Champions of Philippine Media: Havas Ortega, OMD Philippines, Publicis Media dominate MSAP’s 2025 ICE Awards

MANILA, PHILIPPINES – The champions of Philippine media have been named. The Media Specialists Association of the Philippines (MSAP) recently hosted the MSAP ICE Awards, a ceremony dedicated to celebrating campaigns, agencies, and advertisers that exemplify the award-giving event’s core values: innovation, creativity, and effectiveness.

Held at SPACE at One Ayala on November 27, 2025, the event honored the most impactful and ingenious media campaigns, recognizing groundbreaking executions that have set new benchmarks in the Philippine media landscape.

Havas Ortega dominated the night, securing the coveted title of Media Agency of the Year and topping the metals tally with a total of 28 awards.

Sponsor

Rounding out the top three, OMD Philippines Inc. was highly triumphant, taking home 16 awards, while Publicis Media (Spark Foundry) closely followed with 14 awards.

With hundreds of entries competing for honors, here is the complete list of winners at this year’s MSAP ICE Awards:

People Awards

Among the individual recognitions, the MSAP ICE Awards honored outstanding talent across the media landscape. Leading the list of individual wins, Miko Manalo, General Manager at Starcom Philippines, was recognized as the Agency Head of the Year. The Media Director of the Year award went to Joshua John Padolina of Intersections Communications, Inc.

Bernard Calaquian, Associate Digital Editor at UM Philippines, was named Integrated Media Planner of the Year. The future of the industry was highlighted by the Young Achiever of the Year award given to Kyra Elisha B. Matela, Digital Planner at Intersections Communications, Inc.

Special Awards

The night also featured major institutional and campaign-specific accolades. In the institutional categories, Havas Ortega solidified its dominance by earning the most coveted honor: Media Agency of the Year. Meanwhile, Unilever Philippines Inc. was named the Advertiser of the Year.

In addition, excellence in campaign execution was recognized. The campaign “The KITA Initiative” by Havas Ortega for Spark! Philippines achieved a dual victory, winning both Best in Insight and Best in Creative Media. For effectiveness, the award went to “URC Halloween Deadselling” by Publicis Media (Spark Foundry) for Universal Robina Corporation. The Philippine Star (Philstar Daily Inc. [Philstar Media Group]) was celebrated as the Media Partner of the Year.

Bronze

Multimedia

“BPI Project Care” by “Carat Philippines” for “Bank of the Philippines Island”
“CETAPHIL X UAAP WOMEN’S VOLLEYBALL PARTNERSHIP” by “Dentsu X Philippines” for “Galderma Philippines”
“Lemon Square Cheese Cake Back-to-School Year 3” by “Havas Ortega” for “Big E Food Corporation”
“Project Universal Care that Comes from the Heart” by “Havas Ortega” for “Philippine Airlines”
“Across Every Platform, Sun Life Empowers a New Generation” by “Havas Ortega” for “Sun Life of Canada (Philippines), Inc.”
“Project Busan: Century Tuna’s Protein Packed Partnership with Park Seo Jun” by “Initiative Philippines” for “Century Pacific Food Inc.”
“Sweet Success: Angel x Bini Christmas Campaign” by “Initiative Philippines” for “Century Pacific Food Inc.”
“Watsons Playlist: The Feel Great Concert” by “Intersections Communications, Inc” for “Watsons Philippines”
“BUSCOPAN HINIHIGPITIYAN MRT TAKEOVER” by “OMD Philippines, Inc.” for “Opella Healthcare”
“Own your spotlight with NIVEA L630 (with Vogue Digital plus print and branded content)” by “OMD Philippines, Inc.” for “Beiersdorf Philippines”
“UNILAB’S 80TH YEAR: A LEGACY OF CARE TOLD THROUGH VOICES, SCREENS, AND STORIES” by “OMNICOM MEDIA GROUP” for “Unilab, Inc.”
“Ritemed: Hanapin ang Check!” by “Omnicom Media Group” for “RiteMED Phils., Inc”
“BYD Go Electric Campaign” by “Optimax Communications Group Inc.” for “Mobility Access Philippines Ventures Inc.”
“KIA SONET LAUNCH CAMPAIGN” by “Optimax Communications Group Inc” for “Kia Philippines”
“Cebu Pacific Flight Patterns” by “Publicis Media (Spark Foundry)” for “Cebu Pacific Air”
“Dove Complete The Care” by “Publicis Media (Spark Foundry)” for “UNILEVER PHILIPPINES, INC.”
“CloseUp: First-ever Fan Powered Music Video” by “Publicis Media (Spark Foundry)” for “UNILEVER PHILIPPINES, INC.”
“Vaseline OA Summer” by “Publicis Media (Spark Foundry)” for “UNILEVER PHILIPPINES, INC.”
“Pond’s Dream Summer” by “Publicis Media (Spark Foundry)” for “UNILEVER PHILIPPINES, INC.”
“Rexona Men Ice Cool: The Coolest of All Time” by “Publicis Media (Spark Foundry)” for “UNILEVER PHILIPPINES, INC.”
“The Samsung S25+ AI Experience” by “Publicis Media (Starcom)” for “Samsung Electronics Philippines Corp.”

