In a market known for its creativity, agility, and digital-first consumers, marketing in the Philippines continues to evolve, blending local insight with global innovation to drive business growth.
The SMARTIES Business Impact Index (BII) 2024 – Philippines recognizes the agencies, brands, advertisers, and solution providers who stood out by delivering measurable impact through modern marketing. Powered by a global methodology developed in partnership with WARC, the Index draws from award finalist and winner data to highlight those leading the way in effectiveness.
This year’s list reflects the growing sophistication of the Philippine marketing landscape, where bold ideas, data-driven strategies, and purposeful execution come together to create meaningful results.
Explore the SMARTIES BII 2024 Winners from the Philippines — the changemakers shaping the future of marketing effectiveness.
MMA Philippines SMARTIES
Business Impact Index
Top Brands in Philippines
| Rank | Brand | Product category | Total brand score |
| 1 | McDonald’s | Retail | 80.1 |
| 2 | Globe Telecom | Telecoms & Utilities | 64.1 |
| 3 | Dove | Toiletries & Cosmetics | 58.2 |
| 4 | Pond’s | Toiletries & Cosmetics | 56.1 |
| 5 | Universal Robina | Food | 48.1 |
| 5 | Kenny Rogers Roasters | Retail | 48.1 |
| 5 | Knorr | Food | 48.1 |
| 8 | Cream Silk | Toiletries & Cosmetics | 40.9 |
| 9 | Sting | Soft Drinks | 40.0 |
| 9 | FWD Group | Finacial Services | 40.0 |
| 9 | Grab | Retail | 40.0 |
| 12 | TM | Telecoms & Utilities | 32.0 |
| 12 | Samsung | Technology & Electronics | 32.0 |
| 14 | Unilever | Household & Domestic | 28.0 |
| 15 | BeautyHub PRO | Toiletries & Cosmetics | 24.0 |
| 15 | TNT | Media & Publishing | 24.0 |
| 15 | Ford | Automotive | 24.0 |
| 15 | Bear Brand | Soft Drinks | 24.0 |
| 15 | Durex | Pharma & Healthcare | 24.0 |
| 15 | Colgate | Toiletries & Cosmetics | 24.0 |
| 21 | Maggi | Food | 20.0 |
| 22 | Wyeth Nutrition | Food | 16.0 |
| 23 | Nido | Soft Drinks | 12.0 |
| 23 | L’Oréal | Toiletries & Cosmetics | 12.0 |
| 23 | Nescafe | Soft Drinks | 12.0 |
| 23 | Closeup | Toiletries & Cosmetics | 12.0 |
| 27 | Pepsi | Soft Drinks | 8.9 |
| 27 | Mountain Dew | Soft Drinks | 8.9 |
| 29 | TRESemme | Toiletries & Cosmetics | 8.0 |
| 29 | Cleanipedia | Media & Publishing | 8.0 |
| 29 | MAC Cosmetics | Toiletries & Cosmetics | 8.0 |
| 32 | Gatorade | Soft Drinks | 4.0 |
| 32 | Personal Collection | Retail | 4.0 |
| 32 | Rebisco | Food | 4.0 |
| 32 | MPT Mobility | Transport & Tourism | 4.0 |
| 32 | UnionBank | Financial Services | 4.0 |
| 32 | Ensure | Food | 4.0 |
| 32 | Visa | Financial Services | 4.0 |
| 32 | Avon | Toiletries & Cosmetics | 4.0 |
| 32 | Bonakid | Soft Drinks | 4.0 |
| 32 | Hershey’s | Food | 4.0 |
MMA Philippines SMARTIES
Business Impact Index
Top Advertisers in the Philippines
| Rank | Advertiser | Points |
| 1 | Unilever | 283.4 |
| 2 | Globe Telecom | 96.1 |
| 3 | Nestle | 88.1 |
| 4 | McDonald’s | 80.1 |
| 5 | PepsiCo | 61.8 |
| 6 | Berjaya Corporation | 48.1 |
| 6 | JG Summit Holdings | 48.1 |
| 8 | FWD Group | 40.0 |
| 8 | Grab | 40.0 |
| 10 | Samsung | 32.0 |
| 11 | AT&T | 24.0 |
| 11 | Reckitt | 24.0 |
| 11 | The Ford Motor Company | 24.0 |
| 11 | Colgate-Palmolive Company | 24.0 |
| 15 | L’Oréal | 12.0 |
| 16 | Estee Lauder Companies | 8.0 |
| 17 | Personal Collection | 4.0 |
