A Crystal Milestone: 15 Remarkable Years of the PANAta Awards
Fifteen years ago, a vision was born within the Philippine Association of National Advertisers (PANA). It was a vision to honor advertising campaigns, realizing the profound impact brands have on consumers and the society in general. And so, the PANAta Awards came into being, igniting a legacy of brand excellence that continues to shine brightly today. That was in 2009 when the first PANAta Awards was launched, celebrating the exemplary values shown in marketing communications.
Since then, with a consistent annual celebration, the PANAta Awards has evolved into a beacon of inspiration for the advertising industry. In 2014, a significant milestone was reached when the PANAta Awards was relaunched as the Marketing Effectiveness Awards. This move underscored a pivotal shift, emphasizing the crucial role of measurable impact and return on investment in advertising endeavors, setting a new standard of excellence for the industry to aspire to.
Over the years, the PANAta Awards has adapted to the changing landscape of advertising, embracing new technologies, and trends while staying true to its core values. From recognizing outstanding campaigns to honoring brands that have made a palpable difference in people’s lives, the PANAta Awards has become synonymous with excellence in brand communication.
But the journey didn’t stop there. In 2018, the PANAta Awards embarked on another transformation, overhauling its categories to align more closely with the evolving landscape of the industry. This included the introduction of exciting new categories like the BRAND BUILDER and the PEOPLE’S CHOICE AWARDS, reflecting our commitment to staying ahead of the curve. This time, portions were designed to engage netizens and consumers, inviting them to vote for their favorite brands. The trophy was also redesigned to be more iconic. The introduction of the “haligi” (pillar) trophy was utilized to symbolize a brand’s steadfast leadership and visionary spirit.
The PANAta Awards has also been quick to respond to challenges, such as the global pandemic. In 2020, despite uncertainties, PANAta Awards emerged as the only award-giving body in the industry to push through with a virtual event, uplifting the spirit of the industry. It introduced the GAWAD PANDAYON Categories to honor brands that demonstrated resilience and made a positive difference during difficult times.
And the recognition of excellence continues to grow. In 2021, Mariel Chavez of Procter & Gamble Philippines made history as the first-ever recipient of the BRAND BUILDER OF THE YEAR Award, showcasing the power of impactful campaigns to drive meaningful change. In 2023, we had our first entry to the esteemed World Federation of Advertisers’ Global Marketer of the Year Awards with Chrissy Roa from Ayala Land who bagged the award for PANAta Brand Builder of the year. This marked a significant achievement for the brand builders’ community.
Looking ahead, now PANAta Brand Effectiveness Awards remains committed to its mission of celebrating effectiveness in brand communication. As it enters its 15th year, the PANAta Brand Effectiveness Awards stands as a testament to the excellence, innovation, and dedication of the advertising industry in the Philippines.
So, here’s to 15 years of brilliance, creativity, and effectiveness. Here’s to the PANAta Brand Effectiveness Awards, a legacy of brand excellence that continues to inspire and elevate the advertising industry to new heights.
The PANAta Brand Effectiveness Awards call for entries is open until May 8, 2024. Don’t miss your chance to submit your best work and become a contender for this year’s crystal celebration. Click https://pana.com.ph/panata_awards/ to discover how your entries can truly shine by exploring the criteria and guidelines.
For more updates, follow PANA’s Facebook page .
Special thanks to the partners of PANAta Brand Effectiveness Awards 2024.
Our events and media agency partner PRAXIS, our communication and creative agency partner VITALSTRATS CREATIVE SOLUTIONS, and our official bot partner MEGAMOBILE. Our media partners Adobo Magazine, BusinessWorld, 97.9 Home Radio, Inquirer Group of Companies, Marketing Media Ventures, MBC Media Group, Meta, Monster Radio RX93.1, Outcomm Philippine Star, , Vlink Interactive, and Wish 107.5. Our industry partners Ad Standards Council and World Federation of Advertisers. Our official venue partner SEDA Hotel BGC.
#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
PANATA AWARDS 2023 CALL FOR ENTRIES OPENS
A celebration of brand excellence and effectiveness is once again in the offing with the call for entries at the PANAta Awards 2023.
A symbol of achievement, PANAta Awards is an annual industry event organized by thebrand builders themselves in recognition of their peers’ innovative, creative and insightful contributions inmarketing and advertising. Prestigious local and international Industry luminaries compose the jury.