Single Medium

“Last Word Syndrome” by “Creative Cracker Inc.” for “Skintec Advance Inc.”
“GLICO POCKY DAY – POCKY CHALLENGE” by “Dentsu X Philippines” for “Glico Philippines”
“From Clicks to Classrooms: MAPUA university’s Game-changing Online Strategy that Drove Highest Enrollment Record” by “Havas Ortega” for “Mapúa University”
“PIONEERING THE FAST LANE OF SOCIAL COMMERCE WITH SHELL” by “Havas Ortega” for “Shell Pilipinas Corporation”
“Turning Rooms into Results: Seda’s Booking & Revenue Success Story” by “Havas Ortega” for “Ayala Land Hospitality”
“Acquisition Reinvented: How Metrobank Achieved Scalable Growth” by “Havas Ortega” for “Metrobank”
“Digital Ignition: Accelerating Inchcape’s Dual-Brand Drive” by “Havas Ortega” for “Inchcape Philippines”
“#FudgeeLagi with BINI” by “Hearts & Science Philippines” for “Republic Biscuit Corporation”
“Sweet Success: Angel x Bini Christmas Campaign (Silverpush AI)” by “Initiative Philippines” for “Century Pacific Food Inc.”
“Di Sulit Hypersensitivity” by “Initiative Philippines” for “Century Pacific Food Inc.”
“InDrive Byaheng Patas ang Presyo x Spotify” by “Intersections Communications, Inc.” for “InDrive”
“EASTWEST PERSONAL LOAN SEARCH” by “Intersections Communications, Inc.” for “EASTWEST BANKING CORPORATION”
“Netflix Sosyal Climbers OOH” by “Intersections Communications Inc.” for “Netflix Philippines”
“FIBA WORLD CUP 2023: “SMART BALL OF ASIA”” by “Metropolis Evolving Media” for “Smart Communications, Inc.”
“Nissan Kicks e-POWER: Electrifying OOH” by “OMD Philippines, Inc.” for “Nissan Philippines, Inc.”
“IKEA MAKE SPACE FOR MAGIC META AR EXECUTION” by “OMD Philippines, Inc.” for “IKEA Philippines”
“IKEA Always-On Google Performance Max” by “OMD Philippines, Inc.” for “IKEA Philippines”
“Nissan Demand Gen Strategy: Turning Intent into Demand” by “OMD Philippines, Inc.” for “Nissan Philippines, Inc.”
“Atin’ To Chicken McDo TV Sync” by “OMD Philippines, Inc.” for “Golden Arches Development Corporation”
“McDonald’s Holiday Treats TV Sync” by “OMD Philippines, Inc.” for “Golden Arches Development Corporation”
“Lactezin: Project Bumblebee” by “Omnicom Media Group” for “UL. Skin Sciences, Inc.”
“Fortima: IKAW MA!” by “Omnicom Media Group” for “Unilab, Inc.”
“FINAL DESTINATION-ROVING TRUCK” by “PHD” for “WarnerBros FE Inc.”
“Baygon Cut Pest Stories Short Spectacular OOH” by “PHD” for “SC Johnson Asia Pacific”
“Johnnie Walker Criteo x GrabMart Activation” by “PHD” for “Diageo Philippines, Inc.”
“NUTELLA CHRISTMAS JINGLE CAMPAIGN” by “Starcom Philippines” for “Ferrero Asia Pacific”
“Finish’s Search for Dishwasher Users” by “Starcom Philippines (Publicis Media)” for “Reckitt Benckiser Healthcare (Philippines) Inc.”
“Gentlease: Learn with Ease” by “Starcom Philippines” for “Mead Johnson Nutrition (Philippines) Inc.”
“Lazada 6.6 Campaign” by “UM Philippines” for “Lazada PH”
“EQ Maagang Pamasko E-Raffle Promo” by “UM Philippines” for “JS Unitrade Merchandise Inc”
“The Greatest Gamer” by “Wavemaker” for “Smart Communications, Inc.”
“Maggi: A Dynamic Recipe for Success” by “WPP Media Openmind” for “Nestlé Philippines”
“Grab: Paint the Town Green” by “Zenith Optimedia” for “Grab”

