The world’s first and only awards of its kind, the UA&P Tambuli Awards 2013 was recently held at UA&P to honor the year’s best integrated marketing communications (IMC) campaigns that have valued both business results and socially relevant marketing communications. Out of hundreds of entries from the Asia-Pacific region, it was BBDO Guerrero’s “It’s More Fun in the Philippines” campaign for the Philippine Department of Tourism (DOT) that brought home the night’s top prize, the Carmencita Esteban Platinum Award.
DOT, led by ad industry vet Sec. Ramon Jimenez, received another award as the Effectiveness Advertiser of the Year while McCann Worldgroup Philippines won Effectiveness Agency of the Year. Former Vice President for Marketing and current General Manager for Greenwich Albert Cuadrante was named Tambuli CMO of the Year.
With the Tambuli Awards fast evolving to become the standard-bearer for industry awards in the region, this year’s competition received more than 300 entries from top advertising agencies and clients from the Philippines and around the Asia-Pacific, in countries such as Vietnam, Singapore, India, Indonesia and China. Among the international agencies to grace this year’s awards were Contract Advertising (India) Pvt. Ltd., Draftfcb China, Hakuhodo Indonesia, Interface Communications India, Lowe Asia Pacific, Lowe Vietnam, Unilever Singapore, and Kraft Cadbury India.
The board of judges for 2013 was also composed of some of the biggest names in the advertising industry. Rupen Desai (Regional President, Lowe + Partners Asia-Pacific) served as overall jury president alongside luminaries not just from the Philippines but also abroad, with foreign judges Michel Borelli (Managing Director, Lowe Vietnam), Stuart Clark (Managing Director, Havas Media International Asia Pacific), Ravi Deshpande (Chairman, Contract Advertising India), Harpreet Kaintel (Chief Strategy Officer, Zenith Optimedia Asia Pacific), Ying Miller (Consultant, Brand Learning UK), Siscu Molina (Partner and Chief Creative Officer, Tiempo BBDO Spain), Xavier Oliver (Chairman and Chief Executive Officer, Cognoscere Spain), Lukasz Roszczyc (Managing Director, Leo Burnett/M&T Vietnam), Patrick Henry Tom (Executive Creative Director, TBWA\Vietnam), AJ van Triest (Category Director for Dairy-based Beverages, Royal FrieslandCampina Singapore), and Monica White (Chief Executive Officer, McCann Worldgroup Thailand).
The awards come in Gold, Silver and Bronze, depending on the entries’ level of achievement within the given category as determined by the judges. Gold Winners qualify for the competition’s highest distinction: the Carmencita Esteban Platinum Award, which was previously awarded to Cadbury India Limited in 2012.
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 only global IMC award that gives 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 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 in 2005, establishing its benefactor, the UA&P School of Communication (SCM) as “The Leader in IMC Education in Asia.”
Organized by the UA&P School of Communication in partnership with the Marketing and Opinion Research Society of the Philippines, supported by InterMedia Consulting, and with media partner Studio 23, the UA&P Tambuli Awards 2013 was sponsored by Albergus Catering, the Advertising Suppliers Association of the Philippines, Clear Channels, GA Printing, Havas Media Ortega, Information Capital Technology Ventures, Inc., Inkwell Publishing Co., Inc., Lowe Philippines, PSRC, RMN Networks, VitalStrats Creative Solutions, and ZenithOptimedia. Media sponsors were ABS-CBN, Adobo Magazine, BusinessWorld, Good Life, the Philippine Daily Inquirer, and The Philippine Star.
For a full list of this year’s winners, visit the Tambuli Awards Website.