| 17 | Rebisco | 4.0 |
| 17 | The Hershey Company | 4.0 |
| 17 | Visa | 4.0 |
| 17 | UnionBank | 4.0 |
| 17 | Natura &Co | 4.0 |
| 17 | Abbott | 4.0 |
| 17 | Metro Pacific Investments | 4.0 |
MMA Philippines SMARTIES
Business Impact Index
Top Agency Networks in the Philippines
| Rank | Agency network | Holding company | Points |
| 1 | Mindshare Worldwide | WPP | 119.2 |
| 2 | GroupM | WPP | 83.1 |
| 3 | Starcom | Publicis Groupe | 80.1 |
| 4 | EssenceMediacom | WPP | 64.1 |
| 5 | Wavemaker | WPP | 60.1 |
| 6 | Spark Foundry | Publicis Groupe | 52.1 |
| 7 | DDB Worldwide | Omnicom Group | 40.0 |
| 7 | Leo Burnett | Publicis Groupe | 40.0 |
| 9 | OMD Worldwide | Omnicom Group | 24.0 |
| 10 | Publicis Worldwide | Publicis Groupe | 20.0 |
| 11 | BBDO Worldwide | Omnicom Group | 17.7 |
| 12 | Omnicom Media Group | Omnicom Group | 16.0 |
| 13 | Zenith | Publicis Groupe | 8.0 |
| 13 | T&P | WPP | 8.0 |
MMA Philippines SMARTIES
Business Impact Index
Top Agency Networks in the Philippines
|
Rank |
Agency | Agency Location | Country | Agency Group/Network | Holding company/Owner | Total agency score |
| 1 | Leo Burnett | Manila | Philippines | Leo Burnett | Publicis Groupe | 40.0 |
| 1 | DDB | Taguig City | Philippines | DDB Worldwide | Omnicom Group | 40.0 |
| 3 | Publicis JimenezBasic | Makati City | Philippines | Publicis Worldwide | Publicis Groupe | 20.0 |
| 4 | BBDO Guerrero | Makati City | Philippines | BBDO Worldwide | Omnicom Group | 17.7 |
| 5 | CUE Group | Taguig City | Philippines | 4.0 |
MMA Philippines SMARTIES
Business Impact Index
Top Media Agencies in the Philippines
|
Rank |
Agency | Agency Location | Country | Agency Group/Network | Holding company/Owner | Total agency score |
| 1 | Mindshare | Taguig City | Philippines | Mindshare Worldwide | WPP | 111.1 |
| 2 | Starcom | Makati City | Philippines | Starcom | Publicis Groupe | 80.1 |
| 3 | OpenMind | Taguig City | Philippines | GroupM | WPP | 75.1 |
| 4 | Wavemaker | Taguig City | Philippines | Wavemaker | WPP | 60.1 |
| 5 | Spark Foundry | Makati City | Philippines | Spark Foundry | Publicis Groupe | 52.1 |
| 6 | EssenceMediacom | Taguig City | Philippines | EssenceMediacom | WPP | 52.1 |
| 7 | OMD | Manila | Philippines | OMD Worldwide | Omnicom Group | 24.0 |
| 8 | OMG | Manila | Philippines | Omnicom Media Group | Omnicom Group | 16.0 |
| 9 | EssenceMediacom | Manila | Philippines | EssenceMediacom | WPP | 12.0 |
| 10 | Mindshare | Manila | Philippines | Mindshare Worldwide | WPP | 8.0 |
| 10 | Zenith | Makati City | Philippines | Zenith | Publicis Groupe | 8.0 |
| 10 | T&P | Taguig City | Philippines | T&P | WPP | 8.0 |
| 13 | OpenMind | Manila | Philippines | GroupM | WPP | 4.0 |
| 13 | GroupM | Manila | Philippines | GroupM | WPP | 4.0 |
MMA APAC SMARTIES
Business Impact Index
Top Digital/Specialist Agencies in the Philippines
|
Rank |
Agency | Agency Location | Country | Total agency score |
| 1 | Lit Lab Studios | Taguig City | Philippines | 8.0 |
MMA Philippines SMARTIES
Business Impact Index
Top Solution Providers in the Philippines
|
Rank |
Solution provider | Location | Type | Total agency score |
|
1 |
Wagawin | Philippines | Solution Providers | 32.0 |
|
2 |
InMobi | Philippines | Solution Providers | 20.0 |
|
3 |
GumGum | Philippines | Solution Providers | 16.0 |
|
4 |
POKKT | Philippines | Solution Providers | 8.0 |
|
5 |
AnyMind Group | Philippines | Solution Providers | 5.0 |
|
6 |
Digital Turbine | Philippines | Solution Providers | 1.0 |
Explore other SMARTIES Business Impact Index reports here:
SMARTIES APAC Business Impact Index 2024
SMARTIES Global Business Impact Index 2024
SMARTIES China Business Impact Index 2024
SMARTIES Vietnam Business Impact Index 2024
SMARTIES India Business Impact Index 2024
SMARTIES Indonesia Business Impact Index 2024
SMARTIES Thailand Business Impact Index 2024
To access the most comprehensive body of successful, award-winning work in modern marketing available today, produced by the companies named on the Index, the MMA Case Study Hub—available exclusively to MMA membership—offers the insight and context as to why the work matters. This robust, highly searchable database of more than 1,000 case studies, including a portfolio of the latest prize-winning Cannes Mobile Lions, helps both buyers and creators in the industry navigate the modern marketing landscape. Through real-world examples, marketers can get inspired by seeing what others in their industry are doing or examine the work of leading modern marketing creators to inform hiring decisions, and creators can evaluate the competition or gain insight into the past work of a prospective client to inform their approach to a specific creative challenge.
Both the Index and the Case Studies Hub are fueled by the SMARTIES award-winning and finalist campaigns.
About the MMA:
Comprised of over 800 member companies globally and 15 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, martech and media companies working collaboratively to architect the future of marketing, while relentlessly delivering growth today. Led by CMOs, the MMA helps marketers lead the imperative for marketing change – in ways that enable future breakthroughs while optimizing current activities. The MMA is committed to science and questioning and believes that creating marketing impact is steeped in constructively challenging the status quo encouraging business leaders to aggressively adopt proven, peer-driven and scientific best practices, without compromise. The MMA invests millions of dollars in rigorous research to enable marketers with unassailable truth and actionable tools. By enlightening, empowering and enabling marketers, the MMA shapes future success, while also propelling business growth.
Members include 1-800-Flowers.com, Adobe, Allstate, Ally Financial, American Family Insurance, AT&T, Bank of America, Campbell’s, Chipotle Mexican Grill, Chobani, Choice Hotels, Citi, Clear Channel Outdoor, Cuebiq, CVS Health, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, EY Facebook, Ford, General Motors Company, Google, Hilton Worldwide, IBM Watson, JPMorgan Chase, Kellogg Company, Kroger, LinkedIn, L’Oreal, Marriott International, Match Group, Mastercard, McDonald’s, Merck, MillerCoors, Monster, NBCU, Nike, Pandora, Petco, Pfizer, Salesforce, Samsung, Snap Inc., Spotify, Target Inc., The Coca-Cola Company, The Hershey Company, TikTok, T- Mobile, Twitter, Uber, Unilever, Verizon Media Group, Verizon, Visa, Walmart, Waze, Western Union and many more. The MMA’s global headquarters are located in New York with regional operations Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information, visit the website.
