The Philippine Association of National Advertisers (PANA), in partnership with the Association of Accredited Advertising Agencies of the Philippines (4As), organized the PANA Brand Camp — an intensive training program designed to prepare marketers and brand builders for global competition.
The program offers mentorship from industry leaders who specialize in marketing, advertising, creative strategy, digital innovation, and brand storytelling. Experts include Abi Aquino, Chief Creative Officer at TREYNA; Joe Dy, Chief Creative Officer at VML Manila; Margot Torres, Vice President for Marketing at McDonald’s Philippines; Chino Jayme, Executive Creative Director at Ogilvy Philippines; and Peach Natividad, Chief Strategy Officer at BBDO Guerrero.
Held at the Asian Institute of Management from February 23 to 24, the camp also serves as the selection process for the Philippines’ representatives to the Cannes Young Lions Marketers Competition 2026. PANA will fully cover all competition-related expenses for the winners sent to Cannes, France.
Teams of two representing some of the biggest brands in the Philippines pitched their big ideas for the official client, Colgate, before a jury of creative leaders: David Guerrero, Creative Chairman at BBDO Guerrero; Joe Dy, Chief Creative Officer at VML Manila; Raoul Panes, Chief Creative Officer at Publicis Groupe Philippines and Leo Burnett Group Manila; Jeano Cruz, Creative Director and Senior Partner at GIGIL; and Nicole Villarojo, Chief Marketing Officer at PepsiCo.
This marks a milestone year for PANA, as it is the first time in 13 years that the organization will send a delegation to represent the Philippines at the prestigious competition in France.
The last time the Philippines sent a representative to the Cannes Young Lions Marketers Competition was in 2013, when Roz Noriega and Nikka Arcilla of Johnson & Johnson won the PANA Brand Camp with their “Clean & Clear Dream House for Girls” initiative.
According to Bea Atienza, Marketing Director of Colgate-Palmolive Philippines, it took more than a decade for PANA to hold the competition and send representatives to France given the demands of sustaining it year on year. However, through a partnership with 4As and the support of brands with funding, the PANA board decided it was finally time to bring back the competition, citing the importance of continuously nurturing the next generation of young marketers.
Following this year’s success, plans are already in place to continue sending delegates abroad next year.
The brief
Bea explained that the brief challenged Brand Camp participants to find ways their own brands could collaborate with Colgate, this year’s official client.
Bearing in mind that regular brushing remains a challenge, contestants needed to develop campaigns that establish brushing one’s teeth as a consistent habit.
“It is something we continue to advocate for, especially as this is our 100th year in the Philippines. As Filipino families evolve, it is vital that oral health remains a priority, and that is a cause we will always champion,” said Bea.
Ten teams representing various brands including PepsiCo, Nestlé Philippines, Coca-Cola Philippines, Oishi, NutriAsia, and Rebisco, and two teams each from BPI and McDonald’s Philippines, took part in the competition. In the end, Brand Manager Mia Yguico and Marketing Manager Yves Nacpil of McDonald’s Philippines took the top spot with their entry, “After the Last Bite.” They will represent the country in Cannes later this year.
An honor and a responsibility
“I think it’s both an honor, but also a very heavy responsibility,” said Mia in an exclusive interview with adobo Magazine. “We’re excited to show the world that the Philippines have what it takes but also that we have a fresh perspective on things.”
For Yves, competing in Cannes is admittedly a challenge, but a very exciting one. “It’s a once in a lifetime chance for a marketer to compete in Cannes and to represent the country, at the same time, we are deeply honored because we are representing not just our company but all of the Filipino marketers who competed this year,” he said.
Competition-ready
The jury sought contestants who could seamlessly merge their own brand’s identity with the client’s needs in a mutually beneficial way.
“The goal was to find a win-win solution that worked for both the brands involved and the cause itself. The winning approach needed to make common commercial sense while also making sense in a cause-related way,” said jury member David Guerrero.
David also commended Yves and Mia for their ability to find a shared interest between McDonald’s and Colgate that brought their case to life.
On the other hand, Joe Dy noted that he and other jury members looked for a team that was primed for competing with a “very solid big idea.” Yves and Mia evidently possessed these qualities.
“Everybody really came in with all guns blazing, and I think that speaks well to the talent pool we have in the marketing industry. Coming into the deliberation, we were really looking for a team that was competition-ready to represent the Philippines at Cannes,” he said.
Joe likewise emphasized the importance of maintaining a presence in Cannes and returning to the international stage. “Having young marketers and creatives competing keeps the pipeline fresh. It inspires people to see that the industry is in good hands and that we can go toe-to-toe with the best in the world.”
What’s next for the winners?
Prior to their trip to France, Mia and Yves will undergo intensive mentoring and coaching from the industry’s top creative leaders to better prepare them for the Cannes Young Lions Marketers Competition.
adobo Magazine is an official media partner of PANA Brand Camp 2026
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