2025 DDB News Issue No. 25

PCW and DDB Group's anti-OSAEC campaign wins GOLD AT 60TH ANVIL AWARDS

DDB NEWS, PHILIPPINES EDITION VOL 5 # 1

Editor-in-Chief

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Anna Chua-Norbert

Associate Editor

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Hydz Enriquez

Content Editor

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Maricar Manuzon-Angeles

Art Director

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Victoria Teylan

Contributor

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Clodene Abrigo

THE

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Editor-in-chief’s NOTE

ENTERING DDB NEWS’ 5TH YEAR To our dear readers, Thank you for being here.

Allow me to look back on the time we started DDB NEWS in 2021, during the COVID-19 pandemic. It was created out of the need to improve how we communicated with our employees as we faced various levels of community quarantines that filled the environment with uncertainty. Who would have imagined that we’d continuing this publication on its fifth year this 2025?

As we celebrate entering this milestone of DDB NEWS, I reflect on one simple truth: change doesn’t happen overnight.

Resolutions don’t magically transform us.

Even the biggest glow-ups take hours of work and months of healing.

The same goes for success. Every award we win, every client we secure, every milestone we reach—it’s all a result of the dedication, passion, and effort we put in, day after day.

And this issue proves it.

Our Jumpstart Party featured here as our Cover story is always a highlight of the year—where we come together to share food, receive blessings, and recognize the people who made 2024 possible. Leading three award-winning groups has been the greatest honor of my life, and I am endlessly grateful for your trust, commitment, and the respect you show—for the people we serve and for each other.

We are kicking off 2025 strong with our new appointment as LG Electronics’ Digital Agency.

We made an impact at the 60th Anvil Awards, winning Gold for our campaign against online child abuse, and multiple Silver Anvils with PepsiCo, Jollibee, and PLDT Enterprise.

So how do we keep this momentum going?

We start simple. Let’s focus on five things that will shape not just our work, but who we are: 1. STOP COMPLAINING. Negativity drains energy.

Constructive feedback builds solutions. Know the difference.

2. PRACTICE GRATITUDE—AND SAY IT OUT LOUD. Acknowledging the good creates more of it.

3. BE KINDER—TO YOURSELF AND OTHERS. Everyone is fighting a battle we can’t see, including you.

4. SAY A PRAYER. A moment of reflection keeps us grounded.

We’re expanding our partnerships, including a new Work Immersion Program with Poveda to nurture future talent.

5. BE PRESENT, ESPECIALLY WITH THOSE YOU LOVE. Tomorrow is never guaranteed.

Make today count.

We continue to build our culture— scaling mountains (literally, with DDB Climbers in Batangas!), celebrating milestones (Optimax’s 7th Anniversary), and even embracing transformation (DDBiggest Loser winners announced).

Thank you for showing up. Thank you for your passion, your creativity, and your relentless pursuit of excellence.

And in a competitive industry, we are finding new ways to differentiate ourselves, as explored in this issue’s Think Piece on ‘sonder’.

Here’s to 2025—one step, one thought, one kind action at a time.

Let’s make it our best year yet.

Happy Reading!

With gratitude,

Anna

C O V E R

S T O R Y

CHAIRMAN’S NEW YEAR MESSAGE FOR 2025 Happy New Year to everyone!

Welcome 2025. Bagong taon, bagong kabanata (New year, new chapter).

But I look back with a very grateful heart to the many lessons, moments, and blessings that the past year has brought to me, my family, and our teams.

We faced and overcame the challenges of 2024 with these values and principles:

Hard work.

Perseverance.

Focus and determination.

Courage.

Faith.

Trusting relationship.

That was our simple and not-so-secret formula for our success in 2024. By that, we continued our mission of creating positive change for our clients, partners, employees, and communities.

Why do we say that 2024 was a year of accomplishments? What are the tangible signs and measures of our success? Let me name them: We were privileged to work with trailblazing brands like BYD and Tesla, showcasing how our advertising and business communication tools can help shape their success in a new market like the Philippines.

