The UA&P Tambuli Awards is the only global award that celebrates Integrated Marketing Communications (IMC) effectiveness and the promotion of societal values in one award.
Honoring the year’s best advertising campaigns that have values both business results and socially relevant marketing communications, the UA&P Tambuli Awards 2012 was held last June 15 at the University of Asia and the Pacific. The night’s top prize, the Carmencita Esteban Platinum Award, went to Contract Advertising India Limited. It was the first time that the prestigious award had been given to an international agency, signifying the Tambuli Awards’ shift to a more globally expansive competition. Meanwhile, the awards for Effectiveness Advertiser of the Year went to Publicis Manila and its client, Nestle Philippines, respectively. Ma. Belen Pilar Fernando, Alaska Milk Corporation Marketing Vice-President, also brought home one of this year’s top awards when she was named the Chief Marketing Officer (CMO) of the Year. The award was introduced last year to honor the CMO who demonstrated leadership in achieving marketing excellence and profitability for the organization, and promoting societal values through integrated marketing communications.
Following a case study entry approach, the Tambuli Awards aspires to be the benchmark and resource for effective integrated marketing communications (IMC) programs. It is also the first and only award-giving body in Asia of its kind, giving equal measure to both profitable integrated marketing communications campaigns and the simultaneous promotion of societal values. Entries submitted must prove that the campaigns resulted not only in the increased profitability but also to the betterment of society. The awards became an annual event in 2010 after garnering momentous success in the media and industry since its launch 2005, establishing its benefactor, UA&P School of Communication (SCM) as “The Leader in IMC Education in Asia.”
This year’s competition received nearly 200 entries from top advertising agencies and clients from the Philippines and around the Asia-Pacific Region. The number of submissions increased steadily since the awards started in 2005 and this year proved to be no exception with the number of entries from foreign companies on the upswing as well. For a full list of this year’s Tambuli Awards winners, visit www.tambuliawards.com.
Awards
CMO OF THE YEAR AWARD
Ms. Ma. Belen Pilar Fernando
Vice-President, Marketing
Alaska Milk Corporation
EFFECTIVENESS AGENCY OF THE YEAR
Publicis Manila
EFFECTIVENESS ADVERTISER OF THE YEAR
Nestle Philippines
CARMENCITA ESTEBAN PLATINUM AWARD
Campaign Title: Diwali mithaas (Sweetness) campaign
Agency: Contract Advertising India Private Limited
Client: Cadbury India Limited
Best Advocacy Campaign
Gold
• “Electrolux Clothes and Hugs” by Red Rocket Marketing Services and Creative Group, inc. for Electrolux Philippines, Inc.
• “Basta Pinas, Biyahe Tayo! A Bonamine Travel Advocacy Campaign” by Ogilvy & Mather (Philippines), Inc. for Johnson & Johnson (Philippines), Inc.
• “Maghintay” by Publicis JimenezBasic for Monde Nissin Corporation
• “Run for 10,000 more shoes” by Publicis Manila, Inc. for Nestle Philippines, Inc. • “Earth Hour: Beyond the Hour” by Leo Burnett Manila for WWF-Philippines
Silver
• “A Cause For Movement” by Ogilvy & Mather (Philippines), Inc. for 57-75 Education Reform Movement
• “IKEA Baby Steps” (Malaysia) by Lowe and Partners Sdn. Bhd. for Ikano Pte. Ltd
• “First Day” of National Book Store
• “Live Positively 2011″ by Momentum Philippines/McCann Worldgroup Philippines, Inc. for The Coca-Cola Export Corporation
• “Unilab Ideas Positive 2011: Transforming Communities with the Filipino Youth” by Ogilvy & Mather (Philippines), Inc., and Ogilvy Public Relations for United Laboratories
, Inc.
Bronze
• “Tiger Energy Playground” by Ace Saatchi & Saatchi for Kraft Foods Philippines
Best Established Brand Campaign
Gold
• “100 Years of Nestle in the Philippines” by Publicis Manila, Inc. for Nestle Philippines, Inc.
• “The OFW Project (The 2011 Coca-Cola Christmas Campaign) Coca-Cola” by McCann Worldgroup Philippines, Inc. for The Coca-Cola Export Corporation
Bronze
• “Pass Your Paper” by Publicis JimenezBasic for Monde Nissin Corporation
• “Say It Big” by Publicis Manila, Inc. for Nestle Philippines, Inc.
Best Integrated Digital Program
Gold
“Walang Iwanan” by Lowe, Inc. for the Philippine National Red Cross
Silver
“Get Up” by ISM, ASPAC for Golden ABC
Best Insights and Strategic Thinking
Gold
• “Diwali mithaas (Sweetness) campaign” by Contract Advertising India Private Limited for Cadbury India Limited
• “Kampihan Na!” by Publicis Manila, Inc. for TV5
Silver
• “IKEA Baby Steps” by Lowe and Partners Sdn. Bhd. for Ikano Pte. Ltd (Malaysia)
• “100 Years of Nestle in the Philippines” by Publicis Manila, Inc. for Nestle Philippines, Inc.
• “Pure Air Lovers Society, The largest social cause community in India in the shortest time” by Lowe Lintas & Partners for Suzlon Energy Ltd.
