The 27th AOY Awards: What It Takes to Become an ‘Alamat’ in Advertising
The stage is set to honor icons of the advertising industry.
The 27th edition of the Agency of the Year (AOY) Awards is shaping up to be the most intriguing advertising event of the year.
Spearheaded by the Association of Accredited Advertising Agencies of the Philippines (4As), the 27th AOY will carry the theme Alamat and spotlight outstanding work that exemplifies Filipino creativity, passion, and ingenuity.
Why Alamat? In an interview with The Business Manual, members of the 27th AOY Management Committee answered this question to reveal what they’re looking for in this year’s entries.
Where it All Began
The organizers of the 27th AOY wanted to go beyond simply celebrating the “finest and excellent works” of the advertising industry, according to Management Committee Chairman Eugene Manalo—hence the theme Alamat.
They wanted to look back at the origin of three main values: Creativity, Bravery and Excellence.
“After all, ingrained in our Filipino culture is to always look back from where we all started. We want to highlight our being as a Filipino,”Manalo explains.
“If we say alamat (translated: legend), this is where it all begins,” he adds. “Kapag alamat, tumatatak at nakaukit na yan sa ating industriya.” (“When you say ‘legend,’ it has already made a mark and is already embedded in our industry.”)
Vice-Chair Yvonne Claudette Salcedo envisions the 27th AOY as “a celebration of those who are destined to become legends” in the advertising industry, as reflected in the way individuals and agencies—whose work transcends the ordinary—will be recognized.
“We will honor those whose contributions have shaped not only the business but also the community around them,” Salcedo said. “The qualities of a true legend—Malikhain (creative), Magaling (excellent), Malakas (strong), Mahusay (skilled), Makabago (innovative), Mabagsik (fierce)—will be at the heart of this year’s recognition. This year’s AOY is not just about awarding excellence—it’s about immortalizing it.”
Who Will Rise Above and Win?
In an industry where excellence and creativity are paramount, how does the best of the best rise above to win at the 27th AOY? Selecting winners across categories is no easy feat, but the Management Committee has offered a glimpse into what they’re looking for in each deserving honoree under every category.
Agency of the Year
Yvonne Claudette Salcedo, Panel Head for the Research & Independent Agency of the Year category of the 27th AOY, offered her reflections, saying: “When I look at an agency’s best creative work, I’m really drawn to how clearly their excellence shines through, from the spark of the idea, to how strategically relevant it is, all the way to how beautifully it’s executed and the impact it makes in its chosen medium. It’s not just about being clever—it’s about being purposeful and powerful.”
“Now, when it comes to choosing the Independent or Network Agency of the Year, I go beyond the creative. I look at how consistently the agency performs across the board—how they manage their business, how they nurture their people, and how they contribute to the industry and society at large.”
“Of course, their creative output still matters a lot, but it’s the full picture that tells me they’re truly deserving. It’s about heart, hustle, and a lasting impact.”
Best in Creative
Maki Correa, Panel Head for Best in Creative, said, “We saw a diverse range of excellent creative work from the agencies this year. The entries were a mix of classic media, experiential, design, digital and tech. Expect that the competition is going to be tough for the Best in Creative category.”
Management of Business
“Management of Business for the 4As Philippines 27th Agency of the Year Awards goes beyond financial results to embrace sustainable growth and the profound impact of empowering people,” said Manny Gonzales, who stands as the Panel Head for the Management of Business category of the 27th AOY.
“This year, we’re seeking entries that showcase innovative strategies reflecting the dynamic shifts in business management driven by creativity and technological advancements. Most critically, we’re focused on how these strategies elevate the passionate creative force behind the industry—the employees,” Gonzales added.
“We want to see how management practices have inspired, empowered, and amplified the value of teams, fostering environments where their creativity and dedication thrive. Entries should demonstrate measurable growth while highlighting how leadership has nurtured and celebrated the people driving the business forward.”
Market Performance
According to Gel Lorenzo, Panel Head for the Market Performance category, market performance is where creativity meets real business results. This year, they’re looking for entries that clearly connect insight, idea, and measurable impact.
“We want campaigns that didn’t just make noise but truly drove growth, strengthened brands, and delivered tangible returns for clients,” Lorenzo said.
