The Special Jury Behind the Araw Values Awards Platinum Selection
Araw Values Awards’ Special Jury for Platinum Judging
The Araw Values Awards has long been dedicated to recognizing campaigns that embody the seven cornerstone values central to Filipino identity, from reverence for family to commitment to environmental preservation. One of the most highly anticipated moments in the awards season is the selection of the Platinum Award winner, where Gold awardees are evaluated by an esteemed panel of industry leaders.
Last January 15, 2025, the Platinum Judging took place at Makati Diamond Residences, where the Special Jury convened to deliberate and select the best campaign from the Gold winners. The Special Jury ensures that the Platinum Award is given to campaigns that uphold and exemplify Filipino values.
The Special Jury Behind the Platinum Award
The Platinum Award is one of the highest honors at the Araw Values Awards, recognizing excellence in Branded Communications and Advocacy Communications.
This year, the Platinum Judging was chaired by Mr. Ruperto "Jun" S. Nicdao Jr., Chairman of the Advertising Foundation of the Philippines (Ad Foundation) and a longstanding advocate for Philippine advertising and communications. Mr. Nicdao is also the President of the MBC Media Group and has held various prestigious positions, including serving as Chairman of the Board for the Kapisanan ng mga Brodkaster ng Pilipinas (KBP).
Joining Mr. Nicdao in the Special Jury were influential figures in various fields, including politics, culture, and communications:
The Hon. Senator Grace Poe-Llamanzares, incumbent Chairperson of the Senate Committee on Finance, and former Chairperson of the Movie and Television Review and Classification Board (MTRCB). Senator Poe has served in the Philippine Senate for two terms and is a recognized leader in government and public policy.
The Hon. Congressman Roman T. Romulo, a lawyer and educator, currently serving as the Chairman of the House Committee on Education. Congressman Romulo has been a member of the House of Representatives for three terms and has consistently championed education reform in the country.
Mr. Ed G. Sunico, former Undersecretary for Communications at the Department of Trade & Industries (DTI), former Senior Vice President for Strategic Communication & Business Development at Unilever Philippines, and former President of the U.P. Upsilon Sigma Phi Alumni Association. Mr. Sunico has been an integral part of the advertising industry, having served on the Advertising Foundation and as Chairman of the 9th Araw Values Awards Organizing Committee in 2014.
Ms. Felice Prudente-Sta. Maria, a multi-awarded author and renowned cultural leader. Ms. Sta. Maria’s legacy in cultural advocacy includes serving as the former President of the Metropolitan Museum and as an opinion columnist on Philippine arts and culture.
Ms. Blen Fernando, PANA Foundation Board Trustee and incumbent 12th ARAW Values Awards Organizing Chairperson
In addition, several other key figures from the ARAW Values Awards Organizing Committee were present, offering their support and contributing their expertise to the process:
Mrs. Linda Gamboa, Advertising Foundation Assistant Board Secretary & Executive Director
Mr. Lito Yabut, KBP Board
Mr. Alan Fontanilla, POD Network
Ms. Digna Santos, Former ASC Executive Director & Consultant
Amrei Dizon, Vitalstrats Creative Solutions
Vie Matomal, People’s Journal Group
Len Pozon, Pioneer Insurance
Mr. Vince Reyes, Executive Decisions IMC
Liezl Rebullida and Jo Alvero, Ad Foundation Secretariat
Together, these respected leaders ensured a thoughtful, thorough process in selecting the Platinum winner, upholding the values that define Filipino identity and culture.
The Platinum Award: Recognizing True Filipino Excellence in Values
The Gold winners from various categories, whether in Branded Communications or Advocacy Communications, are considered for the coveted Platinum Award. This award is only granted to a campaign that stands out as an exemplary representation of the Filipino spirit, and the Special Jury is tasked with reaching a unanimous agreement for the winner to be selected.
The Platinum Award will celebrate campaigns that go beyond advertising—those that help shape public perception, promote national pride, and reflect the values that Filipinos hold dear.
Save the Date: Araw Values Awards Night 2025
The Araw Values Awards culminates in a grand celebration of Filipino creativity and integrity at the much-anticipated Awards Night in March. This special event will honor the most outstanding campaigns, including the distinguished Platinum Award winners, who champion the values that make our nation proud.
Join us as we shine a spotlight on the best of Filipino advertising and advocacy. Save the date and be part of this meaningful celebration!
