Tambuli Awards 2016 Souvenir Program

Tambuli 2016 Awards

organized by

University of Asia and the Pacific School of Communication

Table of Contents Award Winners

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Overall Executive Jury Creative Executive Jury Plenary Jury Special Awards

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26 28

Chief Marketing Communications Officer of the Year 31

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Asia-Pacific Tambuli Awards 2016 Creativity + Human Good + Results Our bias: Human Good in mainstream brand communication!

This is not an award on charity, advocacy, pro bono, or CSR advertising, even if those campaigns are welcome to enter.

Our focus is on mainstream brand campaigns that celebrate humanity, inspire purpose, and deliver results.

The Asia-Pacific Tambuli Awards honors brands that do good and do well -- the seamless integration of creativity + human good + results.

Case study entries must demonstrate how brands uplift society, create positive change, and correlate purpose with purchase.

The Asia-Pacific Tambuli Awards began in Manila in 2005, and opened up to the Asia Pacific region in 2012. The Tambuli (a native Filipino horn) is organized by the School of Communication of the University of Asia and the Pacific (UA&P) in collaboration with the industry, to create positive impact in society through marketing communications.

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Tambuli Scholarship Fund Agency and client entrants to this award help in the development of future talent for the marketing communications industry in Asia Pacific, through the Tambuli Scholarship Fund of the Integrated Marketing Communications (IMC) program in UA&P.

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Tambuli Seal Tambuli is a native Filipino horn. It symbolizes authentic effectiveness in its ability to clearly transmit sound to distant places.

It stands for brands that do good and do well, create impact in people’s lives, and uplift society.

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TAY GUAN HIN Regional ECD, South East Asia and Global Executive Creative Director

“10 years ago, the Tambuli Awards was ahead of its time.

Acknowledging human good even before it became popular today.

And what’s the point of doing good if it’s not effective?

This award show acknowledges both and it’s the only one that has the credibility to do so.

Congratulations on your 10th Anniversary. It’s more than just an award show, it’s an award show with heart.”

NORMAN TAN North Asia Chief Creative Officer China Chairman, J. Walter Thompson

“Congratulations to the APAC Tambuli 10th year anniversary! I only got to know about Tambuli better in 2014 when I first met Jerry in Shanghai. What really impressed me about the Tambuli is its mission, passion and well thought out plan to continue building this award to be unique, keep up-to-date with trends, and celebrate brands with creativity. You can easily feel what it means by clicking on to the website, understand how the categories have been designed, etc. Well done Tambuli!”

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MARGOT TORRES Executive Vice President and Deputy Managing Director McDonald’s Philippines

“I believe that a marketer can do good by contributing to society and influencing a generation through its brand’s efforts. Responsible marketing should be the oath of every marketeer. Tambuli has always been at the forefront of promoting good by encouraging marketers to promote good values in their campaigns. Tambuli has recognized not just effective creatives but work that has a positive message. Tambuli is about good work that promotes what is good for the planet. Kudos to Tambuli for 10 years of responsible marketing.”

Celebrating Creativity + Human ERICK ROSA Executive Creative Director MullenLowe, Singapore

“I attended the Tambuli awards on my very first year working in Asia. And I felt that it was probably the best possible way of being Introduced to the region.

Jerry and the organization put together a very insightful and rich show. One with a big and generous heart. Where the good in advertising is celebrated and people share genuine and purposeful ideas.

I remember leaving my first Tambuli impressed. With the work, with the people I met— but mostly with the size of its heart. Because— when doing and celebrating “good” is at the center of an award show, it can only be great for the community.”

JOHN MARTIN MILLER Senior Vice President, Asia - Oceania – Africa Nestle

“Ten years of Tambuli Awards, a period in which communications have been transformed at a pace never hitherto witnessed.

During this time the Tambulis have stood as a reminder that while the mediums through which we communicate have been revolutionized, the central principles of the industry have endured.

These are authenticity, creativity, and honesty. In a world in which the amount of information that is daily channeled at every one of us, it is the messages that resonate with our hearts and minds that will garner our attention and prompt us to act, it is such compelling communication that the Tambulis recognize and celebrate. It is for this reason these awards are even more relevant today than when they were established in 2005.”

Ten years of Good + Results

WILFRED STEVEN UYTENGSU President and CEO Alaska Milk Corporation

“The Tambuli Awards celebrate outstanding mainstream brand campaigns and excellent accomplishments of marketers. The Tambuli combines creativity, values (human spirit) and clear results in brand campaigns.

We at Alaska Milk are honored to have received a number of Tambuli Awards (including the CMO award) through the years, and are proud of them because they are measures of both the essence of the brand Alaska and business results. These awards confirm our role as being the leading providers of affordable nutrition to millions of Filipino families.

Congratulations to the Tambuli Awards as you celebrate your 10th Anniversary.”

ROHIT JAWA Chairman and CEO Unilever Philippines

“Tambuli Awards have pioneered and celebrated the cause of marketing communications that intend to do well and do good at the same time. The idea of recognizing great work that delivered commercial objectives while making a positive social impact was pioneering and ahead of its time 10 years ago. Unilever’s agenda of growing the business while making a positive social impact and halving the environmental footprint is in strong alignment with the Tambuli values.

I congratulate the team on the 10th anniversary and wish many more decades of success.’’

