MANILA, PHILIPPINES — With 18 years and over 500 awardees under its belt, the Asia Pacific Tambuli Awards once again celebrated businesses, brands, and individuals whose purpose and impact resonated with the masses at the Grand Hyatt Manila. Held on June 04, 2024, the room was beaming with excitement as the industry’s brand and creative leaders awarded this year’s winners.
Stephan Czypionka, Grand Executive Jury President and Global Chief Marketing Officer of CheilJedang Foods, welcomed everyone and talked about Tambuli’s exponential growth during his opening remarks. “I’ve been part of Tambuli since 2016, and I can assure you that the awards were different back then. Smaller scale. Not as prominent. [But] Tambuli [has grown] to be a pillar [and] world-class event that brings together the best of the best in Asia Pacific’s advertising market.”
He also expounded on this year’s theme — hope. “With all the geopolitical tensions and conflicts that surround us, it’s important that there are brands out there, through meaningful and purposeful advertising, that bring back hope to the world. Marketing and advertising can have a powerful impact on people’s lives and all of us here have that responsibility.”
Many companies rose victorious throughout the night, but McDonald’s Philippines and Ogilvy Manila took home some of the ceremony’s biggest awards: McDonald’s with “Advertiser of the Year” and the “Champions for Humanity’s Grand Pix Winner,” Ogilvy Manila with “Agency of the Year,” and Colgate-Palmolive with the coveted “Tambuli Company of the Year.”
In addition, four remarkable individuals were awarded Tambuli’s most prestigious titles.
Jose Miguel Gamboa, Marketing Manager of Oral & Self Care, and Wound, Kenvue Philippines received the “Young Marketing Leader of the Year Award” and explained why he’s stayed in the industry for a decade despite the obstacles he had to overcome. “It’s quite difficult to continue this whole journey of being a marketer, [but] at the end of the day, it’s all about purpose. Every effort that we give, there’s someone at the receiving end of that. Behind the growth and numbers are actual Filipinos who are being impacted.”
Jose concluded his speech by encouraging the crowd to not give up. “Just remember to keep your purpose and always hold [onto] that.”
Candice Iyog, Chief Marketing and Consumer Experience Officer of Cebu Pacific Air, was taken aback yet elated to secure the “Chief Marketing Officer of the Year Award,” thanking her “village” for helping her achieve this feat. “[I] secretly hoped that we would win this one day because I have seen how hard Cebu Pacific has worked to give Filipinos a brand and airline they can be proud of. It’s been difficult but worth it. It’s the price we pay for the opportunity to have a lasting and meaningful impact on the communities we serve.”
She then expressed gratitude towards Tambuli for championing the humanity behind marketing. “In an environment where so much time, money, [and] energy is spent on building avatars, I appreciate how the Tambuli Awards seeks to uphold the values that inspire and connect people. Campaigns and programs that make us more human.”
Meanwhile, after 30 years of orchestrating behind the scenes, Jose Uy III, Nestlé Philippines, Inc.‘s Senior Vice President and Head of Corporate Affairs, took center stage to accept the inaugural “Corporate Communications Officer of the Year Award.” “Gosh, I feel like I’m at the Oscars. Now I know how it feels to be one of those actors and actresses that go up on stage to be recognized and hold their award with a tight grip, sometimes even grasping for words,” he joked. “I’m more nervous to receive this award than giving any industry talk.”
He also acknowledged his wife, daughter, and colleagues for their support. Being the first winner of this category and representing Nestlé meant a lot to Jose: “I take a sense of pride [living] up to our company’s purpose of nurturing generations of Filipino families, enhancing the quality of their lives, and contributing to a healthier future. We affect families, the community, and the environment. It’s a privilege that we’re able to make a difference.”
Hans Sy, Chairman and Executive Committee at SM Prime Holdings, Inc. was honored with the “Lifetime Achievement Award” and reflected on his career as well as the values and principles that have guided it. “Sustainability has always been at the core of everything I believe in and strive for. From a young age, I was taught the importance of taking care of our planet and ensuring the future generations have a healthy and thriving world to live in.”
He urged businesses to follow suit and treat sustainability as an essential aspect of being a responsible corporate citizen, not just as a trend. “As we look forward to the future, it is clear that the urgency of climate change demands collective actions. Sustainability is not just about doing what is right for the planet; it is also key to ensuring long-term business growth and maintaining the trust of the people we serve.”
Take a look at the complete list of winners below:
Tambuli Company of the Year:
“Missing Smiles”
Company: Colgate-Palmolive Philippines, Inc.
Agency: Ogilvy Manila/Soho Square Philippines
Category: People’s Well-being
Advertiser of the Year:
McDonald’s Philippines/Golden Arches Development Corp.
Agency of the Year:
Ogilvy Manila
Lifetime Achievement Award:
Hans Sy, Chairman, Executive Committee, SM Prime Holdings, Inc.
Chief Marketing Officer of the Year:
Candice Iyog, Chief Marketing and Consumer Experience Officer, Cebu Pacific Air
Corporate Communications Officer of the Year:
Jose Uy III, SVP and Head of Corporate Affairs, Nestlé Philippines, Inc.
Young Marketing Leader of the Year:
Jose Miguel Gamboa | Marketing Manager, Oral & Self Care, and Wound, Kenvue Philippines
Tambuli Soul Award for Entertainment – Cinema
“Rewind”
ABS-CBN Film Productions, Inc.
APT Entertainment, Inc.
Agostodos Pictures, Inc.
