Comm&Sense’s big bet on data-driven communications - or simply, “Intelligent PR” - appears to be a step in the right direction as the agency was nominated for the Agency of the Year award for the second time in a row on the back of its record haul of 15 Philippine Quill Awards from the International Association of Business Communicators - Philippines.
Leading the 15 recognitions is the collaboration between Comm&Sense and leading health maintenance organization (HMO) PhilCare which produced the PhilCare Community Quarantine (CQ) Wellness Index, a study on the state of well-being of Filipinos as they faced the COVID-19 pandemic.
Rolled out in the summer of 2020, the PhilCare CQ Wellness Index looked into the actual state of well-being of Filipinos while in quarantine. The study also examined how various sectors of society across the country responded to the effects of the lockdowns and the pandemic as a whole.
The PhilCare CQ Wellness Index received two top division award nominations: One for Excellence in Communications Research and the other for COVID Communications, a special division in this year’s Quills dedicated to business communication efforts in response to the pandemic.
Apart from these, Comm&Sense and its affiliates received awards for its collaborations with clients in the fast-moving consumer goods (FMCG) industry, financial services, and healthcare services.
A full-service digital PR agency established in 2005, Comm&Sense has since then always believed and practiced #IntelligentPR, which is rooted in data, whether from clients or from research. Data and actionable insights are crucial in each communication plan the agency makes for campaigns to have impact on their respective target audiences.
The data-driven content is then followed by creative execution and smart amplification. Together, the three elements are what clients need to build credibility with their respective customers.
The relevant insights gathered by PhilCare CQ Wellness Index were then amplified through both traditional and online media and would serve as a springboard for the HMO to come up with the appropriate action given the continuing pandemic.
“This win at the Quill Awards just goes to show that our brand of #IntelligentPR just makes sense. For the last 15 years, we at Comm&Sense have made sure that each campaign and communication plan we come up with answers clients’ communication needs and responds well to the needs of their respective audiences. We are truly honored to have pushed the bounds of PR with this feat,” said Comm&Sense founder and president Jaeger L. Tanco.
He added that the agency was honored to be part of the successes of its clients and thankful that they were able to help especially during the pandemic.
Comm&Sense Director Eusebio H. Tanco, for his part, said that the agency’s awards were a validation of its move towards data-driven communications.
“Through data, we were able to understand the public more. People want hard proof, especially when making important decisions, whether they be personal or for business. We were able to communicate with them the way they wanted even before this new normal. It has definitely helped Comm&Sense create successful campaigns and we’re proud of that,” EHT said.