Creativity rocks at adobo’s Mad About Awards 2016

by Rome Jorge

TAGUIG – On June 15, adobo magazine, the preeminent publication for the Philippine creative industry, held its Mad About Awards for 2016 at the Prive Luxury Club at Bonifacio Global City, gathering the rockstars of the creative industry and entertaining them with rockstars of the musical kind.

Bands such as Fying Ipis, Assembly General, So Nineties It Hurts, and 6 Cycle Mind took the stage and got the audience stoked with song after rousing rock song.

As stellar as the musical performances were, the spotlight was squarely on the Philippines’ biggest creative rockstars—as ascertained by adobo magazine’s Creating Rankings, the complete list of which has been published in the latest issue of adobo magazine. The industry’s best and brightest took to the stage to receive their trophies like the rockstars that they really are.

Mad About Awards recognizes the first, second, and third top-ranked professionals in each field of the Creative Rankings. The Creative Rankings is a point system that assigns different values to the various international and local creative awards. Today, the Creative Rankings is the metric upon which industry professionals are promoted, given a raise, or hired by rival agencies.

adobo magazine works 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.

The rankings are solely performance-based, tracking the achievements of advertising agencies, creatives, directors, and production houses across 11 of the most important local, regional, and global advertising awards shows last year.

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 Mad About Awards winners for 2016 are:

Young Creatives

Art Director

Copywriter

Account Manager

Planner

Digital Creative

Digital Imaging

Digital Manager

Print Producer

Broadcast Producer

Editor

Director

Sound Production House

Production House

Post Production House

Creative Director

Marketer

Executive Creative Director

Advertiser

Agency

Campaign

For more photos from the evening, click here: