Students from the UP Visayas College of Management (UPV CM) finished as third runner-up at the 2026 PANAnaw Brand Communications Students’ Competition, an annual case competition organized by the Philippine Association of National Advertisers Foundation (PANAF). The competition gathered marketing students from colleges and universities nationwide to conceptualize, design, and present a full brand communications plan that applies classroom learning to an actual marketing challenge.
This year’s edition, held in partnership with BPI Foundation, carried the brief “One Small Save at a Time.” Participating teams were tasked to develop a behavior-change campaign that encourages underbanked Filipinos to start saving and sustain it as an everyday habit.
The UPV CM team was composed of seven BSBA (Marketing) students: James Gabriel Y. Edang, team leader (4th year); Aleah Kaye C. Garvilles, team co-leader (3rd year); Danielle Anne S. Borja (4th year); Alyanna Mae L. Duran (4th year); Angela H. Uy (4th year); Ashley Mae B. Cipriano (3rd year); and McAllester E. Malones (3rd year).
Advancing to the top five, the team presented their communications plan, “SMALL WINS: Making Room for Everything That Matters,” during the Final Presentation and Awarding Ceremony on November 7, 2026, at the University of Makati Performing Arts Theater, J.P. Rizal Extension, West Rembo, Taguig City, Metro Manila. The campaign positions saving not as a sacrifice but as a gift to one’s future self, starting with as little as ₱50 every payday.
The team was under the guidance and mentorship of advisers Asst. Prof. Pearl Gladys O. Diano and Mr. Oscar S. Jinon, Jr.
Regarded as one of the most prestigious student competitions in brand communications, PANAnaw draws the country’s brightest young marketers and serves as a training ground for future industry practitioners. (CM)
