MANILA, PHILIPPINES – One of the pillars of the Philippine public relations industry has been named the recipient of the Agora Award for Outstanding Achievement in Marketing Communication during the 40th Agora Awards held last January 20 at Okada Manila in Parañaque City.
Charlie Agatep, Chairman and CEO of Grupo Agatep, was given the distinction for his incontrovertible contributions to public relations here in the country. Agatep, who is also regarded as the PR Guru, is the first public relations practitioner to accept this award from the Philippine Marketing Association (PMA).
“Public relations is a legitimate and important ingredient in the marketing mix,” Agatep said. “Instead of four, there should now be five Ps in marketing, namely, product, price, place, promotions, and public relations.”
Agatep is only the sixth individual to receive the Agora for Outstanding Achievement in Marketing Communication. The category was first introduced by the PMA in 2014 and has been won by some of the most respected names in digital marketing and advertising.
In his acceptance speech, Agatep underscored the value of storytelling in this age of hyperconnectivity because of advancing technology. He reminded everyone of the importance of tuning to the needs of their target publics and being able to communicate to them effectively by using language that directly speaks to them.
“To stand out from the competition, marketing communication must be memorable and must put the audiences’ needs and goals ahead of our own, bring value to their lives, and help them find success and happiness,” Agatep said.
He also extolled the value of creating stories that not only inform but also move hearts and minds.
“Marketing communication should build emotional connection leading to memorable experiences. Brand storytelling should inspire, it should resonate, it should build trust and forge a relationship,” Agatep adds.
The Agora Award is an annual recognition given by the PMA to some of the leading names and companies who have demonstrated unparalleled innovation and excellence in marketing their products and services. At the 40th Agora Awards, nine individuals and companies were feted for their contributions to marketing.
