The Philippine Association of National Advertisers (PANA) marked a milestone with the Panata Awards Night 2025, themed “Vow To Wow.” More than a ceremony, it felt like a grand wedding of the industry’s brightest minds, celebrating creativity, strategy, and collaboration. This year’s event received a record-breaking 225 campaign entries, the highest in 16 years, reflecting the country’s thriving commitment to purposeful brand building.
The evening honored advertising, marketing, communications, and media partners with a refreshed format that blended tradition and transformation. PANA Chairperson Chrissy Roa described the event as “a promise renewed,” highlighting the resilience, heart, and evolution of Filipino brands, and their campaigns that shape stories and leave lasting impact.
Among the highlights, Joaquin L. San Agustin of SM Supermalls was named Executive Brand Builder of the Year, receiving the first-ever wearable Panata trophy—a 14-karat gold ring with an emerald stone. Cebuana Lhuillier’s Emirosco Michael Sena, Josephine Casal, Richard Villaseran, and Jeff Bryan Gajita were recognized as Brand Building Team of the Year. Grand Panata winners included POLIDENT (Haleon Philippines, Inc. / FCB Manila) for Causes and Social Good Communication, VITRESS (Splash Corporation / IdeasXMachina Hakuhodo) for Crisis and Reputation Management, and McDonald’s Philippines / Leo Manila for Sustainability Communication with their RECLASSIFIED campaign. McDonald’s Philippines was also named National Advertiser of the Year.
The ceremony introduced new categories such as Best Showcase for Moment Marketing, Use of Emerging Platform, and AI-assisted Advertising, reflecting the industry’s evolving creativity. Hosted by Eri Neeman and featuring performances by Jessica Villarubin and Janine Teñoso, the night blended elegance, storytelling, and celebration.
Supporting partners including Google, The Trade Desk, Viu, and PANA’s agency partners ensured a seamless experience. Together, the 2025 Panata Awards highlighted not only exceptional campaigns but the strength of collaboration, commitment, and creative union that continues to drive the Philippine advertising industry forward.