We strengthened and expanded our longstanding relationships with respected partners such as PLDT and Smart, AC Motors, PepsiCo, PNB, NutriAsia, SM Group, Jollibee, Cignal, Department of Health, Pag-IBIG, Isuzu, PAL, EastWest, and Meralco among others.

Our creative work continued to shine with notable accomplishments like: • DOH’s “Forgotten” Radio Campaign earning a shortlist at the prestigious Cannes Lions.

• FIBA World Cup Campaign winning Gold at the International Business Awards.

• DOH’s Biyaheng Kalusugan being recognized as Best Campaign-Philippines at the Dragon Asia Awards.

• PepsiCo's Sting and Gatorade campaigns winning several accolades in Philippine Quill and Anvil Awards.

• Mang Inasal's campaigns winning streak in Anvil and Quill, as well as Stevies International.

• PNB’s “Every Step Together” Campaign being honored as Best Digital Campaign at the Catholic Mass Media Awards.

Most of all, our 59th Anvil Awards “Agency of the Year” win stands as a milestone for us—our first top recognition after decades of competing and landing as runner-up.

On the people side, we celebrated our third consecutive win at the HR Asia Awards as one of Asia’s Best Companies to Work For as well as winning Campaign Agency of the Year Global’s Best Place to Work for three years in a row, and being certified as a Great Place to Work for the second year.

Add to these accolades, DDB Group Philippines triumphed at the Asia Pacific Enterprise Awards in Bangkok, earning both Master Entrepreneur and Corporate Excellence awards. On the local stage, my daughter Diane was honored alongside myself as Master Entrepreneurs, while DDB Philippines, Bent and Buzz, and Ripple8 received the Corporate Excellence, Fast Entrepreneur, and Inspirational Brand awards, respectively.

WELCOMING 2025: A YEAR TO FLOURISH As we step into 2025, let us leave behind the missed opportunities, unmet goals, and challenges of the past year. We carry forward only the lessons they taught us.

Change is constant—people leave, circumstances shift—but it is also an opportunity to welcome new talents, fresh ideas, and renewed energy as we continue our journey.

I invite you to embrace 2025 with a mindset to flourish—to grow and to thrive.

This is the Year of the Wood Snake, a year that symbolizes wisdom, creativity, and resilience. We possess those qualities.

Nasa DNA na natin yun (It's in our DNA already).

To all of you who have supported me, my family, and our businesses, maraming salamat from the bottom of my heart.

Thank you for your trust, partnership, and unwavering support. Together, we will continue building on our shared vision for success.

May God bless each of you with love, peace, prosperity, and joy in 2025. Here’s to another fulfilling year of collaboration and success.

Dios Mabalos and Happy New Year to all!

Gil G. Chua

Chairman & CEO DDB Group Philippines

A W A R D S

PCW AND DDB GROUP PHILIPPINES' CAMPAIGN AGAINST ONLINE CHILD ABUSE WINS GOLD AT 60TH ANVIL AWARDS The Philippine Commission on Women (PCW) and DDB Group Philippines were honored with a Gold Anvil Award at the prestigious 60th Anvil Awards for their impactful short films highlighting the issue of Online Sexual Abuse and Exploitation of Children (OSAEC).

The award, presented in the Public Relations Programs - Cause Related/Public Awareness/Advocacy category, recognizes exceptional campaigns that raise awareness, foster positive change, and inspire action for critical social causes. Organized annually by the Public Relations Society of the Philippines (PRSP), the Anvil Awards is regarded as the “Oscars of PR” in the country.

PCW Chairperson Ermelita Valdeavilla expressed her gratitude for the recognition, emphasizing its broader significance. “This award is more than a milestone for PCW and DDB Group Philippines—it is a victory for every child whose voice has been silenced.

While we are honored by this recognition, our commitment extends beyond this accolade. It is crucial that we continue to use platforms like these to raise awareness, spark dialogue, and drive decisive action against all forms of violence,” she said.

