Pawnshop pioneer VILLARICA brought pride to the Philippines at Campaign’s annual Agency of the Year Southeast Asia Awards, the region’s premier marketing-effectiveness award-giving body. Not only did its ‘Usisa’ ad campaign receive top honors alongside Thailand’s CP Chicken and Singapore’s Income Insurance, it was also a finalist for Southeast Asia Brand of the Year.
“We’re overjoyed and so grateful to receive these major international accolades,” said VILLARICA Vice-President Hans Lerwyn Villarica, who himself was proclaimed Southeast Asia Marketer of the Year. “To be recognized among the region’s very best again, after last year’s Brand of the Year commendation, is incredible.”
The ceremony, held last Dec. 10 at The Ritz-Carlton in Singapore, recognizes the year's best campaigns based on the originality of creative ideas and overall effectiveness in promoting a brand or product.
Developed with marketing partners Silver Machine and dentsu X, the “Usisa” campaign has also recently received national acclaim. In the Philippine edition of the 2024 Marketing Excellence Awards, VILLARICA secured seven trophies, including Gold awards for Excellence in Brand Strategy, in Advertising, in Content Marketing, in TV/Video Advertising and in Experiential Marketing.