The University of Asia and the Pacific’s (UA&P) Tambuli Awards is the first and only award in the country that bestows merit on marketing communication campaigns successful not just in financial terms, but in conveying a positive call to action. Formerly the Integrated Marketing Communications Effectiveness Awards (IMCEA), the reborn Tambuli Awards honor income-generating efforts that place equal consideration on commercial rewards and the development of healthy human perspectives.
Though still on its third offering, the Tambuli Awards has pedigree. Its Advisory Board of 2009 includes respected individuals from advertising, media, marketing, research and the academe: Chairman Javier Jose Calero-Chairman, Full Circle Communications; Carmencita Esteban-President, Philippine Survey and Research Center-Research International (PSRC-RI); Vicente Dinglasan-Managing Director, IDS Philippines Country Customer Unit; Ramon Jimenez-Immediate Past Chairman, Publicis JimenezBasic; Eric Canoy-President, Radio Mindanao Network; Jaime Puno-Former Chairman, Dentsu, Young and Rubicam; Raul Juan Esteban-Managing Director, PSRC-RI; Herminio Ordoñez-Chairman Emeritus, Publicis Manila; Francine Calero-Racho-Dean, School of Communication UA&P and Jerry Kliatchko-Vice-president, Academic Affairs and Corporate Communications UA&P. Heads and senior executives of advertising agencies and corporations will be named as jury chair and members of The Tambuli Awards Board of Judges.
IMCEA’s transformation to The Tambuli Awards is a major step to the UA&P’s commitment to values-oriented communications. This year, The Tambuli takes the competition another notch higher by opening the competition to Asian entries. It is an effort not only to widen its network, but also to make its mark in the region. It may still be in its early stages, but its progress has been colossal. The competition will award gold, silver and bronze medals in nine campaign categories: Small Budget Product and Small Budget Service, Established Product Brand and Established Service Brand, Integrated Internal Marketing Program, Innovative and Integrated Media, Insights and Strategic Thinking, Effective Teens Brand, and Effective Family-oriented Brand.
The Tambuli will grant the Effectiveness Agency of the Year Award as an additional honor. Agencies with three winning entries qualify for the award. The Carmencita Esteban Platinum Award is the highest honor of The Tambuli where only gold award winners qualify.
In its first two competitions, gold awards were awarded to such diverse campaigns as, 2005: Surf-Lowe Inc. for Best New Product Brand Introduction, Globe G-Cash-Harrison Communications Inc. for Best New Service Brand Introduction, Philamlife Quantum-Well Advertising for Best Small Budget Product Brand Campaign, Planters Development Bank-One:Manila for Best Small Budget Service Brand Campaign, Clusivol-Adformatix, Inc. for Best Established Product Brand Campaign and Cebu Pacific Air-JimenezBasic Advertising for Best Established Service Brand Campaign; and for 2007: Nestlé/Choose Wellness, Choose Nestlé-Publicis Manila.
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