6th Asia-Pacific IMC Effectiveness and Values Awards

 

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.

 

 

CORPORATE AGENT PARTNERS

  • ACTION.ABLE, INC.
  • ALL ACCESS GATEWAY INC.
  • ANTRECCO (AGUSAN DEL NORTE TEACHERS, RETIREES, EMPLOYEES & COMMUNITY COOPERATIVE)
  • ACM VIP
  • ALL CASH
  • AGRILIFE/ AGRIVET
  • ASENSO PINOY STORE, INC. (EASY DAY SHOP)
  • AVICOM ENTERPRISES
  • AYALA ALABANG VILLAGE ASSOCIATION
  • BAUG CARP MULTI PURPOSE COOPERATIVE
  • BAGUIO BENGUET COOP
  • CARD BANK INC
  • CARD MRI RIZAL BANK INC
  • CARD SME BANK
  • CARITAS BANCO NG MASA, INC.
  • CEBU PEOPLE’S MULTIPURPOSE COOPERATIVE
  • CIS BAYAD CENTER, INC
  • COOPERATIVE BANK OF BOHOL, INC
  • COUNTRY BUILDERS BANK
  • CREDENCE FINANCING, INC.
  • CURAMED PHARMACY
  • DALTON PAWNSHOP AND JEWELRY INC.
  • DANIELA PAWNSHOP
  • DIRECT AGENT 5 (DA 5)
  • DEVELOPMENT BANK OF THE PHILS.
  • EXPRESSPAY INC.
  • EVRIJEM FOREIGN EXCHANGE AND MONEY REMITTANCE
  • FILHAI MULTI PURPOSE COOPERATIVE
  • GLOBAL PINOY REMITTANCE AND SERVICES (GPRS)
  • GEMARY PAWNSHOP AND JEWELRY (CORP.)

OVER 600 BILLER PARTNERS NATIONWIDE

  • 123 FINANCE CORPORATION
  • 123 LENDING CORPORATION
  • 2C2P
  • 8AMC (VIA ECPAY)
  • ABEJO WATERS CORP.
  • ABRA
  • ACOM CONSUMER FINANCE CORPORATION
  • ACTIVE REALTY & DEVELOPMENT CORP.
  • ADA MANUFACTURING CORPORATION (VIA ECPAY)
  • AEON CREDIT SERVICE
  • AETERNITAS CHAPELS AND COLUMBARIUM (VIA ECPAY)
  • AFC SME FINANCE INC
  • AFTERWEST MICROLOANS INC
  • AGODA – DRAGONPAY
  • AGRIBANK
  • AGRO-INDUSTRIAL FOUNDATION COLLEGE OF THE PHILS.
  • AGUSAN DEL NORTE ELECTRIC COOPERATIVE, INC.
  • AIR YOU GO TRAVELS PHILIPPINES CO.
  • AKLAN ELECTRIC COOPERATIVE, INC.
  • ALAMINOS CITY WATER DISTRICT (VIA ECPAY)
  • ALLIANZ PNB LIFE INSURANCE INC.
  • ALPHA FUND SAVINGS & CREDIT COOPERATIVE (VIA ECPAY)
  • AMADEO WATER DISTRICT (VIA ECPAY)
  • AMYA POLYTECHNIC COLLEGE, INC. AND FINANCING CORPORATION (LENDPINOY)
  • ANGAT WATER DISTRICT (VIA ECPAY)
  • ANGELES ELECTRIC COMPANY ANGELICUM SCHOOL , INC. ILOILO CITY (VIA ECPAY)
  • ANJELMAN REAL ESTATE LEASING
  • ANTIQUE ELECTRIC COOP, INC ANTRECCO (BILLS PAYMENT)

