Panata Awards 2025 Sets New Record, Honors the Next Era of Brand Excellence

The Philippine Association of National Advertisers (PANA) marked a truly unforgettable milestone as it hosted the Panata Awards Night 2025—With the theme “Vow To Wow”, it was an evening that felt less like a ceremony and more like a grand wedding of the industry’s brightest hearts and minds. Significantly, a record-breaking 225 campaign entries were received — the highest ever in 16 years—a testament to the industry’s unwavering devotion to purposeful brand building.

Held at Fairmont Makati on November 14, 2025, the awards night gathered advertising, marketing, communications, and media’s most beloved partners and long-standing collaborators. With its refreshed format, the event unfolded into a beautifully crafted union—honoring shared journeys, celebrating creative vows, and reaffirming PANA’s commitment to elevating the country’s marketing landscape.

“This year’s Panata Awards goes beyond being reimagined—it is a promise renewed,” expressed by its chairperson, Chrissy Roa. “It represents not only the finest in creative and strategic communication but the resilience, heart, and evolution of Filipino brands. Tonight, we come together to honor campaigns and champions that move people, shape stories, and leave an enduring impact—much like most meaningful partnerships do.”

Recognizing the Industry’s Finest

The evening’s most enchanting moments happened as the industry’s brightest stars were honored with their awards at the center of a grand celebration, each recognition symbolizing devotion, unity, reinforcing their commitment to the Advertiser’s Creed.

The coveted Executive Brand Builder of the Year was awarded to Joaquin L. San Agustin of SM Supermalls, who received the very first wearable Panata trophy—a 14-karat gold ring with an emerald stone. It was presented like a symbolic band, recognizing visionary leadership characterized by a strong vision and steadfast dedication.

The Brand Building Team of the Year was proudly received by Emirosco Michael Sena, Josephine Casal, Richard Villaseran, and Jeff Bryan Gajita of Cebuana Lhuillier, whose harmonious teamwork proves that shared purpose creates work that truly resonates.

The celebration also honored three Grand Panata Winners, each shining for campaigns that touched hearts and created meaningful impact:

● POLIDENT of Haleon Philippines, Inc. with FCB Manila, Inc. – Grand Panata for Causes and Social Good Communication
● VITRESS of Splash Corporation with IdeasXMachina Hakuhodo – Grand Panata for Crisis and Reputation Management
● McDonald’s Philippines with Leo Manila – Grand Panata for Sustainability Communication for their transformative RECLASSIFIED campaign

In one of the evening’s crowning moments, Golden Arches Development Corporation (McDonald’s Philippines) was named National Advertiser of the Year, a distinction that stood as a heartfelt tribute to a brand whose work continues to contribute to the betterment of communities.

All the awards were carefully deliberated on and chosen by a distinguished jury—leaders in advertising, media, communications, and marketing. They served as the evening’s honored witnesses, recognizing the most exceptional unions of creativity, strategy, and purpose.

Elevated Experience Through a Transformed Celebration

The 2025 Panata Awards unfolded like a modern-day yet classic wedding celebration, filled with moments that honored both tradition and transformation. This year’s ceremony embraced the evolving times, introducing fresh categories such as Best Showcase for Moment Marketing, Use of Emerging Platform, and AI-assisted Advertising—each one a new “chapter” added to the union between creativity and innovation.

The evening captured the industry’s dynamism with grace, blending heartfelt storytelling from its media launch to an on-ground celebration adorned in red-carpet glam. It offered an immersive experience that felt like witnessing vows renewed—symbolizing the industry’s promise to keep evolving, keep inspiring, and keep raising the bar for future ceremonies.

Hosting the night was Eri Neeman, whose effortless humor and polished charm set the tone like a charismatic master of ceremonies in a grand wedding. The celebration grew even more enchanting as Jessica Villarubin, the third grand champion of GMA’s The Clash, and Viva’s own Janine Teñoso serenaded the crowd—turning the ballroom into a symphony of emotion and elegance.

Throughout the evening, unforgettable highlights sparkled like toasts shared among dear friends—honoring their bonds through creative collaboration that make the industry’s union stronger than ever.

Strength in Partnerships

Just like any beautiful union, the 2025 Panata Awards blossomed through the unwavering support of its closest partners—each one playing a meaningful role in bringing the celebration to life.

Silver Sponsor, Google – a steadfast companion, illuminating the evening with innovation and vision.

Bronze Sponsor, The Trade Desk – added depth and character, enriching the celebration.

Special Sponsor, Viu – brought color and vibrance, completing the occasion.

The creative journey was lovingly shaped by IdeasXMachina Advertising, Inc., as PANA’s Creative Agency Partner, while the meticulous orchestration of the evening was made possible through Praxis Experiential, the Events Agency Partner, who helped ensure that every moment flowed gracefully.

Part of the supporting entourage were Official Chatbot Partner, MegaMobile, and dedicated Media Partners—adobo Magazine, GMA Network, and RMN Network—who stood as witnesses and storytellers of the epic night.

About the Philippine Association of National Advertisers (PANA)

The Philippine Association of National Advertisers (PANA) is the country’s premier organization of brand builders, committed to promoting responsible, creative and effective advertising. Through the Panata Awards, PANA continues to recognize brands and individuals who exemplify creativity, integrity, and excellence in marketing communications.

Click here for the complete list: Panata Awards 2025 – Winners

The Philippine Association of National Advertisers (PANA) joyfully unveils the 184 entries that have captured hearts and earned their place in the final round of judging for the Panata Awards 2025 — a celebration of brands that have stayed true to “The PANA Vow” — a promise of honesty, consumer respect, cultural relevance, and integrity in every story they tell.

This year, we gather once more to honor those who found the perfect match between creativity and purpose, between brilliance and responsibility — brands and leaders who commit to making marketing and advertiaibg  a true force for good.

Save the date! The grand celebration of love for brands, purpose, and creativity — the Panata Awards Night 2025 — happens on November 14, 2025, 6:00 PM at the Fairmont Makati.

Let’s toast to the vows we keep, the stories we build, and the brands we believe in!

Click here for the complete list: Panata Awards 2025 – Shortlist

Panata Awards 2025 Champions Brand Brilliance with Purpose

Celebrating marketing excellence, ethical storytelling, and brand impact in the Philippines

As the Philippine advertising industry continues to evolve, Panata Awards 2025 returns with renewed vigor to honor brands, campaigns, and individuals that embody both creativity and purpose. Now in its 16th year, the flagship recognition program of the Philippine Association of National Advertisers (PANA) stands as the definitive stage where strategy meets storytelling.

The annual celebration of Panata Awards spotlights those who exemplify “The PANA Vow”—a bold commitment to honesty, consumer-centric marketing, cultural relevance, and ethical brand building. This year’s theme, Vow to Wow, is a rallying call to celebrate the brands and leaders who inspire, balance creativity with commercial insight, and contribute to society with integrity.

A Legacy of Responsible Brand Building

Founded in 1958, PANA has been a cornerstone in the Philippine marketing communications landscape for 67 years. A non-profit, non-stock organization formed by advertisers for advertisers, it is the only group in the country that unites the users of advertising.

PANA champions responsible brand building through progressive learning, strategic industry dialogue, and self-regulation. With over 290 member companies, from multinationals to SMEs, it provides a powerful voice for the marketing and advertising community. For 2025, the organization redefines the 4Ps of Marketing to Purpose, Passion, Performance, and Progress, calling to unite a multi-stakeholder industry towards business results-driven creativity.

Steering the vision of Panata Awards is the Panata 2025 Committee. Helmed by an esteemed group of industry leaders and innovators spearheaded by Chairperson Chrissy Roa, 2025 PANA President (Ayala Land, Inc.) and its Committee Members including: Emm Ordinanza, 2025 PANA P.R.O. (Nestlé Philippines); Bea Ballesca-Martinez, 2025 PANA Head of Comms (Century Pacific Food, Inc.); Bobby Simborio, PANA Executive Director; and Aileen Lucero, PANA Project Director.

“The Panata Awards has always been more than recognition—it is about upholding a commitment,” said Chrissy Roa, President of PANA and Group Head of Estates and Sales Marketing Communications, Ayala Land Inc.. “As we celebrate our 16th year, we remain steadfast in strengthening collaboration among industry leaders and championing innovation through creative business solutions that adapt to our ever-changing market. Every campaign begins with a vow, and every win comes from that pledge to wow. Ito ang aming Panata.”

In partnership with IdeasXMachina (IXM), the award-winning creative agency behind the refreshed branding and thematic direction personally led by its Chairman and Founder, Third Domingo, PANA promises a future-forward celebration of marketing and advertising excellence.

