TBWA wins Agency of the Year Award

TBWA\Santiago Mangada Puno, which already broke records by winning five Agency of the Year awards (in 2003, 2004, 2005, 2010, 2011), sparkled anew over the weekend at Boracay by bagging the Kidlat Agency of the Year Award for 2016, the most prestigious and sought after local creative award of the Association of Advertising Agency Awards of the Philippines (4A’sP).

I was privileged to get the inside story of the creative event from TBWA executive creative director Bryan S. Siy, who was himself one of the jury members:

“The jury members represented the most respected agencies in the Philippines. Headed by Allstair Woods of Publicis Manila, the jury is composed of the most senior creatives from the 4As creative agencies.

“We judged hundreds of entries. Every award festival is unique, with its own context. While admittedly, a lot of the entries we judged have won in other shows, we judged [them] using the parameters of the Kidlat Awards, We looked for an idea that best represents Philippine creativity, its role in shaping our society. Creativity is not just a celebration of idea, but, more importantly, its ability to improve lives and create meaningful change.”

Bryan revealed some notable entries in Kidlat 2017:

“The 555 Sardines film about Philippine zombies was insightful and culled original Pinoy humor. It was original and entertaining! The Navara Earth Art was an exhibition, with an artist creating images on dusty Nissan Navara pickups.

“MMDA May Huli Ba? was an engaging Web site for drivers to check traffic violations, using ‘ hugots’ as part of the response,” he noted.

“Correcting History was an initiative that helped educate millennials who knew nothing about the atrocities of Marcos during Martial Law,” he said.

“There were a lot of films involving people with disabilities or dead parents. Emotions were important but they were not the message but the vehicle of the idea. We made sure that we were not swayed by our emotions. “The Grand Prix was more than the piece of work in Kidlat 2017: It was also a message about Philippine creativity, its unique role in our society.

“Star Wars: Rogue One for Globe was undoubtedly one of the most heartwarming films about Star Wars. Correcting History was a controversial film using Martial Law victims disguised as reporters who educated millennials who knew nothing about Martial Law and the atrocities of the Marcoses.

“Every Gold was applauded. The jury made sure the golds represented Philippine Creativity and its unique context,” he said.

Awesome lineup of great creativity. Congratulations to the 4As and this year’s officers who continue to inspire their colleagues and future advertising practitioners!

NANETTE FRANCO-DIYCO ended her 15th year advertising career as Vice-President of JWT, segueing into the world of academe, teaching communications at the Ateneo de Manila University. nanettediyco131 @gmail.com