Lopito, Ileana & Howie Makes History at the Excel Awards 2025 with Five Wins and a Groundbreaking Double Paco Oller Victory

News

In a milestone moment for independent creativity, ICOM member Lopito, Ileana & Howie, has made history at Puerto Rico’s prestigious Excel Awards 2025, securing five top honors—including back-to-back Francisco “Paco” Oller Awards for Best PR Campaign of the Year, a first in the award program’s history.

Leading the charge was the standout campaign “Pancakes against Breast Cancer”, created for the American Cancer Society of Puerto Rico. With deep cultural insight and empathy, the campaign challenged perceptions around mammograms and empowered Puerto Rican women to take charge of their health. The initiative earned four awards:

Paco Oller Award for Best PR Campaign of the Year
Best PR Campaign for a Non-Profit
Public Service Campaign for a Non-Profit
Integrated Communications for a Non-Profit

Another accolade came from the campaign “Los clásicos del fraude” (The Fraud Classics), developed in partnership with Oriental Bank, a leading financial institution in Puerto Rico. The campaign tackled AI-enabled fraud targeting older adults and was recognized with Best Public Service Campaign for a Private Company.

“At Lopito, Ileana & Howie, we strive for bigger and better. Every year we set the bar higher, and our creativity and talent show at every award season.”
Alexandra Caraballo, Partner & General Manager

“To become the first agency to win the Paco Oller two years in a row is a powerful testament to how our PR team continues to innovate from both a strategic and creative standpoint. I’m immensely proud of our team and look forward to continuing to define what modern public relations looks like.”

Congratulations to the entire Lopito, Ileana & Howie team on this well-deserved recognition. Your work continues to set a high standard across the ICOM network.