PANAnaw Awards celebrates 20 years: A Brand Communications Competition for Students

    Since its inception, PANAnaw Awards has been designed by PANAF (Philippine Association of National Advertisers Foundation) to bridge the gap between academe and industry. Designed to train and inspire tomorrow’s marketers, it calls on college students every year to participate in a competition that showcases their key learnings in school to be rendered into a full blown brand communications campaign. Invaluable learning and insights have been gained from this endeavor as attested by past student participants.

    The competition runs across a period of five months.

    The Competition

    Way before the schools are invited to participate, PANAF conceptualizes a theme which the students will work on. There were years when the theme involved social issues i.e. sustainable tourism, launching the Pinoy to the World or responsible use of social media. At other times, real consumer products were tapped. Social advocacy or otherwise, the interest of the students is the primary consideration. The key though is that it is relatable and actionable which means that it is good substance for the development of a communications plan that is relevant and timely. The invitation to the schools is disseminated only after a final theme is agreed on by the PANAF board. Colleges and universities nationwide are called upon to participate and are enticed with cash prizes and prestige that go with winning.

    A product brief or a social brief which is meticulously prepared is released to the schools to equip them with the necessary background and data enabling them to be creative, resourceful and inspired.

    PANAnaw Awards has been known as the most prestigious brand communications students’ competition and rightly so since it is organized and ran by industry practitioners who have dedicated themselves to effective brand building and communications.

    The competition culminates with selected finalists pitching their ideas through live presentations to a distinguished panel of judges comprising of academe, marketing and industry related professionals. In the past, it had also representatives from the branches of government with stakes on the topic. Over the years, people from the Department of Tourism, Department of Interior and Local Government, Department of Health and Department of Education have attended. This power cast have provided students with comprehensive industry grasps, invaluable realizations and the incredible opportunity to be employed by some of the country’s leading marketing firms.


    Building brands that help build a nation has been the battle cry of PANA, the mother organization of PANAF. Prepping the current educators and future practitioners at grassroots level ensure that values of responsibility and truthfulness are inculcated early on. It is PANAF’s vision that when the time comes that the students become the leaders, the country has better chances of it being in good hands. PANAnaw Awards provides the platform for PANAF’s three pillars of development which are education, technology, and values formation.

    One of the immediate plans of PANAF is the introduction of PANAnaw Awards to the senior high school track challenging them into making documentaries on socially relevant issues. Since the industry has shifted technologies further expanding the marketing and advertising sectors, it is also imperative that the right values are in place for virtual presences and partnerships. Such partnerships will hopefully use digital technology to augment the Foundation’s goal to reach out to digital natives who need guidance in the branding field.

    PANAnaw Awards is all about educating and training young minds to the right direction- responsible brand building- in an exciting yet fun and fair competition.


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