MANILA, PHILIPPINES – Initiative Philippines, the culturally-driven media agency of IPG Mediabrands, was named Media Agency of the Year by the Media Specialists Association of the Philippines (MSAP) at the recent Media Congress and ICE Awards which coincided with the collective’s 10th anniversary.
The youngest yet boldest in the market, Initiative bagged a total of 11 ICE awards across categories including 2 Golds for the “Always Come Prepared” Durex campaign for multi-media and a major award for Best in Insight. Initiative also took home 4 silver and 4 bronze awards for their work on Durex, Twinings and UNICEF campaigns, all contributing to the highest recognition of the night as Media Agency of the Year.
ICE, which stands for Innovation, Creativity, and Effectiveness aims to recognize exemplary works in media thinking and communication. As a global communications agency built to grow brands through culture, Initiative and its four award-winning campaigns embodied just that –
- Twinings ‘Cool Luxe’ campaign brought the spotlight on the joy sipping a cup of tea brings in the fast-paced and busy lifestyle of Filipino millennials. The campaign won 2 bronze awards in the data and digital categories respectively.
- ‘The Best Kris Kringle’ campaign turned UNICEF from a global brand to a local hero during Christmas season by integrating itself in the kris-kringle gift giving culture among Filipinos. This campaign won bronze in the digital category and a silver in the not-for-profit category.
- ‘Feel Real’ by Durex is a campaign that echoes the voice of the Filipino LGBT community; rising up together to rally for freedom, acceptance and pride – because LGBT lives are real; their feelings are real; their love is real. This campaign won bronze under not-for-profit category and a silver under the digital category.
- ‘Always Come Prepared’ by Durex is an integrated campaign that aims to raise awareness on HIV and educate the Filipino youth on safe sex – to always come prepared. The campaign won 2 silver awards under digital and not-for-profit categories and a gold for multi-media category, one out of the only eight gold winners of the night. Always Come Prepared also won a special award for Best in Insight.
Earlier this year, Initiative’s work for Always Come Prepared brought pride to the Philippines and was recognized by international award-winning bodies – shortlisted in 2 categories in the Effectiveness and Media Strategy Tangrams under the Pharma and Social categories; shortlisted in 2 media categories in the Spikes Awards under Healthcare and Use of social platforms.
Tricia Camarillo-Quiambao, Initiative Philippines Managing Director, points out that “Initiative is a team of trailblazers whose focus is to build and grow businesses through a unique point of view about how brands can amplify market relevance and reach through cultural velocity and exceptional go-to-market approaches. We are inspired by the Media Agency of the Year win to forge on and elevate the game even more. The times call for it.”
Venus Navalta, IPG Mediabrands Philippines CEO, says “We are proud of Initiative and attribute this win to the industry’s recognition of the rightful timing for bravery and innovation in the market. We in IPG Mediabrands are oriented towards the future and creating modern marketing pathways for our clients, partners, and for our group of agency brands.”
ABOUT INITIATIVE:
Initiative is a full-service global media agency built to grow brands through culture. The agency’s approach to rapidly interpreting and acting on cultural data signals – Cultural Velocity TM – creates relevant, long-lasting consumer connections that drive business results.
Part of IPG Mediabrands, the global media arm of Interpublic Group of Cos. (NYSE: IPG), Initiative employs 3,200 of the smartest and most diverse talent in the industry in over 80 countries and represents almost $16 billion in annual billings for blue-chip clients, including LEGO, Carlsberg, Dr Pepper Snapple Group, Merck and Unilever. For more information, visit www.initiative.com.
About IPG Mediabrands
IPG Mediabrands was founded by Interpublic Group (NYSE: IPG) in 2007 to manage all of its global media related assets. Today, we manage over $39 billion in marketing investment on behalf of our clients, employing over 10,500 marketing communication specialists in more than 130 countries. IPG Mediabrands is a new world agency group designed with dynamic marketing at its core. Our speed, agility and data intelligence ensure we continue to create growth for many of the world’s biggest brands. apac.ipgmediabrands.com.
