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Prior to 1954, marketing was simply an appendage to selling and distribution. It took fifteen enlightened pioneers to change that by creating the Philippine Marketing Association, (PMA) a non-stock, non-profit organization whose long-term objective is to promote marketing as a “noble profession” and to serve the government by providing proper information on marketing-related issues. The creation of the PMA not only encouraged honest enterprise, it established standards supported by government, so much so the PMA gained the reputation as responsible professionals out to improve the quality of life of their countrymen.
Two years brainstorming for the perfect vehicle to mark their silver anniversary, the PMA hatched the Philippine Marketing Association Awards. Defined as “an open space in a town where people gather,” the name Agora was apt. The Awards debuted in 1979 with three awards, Marketing Management, Marketing Education and Entrepreneurship that would engender other Award categories, namely: Export Marketing and Marketing Company of the Year (1986), the Entrepreneurship category divided into Large-, Medium- and Small-scale (1989), an international merit Asia Pacific Agora for Marketing Excellence (1997), and Advocacy Marketing (2003).
A person can only be an Agora awardee (in a category) once in his lifetime. Thus, this makes it the most coveted accolade for marketing professionals, a capstone in their careers.
Since the award-giving body was created, there have been numerous awardees, like Eduardo Roberto (ER Associates, Inc.), Ben Chan (Bench), Bernie Liu (Penshoppe), Socorro Ramos (National Bookstore), Dr. Rolando Hortaleza (Splash), Henry Sy (SM), Tomas Banguis, Jr. (AB Communications), Manuel Quiogue (GMA Marketing), Ramon “Bong” Osorio (Phil. Star), Minyong Ordoñez (Publicis) and Emily Abrera (McCann Worldgroup) to name a few. They are all Filipino businessmen, companies and foundations who inspire and have a major impact on Philippine society.
On its 28th year, the PMA chose an equally illustrious group of marketing professionals:
PERPETUO DE CLARO
Outstanding Achievement in Marketing Management
Wyeth Philippines President and General Manager Perpetuo De Claro is considered one of the best marketing executives in the country, and has the Asian Institute of Management Alumni Achievement Award to prove it.
Prior to heading Wyeth Philippines, De Claro spent decades in top executive positions in Colgate-Palmolive Philippines (1976-1982) and Johnson & Johnson Philippines (1989-1998). De Claro joined Wyeth Philippines in 2001.
He is most credited for steering these multinational companies during their golden years through his impeccable corporate methods.
De Claro is known for his ability to inspire people and draw out their best. He is also recognized for his dedication to social interests; his efforts within the Couples for Christ immensely help the urban poor in Bagong Silang. He is also the brainchild behind Operation Big Brother, a partnership with La Salle Greenhils, which has more than 500 scholars.
DR. JUSTINO ARBOLEDA
Outstanding Achievement in Export Marketing
Dr. Arboleda used to head of the College of Agriculture of Bicol University before he quit his post to concentrate on developing his coconets projects. It was well worth the sacrifice.
Coconets, quite simply, is the use of coconut husks to serve as collecting agents that deter soil erosion. This is a perfect solution to deforestation, as in the case of the Philippines. Dr. Arboleda has not, nor does he intend to, file for patent for his invention. On the contrary, the scientist insists that the technology must be used where and when necessary.
Already, Dr. Arboleda’s invention has attracted strong interest all over the world. Australia has imported the technology, and so has China who intends to use it for its construction efforts in the Gobi Desert.
To date, Dr. Arboleda’s coconut husk recycling project earned him and the country international fame through numerous international merits and awards, like the BBC World and Newsweek World Challenge for innovative enterprises at the grass roots level.
ROSANNA LLENADO
Outstanding Achievement in Entrepreneurship (small scale)
Already a recipient of the Ulirang Ina Award in 2003, the Agora is another feather on the cap of this remarkable individual, wife, mother of four, as well as founder, owner and head of Ahead Tutorial and Review Center.
Even in student days at UP Los Baños, Llenado scheduled her classes in a manner that allowed her ample time as a student assistant.
While working for the Daily Globe, Llenado was assigned to a work on a speech for then Senator Albert Romulo. Her research revealed the sad and sorry state of the country’s educational state that eventually galvanized her into action. Ahead Tutorial and Review Center was created specifically to aid students improve academically.
The Center is crucial to students who aspire to enter good universities. The success of Ahead Tutorial and Review Center is reflective of the increasing number of students who realize that a good education leads to a better future.
