The Philippine Association of National Advertisers (PANA) marked a truly unforgettable milestone as it hosted the Panata Awards Night 2025. With the theme “Vow To Wow”, it was an evening that felt less like a ceremony and more like a grand wedding of the industry’s brightest hearts and minds. Significantly, a record-breaking 225 campaign entries were received — the highest ever in 16 years—a testament to the industry’s unwavering devotion to purposeful brand building.
The awards night gathered advertising, marketing, communications, and media’s most beloved partners and long-standing collaborators. With its refreshed format, the event unfolded into a beautifully crafted union—honoring shared journeys, celebrating creative vows, and reaffirming PANA’s commitment to elevating the country’s marketing landscape.
“This year’s Panata Awards goes beyond being
reimagined—it is a promise renewed,” expressed by its chairperson, Chrissy Roa.
“It represents not only the finest in creative and strategic communication but
the resilience, heart, and evolution of Filipino brands. Tonight, we come
together to honor campaigns and champions that move people, shape stories, and
leave an enduring impact—much like most meaningful partnerships do.”
Recognizing the Industry’s Finest
The evening’s most enchanting moments happened as the industry’s brightest stars were honored with their awards at the center of a grand celebration, each recognition symbolizing devotion, unity, reinforcing their commitment to the Advertiser’s Creed.
The coveted Executive Brand Builder of the Year was awarded to Joaquin L. San Agustin of SM Supermalls, who received the very first wearable Panata trophy—a 14-karat gold ring with an emerald stone. It was presented like a symbolic band, recognizing visionary leadership characterized by a strong vision and steadfast dedication.
The Brand Building Team of the Year was proudly received by Emirosco Michael Sena, Josephine Casal, Richard Villaseran, and Jeff Bryan Gajita of Cebuana Lhuillier, whose harmonious teamwork proves that shared purpose creates work that truly resonates.
The celebration also honored three Grand Panata
Winners, each shining for campaigns that touched hearts and created meaningful
impact:
·
POLIDENT
of Haleon Philippines, Inc. with FCB Manila, Inc. – Grand Panata for Causes
and Social Good Communication
·
VITRESS
of Splash Corporation with IdeasXMachina Hakuhodo – Grand Panata for Crisis
and Reputation Management
· McDonald’s Philippines with Leo Manila – Grand Panata for Sustainability Communication for their transformative RECLASSIFIED campaign
In one of the evening’s crowning moments, Golden Arches Development Corporation (McDonald’s Philippines) was named National Advertiser of the Year, a distinction that stood as a heartfelt tribute to a brand whose work continues to contribute to the betterment of communities.
All the awards were carefully deliberated on
and chosen by a distinguished jury—leaders in advertising, media,
communications, and marketing. They served as the evening’s honored witnesses,
recognizing the most exceptional unions of creativity, strategy, and purpose.
Elevated Experience Through a
Transformed Celebration
The 2025 Panata Awards unfolded like a
modern-day yet classic wedding celebration, filled with moments that honored
both tradition and transformation. This year’s ceremony embraced the evolving
times, introducing fresh categories such as Best Showcase for Moment Marketing,
Use of Emerging Platform, and AI-assisted Advertising—each one a new “chapter”
added to the union between creativity and innovation.
The evening captured the industry’s dynamism with grace, blending heartfelt storytelling from its media launch to an on-ground celebration adorned in red-carpet glam. It offered an immersive experience that felt like witnessing vows renewed—symbolizing the industry’s promise to keep evolving, keep inspiring, and keep raising the bar for future ceremonies.
Hosting the night was Eri Neeman, whose effortless humor and polished charm set the tone like a charismatic master of ceremonies in a grand wedding. The celebration grew even more enchanting as Jessica Villarubin, the third grand champion of GMA’s The Clash, and Viva’s own Janine Teñoso serenaded the crowd—turning the ballroom into a symphony of emotion and elegance.
Throughout the evening, unforgettable
highlights sparkled like toasts shared among dear friends—honoring their bonds
through creative collaboration that make the industry’s union stronger than
ever.
Strength in Partnerships
Just like any beautiful union, the 2025 Panata Awards blossomed through the unwavering support of its closest partners—each one playing a meaningful role in bringing the celebration to life.
Silver Sponsor, Google - a steadfast companion, illuminating the evening with innovation and vision.
Bronze Sponsor, The Trade Desk - added depth and character, enriching the celebration.
Special Sponsor, Viu - brought color and vibrance, completing the occasion.
The creative journey was lovingly shaped by IdeasXMachina Advertising, Inc., as PANA’s Creative Agency Partner, while the meticulous orchestration of the evening was made possible through Praxis Experiential, the Events Agency Partner, who helped ensure that every moment flowed gracefully.
Part of the supporting entourage were Official
Chatbot Partner, MegaMobile, and dedicated Media Partners—adobo Magazine, GMA
Network, and RMN Network—who stood as witnesses and storytellers of the epic
night.
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