MANILA History was made once again last week as TBWA\Santiago Mangada Puno was crowned the Association of Accredited Advertising Agencies of the Philippines’ (4A’s) Agency of the Year. This record-smashing 8th win marks the most of any agency in the 4A’s AOY’s 22-year existence. The evening marked a further milestone, as the Agency claimed its first-ever plate for Industry Leadership & Community Service, a recognition that Chief Creative Officer Melvin Mangada referred to as the “sweetest victory of all”.
TBWA\SMP once again won for Best in Creative while, on the Digital front, the agency beat out larger and more established shops to win Best in Digital Creativity & Effectivity for the third consecutive year, as well as a back-to-back win for Best in Digital Media.
Recognized in the industry as, “The award that matters,” the 4A’s AOY awards are notable for recognizing an Agency’s ability to manage its business, its brands’ performance in the market, leadership displayed in the industry, service for the community, and, of course, creative output.
With judging of the different categories carried out by panels of senior experts from multiple industries, the AOY is known as the most competitive local award in Philippine Advertising.
Indeed, TBWA\SMP has had a rewarding year thus far, scoring wins from Kidlat and AdFest, to Cannes and beyond, on the strength of such notable works as “Disgusting Stories” for Bahay Tuluyan and “Smells Like a Girl” for Bench.
With reference to disruptive in-house processes, policies, and practices, Mangada said, “our presence in these categories represent not just a clear example of TBWA’s operational innovations, but a possible model for our industry’s evolution.”
On the wins, Mangada was the picture of modesty and gratitude, sharing that, “As undoubtedly grateful as we are for the recognition, I am doubly thankful for the talent and tenacity of everyone who worked hard to make this stunning victory possible.”
As for what’s next for the Disruption Agency, Mangada smiled, before saying, “A huge celebration is most definitely in order.”