At the heart of this recognition are the short films dubbed "Family Business" produced through the collaboration between PCW, DDB Group Philippines and its Total ExperienceTM agency Tribal Worldwide Philippines. Inspired by true events, the films shed light on the harsh realities of child abuse, underscoring the alarming statistics that one in 100 Filipino children experiences abuse. Through compelling storytelling and emotionally resonant visuals, the public service announcement encourages audiences to reflect, react, and take a stand against online child exploitation.

DDB Group Culture Chief and Managing Director of DDB Philippines and Bent & Buzz, Anna Chua-Norbert, said the Anvil recognition comes at a critical time when the rapid digitalization of our world has unfortunately left many children vulnerable to heinous abuse and neglect.

"The Philippines, known as the epicenter of OSAEC (Online Sexual Abuse and Exploitation of Children), continues to battle this urgent crisis, and this anti-OSAEC campaign initiated

by PCW has been pivotal in shining a spotlight on the need for collective action. We are immensely grateful for the industry’s support in sharing our advocacy and to President Bongbong Marcos for strengthening the fight to end OSAEC. This award fuels our resolve to do more for the protection of our women and children, as we explore ways on how private companies can contribute further to this mission," said Chua.

Barely a year after the short films' release, there has been a significant progress in the country's fight against these crimes. The films have driven real action where these kinds of abuse are no longer seen as "family business," but a public issue that the nation should resolve to create a safer society for children.

Watch these advocacy films against online sexual abuse or exploitation of children via https://www.youtube.com/watch?v=hkMqsTtwH6c....

A W A R D S

PEPSICO, DDB MNL WIN 3 SILVER AT 60TH ANVIL AWARDS Leading multinational food, snack, and beverage firm PepsiCo's integrated marketing communications campaigns with its creative agency DDB MNL won three Silver trophies at the 60th Anvil Awards recently held in Manila Hotel.

These award-winning campaigns include that of Sting energy drink and Gatorade, beverage brands owned by PepsiCo. The "Sting in 3G: Galaw, Galing at Gising sa Mind and Body" campaign won a Silver Anvil each for Best Use of Digital and Best Use of Influencer Marketing, while the Gatorade No Sugar KOL Campaign won Silver for Best Use of Influencer Marketing.

"We are honored to receive these awards. Aside from business results, winning these awards are the best validations that we are on the right track with our IMC campaigns.

These inspire us to create more innovative and impactful campaigns that will maximize the potential of our brands," said Cristina Sim, the Energy & Hydration Senior Brand Manager at PepsiCo Philippines.

For the first campaign, Sting and DDB MNL harnessed a bold, strategic pivot in digital marketing and broke through the clutter with an audience-first approach designed to resonate with a broader demographic. The campaign celebrated the different faces of Hataw Energy (lively energy), namely Galaw (movement), Galing (excellence), and Gising (alertness). Each came with a set of trending TikTok creators with whom Sting collaborated for relevant content that spoke to unique energy needs of the three new audiences.

The campaign became highly successful with Sting’s record-breaking business results.

Sting effectively reached its target audience with 74.35 million total reach and 2.76 billion total impressions.

For the second campaign, the Gatorade No Sugar KOL Campaign, the brand implemented a strong influencer-driven strategy. Starting with Box Office Queen and fitness influencer Kathryn Bernardo, who led a record-breaking aerobics class, the campaign increased the product’s reach and credibility. This boost helped Gatorade No Sugar beat its competitors.

With the claim “Most Recommended by Nutritionists and Dietitians” featured in marketing materials, the brand leveraged fitness and medical influencers across macro, micro, and nano levels to create engaging content that resonated with everyday fitness enthusiasts. As a result, Gatorade No Sugar saw significant growth in sales volume and market share — becoming the fastest-growing product in its category.

A W A R D S

RIPPLE8 CAMPAIGNS WITH JOLLIBEE, PLDT ENTERPRISE WIN SILVER ANVILS

Congrats Ripple8 for your award-winning campaigns with Jollibee and PLDT Enterprise at the 60th Anvil Awards. The following campaigns won Silver Anvils: "Jollibee Joyzone" under PR Tools - Multimedia and "PLDT Enterprise MSME Day" under PR Programs - Business to Business Comms.

