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Tambuli Awards 2009

Posted on : 18-08-2009 | By : admin | In : Announcements

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University of Asia and the Pacific’s Tambuli Awards 2009

Reaching a milestone of sorts in its third iteration, the Tambuli Awards 2009 was recently held at the University of Asia and the Pacific (UA&P), once again honoring the year’s best advertising campaigns that have valued both business results and socially relevant marketing communications. Launched by the UA&P School of Communication in 2005, the biannual awards have, for the first time ever, named a recipient for the Carmencita Esteban Platinum Award, the Tambuli Awards’ highest distinction.

McCann Erickson Philippines, Inc. brought home the prize for their work on the recently released “Coca-Cola Family Bonding Campaign,” which had also earned the agency and client company Coca-Cola Export Corporation the Effectiveness Agency of the Year Award and the Effectiveness Advertiser of the Year Award, respectively. The awards committee introduced these two special awards just this year, making McCann’s victories all the more historic for the Tambuli Awards, which has truly come to its own in 2009.

A year of firsts

This year also saw the first time that the awards were accompanied by a preceding conference that featured talks from some of the biggest names in the advertising industry. The Tambuli Awards Conference played host to DDB Asia Pacific and Japan President and CEO John Zeigler and Publicis Manila Chairman Emeritus Herminio Ordoñez who further elucidated the message of the Tambuli Awards in front of an audience of senior executives from advertising agencies and client companies. The guests talked about the cornerstones of the awards, with Mr. Zeigler speaking about creativity and effectiveness while Mr. Ordoñez tackled human values and their portrayal in ad campaigns. Publicis JimenezBasic Immediate Past Chairman and WOO Consultants CEO and Senior Consultant Ramon Jimenez was also there to moderate a panel of CEO’s who shared their insight on the future of the advertising industry.

Another first for the Tambuli Awards: among the panel were Dentsu Singapore Regional Planning Director Akira Sakai and Publicis Asia Pacific Vice Chairman and Chief Creative Officer-Asia Calvin Soh who joined Mr. Zeigler as the awards’ first international luminaries to have actively participated as judges, panelists and speaker. They, along with Mr. Ordoñez, McCann WorldGroup Asia Pacific Chairman Emily Abrera, Globe Telecom Immediate Past Chairman and Ayala Corporation Senior Managing Director Gerardo Ablaza, and Southeast Asia Food Inc. President Noel Lorenzana complete the panel.

As if all these developments weren’t enough, this year also saw the addition of two more awards categories: Most Effective Teens Brand Campaign and Most Effective Family-Oriented Brand Campaign, solidifying the Tambuli Awards 2009 as the biggest outing in the awards’ history yet. Serendipitously, this progression has been supplemented with the most subtle, yet most glaring change: the transition from the Integrated Marketing Communications Effectiveness Awards, as the event went by the first two times, to its current designation.

What it means to be tambuli

This year’s name change emphasizes the event’s use of the tambuli, an indispensable tool in the lives of early Filipino inhabitants, as its symbol of effectiveness. A vital instrument of communication and precaution in days of yore, it now stands for marketing communicators who create and deliver messages focused on results that build long-lasting value for their organization, their markets and stakeholders, and for the common good of society.

Following a case study entry approach, the Tambuli Awards aspires to be the benchmark and resource for effective integrated marketing communications programs. However, with the Tambuli Awards as the first and only award-giving body in Asia of its kind, equal measure was given 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 by portraying values such as, but not limited to:

  • Family values
  • Respect for human dignity
  • Environmentalism
  • Respect for privacy
  • Virtues like hard work, punctuality, sincerity or honesty, humility, charity, modesty, concern for others, respect and love for elders, optimism, perseverance, orderliness, responsibility, sincerity and moderation
  • Concern for other especially the needy, poor, sick
  • Spirit of service towards others
  • Intellectual honesty

Even then, entries still had to undergo the discernment of the Tambuli Awards 2009’s board of judges composed of the most prestigious figures the awards have ever seen. This year’s board benefited from the international perspective provided by Mr. Sakai, Mr. Soh and Mr. Zeigler, not to mention the expertise of none other than the pillars of the Philippine advertising industry, Ms. Abrera, Full Circle Communications Chairman and J. Walter Thompson Former Chairman Javier Calero and former Chairman, President and CEO of Dentsu Young and Rubicam Alcantara Brand Communications Jaime Puno. The client-side of the advertising spectrum was well represented by Mr. Lorenzana, Philamlife President and CEO Jose Cuisia, Jr., Golden ABC, Inc. CEO Bernie Liu, and Nestlé Philippines Communications Director Sandra Puno. Bolstering this year’s jury even further were media members Adobo Magazine Editor-in-Chief Angel Guerrero and ABS-CBN Head for Studio 23, Cable Channels and Print Media Group March Ventosa, as well as industry stalwarts IDS Logistics Managing Director for Country Customer Unit Vicente Dinglasan, Lowe, Inc. President and CEO Mariles Gustilo, Publicis JimenezBasic Immediate Past Chairman Abby Jimenez, Y&R Philippines President Chiqui Lara and WPP/JWT Chairman Joselito Ortega. Also on the board of judges were UA&P’s own, Vice President for Academic Affairs and Corporate Communications Jerry Kliatchko and UA&P University Professor Bernardo Villegas.

Looking ahead

With the success of this year’s awards, the organizers are already looking towards the future. Plans have been put in place for the addition of a new award category, the Most Effective Fashion Brand Campaign, for 2011. The award will recognize profitable campaigns that promote virtues such as decency, elegance, propriety, good taste, modesty, dignity and respect within the context of marketing a fashion-related brand.

Gaining momentum and growth in the last few years, the future of the Tambuli Awards remains promising, building on its past successes with new advancements every time, and will most assuredly give everyone in the advertising industry something to anticipate in years to come. Hopefully, agencies and client companies will see this a sign that the Tambuli Awards’ message resonates with the industry— that marketing effectiveness should always come hand-in-hand with societal values.

The Tambuli Awards 2009 was organized by UA&P in partnership with the Marketing and Opinion Research Society of the Philippines and BusinessWorld, with sponsors DDB Philippines, Dentsu Philippines, Millward Brown Asia Pacific-Philippines, Publicis Manila, Radio Mindanao Network and Philippine Survey and Research Center, and media sponsors Adobo Magazine and FocusMedia Audiovisuals.

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