MANILA, PHILIPPINES — Three Philippine agencies won big at the 24th Agency of the Year Awards (AOY) held on September 16 at the Penthouse 8747. Hosted by the Association of Accredited Advertising Agencies in the Philippines (4As Philippines), the AOY celebrated the best of Philippine advertising by giving them the award that matters. The evening’s festivities also marked the first time in two years that the Filipino ad industry has gathered to celebrate, network, and enjoy each other’s company – making it truly a night to remember for all.
Propel Manila took the night by storm by winning seven awards: Brand Experience Excellence Award for Creativity and Effectiveness, Digital Agency of the Year for Creativity and Effectiveness, Digital Agency of the Year for Innovation, and Digital Agency of the Year. It also received the metals for Best in Market Performance – Independent Agency of the Year, Best in Creative – Independent Agency of the Year, and one of the biggest awards of the night: Independent Agency of the Year.
Commenting on the win, Propel Manila Creative Chief and Partner Raymund Sison said, “This win is very special to us. It’s a testament not only to great creative work but also great overall agency health. All thanks to every single talent in our agency who always tries to create work that matters, our dear amazing clients who are always supportive of great creative work and are such joy to work with, and all our partners and collaborators who are so generous with their time and talent. We are happy and grateful, honored and humbled to win the award that matters. Thank you 4As for this recognition.”
The coveted Network Agency of the Year was received by TBWA\ Santiago Mangada Puno, marking its 10th consecutive year receiving the award. Apart from this, TBWA also took home the Best in Creative – Network Agency of the Year award.
TBWA\ Santiago Mangada Puno Managing Partner and Chief Creative Officer Melvin Mangada said, “It’s always incredibly humbling to be honored by peers. Winning Agency of the Year is clearly a collective effort of people from different disciplines coming together and attaining this recognition. I am grateful to our client partners who not only continue to support brave work — as our winning creative portfolio shows – but who also believe in long-term relationships.”
Meanwhile, UM Philippines was named Media Agency of the Year, as well as the metals for Media Agency of the Year – Best in Management of Business, and Media Agency of the Year – Best in Creativity and Effectiveness.
Tricia Camarillo Quiambao, the chief executive officer of IPG Mediabrands Philippines said, “Turning point after turning point, media is bursting with possibilities especially for the future-minded. Its role and impact on business mandates is amplified and is at the core of the triumphs of our teams together with our clients and partners. We thank the 4As and the AOY; the wins bring joy to our heartstrong teams at UM and IPG Mediabrands.”
Octopus and Whale also won its first-ever plate: Independent Agency of the Year for Best in Industry Leadership and Community Service.
“For a tiny three-year-old agency, the plate felt big. Even bigger as we rise out of a three-year lockdown, because this means we survived – and served both the industry and our community,” remarked Joey David-Tiempo, founder of Octopus & Whale.
The Best in Leadership and Community Service – Network Agency of the Year was awarded to Wunderman Thompson Philippines.
4As Philippines Committee Chairman and Dentsu Jayme Syfu CEO Ronald Barreiro commended the entire industry for withstanding and surviving the pandemic.
Ronald stated, “Our resilience and ingenuity as an industry is truly inspiring. We owe ourselves a pat on the back and a round of applause because we were able to weather the storm. Palakpakan naman natin ang sarili natin. We all deserve it!” 
He then revealed the incoming chair of next year’s 25th Agency of the Year Awards, Tey San Diego of Seven AD who said that she wonders how the new wave of hope will affect the agencies’ work.
This year’s AOY also introduced the Next Gen Awards for creative, account management, and strategic planning.
The rest of the awards can be found below:
- The Production Excellence Award – Film: Film Pabrika
- The Production Excellence Award – Audio: SounDesign
- Brand Experience Excellence Award for Creativity and Innovation: Leo Burnett Manila
- Next Gen Award – Creative: Bia Famularcano of Publicis JimenezBasic
- Next Gen Award – Account Management: Liza Punzalan of Dentsu Jayme Syfu
- Next Gen Award – Strategy Planning: RJ Paculan of TBWA\ Santiago Mangada Puno
- Best in Market Performance – Network Agency of the Year: BBDO Guerrero
- Best in Management of Business – Independent Agency of the Year: Seven AD
- Best in Management of Business – Network Agency of the Year: DDB Manila
Check out adobo Magazine’s live coverage here.