The Ripple8 team with PLDT Enterprise clients

The Ripple8 team with Jollibee clients

N E W

B I Z

DDB PHILIPPINES KICKS OFF 2025 WITH APPOINTMENT AS LG ELECTRONICS’ DIGITAL AGENCY DDB Philippines is off to a stellar start in 2025, securing a major global brand as its newest client. The agency has been appointed to handle several workstreams as the local digital agency for LG Electronics, marking a significant achievement for the team just two months into the year.

DDB Philippines’ powerhouse team led by creative heads Shackie Caccam and Min Roldan, and new business head JB de Joya.

LG Electronics, a household name synonymous with innovation and cutting-edge technology, has entrusted DDB Philippines with handling all social and digital communications for its extensive portfolio of products, spanning home appliances, entertainment, and business solutions.

With the brand’s mission to enhance everyday life through smart, sustainable, and user-friendly solutions, this partnership will reinforce LG’s market leadership and consumer connection.

This win is a testament to the unstoppable momentum of DDB Philippines’ powerhouse team led by creative heads Shackie Caccam and Min Roldan, and new business head JB de Joya. Their strategic expertise, creative agility, and passion for delivering impactful campaigns secured this, among other accounts in rapid succession, setting the tone for an exciting year ahead.

“It’s only February, and we’re already setting the pace for what’s to come,” Shackie Caccam, Deputy ECD of DDB Philippines, “Winning another global brand reflects the strength of our people, our creativity, and our deep understanding of brands that make a difference in people’s lives. We’re beyond excited and grateful to work with the brilliant brand team of LG Electronics. Influencing the course and future of this leading global brand in the Philippines is a dream milestone for us at DDB, and a shoutout to the young team for their hard work and accountability to the craft”.

With this powerful start, DDB Philippines is charging ahead, proving that Life’s Good—and it’s only just beginning.

E V E N T S

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P A R T N E R S H I P

POVEDA X DDB WORK IMMERSION PROGRAM Thank you, DDB mentors for sharing your knowledge and expertise with our young learners in the just concluded two-week POVEDA Work Immersion program with DDB Group Philippines.

By sharing your insights, experiences and guidance, you have given these students a glimpse into the creative and strategic world of advertising and marketing communications - setting the foundation for a brighter future in advertising for them.

To everyone who joined, thank you for showing up—not just for the hike but for each other. Whether it was your first summit or one of many, this climb proved that together, we can reach new heights.

See you on the next climb!