A Multi-Faceted Recognition Platform

This year’s Panata introduces an expanded awards architecture that recognizes performance across five major pillars:

• Campaign Categories: Celebrating holistic campaigns that balance creativity, execution, insight, and results. Entries that stand out feature innovation, cultural relevance, and compelling storytelling aligned with business goals.
• People Categories: Recognizing the industry’s best talent—from copywriters and creative leads to strategy specialists and brand builders. Key awards include Creative Leader of the Year, Young Brand Builder of the Year, and National Advertiser of the Year.
• Industry Categories: Honoring agency partners who go above and beyond in collaboration and innovation. Awards include Creative Agency Partner of the Year, Media Agency Partner of the Year, and more.
• Sponsored Awards: Presented in partnership with platforms like Google/YouTube, this category highlights digital-native, platform-optimized campaigns that spark real action and emotion.
• People’s Choice Awards: The only category decided entirely by the public, with categories like Favorite Campaign, Favorite Brand, and Favorite Celebrity Endorser of 2025—measuring brand love and cultural relevance.

In total, 62 subcategories across these five segments ensure a broad and inclusive celebration of excellence in Philippine marketing.

Whether you’re a seasoned creative, an emerging brand builder, or a team with a breakthrough idea, the Panata Awards 2025 invites you to step into the spotlight. Don’t miss your chance to share your most inspiring work with the country’s premier community of marketers.

Early Bird Submission: Until August 29, 2025

Regular Deadline: September 12, 2025

Final Deadline: September 26, 2025

Late Submissions Close: October 3, 2025

Shortlist Reveal: October 17, 2025

Judging Week: October 20–24, 2025

Awards Night: November 14, 2025

Click the image to view the gallery.

Beyond the Panata Awards

PANA continues to shape the future of marketing in the Philippines through flagship initiatives to reinforce PANA’s commitment to elevating the practice of brand building in the country—PANA Brand Academy (with AIM), a four-part seminar series designed to empower junior marketers, offering both certification and a pathway to postgraduate study; Brand Masters Collab, high-level learning from international thought leaders, bridging local expertise with global trends; and Monthly General Membership Meetings, insight-rich discussions held every last Thursday of the month, featuring timely themes and industry trailblazers.

The Panata Awards 2025 is a testament to PANA’s vision of building brands responsibly and creatively. It celebrates those who choose to lead with vision, communicate with purpose, and create campaigns that matter. Get ready to witness the best of the best advertising showcases, unfolding on November 14, 2025 at the Fairmont Hotel in Makati.

Please follow us on Facebook @PhilippineAssociationofNationalAdvertisers to get updated.

McDonald’s Philippines Takes the Spotlight with the “Ride the Arches” Campaign at PANATA Brand Effectiveness Awards 2024

The PANATA Brand Effectiveness Awards 2024 marked a milestone with its crystal anniversary, a night where the industry’s most impactful campaigns were honored and celebrated. While McDonald’s Philippines made headlines with their “Ride the Arches” initiative, the evening was filled with standout achievements from a variety of brands that have reshaped the marketing landscape.

The “Ride the Arches” campaign transforms McDonald’s stores into cyclist-friendly hubs, inviting riders to embark on a unique journey from one golden arch to another. More than just an innovative marketing campaign, it  encouraged an active lifestyle while promoting environmental awareness. A concept like this could only come from a brand who truly understands and is deeply immersed in the passions of their consumers!

This campaign didn’t just win hearts—it swept the awards, taking home a total of five accolades, including Gold in Marketing Communication Channel – Single Medium BTL, Gold in Customer Experience, Bronze in Disruptive Innovation. Adding to this already impressive haul, their “Night Classroom” campaign also secured a Gold in the Corporate Sustainability and Brand Trust category.

The team behind “Ride the Arches” composed of the seasoned Meryl Adiel Hernandez, Cathleen Denise Barrameda, Gita Manuel, Jann Caitlin Jao, and Isabel Christina Leyeza was also awarded the  Brand Team of the Year. Moreover, the Corporate Communications Manager Denise Barrameda was rightfully honored as the Rookie Brand Builder of the Year. Thanks to their collective efforts in driving these groundbreaking campaigns which undoubtedly broke  norms in brand engagement.

Beyond McDonald’s success, the event was also a testament to the power of creativity and strategic execution, showcasing how brands like Nestlé Philippines, Coca-Cola, FWD Life Insurance, and Smart Communications have leveraged their platforms to create meaningful connections with consumers.

Nestlé Philippines’ Nescafe campaign “Kape’t Bisig sa Pagbangon” was one of the shining stars of the evening, securing a Gold in the Effective Use of Marketing Channel – Integrated and in Customer Experience category. This campaign highlighted how a legacy brand can continue to innovate, connecting with a new generation of coffee lovers while staying true to its roots.

Coca-Cola’s “Coke Christmas 2023” also made a splash, with its integrated campaign that blended tradition with modernity, earning it a coveted Gold in the Customer Experience category.

