McCann Worldgroup Philippines' Chairman and CEO Raul Castro was conferred the prestigious Lifetime Achievement Award by the Creative Guild of the Philippines at the recent 2013 Kidlat Awards.
In his acceptance speech, Castro defined successful advertising as "works that can positively impact on lives. That has become my guiding principle in almost everything I do, in the business I've decided to stay in. If, through my works, I have changed, even for a wee bit, one person's life positively, then I think I have achieved something. Only then would I think, I deserve this [award]".
For the Creative Guild's Board of Directors, it was unanimous. Castro exceeded qualifications for "forging a career devoted to elevating standards of creative excellence, enhancing the level of professionalism and furthering the cause of advertising as a profession and as an industry."
Castro is credited for steering the most number of brands to market leadership. His body of works is recognized locally and internationally for creating positive impact on brands, businesses and consumers. Under his leadership, McCann has created landmark campaigns iamninoy, Jollibee "Jollitown", Coca-Cola "Living Billboard", Bank of the Philippine Islands"Let's Make it Easy", Enervon"Energive- Energuard", Coca-Cola"The OFW Project", among others that have led to McCann Philippines' breadth of awards fromCampaign Asia Pacific Agency of the Year (Digital Agency of the Year), Spikes Asia (Silver winner), New York AME for Advertising and Marketing Effectiveness (Silver Medallion winner), Asia Pacific Digital Media Awards (Platinum winner), 4A's Agency of the Year (Digital Excellence Awardee), Araw Values Awards (Platinum-Best of Show awardee), in addition to golds, silvers and bronzes from Araw Awards, IMMAP Boomerang, Tambuli, PANATA, and Kidlat Awards. The accolades reinforce the agency's mission to pioneer brands for positive changethrough integrated business solutions.
Castro is one of the youngest Lifetime Achievement Awardees, and he joins the ranks of industry titans who were previously honoured, including JJ Calero, Emily Abrera, Mon Jimenez, Abby Jimenez, MinyongOrdoñez and Jimmy Santiago.
Also at the Kidlat Awards night, McCann was awarded a SILVER Kidlat for Coca-Cola Tansan Billboard (Outdoor/Ambient- Large scale); BRONZE for Coca-Cola 3D Projection (FILM-Other Screens) and finalist certificates for BPI Concept Cars (Digital & Mobile)and Coca-Cola Cheers Documentary (Public Relations).