Bayan DSL: Lola Techie

The Asia Pacific Advertising & Marketing Effectiveness Awards, the region’s premier marketing effectiveness award show, recognized the Bayan Lola Techie campaign as amongst the most effective communication campaigns of the past year. It was singled out for a Gold Award for Most Effective Use of Interactive Marketing at the award ceremony in Shanghai.

CEO Paul Roebuck explained what this signified: "The Advertising & Marketing Effectiveness Gold Award for Bayan is the first for The Philippines. This win clearly proves that there is a demonstrable link between creative excellence in communication and return on marketing investment, as the campaign has been consistently recognized at both creative award shows and now at the leading effectiveness award show in the region,”

The campaign integrated digital communication elements tightly into the marketing mix. Chairman & Chief Creative Officer David Guerrero said this shows that "Digital marketing has come of age in the Philippines." "It validates our strategy of building teams with a strong mix of traditional and digital marketing skills working closely together to answer our Client’s marketing challenges. We share these awards equally with our Clients and fellow Agencies who we worked with to maximize the power of the creative idea. In particular, the huge success of the Bayan campaign would not have been possible without the partnership and belief of our Clients at Bayan and the committed, tireless work of their PR Agency partner, Geiser Maclang.”

This year’s Asian Marketing Effectiveness Awards were judged by the region’s leading marketing and agency heads; chaired by Bob O’Leary, Managing Director of Global Advertising at Citi. The judging panel included heads of marketing for Kraft, Nokia, P&G, Volkswagen, Shangri-La Hotels, Anheuser Busch InBev, SAB Miller Asia and Visa.