FWD Life Insurance, known for its innovative approach in the financial sector, was another highlight. Their campaign “FWD: The Gamer Insurance” not only won Gold in the Effective Use of Marketing Channel – Integrated category but also set a new standard for how insurance can be marketed to resonate with younger, tech-savvy consumers. This win emphasizes the brand’s commitment to pushing the envelope in a traditionally conservative industry.

Smart Communications took home the Gold in the  Effective Use of Marketing Channel – Single Medium – Out-of-Home category, showcasing their expertise in capturing the attention of on-the-go audiences. Their campaign “FIBA World Cup 2023: Smart Ball of Asia” cleverly utilized outdoor advertising to engage consumers in a way that was both impactful and memorable, reinforcing Smart’s position as a leader in innovative communications.

In the Brand Effectiveness through Corporate Sustainability and Brand Trust category, SM Supermalls emerged as one of the 2 Gold winners. SM Supermalls’ ‘Rainwater Project” campaign was praised for its innovative approach to reducing environmental impact while enhancing the shopping experience.

Watson’s Philippines’ “Watson’s Playlist: The Feel Great Concert”, and the Bank of the Philippine Islands’ “May BPI Dito”  were among the brands celebrated for their exceptional Customer Experience campaigns. These brands have mastered the art of understanding and enhancing the customer journey, creating seamless and engaging interactions that resonate deeply with consumers. Their gold winning campaigns were a testament to the importance of insight-driven strategies in building lasting brand loyalty.

The PANATA Brand Effectiveness Awards 2024 was not just a celebration of individual brand achievements but a recognition of the collective progress in the industry. With 22 golds, 8 silvers, and 8 bronzes awarded across various categories, the night was a testament to the creativity and strategic thinking that defines today’s marketing landscape.

Here’s the complete list of the  PANATA Brand Effectiveness Awards 2024 winners.

As we look forward to the PANATA Brand Effectiveness Awards 2025, set to return in May next year, the industry is reminded of the power of innovation and the importance of staying ahead in the game.

Congratulations to all the winners, and may these achievements continue to inspire the entire marketing community to push boundaries and create lasting, positive impacts.

THE PANATA BRAND EFFECTIVENESS AWARDS 2024 SHORTLIST ANNOUNCED

With great honor and pride, the PANAta Brand Effectiveness Awards 2024 unveils the much-awaited list of campaigns that have advanced to the judges’ final scrutiny. Our distinguished judging panel, composed of rockstars in their respective fields—including established brands, advertisers, media experts, academia, and esteemed advertising agencies—will meticulously score these campaigns to determine the winners for outstanding effectiveness in strategy, execution, and results.

Congratulations to all who made the cut and big ‘thank you’ to all the participating brands!

The awarding ceremonies will take place on Sept. 6, 6pm at the prestigious Seda BGC. This highly anticipated event has been made even more remarkable through the valuable partnerships forged this year.

Here are the remarkable campaigns that have made the cut: PANATA_2024_SHORTLIST

#PANATA AWARDS 2023 SHORTLIST REVEALED

With great honor and pride, PANAta Awards 2023 unveils the much-awaited list of campaigns that have successfully made it to the prestigious shortlist. These exceptional finalists will now face the discerning scrutiny of a distinguished judging panel, composed of luminaries from renowned brands, advertisers, media experts, academia, and esteemed advertising agencies. Their collective expertise will determine the ultimate winners who have exhibited outstanding effectiveness in strategy, execution, and results.

In a special category called the People’s Choice Awards, consumers are invited to cast their votes for their favorite campaigns. Voting will commence on July 28 and conclude on August 13, accessible through the PANAta chatbot on PANA’s official Facebook page.

The grand celebration of excellence and effectiveness in advertising, the PANAta Awards Night, will take place on September 22 at the prestigious SEDA Hotel in Bonifacio Global City. This highly anticipated event has been made even more remarkable through valuable partnerships forged this year. Notably, adobo magazine, one of our media partners, has played a significant role in creating strong awareness for the event milestones. Praxis, our trusted event and media agency partner, has been entrusted with the responsibility of media promotions and ensuring the flawless execution and staging of the ceremony. Moreover, Globaltronics, as the stage LED provider, promises to create a mesmerizing and exhilarating atmosphere, capturing the glitz and glamor of the occasion.

The event is set to be graced by celebrities, industry personalities, and prominent brand builders.

We are thrilled to announce this exciting lineup of events that will soon unfold. Without further ado, here are the remarkable campaigns that have made the cut: PANAta_2023_SHORTLIST

Manila, Philippines, 9 December 2021 – The most creative and effective brand campaigns in the country took center stage at this year’s PANAta Awards. The 2021 awards night, held virtually on December 8, reflected this year’s theme of Hilaraya to encourage brand builders and the entire industry to move forward together with courage toward new realities.