MOST VALUABLE EMPLOYEES AGILE

OPTIMAX

PAOLA VASQUEZ

JULY DE GUZMAN

SASHA HAWKINS

GUIA CAMPOS

BENT & BUZZ

CHRIS MORALES

ALMA AGUSTIN

DDB MNL

DDB PHL JB DE JOYA FARVEH ARABPOUR

NADINE MARIANO

TRIBAL

CHINO TESTADO

RIPPLE8 MARK DOLOR

CHICHI DE LUNA MIGUEL SEVILLA

TXDA CHARISSE BASA

ROOKIES OF THE YEAR AGILE CHEANA SUMO

BENT & BUZZ ROSE MARIE LOWAY

RIPPLE8 OPTIMAX JED BALATBAT BASTI BARRIOS

TRIBAL

GABRIEL LEE

MIGUEL GONZALEZ

MARRA GUERRERO

BERNBACH AWARDEES

AGILE ERIC PEÑA

DDB PHL

BENT & BUZZ

MIN ROLDAN

PAT SEVADERA

RIPPLE8

DDB MNL

SWAYNE ANDAYA

NIKA ARCE

TRIBAL

OPTIMAX

KC BATHAN JANINA GUERRERO

MARTIN IGNACIO MARK NGO CARL CLEMENTE

CULTURE HUB HEROES AGILE PAOLA VASQUEZ

BENT & BUZZ JAY MARQUEZ

DDB MNL MNL STUDIOS

OPTIMAX YEN JIMENEZ

RIPPLE8 MICH OPLE

CENTRAL

DDB PHL

TRIBAL

NELL QUITOLA CLODENE ABRIGO VICTORIA TEYLAN

QUEENIE NORIEL FARVEH ARABPOUR

DREI PEÑARANDA

2ND

MILA PLAZA

1ST

JAMES PEREDA

3RD

HYDZ ENRIQUEZ

SONDER

BY CRAIG LONNEE In the fast-paced world of marketing communications, we often find ourselves caught up in metrics, strategies, and campaigns. However, there’s a powerful concept that has the potential to revolutionize the way we approach our work: sonder. This profound realisation that every individual we encounter has a life as complex and vivid as our own, can transform the way we connect with our audience and craft our messages.

Listening to a podcast recently, talking about how societies are changing - not always for the better - got me thinking about the sonder concept in relation to how we do business.

Sonder goes beyond empathy; it’s a deep acknowledgment of the intricate tapestry of experiences, thoughts, and emotions that make up each person’s life. In marketing communications, embracing sonder means recognizing that behind every click, view, or purchase is a unique individual with their own story.

In my view, this understanding can lead to a paradigm shift in how we approach solving client’s business problems.

Personalization redefined: By truly appreciating the depth of each customer’s life, we can move beyond surface-level personalization. Instead of relying solely on demographic data, we can strive to understand the context of our audience’s lives, their aspirations, and their challenges.

Authentic Storytelling: Sonder encourages us to create narratives that resonate on a deeper level. By tapping into the universal aspects of human experience, we can craft messages that truly connect with our audience’s lived experiences.

Incorporating sonder into our approach isn’t just about feeling good - it can drive tangible business results.

Enhanced customer loyalty: When customers feel truly seen and understood, they’re more likely to develop a strong emotional connection with a brand. This can lead to increased loyalty and advocacy. I do think we are more consumed with satisfying clients, not so much the customers we all serve.

More effective campaigns: By understanding the complex lives of our audience, we can create campaigns that cut through the noise and speak directly to their experiences and aspirations.

THE BERNBACH SCHOOL | 14

Challenges in embracing sonder While the concept of sonder is powerful, implementing it in marketing communications comes with its own set of challenges.

Avoiding assumptions: It’s easy to fall into the trap of thinking we understand our audience based on the data set. True sonder requires us to constantly question our assumptions and seek deeper understanding.

Balancing scale & intimacy: In a world of mass communication, finding ways to honour the individual experiences of our audience while still reaching a broad market can be challenging.

Ethical considerations: As we delve deeper into understanding our audience’s lives, we must be mindful of privacy concerns and ethical boundaries. For a long time, I’ve called for a governance, privacy and ethics council withing the Group.

Moving on, the concept of sonder is likely to become increasingly important.

Expect to see …

More sophisticated AI and data analysis tools that help us understand the nuances of individual customer journeys.

A shift towards more immersive and interactive content that allows brands to engage with customers on a more personal level.

Increased emphasis on corporate social responsibility as brands recognize their role in the complex lives of their customers.

Sonder as a differentiating business model This unique business model, inspired by the concept of sonder can I think, profoundly alter our business.

By embracing sonder, agencies can cultivate a deeper understanding of our clients’ businesses, challenges, and aspirations. This approach goes beyond surface-level market research, enabling agencies to develop strategies that truly resonate with clients’ needs.

The sonder model fosters long-term relationships. For instance, Sonder (the agency) boasts an average client tenure of 8 years, indicating the strength of partnerships built on deep mutual understanding.

In conclusion, adopting a sonder-based business model can significantly differentiate us in a crowded market. By fostering deeper client relationships, offering comprehensive services, and focusing on unlocking hidden value, we can position ourselves as strategic partners rather than mere service providers. TBS THE BERNBACH SCHOOL | 14

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