The Philippines celebrate marketing that make a difference

On 2 June, the Philippine Association of National Advertisers (PANA) organised the fourth edition of the PANAta Marketing Effectiveness Awards in Manila.

PANAta is an annual awards programme to recognise great work from brands and agencies that demonstrates effective marketing communications and reflect PANA’s mantra of “Beyond Truth in Advertising”. It aims to encourage the industry to create more campaigns and products that make a difference in the lives of Filipinos.

This year, PANA received a record number of 124 entries. The awards covered five categories that include: Academia, Advocacy Marketing, Brand, Business-to-Business and Internal Communications.



Like last year’s edition, McDonald’s Philippines took home the Grand PANAta Award for their campaign “The Boy Who Loved to Study”, along with eight other trophies they share with agency Leo Burnett Manila. They were also honoured as PANAta’s first Hall of Fame awardee. Other big winners were Nestlé Philippines and local fast food chain Jollibee.

For PANA’s 60^th anniversary in 2018, the association plans on getting consumers more involved with PANAta.

“PANAta is a testament to how our industry has continued to make itself relevant, be part of the transition from old and new, and be enablers of many greater, wonderful things that will create impact on the Filipino consumer. For 2018, we envision our consumers to not just be mere takers, but also become our partners for change,” said Jake Lugay, PANA Director.

For more information, contact PANA.