Bronze
• “Sideline” by Y&R Philippines for Cebuana Lhuillier Services Corporation
• “Earth Hour: Beyond the Hour” by Leo Burnett Manila for WWF-Philippines
• “Carefree Girl Talent Search” by Lowe & Partners Malaysia for Johnson & Johnson Sdn. Bhd.
• “Rite Of Passage” by Publicis JimenezBasic for Monde Nissin Corporation
• “Fight Nerve Aging!” by Lowe, Inc for United Laboratories, Inc.
• “Perfect Date” by BBDO Guerrero/Proximity Philippines for Johnson & Johnsons Philippines
• “Life is Extraordinary” by DM9JaymeSyfu, Inc for Smart Telecommunications, Inc.
Best Innovative and Integrated Media Campaign
Gold
• “Mas Summerap ang Summer!” by Lowe, Inc. for Alaska Milk Corporation
• “Diwali mithaas (Sweetness) campaign” by Contract Advertising India Private Limited for Cadbury India Limited
• “Maghintay” by Publicis JimenezBasic for Monde Nissin Corporation
• “Kasambuhay Habambuhay Short Film Anthology” by Publicis Manila, Inc. for Nestle Philippines, Inc.
• “Nestle 100 Years Kasambuhay, Habambuhay” by Zenith Optimedia Philippines for Nestle Philippines, Inc.
Silver
• “Pure Air Lovers Society, The largest social cause community in India in the shortest time” by Lowe Lintas & Partners for Suzlon Energy Ltd.
Bronze
• “McDonald’s Rah-Rah” by Leo Burnett Manila for Golden Arches Development Corporation
• “Earth Hour: Beyond the Hour” by Leo Burnett Manila for WWF-Philippines
Best Teens Brand Campaign
Gold
• “Coca-Cola Music (Teen Recruitment Campaign)” by McCann Worldgroup Philippines, Inc. for The Coca-Cola Export Corporation
Silver
• “Carefree Girl Talent Search” by Lowe & Partners Malaysia for Johnson & Johnson Sdn. Bhd.
Best Family-Oriented Brand Campaign
Gold
• “Cadbury Dairy Milk In-Home Campaign” by Ogilvy & Mather Pvt. Ltd. for Cadbury India Limited
• “McHappy Day” by Leo Burnett Manila for Golden Arches Development Corporation
• “McDonald’s 30 Years of Magic” by Leo Burnett Manil
a for Golden Arches Development Corporation
• “100 Years of Nestle in the Philippines” by Publicis Manila, Inc. for Nestle Philippines, Inc.
• “Maghintay” by Publicis JimenezBasic for Monde Nissin Corporation
• “The OFW Project (The 2011 Coca-Cola Christmas Campaign)” by McCann Worldgroup Philippines, Inc. for The Coca-Cola Export Corporation
Silver
• “Oreo-Bringing India Together” by Interface Communications for Kraft Cadbury India
• “Salubong” by DDB Philippines for Meralco
Bronze
• “Extra” by McCann Worldgroup Philippines, Inc. for Bank of the Philippines Islands
• “The Planetarium” by DDB Philippines for Family Entertainment Center, Inc.-NFSDC
• “Eden Sarap ng Pasko: Muling Balikan ang Salu-Salo” by Mindshare for Kraft Foods Philippines
• “Ang Tibay ng Pinoy” by Publicis Manila, Inc for Nestle Philippines, Inc.
Best in Creative Idea and Execution
Gold
“Kasambuhay Habambuhay Short Film Anthology” by Publicis Manila, Inc. for Nestle Philippines, Inc.
Silver
• “Tiger Energy Playground” by Ace Saatchi & Saatchi for Kraft Foods Philippines
• “The OFW Project (The 2011 Coca-Cola Christmas Campaign)” by McCann Worldgroup Philippines, Inc. for The Coca-Cola Export Corporation
Best Public Relations (PR) Initiated Brand Campaign
Silver
“Cif: Philippines’ Shining Moment” by Strategic Works, Inc. for Unilever Philippines
Bronze
• “McDonald’s 30th Anniversary Celebration” by EON The Stakeholder Relations Firm for Golden Arches Development Corporation
• “Buhay Rizal Values Campaign” by Philippine Integrated Advertising Agency, Inc. for Yuchengco Group of Companies
Best Media-Initiated Brand Campaign
Bronze
• “Coloururlife” of Amway Philippines LLC.
• “Higit sa Balita” of Associated Broadcasting Company (TV5)
• “e.Studyante” by Mediacom Philippines for Procter & Gamble Distributing Philippines
• “i-Shine Talent Camp” by MEC Philippines for Wyeth Philippines
Cebuana Lhuillier Pawnshop has been the leading pawnshop chain in the Philippines with over 1,500 branches across the country—from Aparri to Tawi-Tawi. For 25 years now, Cebuana has been true to its slogan “Walang Kapantay Magpahalaga” through the incomparable services that the company offers to its customers- this includes — pawning, local and international remittance, insurance, bills payment, e-load, collection, and foreign exchange. Founded in 1987 by the current Philippine envoy to Portugal, Ambassador Philippe Jones Lhuillier, Cebuana Lhuillier is currently managed by its President and CEO, Jean Henri Lhuillier.