PANA’s champion of Filipino values in advertising enters second year - PANATA Awards 2010 open for entries

Advertising is a confluence of advertiser and agency direction and decision.   A bombardment on all fronts: creative infusion, technical to-do, trendy marketing and multi-media placements, and, of course, sales targets, PANA stepped back and sought a breather.  The act brought with it a whiff of fresh air: the PANATA Awards, an annual recognition program for outstanding marketing communication materials or campaigns that promote positive Filipino values.

Launched in 2009, and open only to PANA-member companies, the first batch of winners were a sampling of the association’s best.   Although PLDT’s “Ako Mismo” won a chunk of awards including the only Gold, the other winners came from various categories.

In its first offering, the PANATA showed there was much to discover in the heart of Philippine advertising.  It proved Philippine advertising still had heart.

On its second year, PANATA 2010 will accept entries for Brand/Product - for communications promoting the brand and its intrinsic benefits; and Cause Marketing - for communications directed to a particular cause.

The PANATA has expanded to nine categories, with the following entry formats in consideration:

1. TV / Cinema ad – avi or mpeg format with Certificate of Airing from network stations / Certificate of Broadcast
2. Radio ad – mp3 format with accompanying Certificate of Performance from radio networks
3. Print – sample of print ad mounted in 2ft x 1.5 foam board (2.5ft x 2ft for center spread), including Employee Communications – samples of newsletters
4. Ambient/OOH – actual sample of flyers, marketing collaterals. For posters, actual sample mounted on foam board. For billboard, printed FA or layout mounted on 2ft x 1.5ft foam board
5. Direct Mail – Samples of actual materials sent out
6. Digital (Interactive/Internet Marketing) – printed screenshots mounted on 2ft x 1.5ft foam board or actual screenshots in PowerPoint presentation (to be submitted in CD).
7. Sales Promotions – Write-up on sales promotion which includes objectives, mechanics, and results; collateral and other support materials
8. Publicity / PR – samples of press pick-ups mounted on 2ft x 1.5ft foam board
9. Special Events – Write-up on special events which includes objectives, mechanics (if any), and results; proofs of holding the event (photos, press release, collateral/support materials)

The PANATA awards champions traditional Filipino values expressed in marketing or advertising communications that include love of family, respect for elders, prayerful, philanthropy or generosity, volunteerism, hardworking or industriousness, prudence, love of country or heroism, adaptability, flexibility or resilience, humility, obedience, loyalty and reliability. 

This year, the PANATA adds another component, honesty/integrity.

Entries will be judged based on:
Defining Needs / Objectives = 20 points
Communication Strategy = 25 points
Creative Execution in Promoting Filipino Values = 35 points
Impact and Overall Measurable Results = 20 points

Still exclusive to PANA-member companies, entries must be original materials, produced and aired or printed in any form of mass media within the previous year from November 2009 – October 2010.   With accompanying official forms and fees, all entries must be submitted to the PANA Secretariat on or before November 5, 2010.  Awards night will be in January 2011.

Entry forms may be downloaded from the PANA website: http://www.pana.com.ph/panata.php.  Entry fee is PhP3,000.00 per entry.

Visit the PANA website (www.pana.com.ph) for further details, or may call the PANA Secretariat at +63 894 0012 to 13 and +63 2 894 0474 to 75.

Download nomination guidelines [202 KB, PDF]

Download official entry form [88 KB, XLS]