Industry Leadership & Community Service
In this age of fake news, historical revisionism, and filters, Ricky Gonzales, Panel Head for Industry Leadership & Community Service, seeks entries that are “honest, raw and real.”
“I am looking for efforts that are ‘simple lang pero rock’ a.k.a. minimum effort, maximum impact,” Gonzales reveals. I hope to see ‘small but meaningful’ efforts being mounted to achieve the goal of bolstering the Advertising industry and the Filipino Community.
Media Agency of the Year
Cathy Nuqui, Panel Head for the Media Agency of the Year category, is looking for a winner that’s “brave enough to lead with heart.”
That winning media agency, ideally, should be one that embraces the unknown with confidence and keeps its people inspired along the way.
“The next Media Agency of the Year should stay rooted in the human experience, grow brands with purpose, and create a culture where creativity and care go hand in hand.”
“At the end of the day, it’s the agencies that lead with both vision and empathy that will truly move the industry forward,” Nuqui concludes. “And I’m excited to see who rises to that challenge.”
Digital Agency of the Year
For Jace Susara, the winner for Digital Agency of the Year should be an agency that does not simply operate in the digital landscape, but also leads with purpose. It must be an agency that turns creativity into action, uses technology with intent, and builds a culture that fuels bold thinking and flawless execution.
“This award isn’t about being everywhere. It’s about being unmissable—shaping conversations, shifting behavior, and delivering measurable impact,” notes Susara, the Panel Head for the award category.
“Let’s celebrate the agency that didn’t just follow the brief, but elevated it.”
Brand Experience
Martin de Guzman spoke extensively about brand experience, defining it as the sum of every interaction a person has with a brand, from the first ad that person sees to the moment that person uses the product, walks into a store, attends an event, or engages with the brand online.
“It’s not just about communication; it’s about how the brand makes people feel, act, and remember,” says the Panel Head for the brand Experience category of the 27th AOY. “The best brand experiences are immersive, they resonate and are consistent across channels—creating not just customers, but loyal advocates.”
De Guzman enumerated the standout characteristics of a potential Brand Experience category entry, citing the following:
1. It must be human-centric.
2. It should place the audience at the heart of the experience, with clear insight into their behavior, desires, or pain points.
3. It should be holistic and cohesive. The experience must span multiple touchpoints with consistency in tone, design, and messaging.
4. It should have measurable impact, with clear results in business growth, engagement, or sentiment.
5. It should be innovative whether through tech, storytelling, or format . The experience should bring something fresh to the table.
6. It must feel true to the brand’s identity and values, not just something on trend or gimmicky.
Production Excellence
For Production Excellence Panel Head Earl Guico, production excellence goes beyond pristine visuals or technical polish— it’s the intersection of craft, clarity, and creativity across the realms of film, audio, post production and digital and tech. It’s how agencies and production companies translate big ideas into real-world execution that moves people, solves business challenges, and delivers impact across platforms.
“In today’s landscape where attention is currency, I’m looking for entries that are not only well-produced but thumb-stopping—work that compels you to pause, feel, and engage,” says Guico. “Great production should elevate the message and feel intentional in every detail.”
“Excellence is not always about scale—it’s about precision, purpose, and pushing the craft forward.”
The NextGen Award
The Next Gen Award is one of the newest categories in the Agency of the Year Awards, and the first to recognize individual talent.
“It celebrates the rising stars of our industry: young professionals who are not just excelling in their craft but also stepping up to lead, inspire, and drive change within their teams and organizations,” RJ Paculan, Panel Head for The NextGen Award category, said.
Paculan describes the ideal winner as someone with the potential to shape the future of the industry, not only by leading an agency but also through influencing the direction of advertising.
“They bring a powerful mix of talent, drive, and passion, coupled with a hunger to grow and uplift others. In short, they are today’s emerging leaders—and tomorrow’s trailblazers,” Paculan said in conclusion.
A Nod to Filipino Values and a Celebration of Local Talent
This year’s edition of the Agency of the Year Awards is poised to highlight the Filipinos’ best values and traits: malikhain, mahusay, matatag (creative, skilled, resilient) , and more.
“We will recognize legends who started this Agency of the Year and at the same time unveil the rising legends of advertising,” Manalo said.