Activation

“The KITA Initiative” by “HAVAS Ortega” for “Spark! Philippines”
“100 Days of Christmas Surprises” by “HAVAS Ortega” for “SM Supermalls”
“Flanax Mission Ginhawa: Sugod Bahay, Lunas sa Baranggay” by “Havas Ortega” for “Taisho Pharmaceuticals Philippines Inc.”
“Kopiko Unlicash” by “Initiative Philippines” for “PT Mayora”
“Vaxx Officce” by “Intersections Communications Inc.” for “Watsons Philippines”
“LACTACYD BABY COCOMELON PARTNERSHIP” by “OMD Philippines, Inc.” for “Opella Healthcare”
“NESTEA BOTTOMLESS KARAOKATHON” by “Openmind Philippines” for “Nestlé Philippines”
“Ikaw and Idol Kol” by “Publicis Media” for “FOODSPHERE, INC.”
“Dove: Art of Hair Repair” by “Publicis Media (Spark Foundry)” for “Unilever Philippines, Inc.”
“Dove Radiant + Care Serum Bars: Project Aphrodite” by “Publicis Media (Spark Foundry)” for “Unilever Philippines, Inc.”
“The Recipe for the Heart of BINI’s Blooms: Payless Bigatin Raffle Promo” by “Publicis Media (Spark Foundry)” for “Nissin Universal Robina Corporation”
“Dove Sensitive: Project Daphne” by “Publicis Media (Spark Foundry)” for “Unilever Philippines, Inc.”
“Rexona Vitamin + Bright: The Deodorant Revolution Built on a Modern Duality” by “Publicis Media (Spark Foundry)” for “Unilever Philippines, Inc.”
“PLDT Squid Games” by “Wavemaker” for “PLDT INC”
“Sting: Olstar sa Hataw” by “Zenith” for “PepsiCo, Inc.”

