MAKATI CITY - The 3rd PANAta Marketing Effectiveness Awards organized by the Philippine Association of National Advertisers (PANA) was held this past May 27, 2016 at the Makati Diamond Residences. The awards recognize deserving works from organizations that drive the PANA advocacy of "Beyond Truth in Advertising." Out of 71 submissions, 29 winners were honored.
Foremost on the PANAta Awards platform is to encourage the Philippine communications industry to go beyond brand awareness, and to actively support the importance of responsible and forward-thinking work that will inspire nation-building and nurturing the future.
According to Aileen Pascual-Lucero, Project Manager for PANA, "The Grand PANAta award debuted just last year and was created to distinguish uniquely compelling communications – an idea that stands out above all others and achieves record-setting results. All Gold winners from the different categories were reviewed and re-evaluated to determine which one deserves to win The Grand PANAta Award."
The PANAta Marketing Effectiveness Awards carries 27 categories covering five scopes that included: Brand, Business-to-Business, Advocacy Marketing, Internal Communications, and Academe. High achieving winners merited a total of 8 Gold, 9 Silver, and 11 Bronze trophies—plus the coveted Grand PANAta Award that is the best of all the Gold awardees.
Scores were based on Challenge = 20 points; Strategy = 30 points; Execution = 30 points; Business results = 20 points. Finalists that earned 85 points are lauded as Awardees. Stringent ratings were delivered by 22 judges covering the expanse of industry experts, from all fields of integrated marketing communications. Gold awards are given only to finalists that reach a minimum of 90 points.
The Grand PANAta Award is an award given to an effective marketing campaign or material with outstanding results and which possesses something “special or innovative” about it. This can be a product re-positioned, a new way of engaging the consumers, an insight that created a difference or opened new possibilities, etc. Any or all of these can help in delivering outstanding results.
The biggest honor of the evening, the aforementioned Grand PANAta Award, was given to McDonald's Philippines. The company also earned two Golds, one Silver, and two Bronze trophies at the ceremony. McDonald's and Leo Burnett Manila were singled out for creative work ranging from AlDub Ko ‘To-Gold—andMcTollbooth-Silver—under Brand-Integrated Program-Thematic Category, to Beat the May Weather-Gold under Brand-Single Medium-Mobile Category, and Like Father Like Son-Bronze under Single Medium-TV Category; and Bonfries-Bronze under Brand-Integrated Program-Promotions Category earned McDonald’s the plum prize, highlighting that phenomenon that is the AlDub pair.
Here is the complete list of winners at the 3rd PANAta Marketing Effectiveness Awards: