University’s First-Ever PANAF Grand Win Secured by ADDU Marketing Students
Ateneo de Davao University Marketing students were named grand winners of the PANAF Brand Communications Students’ Competition 2026 on 7 November 2026, marking the University’s first-ever grand win in the competition.
The announcement came during the Philippine Association of National Advertisers Foundation (PANAF) PANAnaw Awards at the University of Makati.
The team representing ADDU
Representing the University were Bachelor of Science in Marketing students Ms. Maria Zenda Selina T. Dan (Team Lead), Ms. Hyacinth Louise R. Duldulao, Mr. Rafael Carlos M. Clet, Ms. Felicity Guillen L. Castroverde, Mr. Lorenzo Fernand E. Abracia, Ms. Jolinna Marie R. Yncierto, and Mr. Clyd Warren C. Cenojas.
They were coached by Ms. Roneliza Emelyn J. Ladroma, MBA, Marketing Department Chairperson, and assisted by Ms. Donna Vida M. Abrina, MBA, a faculty member of the Marketing Department.
The challenge
PANAnaw is an annual competition organized by PANAF for students in advertising, marketing, communication, and business. It promotes responsible content creation, implementation, and consumption, and helps prepare future industry practitioners.
This year’s case, set by the Bank of the Philippine Islands (BPI) Foundation, asked teams to design a behavior-change communications campaign that encourages underbanked Filipinos to start saving and keep it up as part of everyday life. Entries had to focus on changing attitudes and habits rather than proposing a new banking product, application, or promotion.
The winning campaign
The team’s plan, Kahit Konti, Counted!, starts from the premise that underbanked Filipinos already save, mostly through informal and communal means such as setting aside coins and change, keeping money in an alkansya, or joining a paluwagan.
Instead of asking them to become savers from scratch, the campaign sought to recognize and strengthen the saving they have already been doing. The key message of the concept centers on “Kahit paunti-unti, may mararating ang tabi.”
The plan unfolded in three phases: Kilalanin ang Tabi, which reframes small savings as real progress; Pangalanan ang Tabi, which anchors savings to a concrete goal; and Palaguin ang Tabi, which makes the move towards formal saving familiar and accessible.
A win for the School of Business and Governance
The Ateneo de Davao community congratulates the School of Business and Governance and its Marketing Department for this achievement. The win reflects the University’s commitment to forming excellent and socially responsible marketing practitioners.
ADDU previously placed 2nd Runner-Up at the national level of the 2020 PANAF Brand Communications Students’ Competition, with the awarding held on 27 November 2020. This year’s grand win builds on that earlier podium finish.
