Google honored the country’s most effective and creative YouTube campaigns during the YouTube Works Awards Philippines 2026 on Wednesday, with GCash emerging as the night’s biggest winner while the company unveiled new tools aimed at strengthening creator-led marketing and online commerce.

GCash’s “GLoan with Free Health Insurance: Loan Song Syndrome,” developed with Universal McCann Philippines and Publicis Jimenez Basic, captured both the Best of Philippines and Masters of Media awards.

Other major winners included Del Monte Philippines’ “Del Monte Centennial Celebration,” which won The Big Bang award alongside agency partners WPP Media and Dentsu HIIP Philippines; Jollibee’s “Jollibee Christmas 2025 — Every Family’s Christmas Joy,” which took home Multiformat Storytelling with WPP Media Philippines and 72&Sunny; Colgate Total’s campaign featuring Davao Conyo and Dr. Vicki Belo, which won Brands & Creators with WPP Media and SOHO; and Maggi Philippines’ “Get Pasko Ready with Maggi,” which earned Best of Festive with WPP Openmind and MRM.

Google also recognized excellence across the advertising industry, naming WPP Media as Media Agency of the Year, Publicis Jimenez Basic as Creative Agency of the Year, and HIIP Philippines as Specialty Agency of the Year.

Speaking before the event, Google Philippines Country Manager Prep Palacios said YouTube has become an essential part of Filipinos’ daily lives, noting that virtually every online Filipino adult uses the platform. She said 19 million Filipinos now watch YouTube on connected TVs, while uploads of YouTube Shorts have increased 90 percent year on year.

Google also announced the Philippine rollout of YouTube Creator Partnerships, allowing brands to discover, collaborate with and manage creators directly through Google Ads, while expanding its commerce ecosystem through the YouTube Shopping Affiliate Program and Commerce Media Suite, which connect YouTube ads directly to online marketplaces such as Shopee and Lazada.

According to Google, 81 percent of Filipino viewers consider YouTube creators trustworthy sources of product information, while advertising on the platform delivers twice the return on investment compared with traditional linear television.

Google Philippines Head of Communications and Public Affairs Mervin Wenke said the annual awards recognize the country’s most effective YouTube campaigns, with Philippine winners advancing to the Southeast Asian competition.