McDonald’s Philippines’ campaign titled McClassroom was a runaway winner, bringing home gold citations for Brand Bravery, Brand Excellence CSR, Excellence in Brand Positioning, Marketing Innovation, Gawad Pandayon Authenticity and the much-coveted Grand PANAta award.

The campaign portrayed the transformation of McDonald’s party areas into a work-friendly McClassroom from October 9 to 23, 2020 for teachers to use for free as they shifted to distance learning. Done in a matter-of-fact approach with a true-to-life portrayal of the challenges that the educators faced made the campaign natural and poignant, truly deserving of a Grand PANAta Award.

Three (3) other special awards were given that night.  The Best in Brand Positioning was  won by  Nestle for Milo energy drink campaign titled Total Milo Home Court. Jury  for this award was  composed of the World Federation of Advertising (WFA) members who used a criteria set that reflect the standards of the organization members.Another one was the Brand Builder of the Year which was awarded to Mariel Chavez of P&G for her campaign Downy Bye Bye Bahayrus and Downy x BTS. The last special award was  PANAta together with Meta, Connecting for Good Award, won by Sun Life Philippines for their campaign Real World, Real Talk Series: Your Guide to Adulting. This award was given to the brand who maximised  the use of Facebook for the betterment of the community.

The prestigious one-and-a-half-hour show was streamed over PANA’s Facebook page, YouTube channel and media partners’ social pages. Hosted by GMA broadcaster Pia Arcangel with special performances from Viva Talents, GMA and Wilbros Entertainment, the show lauded the hard work of brand builders in this time of crisis as well as collaboration with the advertising and media agencies.

The other winners at the PANAta Awards 2021 are as follows:

“On behalf of PANA, we congratulate all the winners of the PANAta Awards 2021. Kudos to all brand builders who submitted amazing campaigns, making this year’s awards challenging for our jurors,” shares Marvin Tiu-Lim, PANA president and PANAta Awards 2021 chairman.

To watch the PANAta Awards 2021, visit PANA’s Facebook page or PANA Official’s YouTube Channel and relive the exciting moments of this year’s awards night.

About PANA (Philippine Association of National Advertisers)

PANA is one of the pioneer and distinguished organizations in the country comprising close to 300 members from various multinational and local companies engaged in advertising and brand building.

In the 63 years that it has been in existence, PANA continues to provide leadership, guidance and support in the promotion of effective, truthful and responsible marketing communications in the Philippines. To date, it has remained true to its mandate of championing self-regulation, protecting consumer interests and advancing the practice of brand building to global standards.

PANAta Awards 2021 Shortlist Revealed!

PANAta Awards 2021 announces with honor and pride the list of campaigns that have made it to the shortlist showcasing the industry’s best brand campaigns ran in 2020 which have exhibited excellence in strategy, execution and effectiveness. These communication materials will now face a jury that includes industry luminaries from advertisers, advertising agencies, media and academe to decide the winners. In view of the continuing pandemic, the GAWAD PANDAYON will be conferred again to celebrate brands that have shown courage, authenticity and creative effectiveness.

Here are the campaigns that made the cut . Click link: PANAta_2021_SHORTLIST

Brands can Heal and Build the Nation

PANAta AWARDS 2020

 Despite the new decade being welcomed by a worldwide health challenge which has threatened economic stability and progress, PANA takes on a bold step to fulfill its vow to serve the industry and contribute vigorously to nation building.

 Imbued with a positive outlook and confidence, PANA is pursuing its PANAta Awards 2020 with the theme of “Pandayon”. Pandayon is a portmanteau word of the Ilonggo word “padayon” meaning to continue and the Tagalog “panday” meaning to craft or to mold. Together it symbolizes what PANAta stands for – the unwavering determination of creating a masterpiece, despite all odds.  In this crisis, PANA saw how resilient and brave brands can be. Inspired by the heroic humanity of campaigns that arose, it has decided to pursue its tradition of giving recognition to brands and talents behind the brands. “It was a difficult decision for us considering that similar events have cancelled out, but we believe that this adversity is one of the most powerful forces that have brought out the best in the Filipino. Once again, we proved that creativity is not trumped by adversity. The character of the brand has shone through”, revealed this year’s PANATA Awards 2020 chair Ken Lerona. 

 Lauded as the country’s premier annual recognition program organized by BRAND BUILDING EXPERTS themselves, it is the only awards-giving body that places a greater weight on business results. PANA continues to celebrate brands with BRAND EFFECTIVENESS as the core criterion of every campaign.

 PANAta Awards is an online event happening in December 2020.