Celebrating marketing excellence, ethical storytelling, and brand impact in the Philippines
As the Philippine advertising industry continues to evolve, Panata Awards 2025 returns with renewed vigor to honor brands, campaigns, and individuals that embody both creativity and purpose. Now in its 16th year, the flagship recognition program of the Philippine Association of National Advertisers (PANA) stands as the definitive stage where strategy meets storytelling.
The annual celebration of Panata Awards spotlights those who exemplify “The PANA Vow”—a bold commitment to honesty, consumer-centric marketing, cultural relevance, and ethical brand building. This year’s theme, Vow to Wow, is a rallying call to celebrate the brands and leaders who inspire, balance creativity with commercial insight, and contribute to society with integrity.
A Legacy of Responsible Brand Building
Founded in 1958, PANA has been a cornerstone in the Philippine marketing communications landscape for 67 years. A non-profit, non-stock organization formed by advertisers for advertisers, it is the only group in the country that unites the users of advertising.
PANA champions responsible brand building through progressive learning, strategic industry dialogue, and self-regulation. With over 290 member companies, from multinationals to SMEs, it provides a powerful voice for the marketing and advertising community. For 2025, the organization redefines the 4Ps of Marketing to Purpose, Passion, Performance, and Progress, calling to unite a multi-stakeholder industry towards business results-driven creativity.
Steering the vision of Panata Awards is the Panata 2025 Committee. Helmed by an esteemed group of industry leaders and innovators spearheaded by Chairperson Chrissy Roa, 2025 PANA President (Ayala Land, Inc.) and its Committee Members including: Emm Ordinanza, 2025 PANA P.R.O. (Nestlé Philippines); Bea Ballesca-Martinez, 2025 PANA Head of Comms (Century Pacific Food, Inc.); Bobby Simborio, PANA Executive Director; and Aileen Lucero, PANA Project Director.
“The Panata Awards has always been more than recognition—it is about upholding a commitment,” said Chrissy Roa, President of PANA and Group Head of Estates and Sales Marketing Communications, Ayala Land Inc.. “As we celebrate our 16th year, we remain steadfast in strengthening collaboration among industry leaders and championing innovation through creative business solutions that adapt to our ever-changing market. Every campaign begins with a vow, and every win comes from that pledge to wow. Ito ang aming Panata.”
A Multi-Faceted Recognition Platform
This year’s PANATA introduces an expanded awards architecture that honors excellence across five major pillars of the marketing and advertising industry:
1. Campaign Categories
Celebrating holistic campaigns that balance creativity, execution, insight, and results. Standout entries demonstrate innovation, cultural relevance, and compelling storytelling aligned with business goals.
2. People Categories
Recognizing the industry’s best talent — from copywriters and creative leads to strategists and brand builders. Key awards include Creative Leader of the Year, Young Brand Builder of the Year, and National Advertiser of the Year.
3. Industry Categories
Honoring agency partners who exemplify collaboration, creativity, and innovation. Notable recognitions include Creative Agency Partner of the Year, Media Agency Partner of the Year, and others.
4. Sponsored Awards
Presented in partnership with platforms such as Google/YouTube, this category spotlights digital-native, platform-optimized campaigns that drive real action and emotional engagement.
5. People’s Choice Awards
The only category determined entirely by the public — with honors like Favorite Campaign, Favorite Brand, and Favorite Celebrity Endorser of 2025 — reflecting brand love and cultural impact.
In partnership with award-winning creative agency IdeasXMachina (IXM), the PANATA Awards also debut refreshed branding and a bold thematic direction, personally led by IXM’s Chairman and Founder, Third Domingo. Together, PANA and IXM promise a future-forward celebration of marketing and advertising excellence.
In total, 62 subcategories across these five segments ensure a broad and inclusive celebration of excellence in Philippine marketing.
Whether you’re a seasoned creative, an emerging brand builder, or a team with a breakthrough idea, the Panata Awards 2025 invites you to step into the spotlight. Don’t miss your chance to share your most inspiring work with the country’s premier community of marketers.
Early Bird Submission: Until August 29, 2025
Regular Deadline: September 12, 2025
Final Deadline: September 26, 2025
Late Submissions Close: October 3, 2025
Shortlist Reveal: October 17, 2025
Judging Week: October 20–24, 2025
Awards Night: November 14, 2025
Beyond the Panata Awards
PANA continues to shape the future of marketing in the Philippines through flagship initiatives to reinforce PANA’s commitment to elevating the practice of brand building in the country—PANA Brand Academy (with AIM), a four-part seminar series designed to empower junior marketers, offering both certification and a pathway to postgraduate study; Brand Masters Collab, high-level learning from international thought leaders, bridging local expertise with global trends; and Monthly General Membership Meetings, insight-rich discussions held every last Thursday of the month, featuring timely themes and industry trailblazers.
The Panata Awards 2025 is a testament to PANA’s vision of building brands responsibly and creatively. It celebrates those who choose to lead with vision, communicate with purpose, and create campaigns that matter. Get ready to witness the best of the best advertising showcases, unfolding on November 14, 2025 at the Fairmont Hotel in Makati.
For full details on categories, criteria, and submissions, visit www.pana.com.ph or follow @PhilippineAssociationofNationalAdvertisers on social media.
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