Rise of a new Araw

The Araw Awards has been consistently one of the most anticipated events during the Philippine Advertising Congress (PAC) for giving recognition to Filipino creative excellence in advertising. It is a highlight of the Ad Congress as advertising agencies eagerly wait to discover the best ads of the year. This time around, the awards body raises the level of competition by introducing a new component to the judging criteria: the marketing results of the ad campaign.

Entries to Araw would thus be judged according to this breakdown: 50 percent creativity, 25 percent insight or strategy and 25 percent results.

The new Araw Awards moves the industry from a purely creative appreciation of advertising to a more holistic approach of advertising effectiveness. This year, the committee is looking for the kind of creativity that yields results. Araw Awards, above all, aims to uplift advertising excellence in its entirety in the Philippines.

“Great ads do work,” stressed Araw committee co-chair Raoul Panes.

Indeed they do—for the growth of the whole industry. What the new Araw Awards would also achieve is the strengthening of support systems by different players in advertising, as the Ad Congress is meant to achieve. The results component would affirm the fact that all players are essential to a healthy and vibrant industry, from the agencies to suppliers to advertisers.

“We want them to feel the Araw Awards is for the entire industry and not just for creative agencies,” Panes said.

“No longer would it just be an advertising agency show as some people would think but a show for the whole industry where everyone gets to be part of the celebration of great ideas,” competition chair Raoul Floresca added.

The 2009 Araw Awards would mark the beginning of a brighter era in Philippine advertising, wherein creativity and efficacy would join together to create excellent advertising.