Agora Awards 2009
Posted on 7:11 am

Agora Awards Night – Nov. 10, 2009, 6:00pm, Grand Ballroom, Intercontinental Hotel, Makati city
Agora Reunion ( by invitation only ) – Nov. 10, 2009, 4:00pm, Dasmarinas Room, Intercontinental Hotel, Makati city

Deadline of submission of entries : August 18, 2009

Official Nomination Form please click here

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The Agora Awards – Philippines

The Agora Awards is the beacon of Filipino marketing excellence that spotlight admirable qualities of versatility, innovativeness and ingenuity. Through the Agora, the Filipino is hailed as a world-class marketer endowed with a proven flair of out-of-the-box thinking and trailblazing achievements. Because of the Agora, marketing excellence shines through with a distinctively Filipino touch.

As symbolized by the butterfly undergoing its metamorphosis, emerging victoriously from its cocoon, the Agora Awards represent all that is best and brightest about our profession – and about our beloved country.

The butterfly’s wings in the Agora Award’s logo are the national colors of the Philippines. And just as the butterfly soars triumphantly upwards to achieve excellence, we believe that the Philippines itself will soon undergo a positive transformation. The illustrious winners of the coveted Agora Awards bestowed on this special evening will no doubt play key roles in bringing about a brilliant future for Filipino business and consumers in the years to come.


THE PHILIPPINE MARKETING ASSOCIATION,
THE AGORA AWARDS, AND THE MARKETING PROFESSION

The Agora Awards represent the pinnacle of marketing achievement. The distinguished awardees we will meet this evening are exemplary professionals who have pursued and achieved excellence in marketing. The Association and its members are honored to bestow the coveted Agora Awards upon these deserving role models.

The PMA and the Birth of Professional Marketing in the Philippines

The years before the inception of the Philippine Marketing Association (PMA) might well be referred to as the “dark ages” of marketing as a profession in this country. When people thought of marketing, they thought of selling or distribution products. Perhaps they conjured up images of fast-talking salesmen making misleading sales pitches for poor quality products. Marketing practitioners were not able to step forward and proudly present themselves as professionals in a field serving the Filipino people.

But that all changed in 1954 when 15 brave pioneers pooled their efforts and private funds to create the PMA. The new non-stock, non-profit organization had as its explicit long-term goal to promote marketing as a noble profession and to provide high-level guidance to the government for issues related to marketing.

From the beginning, the PMA was committed to the belief that economic and social progress is intricately linked to the free enterprise system. These beliefs are embodied in the PMA credo: “our country’s economic progress can be best achieved in a climate of free enterprise” and “business and industry can be best contribute to economic progress” an social well-being through enlightened self-interest. The PMA represented something totally new in the country: an organization firmly grounded in integrity and honesty and committed to marketing as a professional enterprise.

The PMA also believed that marketing should be recognized and appreciated as both an art and science and that it was in truth a profession in the finest sense of the word. Members were expected to contribute to the profession and to their communities¸ and to show consumers that they were not motivated solely by the profit motive. The Association has always strived to do all that it can to improve the quality of life for the Filipino people.

The Agora Award: The Genesis

During the late 1970s, as it approached its Silver Anniversary, the PMA began searching for a flagship project, something that would differentiate the Association, honor outstanding marketing practitioners, and further professionalize the field of marketing. During the fateful year of 1977, three key members of the Long-Range Planning Committee began to meet regularly to brainstorm and evaluate alternatives: the late Ernesto G. Roceles (1976-1977 PMA President) Renato S. Esguerra (1974 PMA President), and Guillermo T. Garcia (1974 EVP). Their usual venue for informal dinners and open discussions was the old Jade Vine Restaurant on United Nations Avenue. One evening Garcia proposed the idea of creating an award that would transform the image of the marketing profession. All three men immediately understood that the concept, which would eventually evolve into what we now know as the Agora Awards, was a good one. They endorsed it enthusiastically.

However, the gestation period was prolonged and it was a couple more years before the project finally came to fruition under the leadership of 1979 PMA President Agustin Bengzon. The term “Agora” was eventually selected to described the new awards. And what an apt metaphor! The Agora, located near the Acropolis in ancient Athens, was the site of buying and selling in the community and an important precursor of the free enterprise system.

Ernie Roceles’ publication of Agora: The Philippine Journal of Marketing turned out to be the catalyst, and it was during the Association’s Silver Anniversary year that the first Agora Awards were held. The 1979 awards committee, co-chaired by Willie Garcia and Clarita Ordoñez, settled on the three key categories of Marketing Management, Marketing Education and Entrepreneurship and developed the procedural framework that has stood as the model ever since.