This year, the event has been made earlier with the deadline of entries earmarked on May 26. Said timelineadjustment reflects brand builders’preference and sentiments as they expressed in the last survey that this isthe ideal schedule when there are lesser brand activation programs and thus more time to prepare theircampaign documents. With this invitation for entries, PANAta Awards 2023 also revealed more exciting and inclusive categoriesrecognizing the ever-evolving brand initiatives and the new players.
In view of diverse business magnitude and objectives, a separate category has been allocated for SME’s so thatthey do not have to compete with the multi million budget of the bigger brands. This is the award for Brand Effectiveness through Business Growth where the entries are asked to show how they have maximized theuse of data in propelling the brand’s direction. The brand’s creative use of media is highlighted in the category Brand Effectiveness through the use of Marketing Channels. This is broken down into 2 sub categories to include single use and integrated campaign.
Big budgets are not always required to achieve results as not all channels are always to be utilized.One just has to be creative and focused. Thus, these categories.
Latest addition of awards are in recognition of the brand’s significant partners in accomplishing its communication plans.
These include Creative Agency of the Year, Media Agency of the Year and the MediaNetwork of the Year. Only Brands/Clients can nominate for these categories. Here, harmonious and productive relationships of the involved parties and contribution to business growth are analyzed. Quantitative and qualitative tests developed by a professional psychometrician will be the basis for the results.
Having a well-known and respected figure associated with a brand can increase its visibility, credibility, andultimately drive sales. In the Philippines, endorsements from popular actors, actresses, singers, and athletes make a valuable contribution to the effectiveness of the campaign. As brands take a painstaking effort in its selection, a category on the Most Effective included. Both the Use of a Brand Ambassador has been Ambassador and the Brand get a Trophy.
The role of a newbie in the execution of a successful campaign cannot be overlooked. For this reason, an award for Rookie Brand Builder of the Year was also announced. This award is given to brand managers with 2-3 years’ experience in brand work whose discipline echoes the values of PANAta Awards – excellence in marketing and responsible brand building.
Here is the complete list of categories brand builders are vying for:
BRAND BUILDER CATEGORIES
BRAND EFFECTIVENESS THROUGH BUSINESS GROWTH
• Large Enterprise
• SMEs
BRAND EFFECTIVENESS THROUGH EFFECTIVE USE OF MARKETING CHANNELS:
• Integrated (combination of 2 or more mediums/platforms)
• Single Medium
BRAND EFFECTIVENESS THROUGH CSBT (Corporate Sustainability and Brand Trust)
BRAND EFFECTIVENESS THROUGH CUSTOMER EXPERIENCE
BRAND EFFECTIVENESS THROUGH INNOVATION:
- Most Effective Product Innovation
- Most Effective Creative Content Innovation
- Most Effective Disruptive Innovation
MAJOR AWARDS
CREATIVE AGENCY OF THE YEAR
MOST EFFECTIVE USE OF BRAND AMBASSADOR
MEDIA AGENCY OF THE YEAR
MEDIA NETWORK OF THE YEAR
BRAND BUILDER OF THE YEAR
ROOKIE BRAND BUILDER OF THE YEAR
BRAND TEAM OF THE YEAR
GRAND PANAta BRAND OF THE YEAR
SPECIAL AWARDS
PEOPLE’S CHOICE
- FAVORITE BRAND
- FAVORITE CAMPAIGN
- FAVORITE BRAND AMBASSADOR
INNOVATIVE EXECUTION THROUGH MOBILE
To submit entries, CLICK HERE. Early Bird submission gets a discounted rate until May 19, 2023!
Announcement of winners and live awarding ceremonies are scheduled in
September 2023.
For inquiries email alucero@pana.com.ph or visit PANA Facebook page https://www.facebook.com/PhilippineAssociationofNationalAdvertisers/
Special thanks for our partners…Praxis, our media and event agency partner. Vitalstrats Creative Solutions, our creative and communications agency partner. Our Media partners, Adobo Magazine, Meta, Monster Radio RX93.1, 96.3 EasyRock, Wish 107.5, Megamobile, the Philippine Star and BusinessWorld. Our industry partner, Ad Standards Council and World Federation of Advertisers.
THE MOST EFFECTIVE FILIPINO BRAND CAMPAIGNS RECOGNIZED AT THE PANATA AWARDS 2022
Brands who have truly championed the PANA’s sublime value of responsible brand building in an effective and creative way emerged victorious in #PANAtaAwards2022 recognition night.