Leaders for Sustainability and Corporate Purpose Winners
Silver Winners
“BPI Foundation: FinEd Unboxed”
Company: BPI Foundation, Inc.
Category: Continuing Education
“Leading the way in sustainability towards plastics circularity”
Company: Nestlé Philippines, Inc.
Agency: MarketConnect, Inc.
Category: Care for the Environment
“McDonald’s Philippines: Unlocking 60,000 Filipinos’ Best Selves”
Company: Golden Arches Development Corp.
Agency: TBWA\Santiago Mangada Puno
Category: Corporate Leadership and Culture
Bronze Winners
“SM Cares Rainwater Project”
Company: SM Supermalls
Agency: Havas Ortega
Category: Care for the Environment
“BPI Foundation: Enterprise Development and Livelihood”
Company: BPI Foundation, Inc.
Category: Inclusive Growth
“Tackling malnutrition through nutrition education for a healthier, more productive Philippines” Company: Nestlé Philippines, Inc.
Agency: MarketConnect, Inc.
Category: People’s Well-being
“Building Filipino #MSMEmpowered and #FarmSmart Communities through Technology”
Company: PLDT and Smart
Category: Public-Private Partnership
Champions for Humanity Winners
Grand Prix Winner
“Night Classroom”
Company: McDonald’s Philippines
Agency: Leo Burnett Group Manila
Category: Education and Lifelong Learning
Medium: Branded Experiences/Activations
Gold Winner
“Singing Lessons”
Company: Childhope Philippines Foundation, Inc.
Agency: BBDO Guerrero
Category: Education and Lifelong Learning
Medium: Radio/Audio
Silver Winners
“Ride the Arches”
Company: McDonald’s Philippines
Agency: Leo Burnett Group Manila
Category: Quality of Life
Medium: Branded Experiences/Activations
“House of Healers”
Company: Mind You Mental Health Systems, Inc.
Agency: Ogilvy Manila
Category: Health and Wellness
Medium: Gaming
“GCash Stories: Pass the Hope”
Company: G-Xchange, Inc.
Agency: Publicis JimenezBasic
Category: Quality of Life
Medium: Integrated Media
Bronze Winners
“Lovin’ All”
Company: Golden Arches Development Corporation
Agency: TBWA\Santiago Mangada Puno
Category: Quality of Life
Medium: Integrated Media
“I’m Lovin’ Me (Love Ko Me)”
Company: Golden Arches Development Corporation
Agency: VML Manila
Category: Quality of Life
Medium: Mobile Marketing
“Best Me At McDo”
Company: Golden Arches Development Corporation
Agency: TBWA\Santiago Mangada Puno
Category: Education and Lifelong Learning
Medium: Integrated Media
“House of Healers”
Company: Mind You Mental Health Systems, Inc.
Agency: Ogilvy Manila
Category: Quality of Life
Medium: Gaming
“Learn to Loan“
Company: G-Xchange, Inc.
Agency: Publicis JimenezBasic, Inc.
Category: Education and Lifelong Learning
Medium: Integrated Media
“Water Drinks Gatorade”
Company: PepsiCo
Agency: Publicis Media
Category: Health and Wellness
Medium: Integrated Media
“MILO Hybrid Running Ecosystem”
Company: Nestlé Philippines, Inc.
Agency: Ogilvy Manila
Category: Health and Wellness
Medium: Branded Experiences/Activations
“MILO DIGI DASH”
Company: Nestlé Philippines, Inc.
Agency: Ogilvy Manila
Category: Health and Wellness
Medium: Technology and the Metaverse
“Mint in Box”
Company: Colgate-Palmolive Philippines, Inc.
Agency: VML Manila
Category: Health and Wellness
Medium: Video Screen
Builders of Society Winners
Gold Winner
“Lovin’ All”
Company: Golden Arches Development Corporation
Agency: TBWA\Santiago Mangada Puno
Categories: Youth Brand, Advocacy
Medium: Integrated Media
Silver Winners
“Night Classroom”
Company: McDonald’s Philippines
Agency: Leo Burnett Group Manila
Category: Youth Brand
Medium: Branded Experiences/Activations
“Bantayog Street Memorials”
Company: Bantayog Ng Mga Bayani Foundation, Inc.
Agency: Dentsu Creative Philippines
Category: Advocacy
Medium: Integrated Media
“The National Anthem as a Means to Social Harmony”
Company: Seylan Bank
Agency: Shift Integrated
Country: Sri Lanka
Category: Advocacy
Medium: Video Screen
“Singing Lessons”
Company: Childhope Philippines Foundation, Inc.
Agency: BBDO Guerrero
Category: Youth Brand
Medium: Radio/Audio
“House of Healers”
Company: Mind You Mental Health Systems, Inc.
Agency: Ogilvy Manila
Category: Youth Brand
Medium: Gaming
Bronze Winners
“SIM Registration Drive”
Company: Smart Communications
Agency: GIGIL
Category: Responsible Citizenship
Medium: Video Screen
“Ride The Arches”
Company: McDonald’s Philippines
Agency: Leo Burnett Group Manila
Category: Advocacy
Medium: Branded Experiences/Activations
“Mint in Box”
Company: Colgate-Palmolive Philippines, Inc.
Agency: VML Manila
Category: Family Centered Brand
Medium: Video Screen
“#AllSupport for Pride”
Company: Riot Games
Agency: Harrison Communications, Inc.
Category: Advocacy
Medium: Digital and Social Media
adobo Magazine is an official media partner of the Asia Pacific Tambuli Awards 2024.
