev’t. Corp. (McDonald’s Philippines) | The Boy Who Loved to Study | Brand-Single Medium-Digital and Mobile |
| Golden Arches Dev’t. Corp. (McDonald’s Philippines) | Handog | Brand-Single Medium-Digital and Mobile |
| Golden Arches Dev’t. Corp. (McDonald’s Philippines) | The Boat | Brand-Single Medium-Digital and Mobile |
| Golden Arches Dev’t. Corp. (McDonald’s Philippines) | Share for Real | Brand-Single Medium-Digital and Mobile |
| Golden Arches Dev’t. Corp. (McDonald’s Philippines) | Floating Fork | Brand-Single Medium-Digital and Mobile |
| Golden Arches Dev’t. Corp. (McDonald’s Philippines) | Love Desserts | Brand-Single Medium-Digital and Mobile |
| Johnson & Johnson | No Words | Brand-Single Medium-Digital and Mobile |
| Jollibee Foods Corp. | Kwentong Jollibee: Celebrating Pinoys’ Love Affair With Jollibee | Brand-Single Medium-Digital and Mobile |
| Jollibee Foods Corp. and Publicis JimenezBasic | Joy of the Nation | Brand-Single Medium-Digital and Mobile |
| Nestle Philippines | The Wand (Nido Fortigrow) | Brand-Single Medium-Digital and Mobile |
| Nestle Philippines | Hugot Trabaho / Breaking Point (Bear Brand) | Brand-Single Medium-Digital and Mobile |
| Nestle Philippines | MILO Moms Never Give Up Digital Video (Milo) | Brand-Single Medium-Digital and Mobile |
| San Miguel Foods, Inc. – Poultry Business | Choices (Magnolia Brown Eggs) | Brand-Single Medium-Digital and Mobile |
| Splash Corporation | World Germination (Hygienix) | Brand-Single Medium-Digital and Mobile |
| Golden Arches Dev’t. Corp. (McDonald’s Philippines) | Teamwork | Brand-Single Medium-Out of Home |
| Golden Arches Dev’t. Corp. (McDonald’s Philippines) | The Boy Who Loved to Study | Brand-Single Medium-PR |
| Golden Arches Dev’t. Corp. (McDonald’s Philippines) | Floating Fork | Brand-Single Medium-PR |
| Golden Arches Dev’t. Corp. (McDonald’s Philippines) | The Boat | Brand-Single Medium-PR |
| Golden Arches Dev’t. Corp. (McDonald’s Philippines) | Handog | Brand-Single Medium-TV |
| Nestle Philippines | Nesfruta Guyabano – Pinoy Henyo TVC (Nesfruta) | Brand-Single Medium-TV |
| Seven A.D. | B’lue Feels Campaign | Brand-Single Medium-TV |