The Traditional and Future Promise

Since their inception in 1979, the Agora Awards have honored many distinguished individuals and companies who have made significant contributions to the marketing profession. Over the years, the categories of Export Marketing (1986) and Marketing Company of the Year were added. In 1989, the Entrepreneurship category was segmented into Large-Scale, Medium Scale and Small Scale.

More recently (1997), the Asia Pacific Agora Awards for Marketing Excellence have given the Awards an international dimension. In 2003, the Advocacy Marketing category was added. The latter development was a logical outgrowth of PMA becoming a founding member of the Asia Pacific Marketing Federation in 1992, along with 12 National Marketing Associations from the region. Significantly, it was during the Centennial Celebration of the Philippine nation that the PMA “exported” the Agora Awards to members of the Asia Pacific Marketing Federation, who have enthusiastically adopted this Filipino originated award of marketing excellence.

PMA proudly welcomes this year’s Agora Awardees into the illustrious company of previous winners, representing a “Who’s Who” of the Marketing profession in this country. Each year, the torch is passed, the flames of excellence showing the way, always highlighting and rewarding Filipino ingenuity and innovation in the field of marketing. The PMA, now in its 50th year, looks forward to continuing to use the Agora Awards as a platform for serving the marketing profession and the Filipino people.

THE AGORA CATEGORIES & ITS AWARDEES

OUTSTANDING ACHIEVEMENT IN MARKETING EDUCATION

Faculty member teaching marketing in a formal educational institution duly accredited or recognized by the Philippine government

Outstanding achievement in marketing education as evidenced by relevant research work, published work in widely circulated print vehicles, speaking engagements, and similar undertakings

Contributed to the development of marketing as a discipline

AWARDEES:
Peter D. Garrucho, Oscar P. Lagman, Jr., Teodoro M. Jurado, Dr. Eduardo L. Roberto, Narciso R. Deomanpo, Dr. Violeta A Llanes, Dr. Felicitas U. Evangelista, Leonora E. Reyes, Dr. Antonio V. Concepcion, Ma. Delia B. Ayran, Jose M. Faustino, Roger B. Buhay, Dr. Carolina T. Prada, Josiah L. Go, Dr. Conrado E. Iñigo, Jr., Corazon R. Arboleda, Dr. Leonardo R. Garcia, Jr., Luz T. Suplico, Dr. Felix M. Lao, Jr., Ma. Victoria M. Ac-Ac, Tomas B. Lopez, Jr., Ramon R. Osorio, Catherine V. De Asis, Jerome G. Kliatchko, Freddie M. Serapio, Slyvia B. Concepcion, Benison Y. Cu

OUTSTANDING ACHIEVEMENT IN EXPORT MARKETING

Direct exporter, owner or chief marketing officer
Directly responsible for the systematic sourcing, marketing and development of export clients
Exemplary performance in the contribution of foreign currency and export volume to the country’s products or services outside the country
Added weight for exporter solely engaged in export and/or successful pioneering effort promoting the country’s products or services outside the country
Exemplary performance in terms of optimizing resources to attain consistent growth in sales, market share and profitability
Contributed to the development of marketing as a discipline
Catalyst, primemover within the industry he/she belongs

AWARDEES:
Elena S. Lim, Rufino M. Reyes, Noemi L. Saludo, Resty Lerma, Leonardo B. De Ocampo, Victoria S. Fabregas, Dominador M. Nazareno, Sr., Leonarda O. Capuyan, Teresita T. Hao Chin, Lorna V. Quisumbing, Lourdes Ragas-Chan, Marissa M. Andal, Benson U. Dakay, Albert L. de Rivera, Luis P. Lorenzo, Jr., Luis Raymund F. Villafuerte, Jr., Philip C. Young, Jocelyn Campos-Hess, Justino R.Arboleda, Jovelito M. Cipriano


OUTSTANDING MARKETING ACHIEVEMENT IN ENTREPRENEURSHIP

Must be the owner/partner of the business
Exemplary performance in terms of resources to attain consistent growth in sales, market share and profitability
Catalyst, primemover within the industry he/she belongs
Contributed to the development of marketing as a discipline
3 Levels of Entrepreneurship: Small, Medium, Large

