PUP Bags Back-to-Back Championship in PANA Brand Communications Tilt

By: Dan Patrick Toledo Macaya

Photocredits: PANA

Winning a back-to-back championship is not only an incredibly special feat; it is very challenging and requires a lot of determination, talent and commitment. So when you win a competition twice and consecutively, you know that it is even better and harder. Often, the elusive back-to-back win against equally competent rivals is an ambition that hardly ever comes true. But, just recently, the Polytechnic University of the Philippines Department of Advertising and Public Relations students celebrated another success in achieving this!

With School Code IMC 117 and campaign title ‘Deserve Mo Two’, the PUP Department of Advertising Public Relations once again shone and stood out by bagging the grand champion title in the recently concluded 2019 Pananaw Awards held at the Assumption College-Makati, November 23. Said competition was sponsored by the Philippine Association of National Advertisers (PANA).

For this year’s battle of future marketeers, each school represented by a team were tasked to come up with a brand communications plan for Rebisco’s Tostas. Out of 25 contenders, only the best five groups advanced to the finals and had a chance to present their campaigns before advertising and marketing students of various universities, practitioners, faculty and a distinguished panel of judges from the industry. Other finalists were Ateneo De Manila University, Miriam College, University of Sto. Tomas and University of the Philippines-Visayas.

Seeing fresh talents as agents of fresh ideas:  The PUP team was composed of freshmen and sophomore students from the Bachelor in Advertising and PR program including team leader Jaizeen Ynot,  presenters  Eunice Datoy, Margaret Maguigad, Zebedy San Agustin and Mark Jonnie Lapidez; Presenter and Copy Head Justine Cagalingan; Art Head Diane Mae Duran; Strategy Heads Rose Gail Conchada and Ericson Dacanay; Research Head Elylia Beatriz Monzon; Production Heads Jullianne Ladisla and Kernel Marasigan; and Media Head Diether Charlez Tizon.

“At first, I was a bit worried because most of our students were young and we might just not make it”,  said Dr. Jerielyn Reyes, the team’s official adviser.

Reyes added that it has also been a challenge to instill on the minds of the team the dedication required for them to finish their campaign. In fact, as Dr Reyes shared, they almost gave up and were about to decide not to join this year’s competition.

“But they proved me wrong, I was very surprised by the dedication of these young minds, and their ideas…fresh, on-strat and with very great potential”, Reyes shared further.

She added that you just really needed to give the students the trust they deserve and a surprising result will follow. For her, it’s just a proof that these disadvantages are actually the strength where they capitalize on.

“Also, I would like to acknowledge the help extended by our alumni who are now practitioners of advertising and public relations. Without them, all things could have been harder. Hands down for the fresh ideas”, Dr. Reyes said extending here gratitude to the alumni.

A tour-de-force performance translating to an “agency quality” work:  While there were minor comments for improvement, the team received an applause and commendations from the panel of judges, one in particular was from Ms Lizelle Maralag, Chief Marketing Officer of GMA. She commended the team’s campaign for having an “agency quality” work.

Other judges also enunciated their commendations for an output that was on strategy, consistent, short but have encapsulated all the strategy and creative works, and of course, well-executed.

“Three-peat? An astronomically more difficult challenge but we’re up for the challenge”:    “It gets harder and harder each year, but this year’s lesson of trusting our talents as well as the learnings on the subject matter make us more confident. We will not expect much but we will do our best to keep the championship title on our court,” Dr. Reyes expressed.

“We’re ready for next year, but for now, we will just enjoy the fruit of our labor”, Reyes concluded.

The team received 75,000 pesos in cash, plaque of recognition and individual medals as prizes.s

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