f the roster of finalists signals changes in Philippine advertising, then last night indicated a major shift in the balance of power. The unexpected appearance of DM9 JaymeSyfu, JWT, Y&R, FCB and DDB as finalists in many of the categories drew gasps and cheers. The whooping was loudest at the DM9 table, because this was its first outing in the AOY.
That the Agency of the Year in the past three competitions, TBWA/Santiago Mangada Puno, did not win a single category raised many eyebrows. Other glaring omissions were Leo Burnett and Ace Saatchi & Saatchi, which did not even make it to any of the finals.
For many years, Lowe was another strong contender in AOY awards. Taking stock of the new players, Lowe’s president, Mariles Gustilo, simply expressed relief that her agency was still present in three categories, including Agency of the Year.
There was also some speculation as to how McCann Erickson’s absence affected this year’s outcome. This seven-time Agency of the Year declined to compete because of its relatively lackluster creative performance. This was the second time that McCann abstained from the AOY; the first was in 1998, when the agency took issue with the competition rules.
Its managing director, Nandy Villar, represented McCann Erickson. But observers pointed out that Villar attended primarily because he was a member of the AOY committee. They opined that McCann should have joined the celebration in full force, befitting its status in the industry and its history with the AOY.
