Filipinos celebrate the best in brand building

To celebrate its 60th anniversary, the Philippine Association of National Advertisers (PANA) has reinvented its annual flagship awards show PANAta to reflect the evolution of marketing from advertising to brand building.

PANAta previously recognised great campaigns from brands and agencies that demonstrated marketing effectiveness. This year, the awards programme has shifted towards honouring the people and organisations behind the Philippine ad industry’s most memorable and successful brand-building campaigns.

“Our 60th year is the perfect time to highlight the brands that are aligned with PANA’s theme of ‘Championing Responsible Brand Building’. These are the brands that have the courage to continuously innovate and do it with the purpose of serving their customers and adding value to their lives”, said PANA President Anna Legarda.

McDonald’s Philippines were the big winners of the awards night in July, bagging the Brand Builder of the Year Award and Brand Bravery Awards with its Mother’s Day campaign #LoveKitaMa, All Saints Day campaign McDelivery PIN, and Christmas campaign Single Bells.



All winners were chosen from more than 100 entries and graded based on brand metrics, increased employee satisfaction, as well as improved partner relationships.The association also presented a new award, GAWAD PANAta, to honor business and marketing trailblazers behind the best brand-building success stories in the Philippines. The first winners of this award include:

• Ernest Lawrence Cu, President & CEO of Global Telecom


• Johnip Cua, Chairman of Xavier School and P&Gers Fund


• Belen Fernando, Vice President of Alaska


• Ramon Jimenez, Jr., Founder of Jimenez & Partners and former Philippine Secretary of Tourism


• Margot Torres, Managing Director of McDonald’s Philippines

For more information, please contact PANA.