AWARDEES:
Ricardo Silverio, Antonio R. De Joya, Anastacio T. Francisco, Rosario G. Chew, Mariano Que, Roberto L. Del Rosario, Tony Tan Caktiong, Jose A. Bonifacio, Jr., Ka Pho Yao, Wilson C. Lim, Ricardo E. Reyes, Geronimo A. Dango, Atty. Enrique A. Sobrepeña, Jr. Dr. Zosimo A. Acha, Virgilio Tan Dytuco, Socorro Ramos, Antonio C. Gomez, Antonio R. Mercado, Herman M. Montenegro, Policarpio L. Ascalon, Bonifacio R. Isidro, Jimmy N. Gow, Amable R. Aguiluz V., Dr. Jovito Y. Deauna, Robert F. Kuan, Dr. Rolando B. Hortaleza, Corazon D. Ong, Tomas J. Viray, Jose A. Lapid Jr., Henry Sy, Sr., Lolita O. Hizon, Carlo S. Llave, Bernie H. Liu, Ben Chan, Rogelio Nemeño, Abraham F. Pascual, Amable C. Aguiluz IX, Francisco Enrique M. Bernardo, Jonathan Jay P. Aldeguer, Freddie Go, Roberto R. Gandionco, Henry Lim Bon Liong, Ricarte A. Gapuz, Jr., Celestino E. Reyes, Mariano S.Manas jr., Butch S. Albarracin, Dennis B. Mendiola, Rosanna L. Llenado, Alfred Xerez-Burgos, Jr., Sebastian A. Tamayo, Dustin B. Andaya

OUTSTANDING ACHIEVEMENT IN MARKETING MANAGEMENT

Chief marketing officer/executive of his/her organization
Exemplary performance in terms of optimizing resources to attain consistent growth in sales, market share, and profitability
Catalyst, primemover within the industry he/she belongs
Contributed to the development of marketing as a discipline

AWARDEES:
Gatt Magay, Vicente C. Dinglasan, Juan B. Santos, Santiago T. Robles, Roberto H. Sumulong, Jose Luis U. Yulo, Jr., Teodoro L. Dimayuga, Jose Javier L. Calero, Winston A. Marbella, Manuel S. Urbano III, Mina T. Gabor, Amado S. Tadena, Augusto L. De Leon, Cora Doloroso, Carmencita N. Esteban, Alenjadro T. Castillo, Manuel B. Villar, Jr., Cristino L. Panlilio, Tomas C. Banguis, Jr.,Federico M. Garcia, Emmanuel M. Cabusao, Bienvenido S. Bautista, Emily A. Abrera, Jose Mari A. Franco, Ray Silvestre N. Canilao, Johnip Go Cua, Ma. Yolanda V. Ong, Paz Socorro G. Singson, Herminio G. Ordoñez, Manuel P. Quiogue, Anastacio R. Martirez, Grace Del Rosario-Castaño, Menardo G.Jimenez, Jr., Mr. Perpetuo De Claro, Edwin C. Mapanao

AGORA AWARD FOR OVERSEAS MARKETING EXCELLENCE

Filipino marketing executive currently posted in a foreign country
Chief marketing officer/executive of his/her organization
Exemplary performance in terms of optimizing resources to attain consistent growth in sales, market share, and profitability
At least three years in residency as an expatriate marketing executive

AWARDEES:
Eleanor S. Modesto, Diosdado C. Salvador, Jr., Malu C. Dy-Buncio, Wilfrido E. Arcilla, Cesar M. Dela Cruz, Bienvenido C. Niles, Jr., Pinky David, Ramon B. Vergel de Dios, Aristotle G. Dimitui


MARKETING COMPANY OF THE YEAR

Open to companies/corporations
At least 51% Filipino-owned
Practice good corporate citizenship by being a responsible corporate taxpayer; a conscientious employer; a provider of quality goods and services
With at least three years of innovative marketing operation
With full marketing organizational set-up

AWARDEES:
Philippine National Bank, Trimec Trading Corp., Easy Call Phils., Inc., Lamoiyan Corp., The French Baker, Dai-ichi Electronics Manufacturing, Pocketbell Philippines, La Tondeña Distillers, Inc., Jollibee Food Corp., Smart Communications, Inc. Philippine Daily Inquirer, BPI Card Finance Corporation, Globe Telecom, United Laboratories, Inc., San Miguel Corporation, Megaworld Corporation, Mercury Drug Corporation, Chowking Foods Corporation, The Philippine Star, Universal Robina Corporation, Ayala Land, Inc., Cebu Air, Inc.

OUTSTANDING ACHIEVEMENT IN ADVOCACY MARKETING

Filipino owned corporations/foundations in existence for at least 5 years.
Must have an institutionalized Advocacy Marketing program for at least three years, with regular beneficiaries
Advocacy Programs must be in sync or aligned with marketing goals and strategies of the company, campaigns must have made use of the necessary marketing and promotional tools.
Must be able to establish proven statistics or research on Advocacy Program Success

AWARDEES:
Metrobank Foundation, Inc., SM Foundation, Inc., Ronald Mc Donald House Charities, San Miguel Foundation, Inc., Ayala Foundation, Inc.

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