PHILIPPINES – JUNE 16, 2011 – The industry’s most important show in the Philippines just got bigger, not to mention a lot less exclusive, as the Philippine Association of of Accredited Advertising Agencies (4As-P) introduced two new categories and some rule changes for Agency of the Year 2010. Formally launched last June 14 at Jill’s, The Fort, this year’s competition also leaves more room for the recognition of smaller, independent agencies and their creative partners.
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The AOY 2010 team. Seated, L to R: Y&R’s Jay Santiago, Ogilvy & Mather’s Peachy Pacquing, TBWA’s Melvin Mangada, BBDO’s Brandie Tan. Standing: DM9’s Ronald Barreiro, DentsuIndio’s TJ Parpan, Blue Blade’s Hans Roxas-Chua.
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First off, new and growing agencies will have a chance to steal the show in this year’s newly-opened Independent Agency of the Year category. Open to locally-owned agencies without foreign support, the new category aims to give a boost to organizations who contribute 100% Filipino creativity to the industry. “It would be good for these small agencies, with no multinational affiliations, to get recognized and we look forward to them being part of this years AOY,” says Ronald Barreiro, Vice-Chair and Panel Head for Research.
The new category is also expected to raise the number of participating agencies at AOY, from the usual maximum of ten. This will provide a healthy challenge to multinational powerhouses who dominated most past shows. For instance, 2009 marked the victory of BBDO Guerrero/Proximity’s (their third AOY in a a row), Publicis JimenezBasic (Market Performance), Leo Burnett Manila (Industry Leadership Community Service), Mediacom (Media Excellence), Universal McCann (Media Creativity), with small players few and far in between.
Digital companies and their respective teams, on the other hand, will get to vie for the new Digital Excellence of the Year Award. “This year, we’re introducing a category which should actually have been introduced years ago. Digital has been part of our communications, and we believe that it’s good to give it ample recognition,” explains Melvin Mangada, chair of the AOY Management committee.
A few changes in the rules will also be instated this year. The criteria for Best in Creative will include consistency in craft and in the quality of ideas across different account types and media vehicles. Digital work, on the other hand, must be submitted through an AVP walkthrough with an option to submit an award link where the work can still be experienced. Or, it must show the material as it was originally displayed.
In the Best in Management of Business category, revenue growth will no longer be compared to other agencies and the total industry. There will also be less exclusivity for Production Excellence, since nominees will no longer be pre-selected by the Creative Guild. Print production entries will be six best pieces of work instead of the previous three pieces print ads and three pieces others. Last but not least, an ad agency must compete in all categories and garner the highest total score; and either win or be a finalist in Best in Creative to bag Agency of the Year.
Deadline for submission of entries is on July 8, 2011. For more information, visit www.agencyoftheyear.com.ph or contact Vanne Tomada of 4As at (02) 893-1205 or 4asp@pldtdsl.net.
