MANILA, Philippines - On the road to new, bigger and better events, that is what the Philippine Association of National Advertisers (PANA) is all about in 2014. Recently, PANA held its 1st PANAta Marketing Effectiveness Awards at the Shangri-la Makati Hotel, where six winners made history.
Three External Communications excellence awards under Brand Category were given. GMA Marketing and Productions for Del Monte Kitchenomics Branded Content and Integrated Mobile App bagged the award for the Programs category. For TV, the award went to Golden Arches Development Corp.n/McDonald’s for Kuya, the food company’s unique and heartwarming TVC that touched many hearts.
Splash Corp./SkinWhite’s #Better Me campaign won the award for Digital.
It was a tie for the External Communications Programs award for Cause Marketing as broadcast giant, ABS-CBN Corp.’s Tulong Na, Tabang Na, Tayo Na and Monde Nissin Corp.’ Lucky Me! Kainang Pamilya Mahalaga (KPM) Advocacy both brought home trophies.
Celebrating its centennial year, the Shell Companies in the Philippines pocketed the Internal Communications Programs/Tools category with its I Commit. Think. Act. Work. With Integrity campaign.
For the category Schools and School Organizations External Communications, the PANAta Marketing Effectiveness award went to PAREF Southridge Afternoon School for Edunasyon.
The PANATA Marketing Effectiveness Awards features two major communications categories: External, with works created for a target consumer; and Internal, works that target employees and business partners.
Though this is its first event, the PANAta Marketing Effectiveness Awards is not without strong roots. PANA originally launched the PANAta as a values-centric competition, and it had a very successful five-year run. This year, PANA opened entries to industry affiliates, broadcast and print media, public relations and, non-government organizations, and educational institutions.
Re-invented, the PANAta now rewards communications that hit targets, and register growths. The first six winners of the PANAta Marketing Effectiveness Awards won from 107 entries, and graded based on brand metrics, increased employee satisfaction, as well as improved business partner relationships.