For nearly a decade now, Philippine delegates to the Cannes Lions have competed in the Young Creatives. In 2010, the same year that the Cannes Lions is to accept two tandem teams to the competition, it also opens the Cannes Lions Young Marketers competition. Count the Philippines in!


PANA has completed eleven teams from ten member companies, namely, Bayan, Jollibee, Johnson & Johnson, McDonald’s, Nestlé, NutriAsia, SMART, Unilab, Unilever and Wyeth Philippines have signed up. Unilab fields two teams for Brand Camp.

According to Margot Torres, PANA president and McDonald’s VP for marketing, PANA will hold its first Brand Camp to choose the pioneer Cannes Lions Young Marketers from April 29 to May 1, at the Taal Vista Hotel in Tagaytay.
Approached by Pepito Olarte, Philippine Daily Inquirer group sales director, the Philippine Association of National Advertisers (PANA) has accepted the challenge of fielding the country’s finest Young Marketers. The Philippine Daily Inquirer is the country’s representative body to the Cannes Lions.

The three-day event features speakers that include: Peter Rodenbeck, DDB Asia Pacific regional director, Peter Sandor, Bates 141 Philippines CEO, and Nandy Villar, McCann Worldgroup Philippines managing director, as well as Hermie De Leon, Omnicom Media Group Philippines president and CEO. 

While Rodenbeck tackles the topic of “Consumer Insights”, Sandor will discuss “How to Develop a Good Brief”. Villar will present “Do’s and Don’ts”, a sampling of good and bad briefs. De Leon will provide the competing teams important insights on “Media Landscape”.
Brand Camp includes an overview hosted by Apple on the use of Keynote program, which is the required format of the Cannes Lions Young Marketers.


Early in the ball game, “PANA already has a jury line up composed of leading creative, accounts and media heads from 4As and the Media Specialists Association of the Philippines (MSAP),” reveals Torres.

Prior to the competition, the eleven teams will prepare a brief, which they can tweak during the first two days of Brand Camp. The teams will then present to two teams of judges that will review and critic
their briefs.

By the end of Day 2, the teams will be given one common case on which they will produce a creative brief.
On Day 3, each team-tandem then presents to the top Jury, a separate group from the review judges. This select Jury will determine the winning team to compete in the Cannes Lions Young Marketers.


“PANA has formed partnerships to help send off the winning tandem to Cannes,” said Digna Santos, PANA executive director.
adobo magazine. The Word on Advertising.
