PANAta Awards 2023 is now open for entries

A celebration of brand excellence and effectiveness is once again in the offing with the call for entries at the PANAta Awards 2023.

A symbol of achievement, the PANAta Awards is an annual industry event organized by the brand builders themselves to recognize their peers’ innovative, creative, and insightful contributions to marketing and advertising. Prestigious local and international industry luminaries compose the jury.

This year, the event has been set earlier with the deadline for entries earmarked on May 26. The adjustment reflects the brand builders’ preference expressed in a survey, that this is the ideal schedule when there are lesser brand activation programs and more time to prepare their campaign documents.

Along with the call for entries, PANAta Awards 2023 also revealed more exciting and inclusive categories, recognizing ever-evolving brand initiatives and new players.

A separate category has been allocated for SMEs so that they do not have to compete with the multi-million budget of bigger brands. This is under the award for Brand Effectiveness through Business Growth, where the entries are asked to show how they maximized the use of data in propelling their brand’s direction.

A brand’s creative use of media is highlighted in the category Brand Effectiveness through the Use of Marketing Channels. This is broken down into two sub-categories to include single-use and integrated campaigns.

The latest addition of awards are also made to recognize a brand’s significant partners in accomplishing its communication plans. These include Creative Agency of the Year, Media Agency of the Year, and the Media Network of the Year.

Only brands/clients can nominate for these categories. Here, harmonious and productive relationships of the involved parties and contributions to business growth are analyzed. Quantitative and qualitative tests developed by a professional psychometrician will be the basis of the results.

In the Philippines, endorsements from popular actors, actresses, singers, and athletes are a valuable contribution to the effectiveness of a campaign. As brands take painstaking efforts in selecting their ambassadors, a category on the Most Effective Use of a Brand Ambassador has been included. Both the ambassador and the brand get a trophy.

The role of a newbie in the execution of a successful campaign cannot be overlooked. For this reason, an award for Rookie Brand Builder of the Year was also announced. This award is given to brand managers with two to three years’ worth of experience in brand work and whose discipline echoes the values of the PANAta Awards—excellence in marketing and responsible brand building.

Here is the complete list of categories brand builders are vying for:

Brand Builder Categories

Brand Effectiveness Through Business Growth

• Large Enterprise
• SMEs

Brand Effectiveness Through Effective Use Of Marketing Channels:

• Integrated (combination of 2 or more mediums/platforms)
• Single Medium

Brand Effectiveness Through CSBT (Corporate Sustainability and Brand Trust)

Brand Effectiveness Through Customer Experience

Brand Effectiveness Through Innovation:

• Most Effective Product Innovation
• Most Effective in Creative Content Innovation
• Most Effective Disruptive Innovation

Major Awards

Creative Agency Of The Year

Most Effective Use Of Brand Ambassador

Media Agency Of The Year

Media Network Of The Year

Special Awards

People’s Choice Award

• Favorite Brand
• Favorite Campaign
• Favorite Brand Ambassador

Brand Builder Of The Year

Rookie Brand Builder Of The Year

Brand Team Of The Year

Grand Panata Brand Of The Year

This year's event will be held in partnership with Praxis as media  and event agency partner; Vitalstrats Creative Solutions as creative and communications agency partner; media partners Adobo Magazine, Meta, Monster Radio RX93.1, 96.3 EasyRock, Wish 107.5, Megamobile, The Philippine STAR, and BusinessWorld; and industry partners Ad Standards Council and World Federation of Advertisers.

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Editor’s Note: This article was provided by PANA.