MANILA – ABS-CBN Corporation has been named Marketing Company of the Year, the coveted top prized at the 2015 Agora Awards, known locally as the “Oscars of marketing,” last Wednesday.
ABS-CBN COO Carlo Katigbak attributed the success of the company to its continuous effort to promote the Filipino spirit through the campaigns, programs, and projects.
Some of ABS-CBN’s achievements include producing most of the top 20 programs nationwide as indicated by data from Kantar Media, as well as films that breached the ₱100 million mark in receipts, including “The Amazing Praybeyt Benjamin,” the highest-grossing Filipino film in history.
Katigbak said ABS-CBN’s most successful marketing activity was the 2013 “Tulong Na, Tabang Na, Tayo Na” fund-raising campaign that motivated the country to unite and help the victims of Typhoon Yolanda through the selling of T-shirts and fund-raising concerts.
This campaign raised close to P1 billion in cash and in-kind donations – the most received by any private organization – and has given relief and rehabilitation to over 700,000 families. The rebuilding efforts led by ABS-CBN were in the areas of education, livelihood, and housing.
“Our shows, our advocacies, and our new products reflect the stories of the admirable Filipino character. It is a privilege to help uphold the true wealth of our country. Through both traditional media and new digital platforms, we are happy to bring such inspiring Filipino stories to our local audiences, to overseas Filipinos, and even non-Filipino markets all over the world,” he adds.
The Agora Awards 2015 winners
Joining ABS-CBN to bring home one of two Agora organization awards is Go Negosyo, which was honored with the Outstanding Achievement in Advocacy Marketing award.
Founded in 2005, Go Negosyo is the advocacy program of the Philippine Center for Entrepreneurship. Its founder, Joey Conception, has mounted over 100 summits championing entrepreneurship, attended by over 190,000 attendees.
In addition, Go Negosyo has produced over 100 radio episodes, 400 TV episodes, 600 newspaper columns and sold 220,000 copies of 10 books. For digital, the program has generated over 500,000 followers on Facebook, Twitter, and official website.
The PMA also handed out eight individual awards for their excellence and contributions in the marketing field:
Outstanding Achievement in Export Marketing – Arthur Tan, President, Integrated Micro-Electronics (IMI)
Outstanding Achievement in Overseas Marketing – Raul Falcon, Country Manager, Procter and Gamble (Thailand)
Outstanding Achievement in Entrepreneurship
Small Scale – Dr. Maynoll Montalbo, Mont Albo Wellness Corp.
Medium Scale – Catherin Salimbangon, Vice President, Organique
Large Scale –William Lim, President/CEO, Mega Global
Outstanding Achievement in Marketing Education – Dr. Carl Mark Miniano, Dean, College of Business Administration at Adamson University
Outstanding Achievement in Marketing Communications – David Guerrero, Creative Chairman, BBDO Guerrero
Outstanding Achievement in Marketing Management – Benjie Yap, VP-Home Care/ Foods, Unilever Philippines