DENNIS MENDIOLA
Outstanding Achievement in Entrepreneurship (large scale)
Having been an outstanding scholar, and already an intrepid businessman, Dennis Mendiola’s Chikka Asia is proof of his vision and keen instinct as a Filipino.
Tapping into the Pinoy psyche and linking it with the burgeoning potential of digital instant messaging solutions, Mendiola made big bucks. Understanding the intricate relationship the Pinoys have with their phones while calculating their spending capacity, Chikka Asia Inc. bridged the gap and created programming systems that provided viable, accessible and affordable options to stay connected.
Now, boasting over 30 million log-ins daily, reaching more than 45 countries through service affiliations with 14 international carriers, and therefore attracting advertising from huge corporations, Chikka Asia Inc. has definitely become world-class.
SYLVIA CONCEPCION
Outstanding Achievement in Marketing Education
A Professor of the UP Mindanao School of Management, Dr. Concepcion first taught at UP Cebu before moving to UP Diliman and eventually, UP Mindanao. At present, Dr. Concepcion is OIC Dean of the School of Management.
Dr. Sylvia B. Concepcion had supervised and authored various market researches, supply chain and consumer studies, a number of them on the aspects of agribusiness. She has been invited all over the world to share her work on over 30 research topics.
With over 28 years spent teaching and training students and management executives, Dr. Concepcion’s Agora for outstanding achievement on Marketing Education is on target.
RAMON VERGEL DE DIOS
Asia Pacific Marketing Excellence
For the past 23 years, Ramon Vergel de Dios has been selling and marketing Shell Oil Products in the Philippines. In 2003, he went to oversee the company’s East Africa Commercial Business in Kenya and eventually became the marketing manager for Africa, Middle East and Central Asia. In three years, he became the Global Sector Marketing Manager for the Construction Industry based in the United States.
Assigned to create and implement marketing strategies for every business sector, in every country he managed, de Dios achieved remarkable success, overcoming cultural diversities through a sincere dedication to the task on hand. His efforts paid off. His strategies produced a steady, annual growth, often in the double digits.
Having to compete with other nationalities for the positions he now claims, he prevailed through his competence and devotion to his field. Ramon Vergel de Dios is proud to be a Filipino, despite almost declining the award in humility. He claims that Filipinos excel in international business scenarios because of our ability to adapt easily to other cultures, of our inherent nature that allows integration with different nationalities, and of the superior quality of work we produce.
AYALA FOUNDATION INC.
Outstanding Achievement in Advocacy Marketing
Established in 1961, it is a non-stock, non-profit organization that is dedicated to technical and vocation education, social science research and, livelihood and the arts. It is the nucleus of such institutions as the Filipinas Heritage Library, the Ayala Museum, Center for Development and UP-Ayala Technology Business, to name a few. Despite the huge success of its many endeavors, the Foundation believes that there is so much more that can be done to help enrich and uplift the Filipino identity.
The Agora for Advocacy Marketing went to the Ayala Foundation Inc for its Solid Waste Management (SWM). AFI Executive Vice-president Guillermo Luz received the award.
Founded in 1993, SWM promotes Reduce, Reuse, Recycle and provides technical assistance and training on waste diversion and segregation-at-source. The Foundation’s SWM operates all over Metro Manila. It also offers training for other companies who wish to initiate similar waste management efforts.
UNIVERSAL ROBINA CORPORATION
Marketing Company of the Year
For creating C2, undoubtedly the success story of the last year, The AGORA’s Marketing Company of the Year is Universal Robina Corporation with Lance Gokongwei, president of JG Summit Holdings Inc.
Razor sharp yet sensitive marketing propelled C2 Cool and Clean Green Tea to top-of-mind status. Branding C2 as pop, ready-to-drink, yet healthy sealed the deal. URC recently launched the “C2 Life” campaign, advocating a fresh, fun and healthy lifestyle.
The idea is trendy yet responsible, and apparently appealing to a very huge market. By promoting the importance of a holistic balance between mind, body and soul, C2 Cool and Clean Green Tea makes that elusive stress-free existence seem attainable.
Universal Robina Corporation, founded in 1954 by patriarch John Gokongwei, Jr., is one of the largest manufacturers of food products in the country, with a very strong Asian market presence. URC’s core products are distributed to over 42,000 supermarket, grocery and sari-sari store outlets in the Philippines.
