adobo magazine’s Mad About Awards 2018 puts the spotlight on country’s top creatives

TBWA\Santiago Mangada Puno is adobo magazine’s Creative Rankings Top Agency 

MAKATI ­– adobo magazine’s Creative Hub came alive on Wednesday night as advertising industry stalwarts gathered and celebrated adobo’s Mad About Awards 2018 over sumptuous food, good music, and free-flowing booze. Live performances from bands like Better Days, The Vowels They Orbit, and Shoulder State also rocked the night.

Of course, the most awaited part of the night was the awarding of the Philippines’ biggest creative rockstars in which the winners proudly received their trophies on stage while getting cheers and applauses from the creative crowd.

Mad About Awards recognizes the first, second, and third top-ranked professionals in each field of the Creative Rankings. The Creative Rankings are based on the performance and achievements of advertising agencies, creatives, directors, production houses, among others, across the most important advertising awards shows locally, regionally, and globally. These include Cannes Lions, D&AD, Clio, One Show, London International Awards, New York Festival, AdFest, Spikes Asia, Kidlat Awards, Araw Values Awards and Boomerang Awards.

McCann Worldgroup Philippines is 2nd top agency in adobo magazine’s Creative Rankings

adobo magazine worked closely with PricewaterhouseCoopers Isla Lipana international auditing service for the tabulation to ensure that the process of compiling an index of creative talent behind the country’s best marketing communications work is both fair and transparent.

Dentsu Jayme Syfu is the third top agency in adobo magazine’s Creative Rankings

The rankings involve a multi-stage process:

1.    The adobo Creative Rankings were concluded using the list of awards received by each advertising agency from selected international and local advertising awards-giving bodies as summarized and provided by adobo to PwC Isla Lipana.

2.    The rankings are based solely on performances of agencies over the past year. The list of awards submitted by all agencies are duly reviewed by adobo and verified by each respective agency’s authorized personnel. adobo has identified the following international and local advertising award-giving bodies to be included in the tally of the Creative Rankings:

a. International: Cannes, D&AD, Clio, One Show, London International Awards, New York Festival, AdFest and Spikes Asia

b. Local: Kidlat Awards, Araw Values Awards, adobo Design Awards Asia, Boomerang Awards, and the Tambuli Awards

3.    As each advertising award-giving body carries a certain degree of prestige, adobo assigned and placed equivalent points/scores for each award.

4.    PwC Isla Lipana made a tally of all the awards received by each agency from the above award-giving bodies. For score tabulation purposes, minor awards and categories including Craft entries, were only given 30 percent of the indicated score set for the different awards.

5.    The total number of awards counted and accumulated for each agency was multiplied by the equivalent points indicated in the table. Accordingly, an agency which won a greater number of international awards is expected to amass more points. The counted awards only include credits earned by the agency (i.e metal and distinction) and do not include any credits from its creatives.

6.    The equivalent points tabulated in are added together to arrive at the total points earned by each agency from all categories mentioned, awards (Gold, Silver, Bronze, Finalist/shortlisted) and award-giving bodies. The total points were used to determine the final rankings.

7.    Creatives are ranked separately from the agency ranking following the same tabulation process and equivalent points awarded. Credits for creatives do not count for the agency ranking. Talents are listed with the company they were employed at the time of the award wins.

The winners of the Mad About Awards 2018: