< width="325" height="215" align="left" src=" chosen. " alt="" />Publicis Manila’s Choose Wellness, Choose Nestlé campaign was the lone gold winner in the recent 2nd Integrated Marketing Communications Effectiveness Awards, or IMCEA, which won in the Best Innovative and Integrated Media Campaign category.
Unlike other awards that place a premium on creativity or market share, the IMCEA, organized by the University of Asia and the Pacific (UAP), is the first and only award-giving body in the Philippines that recognizes both the business and societal values of marketing communications. The people and organizations behind the chosen campaigns are given due recognition for their conscious effort to effectively promote universal values among Filipinos.
The IMCEA board of judges—composed of Lowe’s Mariles Gustilo, McCann WorldGroup’s Emily Abrera, Publicis Manila’s Herminio Ordonez, UAP lecturer and adobo magazine columnist Nanette Diyco and several other esteemed professionals from the academe, advertising and marketing industries—stringently went through several case studies to determine which submissions were the most effective in their particular category.
While no entry won the Carmencita Esteban award (the IMCEA’s version of a Platinum plum) and only won gold given, the judges weren’t shy in dispensing the more common metals, as 20 silvers and 16 bronzes were awarded during the formal ceremonies held at UAP. Other big winners for the night were McCann WorldGroup’s case studies for BPI Family Savings Bank, Coca-Cola and Jollibee; DDB’s efforts for PLDT; JimenezBasic’s work for Cebu Pacific Air and Touch Mobile, Ace Saatchi & Saatchi’s partnership with Petron; and St. Lukes Medical Center’s own submissions.
Also, a special prize should have been given to host Manny Ayala’s five-second impersonation of Donald Duck’s voice (acquiescing only to co-host Che Che Lazaro’s playful insistence). But that’s another story.