Advocacy

“Shell LiveWire Program 2023” by “Dentsu Philippines Inc.” for “Pilipinas Shell Foundation, Inc.”
“LE TROPHEE BLEU: THE SUSTAINABILITY AWARD THAT MUST STOP BEFORE 2030” by “HAVAS Ortega” for “French Chamber of Commerce and Industry of the Philippines”
“100 Days of Christmas Surprises” by “HAVAS Ortega” for “SM Supermalls”
“100 Days of Joy” by “HAVAS Ortega” for “SM Supermalls”
“ENDANGERED LUNG TOUR” by “Havas Ortega” for “Boehringer Ingelheim (Philippines), Inc.”
“Initiative Blue Beyond the Billboard” by “Initiative Philippines” for “Initiative Philippines”
“‘Di Mo Decerv” by “Initiative Philippines” for “MSD”
“Hapag Bigay” by “Initiative Philippines” for “Office of Senator Kiko Pangilinan”
“Türkiye-Syria Earthquake Emergency Campaign” by “NuWorks Interactive Labs, Inc.” for “United Nations Children’s Fund”
“TNT Sim Registration” by “Wavemaker” for “Smart Communications, Inc.”
“Smart Sim Registration” by “Wavemaker” for “Smart Communications, Inc.”
“G-Gigantic Goals: Turning Expiring Points into Pawsitive Change” by “WPP Media (EssenceMediacom)” for “Globe Telecom, Inc.”
“Water Drinks Gatorade” by “Zenith” for “PepsiCo, Inc.”

Data

“Sun Life Learns, Go-Getters Win – Insurance Built by Data” by “Havas Ortega” for “Sun Life of Canada (Philippines), Inc.”
“2024 Always On, Maya Partnership, Anniversary Seat Sale 2025 (Converged Audience)” by “Havas Ortega” for “Philippine Airlines”
“Pinoy Prosumer Power: How We Cracked the Filipino Consumer Mind and Drove 48% Revenue Growth” by “Havas Ortega” for “Havas Media Ortega Inc.”
“From Data to Pesos: Maya’s Blueprint for Data-Driven Marketing Success” by “Initiative Philippines” for “Maya Philippines, Inc.”
“Lucky Me! What’s Right with Secretary Kim” by “Initiative Philippines” for “Monde Nissin Corporation”
“Precision Marketing for Nivea Body Milk” by “OMD Philippines, Inc.” for “Beiersdorf Philippines”
“Precision in Every Dose: How Neozep Reimagined Cold Relief Through Behavioral Targeting” by “Omnicom Media Group” for “Unilab, Inc.”
“DIATABS: A (NOT SO) SHITTYENGAGEMENT” by “OMNICOM MEDIA GROUP” for “Unilab, Inc.”
“No-Drowse, All Data: How Decolgen Proved the Power of Attention” by “Omnicom Media Group” for “Unilab, Inc.”
“FWD DYNAMIC CONTENT ENGINE” by “Starcom Philippines” for “FWD Life Insurance Corporation”
“Kérastase Fueling Media Excellence Through Customer Relationship Management” by “WPP Media” for “L’Oréal Philippines”
“Grab: Paint the Town Green” by “Zenith Optimedia” for “Grab”

Regional

“Sun Life Breaking the NCR Bias: Building Brand Equity in the Regions” by “Havas Ortega” for “Sun Life of Canada (Philippines), Inc.”
“Lemon Square Cheese Cake Back-to-School Year 3” by “Havas Ortega” for “Big E Food Corporation”
“Tanduay x Fusion Cebu: The Philippine Music Festival” by “Intersections Communications, Inc” for “Tanduay Distillers Inc.”
“HOME CREDIT Hottest Summer sa Pinas 2024” by “Intersections Communications Inc.” for “Home Credit Philippines”
“CORONA SUNSETS SESSIONS IN BORACAY 2024” by “Intersections Communications Inc.” for “Corona Philippines”
“Anywhere Is Home” by “Wavemaker” for “PLDT INC”

Branded Content

“Save with Maya – The Ultimate Big Winner” by “Initiative Philippines” for “Maya Philippines, Inc.”
“Ben&Ben’s The Traveller Across Dimensions” by “Intersections Communications Inc.” for “Ben&Ben Music Production”
“Jose Mari Chan for IKEA Christmas Shop” by “OMD Philippines, Inc.” for “IKEA Philippines”
“CloseUp: CloseUp: First-ever fan powered Music Video” by “Publicis Media (Spark Foundry)” for “UNILEVER PHILIPPINES, INC.”
“Nips Playtime in Full Color” by “Publicis Media (Spark Foundry)” for “Universal Robina Corporation”
“Mujigae: Batang May Laban” by “WPP Media – Openmind” for “Nestlé Philippines”

Silver winners

Multimedia

“USISA Campaign” by “dentsu X” for “VILLARICA Pawnshop Inc.”
“O₂Wow!, O₂Wow! TWICE FIRST OISHI COMEBACK Campaign” by “Dentsu Solutions Philippines Inc.” for “Liwayway Marketing Corporation”
“PIZZA THAT SPARKS JOY AND REIGNITES TOGETHERNESS” by “Havas Ortega” for “PPI Holdings, Inc.”
“Project Hope” by “Initiative Philippines” for “Maya Philippines, Inc.”
“Watsons Playlist: The P-Pop Power Concert” by “Intersections Communications, Inc.” for “Watsons Philippines”
“Netflix Squid Game 2” by “Intersections Communications, Inc.” for “Netflix Philippines”
“Netflix MMFF 2024” by “Intersections Communications, Inc.” for “Netflix Philippines”
“Unmissable by Design: Neopen Z+’s Multimedia Roadblock to Relevance” by “Omnicom Media Group” for “Unilab, Inc.”
“Level Up Energy: How Enerzon Z+ Used Multimedia to Reignite a Legacy Brand” by “Omnicom Media Group” for “Unilab, Inc.”
“MILO 60TH” by “OmniMind Philippines” for “Nestlé Philippines”
“BYD Sealion 6 DM-i “Go Beyond Hybrid”” by “Optimax Communications Group Inc” for “Mobility Access Philippines Ventures Inc.”
“Baygon Zero Tolerance” by “PHD” for “SC Johnson Asia Pacific”
“FINAL DESTINATION BLOODLINES” by “PHD” for “WarnerBros FE Inc.”
“HELLO LOVE AGAIN, LAUNCH OF GLADE PREMIUM” by “PHD” for “SC Johnson Asia Pacific”
“#OPPOA5ProSnapandSlay” by “PHD” for “Millennial Zeal Technology Corporation (OPPO Philippines)”
“Baygon Cut Post Stories Short Radio + Online” by “PHD” for “SC Johnson Asia Pacific”
“#GSafcTayo Entertainingly Serious Campaign” by “Universal McCann” for “G-Xchange, Inc.”
“Live for Real” by “Wavemaker” for “Smart Communications, Inc.”
“Nido: Love is not a Word, It’s an Act” by “WPP Media – Openmind” for “Nestlé Philippines”

Activation

“The Familiar Panda Now Preferred” by “FreakOut” for “Delivery Hero Philippines Inc.”
“Midnight Ride Thru Delivery” by “Havas Ortega” for “PPI Holdings, Inc.”
“Ereflora Be the Probiotic” by “OMD Philippines, Inc.” for “Opella Healthcare”
“Axe Scented Murals” by “Publicis Media (Spark Foundry)” for “Unilever Philippines, Inc.”
“Rexona Men Ice Cool: The Coolest of All Time” by “Publicis Media (Spark Foundry)” for “Unilever Philippines, Inc.”
“The Samsung S25+ AI Experience” by “Publicis Media (Starcom)” for “Samsung Electronics Philippines, Corp.”
“Permaloop” by “Wavemaker” for “SMART COMMUNICATIONS INC.”
“Promil Gifted Brain Room” by “WPP Media – Openmind” for “Nestlé Philippines”
“Spotify Kalye” by “Zenith” for “Spotify”

