Data-driven approach nets awards haul

    Jaeger L. Tanco

    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 recently received confirmation that its clients would receive a record haul of 15 Philippine Quill Awards by the International Association of Business Communicators – Philippines.

    Leading the recognition 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.

    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.

    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.

    Comm&Sense Director Eusebio H. Tanco 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,” he said.