VILLARICA triumphs with top campaign at Marketing Excellence Awards – again

This post is sponsored by VILLARICA.

Winning streak: Mayor Henry Villarica and Rep. Linabelle Villarica joined VILLARICA vice-presidents Hailey Villarica-Ong and Hans Villarica in raising their awards alongside marketing partners Silver Machine and dentsu X.

VILLARICA earned the most trophies for a single campaign at the Marketing Excellence Awards for the second year in a row.

The pawnshop pioneer won six gold awards and retained its second overall position in the Philippines edition of the prestigious marketing competition for its “Usisa” campaign.

Consumer-goods giant Unilever was hailed as the Marketer of the Year after picking up 17 awards for its numerous brands and campaigns.

“We’re not the biggest and that’s OK,” said Hans Villarica, who was proclaimed Marketing Leader of the Year. “We’re just happy and grateful to be recognised for providing the best services and experiences to our customers.”

VILLARICA’s “Usisa” entry secured the top prize for Excellence in Experiential Marketing; Excellence in Brand Strategy; Excellence in Advertising; Excellence in Content Marketing; and Excellence in TV/Video Advertising at last week’s ceremony at the Shangri-La The Fort, Manila. It also won silver for Excellence in Social Media Marketing.

Martin G. Arranz IV, one of the judges and head of digital marketing at Federal Land, commended the campaign’s “refreshing” data-first approach. He noted: “They based their campaign on real consumer insights and got real tangible results from it.”

VILLARICA developed the “Usisa” campaign with marketing partners Silver Machine and dentsu X to make transparency the norm in an industry notorious for opaque processes. It encouraged customers to visit, compare and scrutinise the loan offers of multiple pawnshops for the welfare of their families.