McDonald’s Philippines’ campaign “Classroom” once again bagged the most coveted Grand PANAta Brand of the Year Award, dominating the category as the most game-changing and innovative brand building effort that showed outstanding results, twice in a row. This campaign was also cited as the most effective for Corporate Sustainability and Social Responsibility (CSSR) while its “Ride Thru Light Show” campaign also won gold for Customer Experience. A bronze medal for Brand Effectiveness through Business Growth – Large Enterprise was given for its campaign “M Safe : AHEAD”
This year’s two (2) other gold medalists include Unilever’s “Knorr Their Future” for the most effective use of marketing communication channels- single medium and Avon Philippines’ “#ComeAsYouArewithFirstGender-FreeUnderwear” for product innovation.
Silver medalists include Save the Children Philippines’ “QR for Hunger” for effectiveness in CSSR, Pepsico for “Pepsi Blackpink” for effectiveness through customer experience and Unilever Philippines’ “Knorr’s Nutri-Delicious Purpose” for effective use of Integrated marketing communication channels.
Bronze awardees are Ayala Land, Inc.’s “Alagang Ayala Land Social Enterprises digital marketing campaign” for effectiveness in CSSR, Sting Philippines/Pepsico’s “Sting – Energy Sarap na Humahataw” for effectiveness in creative content innovation and from the same company “Pepsi Blockbuster” for effectiveness through product shoot innovation.
Way ahead of the awards night, PANA followers have also voted for the People’s Choice which was won by Nutri-Asia’s “Silver Swan DoblengDishkarte”.
Innovative Execution through Mobile Award was won by Universal Robina Corporation’s ”Piattos Fun Way Gamification”.
Michael Sena, Raymond Hernandez and Richard Villaseran of PJ Lhuillier, Inc. comprise the Brand Team of the Year. This is the first time that PANAta Awards has given recognition to the brand team who has been commended by their industry partners i.e. media, suppliers and agency for their strategic partnership with clarity and consistency in vision and leadership.
Congratulations to all the #PANAtaAwards2022 winners for truly creating a fine representation of the Filipino brand builder. To prove effectiveness requires a business acumen with ears constantly on the ground. It takes an acute marketing sense to build on a human truth that can change behavior. Each of this year’s winners has not only done so successfully but their impact will be felt for years to come.
The prestigious event was streamed via PANA FB page and official YouTube channel. Hosted by Cignal TV’s news anchor Julius Babao, with special performances from Kapuso star Ruru Madrid and next gen P-pop star Ver5us, it brought together the marketing and brand building industry as it progresses to new beginnings.
#PANAtaAwards2022 was made possible through the generous support of its event & media agency partner, PraXis and creative agency partner Vitalstrats Creative Solution.
Special mention also goes to its media partners – Cignal TV5, GMA7, Monster RX, Manila Broadcasting Company, Wish FM, Win Radio, Meta and the Inquirer Group of Companies; its online magazine partner Adobo Magazine and chatbot partner Megamobile. The professional management of P&A Grant Thornton as the auditing firm and Ryan Alvin Torrejos, the psychometrician, provided an objective and unbiased perspective on the evaluation and measure of the results.
The World Federation of Advertisers and the Ad Standards Council, 2 industry icons, have been consistent in encouraging a healthy and progressive competition to bring out the best in advertising practice and quality. For this, #PANAtaAwards is also very grateful.
PANATA Awards 2023 will be held in the 2nd quarter, earlier than this year’s competition and so we are giving a shout out to brands to be ready once again with their entries.
Meet the Jury of #PANAtaAwards2022. All Brand Builders – 2 from Agency side and 20 from Client side. All with a solid track record in marketing communications, brand management, advertising, enterprise building and most importantly #brandeffectiveness.
Winners of the #PANAtaAwards2022 will be announced on Dec 8, 2022.
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
October 22, 2020
PANAta Awards 2020 announces with honor and pride the list of campaigns that have made it to the shortlist. The finalists will now face a judging panel that includes industry luminaries from brands, advertisers, media, academe and advertising agencies in order to decide the final winners. This list showcases the industry’s best brand campaigns which have exhibited excellence in strategy, execution and results. In view of the unprecedented challenges the world face today, additional categories like the GAWAD PANDAYON were introduced to make the event even more meaningful and relevant.
From the shortlist, consumers may also vote for their favorite campaign for a special award aptly termed People’s Choice. Voting commences on October 27 and ends on November 10 through the PANAta chatbot which will be accessible via PANA FB.
Winners will be celebrated in a virtual awarding ceremony on Dec 8. For this, PANA engaged Intersections Communications, Inc. as its agency partner. This is anticipated to be filled with excitement as the occasion will be graced by celebrities, industry personalities and prominent brand builders.
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.