OVER 600 BILLER PARTNERS NATIONWIDE

  • 123 FINANCE CORPORATION
  • 123 LENDING CORPORATION
  • 2C2P
  • 8AMC (VIA ECPAY)
  • ABEJO WATERS CORP.
  • ABRA
  • ACOM CONSUMER FINANCE CORPORATION
  • ACTIVE REALTY & DEVELOPMENT CORP.
  • ADA MANUFACTURING CORPORATION (VIA ECPAY)
  • CREDIT SERVICE
  • AETERNITAS CHAPELS AND COLUMBARIUM (via ECPAY)
  • AFC SME FINANCE INC
  • AFTERWEST MICROLOANS INC
  • AGODA – DRAGONPAY
  • AGRIBANK
  • AGRO-INDUSTRIAL FOUNDATION COLLEGE OF THE PHILS.
  • AGUSAN DEL NORTE ELECTRIC COOPERATIVE, INC.
  • AIR YOU GO TRAVELS PHILIPPINES CO.
  • AKLAN ELECTRIC COOPERATIVE, INC.
  • ALAMINOS CITY WATER DISTRICT (via ECPAY)
  • CREDENCE FINANCING, INC.
  • CURAMED PHARMACY
  • DALTON PAWNSHOP AND JEWELRY INC.
  • DANIELA PAWNSHOP
  • DIRECT AGENT 5 (DA 5)
  • DEVELOPMENT BANK OF THE PHILS.
  • EXPRESSPAY INC.
  • EVRIJEM FOREIGN EXCHANGE AND MONEY REMITTANCE
  • FILHAI MULTI PURPOSE COOPERATIVE
  • GLOBAL PINOY REMITTANCE AND SERVICES (GPRS)
  • GEMARY PAWNSHOP AND JEWELRY (CORP.)

List of Accepted Government/ Valid IDs

  • Passport
  • Driver’s License
  • Professional Regulation Commission (PRC) ID
  • National Bureau of Investigation (NBI) Clearance
  • Police Clearance
  • Postal ID
  • Voter’s ID
  • Philippine Identification (PhilID) card
  • Government Service Insurance System (GSIS) e-Card
  • Social Security System (SSS) ID
  • Senior Citizen’s ID
  • Overseas Workers Welfare Administration (OWWA) ID
  • OFW ID
  • Seaman’s Book
  • Alien Certification of Registration (ACR)
  • Barangay Certificate or ID (with picture and signature)
  • Birth Certificate (applicable to minors only)
  • Firearm License
  • Immigrant Certificate of Registration
  • Marriage License
  • National Council for the Welfare of Disabled Persons
  • New TIN ID
  • OWWA ID
  • Student ID
  • Alien Certification of Registration (ACR) / Immigrant Certificate of Registration
  • Government Office or Government Owned and Controlled Corporations (GOCC) ID (e.g. AFP ID, HDMF (Pag-ibig Fund) ID, etc.
  • Certification from the National Council for the Welfare of Disabled Persons (NCWDP)
  • Department of Social Welfare and Development (DSWD) Certification
  • Integrated Bar of the Philippines ID (IBP)
  • Company IDs issued by private entities or institutions registered with or supervised or regulated either by the BSP (Bangko Sentral ng Pilipinas), SEC (Securities and Exchange Commission) or IC (Insurance Commission)

IDs Accepted

As required by Bangko Sentral ng Pilipinas (BSP), clients who engage in a financial transaction with covered institutions for the first time shall be required to present the original and submit a clear copy of at least ONE (1) valid photo-bearing identification document issued by an official authority. For our clients’ convenience, Cebuana no longer requires submission of the photocopied ID. IDs are captured using a webcam in all branches. Clients are also required to submit an updated photo and other relevant information whenever the need for it arises.

Forms of identification accepted are the following;

Pawn Accepted IDs
1. Passport
2. Driver’s License
3. Professional Regulation Commission (PRC) ID
4. National Bureau of Investigation (NBI) Clearance
5. Police Clearance
6. Postal ID
7. Voter’s ID
8. Philippine Identification (PhilID) card
9. Social Security System (SSS) Card / Unified Multi-Purpose ID (UMID)
10. Barangay Certification
11. Government Service Insurance System (GSIS) e-Card
12. Senior Citizen Card
13. Overseas Workers Welfare Administration (OWWA) ID
14. OFW ID
15. Seaman’s Book
16. Alien Certification of Registration/Immigrant Certificate of Registration (for foreigners)
17. Government Office and GOCC ID, e.g., Armed Forces of the Philippines (AFP ID)
18. Home Development Mutual Fund (HDMF ID)
19. Certification from the National Council for the Welfare of Disabled Persons (NCWDP)
20. Department of Social Welfare and Development (DSWD) Certification
21. Integrated Bar of the Philippines (IBP) ID
22. Company IDs issued by private entities or institutions registered with or supervised or regulated either by the Bangko Sentral ng Pilipinas, Securities and Exchange Commission or Insurance Commission
23. ID issued by the National Council on Disability Affairs (NCDA)