The Philippines celebrates courage and optimism in brand marketing

The Philippine Association of National Advertisers (PANA) recently held the 12^th edition of PANAta Awards for responsible and innovative brand building. This year’s theme was “Hilaraya” – a portmanteau of the Filipino words “hila” (to pull) and “hiraya” (fruit of one's hopes, dreams and aspirations) – to urge brands and the marketing industry to move forward together with courage and optimism amid new realities.

McDonald’s Philippines won the Grand PANAta Award for their campaign “McClassroom”, showing the transformation of McDonald’s party areas into classrooms for teachers to use for free, to help address challenges with distance learning including Wi-Fi access and workspace. The campaign also took home the Gold for Brand Bravery, Excellence in Brand CSR and Marketing Innovation, among others.

Nestlé Philippines brand Milo bagged the WFA-supported special award for Best in Brand Positioning for their campaign “Home Court”, helping parents keep their children active and interested in sports at home. Other winners include HSBC, Johnson & Johnson, Mega Global Corporation, Procter & Gamble and Unilever.

You can watch the PANAta Awards virtual show on PANA’s Facebook and Youtube channels. For more information, contact PANA.