McDonald’s Philippines crowned Marketer of the Year at Marketing Excellence Awards 2025

McDonald’s Philippines took centre stage at the 5th annual Marketing Excellence Awards Philippines, clinching the coveted 'Marketer of the Year' title and walking away as the night’s biggest winner. The brand’s stellar performance saw it take home an impressive 10 trophies including two Gold, six Silver, and two Bronze for a series of bold, creative, and culturally resonant campaigns that wowed both judges and audiences.

Among its standout works were "McDonald’s holiday treats 2024" and "Atin ‘to chicken McDo", created with OMD Philippines, Leo Burnett, Eggshell, and Silverpush. These campaigns captured hearts through emotionally intelligent storytelling rooted in Filipino culture. The brand also shone with "McDonald’s conversational campaign", produced with OMD Philippines and Wagawin, alongside memorable activations such as "Ride the arches", "Arches everywhere", "ReClassified", and "Forever date", all developed with Leo Manila.

Their wins spanned some of the evening’s most competitive categories, including 'Excellence in AI-Powered Storytelling', 'Excellence in CSR / Cause Marketing', 'Excellence in Experiential Marketing', and 'Excellence in Social Media Marketing'.

Check out the full list of winners here.

Hot on their heels, Unilever Philippines delivered an equally strong showing, bagging seven trophies — four Gold, one Silver, and two Bronze — for campaigns that fused innovation with impact. Highlights included "CloseUp Bandersnatch: The first-ever fan-powered music video", developed with Publicis Media (Spark pubU), U-Studio, Near Creative, and AAI, as well as "Unilever neauty & wellbeing EOP pivot", a multi-agency collaboration with Publicis Media (Spark pubU), Chemistry, HEPMIL, Red Torch, Philia Azul, and Vayner Media.

In third place, Mang Inasal Philippines proudly brought home nine trophies — one Gold, four Silver, and four Bronze. Its award-winning campaigns included "Yan ang kaing mang inasal" and "It’s a sign" with Dentsu Creative Philippines, as well as "Mang inasal celebrates festivals and smokey-sweet juicy-lammmbot sarap pork BBQ caravan" with Click Aces Marketing Solutions.

Other brands taking home well-deserved honours included SM Mart, Watsons Personal Care Stores (Philippines), Bank of the Philippine Islands (BPI), Kenvue Philippines, Skintec Advance, and Nestlé Philippines.

Judged by an independent panel of esteemed client-side marketers, the Marketing Excellence Awards Philippines has become the country’s benchmark for recognising marketing brilliance. This year’s winners not only impressed with creative ingenuity but also with their ability to connect deeply with audiences during a challenging year.

A huge congratulations to all finalists and winners. Your work is an inspiration and a testament to the power of great marketing. We can’t wait to see what you create next at #MarketingExcellenceAwards 2026.