Starcom and Universal McCann tied for the Media Agency of the Year prize.
McCann Erickson provided TBWA with stiff competition after winning prizes for management of business, industry leadership and, for the first time in years, being a finalist for best in creative, which accounts for 40 per cent of the total score. But TBWA's best in market performance and best in creative prizes, on the back of its work for KFC chicken fillet to reverse the trend in declining quick service restaurant sales and Ayala Mall's Lov'emall campaign, assured it of the top prize. "If it weren't for a strong team and inspired partnership, we wouldn't have won Agency of the Year two years in a row," said a triumphant Melvin Mangada, the agency's managing partner and executive creative director.
McCann Erickson provided TBWA with stiff competition after winning prizes for management of business, industry leadership and, for the first time in years, being a finalist for best in creative, which accounts for 40 per cent of the total score. But TBWA's best in market performance and best in creative prizes, on the back of its work for KFC chicken fillet to reverse the trend in declining quick service restaurant sales and Ayala Mall's Lov'emall campaign, assured it of the top prize. "If it weren't for a strong team and inspired partnership, we wouldn't have won Agency of the Year two years in a row," said a triumphant Melvin Mangada, the agency's managing partner and executive creative director.
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