Single Medium

“2023 Super Deals Performance Max” by “Havas Ortega” for “Philippine Airlines”
“DULCOLAX COMFORT ROOM” by “OMD Philippines, Inc.” for “Opella Healthcare”
“Cebu Pacific Flight Patterns” by “Publicis Media (Spark Foundry)” for “Cebu Pacific”
“Driving GMV Growth & Efficiency Through Bicycle Optimization Strategy and Keyword Targeting for Maybelline Philippines” by “WPP MEDIA” for “L’Oréal Philippines”

Data

“2025 Seat Sales” by “Havas Ortega” for “Philippine Airlines”
“Maya’s 1-2-3 Grow Bundle” by “Initiative Philippines” for “Maya Philippines, Inc.”
“Lead EVM All Day Conversational Ads” by “OMD Philippines, Inc.” for “Golden Arches Development Corporation”
“McDonald’s Holiday Treats TV Sync” by “OMD Philippines, Inc.” for “Golden Arches Development Corporation”
“Atin’ To Chicken McDo TV Sync” by “OMD Philippines, Inc.” for “Golden Arches Development Corporation”
“McDonald’s Holiday Treats House Sync” by “OMD Philippines, Inc.” for “Golden Arches Development Corporation”
“Beauty & Wellbeing EOP Pivot” by “Publicis Media (Spark Foundry)” for “UNILEVER PHILIPPINES, INC.”
“Maggi’s Trendspotting Campaign : Recipe for Real-Time Relevance” by “WPP Media Openmind” for “Nestlé Philippines”

Advocacy

“SM Green Movement” by “Havas Ortega” for “SM Supermalls”
“The KITA Initiative” by “Havas Ortega” for “Spark! Philippines”
“Midnight Ride Thru Delivery” by “Havas Ortega” for “PPI Holdings, Inc.”
“Payo para sa Life” by “Intersections Communications, Inc.” for “Home Credit Philippines”
“Bayang Walang Bahid ng OSAEC” by “Intersections Communications, Inc.” for “International Justice Mission”
“#GSafcTayo Entertainingly Serious Campaign” by “UM Philippines” for “G-Xchange, Inc.”

Regional

“RHEA Generics Maaassahan Mo Free Clinic – Regional Activation” by “Hearts & Science Philippines” for “PHILUSA Corporation”
“Unilever Beauty & Wellbeing Shopee Super Brand Day 2024: Beauty Decoded” by “NuWorks Interactive Labs, Inc.” for “UNILEVER PHILIPPINES, INC.”
“Myra-E: Gwapa” by “Omnicom Media Group” for “UL Skin Sciences, Inc.”

Branded Content

“Creamsilk Queens” by “Publicis Media (Spark Foundry)” for “UNILEVER PHILIPPINES, INC.”

Gold winners

Multimedia

“Last Word Syndrome” by “Creative Cracker Inc.” for “Skintec Advance Inc.”
“The KITA Initiative” by “HAVAS Ortega” for “Spark! Philippines”
“Get Banked (Project Money)” by “Initiative Philippines” for “Maya Philippines, Inc.”
“McDonald’s Holiday Treats House Sync” by “OMD Philippines, Inc.” for “Golden Arches Development Corporation”
“THIS IS AN IKEA STORE” by “OMD Philippines, Inc.” for “IKEA Philippines”
“Dove: Art of Hair Repair” by “Publicis Media (Spark Foundry)” for “UNILEVER PHILIPPINES, INC.”
“Creamsilk Queens” by “Publicis Media (Spark Foundry)” for “UNILEVER PHILIPPINES, INC.”

Data

“URC Halloween Deadselling” by “Publicis Media (Spark Foundry)” for “Universal Robina Corporation”
“Close Up: First-ever Fan Powered Music Video” by “Publicis Media (Spark Foundry)” for “UNILEVER PHILIPPINES, INC.”

adobo Magazine is an official media partner of the MSAP ICE Awards 2025.