July 22, 2021


Manila, Philippines, 22 July 2021 – The Philippine Association of National Advertisers (PANA) just launched its PANAta Awards 2021, the country’s annual recognition program for effective and creative marketing communication campaigns, continuing its legacy of celebrating brands which have made a difference.

This year’s PANAta Awards theme is “Hilaraya”, a portmanteau of the Tagalog words hila, which means “to pull”, and hiraya, meaning the “fruit of one’s hopes, dreams and aspirations; rendered through a creative device of a spectrum where the myriad of colors representing various sectors of the industry converge creating a brighter and powerful stream of light.

Coming from a record-breaking support of the industry last year, PANAta Awards 2021 chair Ken Lerona expressed that “through the PANAta Awards 2021, we hope to reinforce the message of courage and optimism for the industry to move forward together toward brighter prospects amidst new realities”.

The awards categories will feature its customary recognitions for Brand Bravery, Endorser of the Year and various Excellence awards in Brand CSR, Brand Positioning, Customer Empowerment, and Marketing Innovation. The awards addressed towards the pandemic response launched last year and aptly termed Gawad Pandayon for Authenticity, Courage, and Creative Effectiveness- will likewise be retained since the marketing environment has remained in a state of flux. In addition to the Most Effective use of media (TV, radio, print), nominations will also be accepted for the category Most Effective Use of Medium Digital.

The People’s Choice Awards which will reflect the sentiments of the consumers will be opened at a later date. The Brand Builder of the Year award will only be named from qualifying entries, thus will be invitational following the initial screening.  Brand Rookie of the year has been renamed to Most Promising Brand of the year and the category Best Localized ad is now Best Provincial Ad.

During the launch, PANA also introduced its co-producer Praxis, spearheading the awards ceremony and media placements; and its agency partners Vitalstrats Creative Solutions, which will handle creative materials and key visuals; and, Ardent Communications Inc., which will oversee all PR and communications requirements. McDonald’s provided the media attendees with BTS meals.

The virtual launch is an indication that the ‘call for entries’ bell will be rung very soon.  Legally registered advertisers (whether PANA or non-PANA members), advertising agencies and suppliers, media agencies and suppliers, schools and school organizations, government agencies and nongovernment organizations in the Philippines may join. For more information, check out the PANA website pana.com.ph or follow them on their official social media pages at /PANAbrandbuilders on Facebook, @panaadedge on Twitter and /panabrandbuilders on LinkedIn.

Qualified entries are those that have been aired or used in any form of media or platform from January to December 2020.

The awarding ceremony is scheduled for December 8 via online streaming.


About PANA

The Philippine Association of National Advertisers (PANA) is a nonprofit, nonstock organization established in 1958. Formed by advertisers for advertisers, PANA is the only organization in the country that unites the users of advertising. Its members include the country’s national advertisers and brand builders.

About PANAta Awards

Since 2009, the PANAta Awards has been the recognized award-giving body that puts brand effectiveness at the core of every campaign. The PANAta Awards is a celebration where all industry organizations are represented. The body is composed and organized by brand builders for brand builders to recognize the talents behind successful brands.


Praxis is the capability arm of the independent media agency, Intersections. Created in the cusp of today’s new world, Praxis is the dynamic force that propels clients to where they want to go through experiential marketing. Praxis puts data and cultural fluency at the heart of its solutions – setting relevant and connected campaigns in motion. Client leadership, social media as currency, content that resonates, hybrid activations, and co-creation with talents and influencers are some of the services offered by the agency. At Praxis, we make clients and partners experience the difference.

Vitalstrats Creative Solutions

Vitalstrats Creative Solutions (VCS) is a creative agency that specializes in digital content production and strategic creativity. The company aims to help their partners and clients build their brand and achieve their communication objectives through memorable, thought-provoking, and inspiring content. VCS crafts creative output by focusing on the target audience’s insights and behaviors, and matching this with a strategic link to the brand. The agency’s services include campaign solutions, social media content creation, video production, and strategic design.

Ardent Communications

Ardent Communications, Inc. is an integrated communications and public relations company with more than two decades of experience helping businesses build relationships with their target markets and grow their footprint. ArdentComm remains a leading PR agency in the IT sector and continues to expand its reach in the other industries. Committed to delivering high-level consultancy, ArdentComm tailors campaigns to suit client needs to get the best outcome possible, always focusing resources where it brings the most benefits.



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