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Filipina power: McCann PH’ Fran Palines and McDonald’s PH Margot Torres join Spikes Asia 2018 jury

SINGAPORE – The Spikes Asia Festival 2018 sees McCann WorldGroup Philippines Associate Creative Director Fran Palines and McDonald’s Philippines Managing Director Margot Torres as juries for Outdoor and Radio & Audio, and Creative Effectiveness, respectively.

The Spikes Asia Festival, happening on September 26 – 28, 2018 in Singapore, is the region’s biggest celebration of creativity in Asia where the diverse APAC community comes together for three days of inspiration, networking and learning. The creative awards are an integral part of the Festival, the jury review entries into 21 different award categories across the breadth of the branded communications industry.

Perhaps very few are as suited to sit on a panel of radio jurors as Fran Palines, Associate Creative Director at McCann Worldgroup Philippines and writer behind two of the world’s most awarded radio spots from 2017.


Fran started as a copywriter at BBDO Guerrero in 2010 where she learned everything there is to love about advertising. In 2016, she joined McCann Worldgroup Philippines after taking a 3-year break working directly with brands she supports – which included a bookstore that paid her in fantasy trilogies. On her first year back in the industry, now with McCann, she went on to create two stellar radio campaigns, one for Fully Booked (LIVES) and another for Nestlé Philippines Maggi (DIM DADS).

The work picked up a Gold and Silver Lions respectively at Cannes, and went on to score several metals at Asian Adfest, London International, New York Festivals, Clio, Spikes Asia, AdStars, AWARD Australia, and The One Show. The spots also won several Gold and Silver trophies at the Kidlat Award, including the coveted Grand Prix, and are now among the Philippines’ most awarded radio campaigns.

Fran’s work has been recognized both locally and internationally and she’s had the privilege of working on major brands like Johnson & Johnson, Ayala, BPI, Nestlé KitKat, Coca-Cola, and Philippine Airlines.

As Managing Director of McDonald’s Philippines, Margot Torres consistently drives the company’s top line sales with the strategic focus on value, service, and convenience all whilst deepening the connection of Filipino consumers with the brand through memorable and iconic campaigns which have become part of local popular culture.

Torres, a digital champion, also ushered the company into the digital age–from social media to eCommerce via McDelivery and its access points. She is also a two-time president of the Internet and Mobile Marketing Association of the Philippines (IMMAP) and remains on the IMMAP Board of Trustees.

Moreover, Torres strengthens and aligns work processes across the many departments of the Customer Experience Group, which includes Strategy & Insights, Marketing, Menu, LSM, Corporate Communications, Customer Care, Operations, Field Service, Franchising, RSG, IT, and SCM.

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