At the recent PANATA Brand Effectiveness Awards, Denise Barrameda of McDonald’s Philippines took center stage as she was named Rookie Brand Builder of the Year. In an unforgettable moment, her name was called, marking a significant milestone in her budding career. Initially filled with nerves, Denise quickly felt overwhelmed with joy and gratitude as she stepped forward to accept the award.
“I was overjoyed and grateful to be recognized with such a prestigious honor,” she shared. This distinction is a testament to her exceptional work, particularly her leadership in crafting the iconic “Ride the Arches” campaign, which won McDonald’s the Grand PANATA Award.
Denise’s approach to brand building stems from a blend of personal passion and purpose-driven strategy. “I was fortunate enough to lead campaigns that were close to my heart,” she explained. Being part of the communities she engaged with allowed her to infuse her work with authenticity, crafting meaningful campaigns. She attributes teamwork as a key factor in her success: “Our strong collaboration and shared passion with our agency partners played a huge role in making these campaigns a success.”
Her journey has been greatly influenced by her mentor, Adi Hernandez, who encouraged her to take creative risks and push boundaries. The creative people and mentors she’s worked with have also shaped her strategic approach, guiding her as she continues to break new ground.
Interestingly, Denise’s personal passions outside of work feed her creativity. Her love for cycling and photography uniquely influences her campaigns. “The habit of grabbing coffee or snacks during rides with cycling friends sparked the idea to engage cycling communities for McDonald’s,” she revealed. This balance between personal passions and career not only recharges her but sparks innovative ideas, as seen in the success of “Ride the Arches.”
Looking ahead, Denise envisions brands building deeper connections with consumers, particularly in areas of social and environmental responsibility. She is excited about McDonald’s Green and Good platform, which integrates sustainability into store operations, from using alternative materials to harnessing solar energy. “We are in a test-and-learn phase, and I’m eager to explore more ways to bridge the gap between businesses and consumers through meaningful innovations.”
Denise Barrameda’s journey has only just begun. With her passion, creativity, and commitment to purpose-driven brand building, she’s undoubtedly one to watch in the industry.
The PANATA Brand Effectiveness Awards is an annual recognition program organized by advertisers to honor their colleagues, partners, and collaborators in the industry. Now in its 16th year, it continues to push the boundaries of creativity, establishing effectiveness as the ultimate measure of a campaign’s success.
Don’t miss your chance to be part of next year’s celebration! Submissions open in May 2025.
