TBWA\SMP Claims Its 13th Consecutive Network Agency of the Year Award

​TBWA\SMP claimed its 13th consecutive Network Agency of the Year award at the 27th annual Agency of the Year Awards. Hosted by the Association of Accredited Advertising Agencies of the Philippines’ (4As), creative excellence was the order of the night, with TBWA also winning Best in Industry Leadership & Community Service, while creative director Arri Veloso was honoured with The NextGen Creative Award.

In an interview, TBWA\SMP chief operating Officer Portia Catuira said, “Every award win is humbling, but there’s something truly special about winning at the AOY’s!”

Catuira’s euphoria was shared by TBWA\SMP’s chief creative officer Melvin Mangada, who shared that, “It’s always an honour to have our work recognised by our peers, a wonderful recognition for the hard work that our teams put in throughout the year. We will definitely be celebrating once the shock wears off.”

In addition to the wins, TBWA received shortlist nods for Best in Creative, Best in Creativity & Effectiveness, Creativity & Innovation, Management of Business, NextGen Award for Strategic Planning, and Production Excellence in Film.

The recognitions were indicative of the Agency’s continuous dedication to producing provocative, Disruptive work rooted in innovative culture and a people-first approach to creativity, which has resulted in acclaimed work for major brands, such as McDonald’s ‘Higantes’, which reimagined the traditional Drive-Thru as part of the rural experience by integrating it into the annual Higantes Festival – as giant papier-mâché figures marched through, the Drive-Thru space was transformed into a happy parade stop for everyone. For local telco Dito, the Agency bypassed using mainstream endorsers in favour of creating a multicultural advocacy platform to celebrate Filipino diversity, which elevated brand awareness while increasing sales across multiple regions.

The people-first approach has also extended into the agency’s community building initiatives, like ‘Flood for Breakfast’ and ‘Fix the Philippines’, which sparked conversations and gained viral traction for using social media to transform videos into powerful advocacy stories. The Agency also made headlines for revitalising the annual Ma-Arte Art Fair with AI-powered visuals and analytics, which successfully introduced the world of locally-produced art and handicrafts to a new generation.

“Putting people first will always be a top priority for the agency,” shared TBWA\SMP’s chief creative officer Melvin Mangada. “It’s something we genuinely believe in, and a philosophy we will continue to apply in all of our work.”

The celebration also saw the announcement of TBWA’s own Portia Catuira in the role of incoming AOY chair, which will see her leading the organisation’s award-giving arm for 2026. In her acceptance speech, Catuira graciously assured the 4As community, “We will promise to do our best to keep the AOY plates shining. This is that Award that Matters, and it will stay that way.”