MANILA – The Asia Pacific Tambuli Awards was ahead of its time. Even before the trend on advertising for good became popular over the past few years, the Tambuli has championed the idea of honoring brands that do good and do well since its launch in 2005. Charles Cadell, Asia Pacific President of McCann Worldgroup, and APAC Tambuli Awards Overall Jury chairman for 2016, says that the platform of human good is globally accepted today, “as a critical piece of the marketing communication mix for all clients as their customers demand their preferred brands play a socially responsible role in the world.”
Tambuli Overall Executive Jury member Tom Doctoroff, CEO Asia Pacific, J. Walter Thompson, opines that “advertising for good” is here to stay. He says that “advertising for good is fundamental because it provides a higher order purpose, beyond transactional commercialism, for clients and agency leaders alike. However magic happens when “do good” aligns with a long-term brand motivation that is rooted in both a unique brand offering and insight into consumer motivations. Brand “purpose” — a desire to make the world a better place — evaporates into non-differentiation unless timeless principles of marketing are adhered to. So, yes, “advertising for good” is here to stay but it needs to be consistent with rock solid brand building principles. That’s why the APAC Tambuli awards are here to stay.”
Overall Executive Juror Cheuk Chiang, Asia Pacific CEO, OmnicomMediaGroup, on the other hand says that the notion of “advertising for good” or “brands with a purpose” has always been around. Today, however, the search for good has become particularly relevant because generation Y consumers have different priorities. Having grown up in relative comfort and safety, they have become less satisfied with the traditional aspirations of getting a career job, getting on the property ladder, getting married, having kids and so on, down the ‘traditional’ route. They now seek out a greater purpose. Their motivations exist around personal identity and their own purpose. All this makes the APAC Tambuli – an award that looks into the seamless integration of creativity + human good + results – is particularly relevant to today. The ability to connect people with brands that meet a higher purpose in a creatively engaging way is probably one of the most powerful and most persuasive forms of communications that exists today.”
Chris Chiu, CEO and Chief Creative Officer, Leo Burnett Singapore and member of this year’s Creative Executive Jury, affirms that almost all award shows today offer a sub-category that celebrates advertising for the greater good. “I applaud the Tambuli awards for putting this front and center. I think when it comes to advertising for good, this ‘trend’ was always going to happen. Brand campaigns after promotional campaigns and so forth, can only reinforce the brand’s offering to a certain extent. The next logical step is to illustrate what a brand believes in. Now how long this will continue to happen I reckon depends on several factors. Credibility of the advocacy message to the brand, being one of the first that come to mind. If the connection is clear, and the brand behaves in a certain way, retail and promotionally, that is consistent with what it’s saying outside of it’s commercial intentions, I suspect that would be job done.”
The Asia-Pacific Tambuli Awards is organized by the School of Communication of the University of Asia and the Pacific (UA&P) based in Manila. Deadline for submission of entries has been extended to April 8, 2016. Late fees apply to all entries submitted between March 29 to April 8. Conference and Awards night will be held on May 31, 2016 in Manila. Entry forms may be downloaded at www.tambuliawards.asia.
In photos are Overall Executive Juror Cheuk Chiang, Asia Pacific CEO of OmnicomMediaGroup, and Tambuli Overall Executive Jury member Tom Doctoroff, CEO Asia Pacific, J. Walter Thompson.