VIKAS MEHTA Group CMO and President-Marketing Services, MullenLowe Lintas Group, India “Over the past decade, Tambuli has gone from its humble beginnings in The Philippines to being a one of its kind awards program in the region. It encourages brands to have a positive impact on society while succeeding in business, something most progressive organisations strive-for today. Campaigns that win a Tambuli champion a philosophy that’s bigger than business success. I’ve thoroughly enjoyed my association with Tambuli over the years and applaud the efforts of the UA&P School of 7 Communication to take the standard of this event onward and upward, consistently.”

ALBERT CUADRANTE

RAUL CASTRO

“Since its inception 10 years ago, Tambuli has successfully proven year-on-year, as evidenced by the exponential growth of entries locally and internationally, that Marketing campaigns rooted on human insights, espousing universal values and promoting social have become powerful and indispensable means in building a brand’s image and business.

The global yearning to contribute in making the world a better place is very evident even on social media, where inspirational stories and quotes are among the highest types of content shared. Brands that are able to provide people a venue to do that not only win their hearts but also win the Tambuli.”

“Can brand advertising change the world? Can it truly make an impact and address social concerns?

The Tambuli Awards believes so. Since its inception, it has firmly believed that human good has a place in mainstream brand advertising, pushing brands to be messengers of values and Truth Well Told.

Thanks to the Tambuli Awards, a global brand such as CocaCola has been recognized for “opening happiness” in ways that bring families together, uplift disaster-torn communities, and recognize the everyday, unsung heroes of our lives.

The Tambuli has also recognized many local brands for addressing pressing social needs, such as our work with BPI in making financial access available to more Filipino families, or our work with Nestlé in protecting animal welfare, or our work with Jollibee in making television a safe place for children and reminding Filipinos of their reasons to be proudly Pinoy.

We thank the Tambuli Awards jury for recognizing us throughout the years, bestowing upon us Effectiveness Agency of the Year Awards in 2009 and 2013, and, just in 2015, Network of the Year Award for our parent company, the Interpublic Group (IPG).

We at McCann Worldgroup Philippines believe that there are just as many inspiring stories out there as there are brands—if not more.

The Tambuli Awards remind us, year on year, to search wide for those stories, infuse our messages with inspiration and hope, and—more than just move products—move hearts and minds toward making the world a better place.”

General Manager, Greenwich

MARK WOERDE Founder, Lemz Agency and Letsheal.org Amsterdam Area, Netherlands “We praise the Tambuli Awards for its role as such an important driver behind the global shift from business as usual to marketing and business for good, which the world so badly 8 needs.”

Chairman and CEO McCann Worldgroup Philippines

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Tambuli Covers

2005 2007

2009

2011 10

2010

10 Years of Creativity + Human Good + Results

2012

2013

2014

2015

2016 11

Carmencita Esteban Platinum Award Winners

2009

2010

Coca-Cola Family Bonding Campaign

Kainang Pamilya Mahalaga/Bisyo

Advertiser: The Coca-Cola Export Corporation

Advertiser: Monde Nissin Corporation

Agency: McCann Erickson Philippines, Inc.

Agency: Publicis JimenezBasic

2011 Pregnant Pause Advertiser: Monde Nissin Corporation Agency: Publicis JimenezBasic

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10 Years of Creativity + Human Good + Results

2012

2013

Diwali Mithaas (Sweetness)

It’s More Fun in the Philippines

Agency: Contract Advertising India Private Limited

Client: Philippine Department of Tourism

Advertiser: Cadbury India Limited

Agency: BBDO Guerrero

2014

2015

Smart Txtbks

One More Year

Advertiser: Smart Communications Inc.

Advertiser: Hindustan Unilever Limited

Agency: DM9 Jayme Syfu

Agency: Lowe Lintas + Partners India

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Tambuli Chief Marketing Communications Officer of the Year Awarded to the Chief Marketing Communications Officer who has demonstrated leadership in achieving marketing communications excellence and profitability for the organization, and promoting human good through marketing communications.

The CMCO is chosen by a search committee appointed by the organizers of the award. Members of the Asia-Pacific Tambuli Awards (APTA) Advisory Board serve as jurors for this special award.

2011 Maria Margarita Torres Golden Arches Development Corporation McDonald’s Philippines

2012 Ma. Belen Pilar Fernando Alaska Milk Corporation

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10 Years of Creativity + Human Good + Results

2013 Albert Cuadrante Jollibee Foods Corporation

2014 Chloe Alsop Metro Trains Melbourne

2015 Maria Lourdes Puno NestlĂŠ Philippines

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Creative Agency of the Year

2009

2010

McCann Erickson Philippines, Inc.

Publicis JimenezBasic

2011 Publicis Manila, Inc.

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10 Years of Creativity + Human Good + Results

2012

2013

Publicis Manila, Inc.

McCann Worldgroup Philippines

2014

2015

Lowe Lintas & Partners India

Lowe Lintas + Partners India

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Advertiser of the Year

2009

2010

The Coca-Cola Export Corporation

Monde Nissin Corporation

2011 Monde Nissin Corporation

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10 Years of Creativity + Human Good + Results

2012

2013

Nestle Philippines

Philippine Department of Tourism

2014

2015

Unilever India

Unilever India

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2016 OVERALL EXECUTIVE JURY

Overall Executive Jury Chairman

CHARLES CADELL President, Asia Pacific Representative Director, President & CEO, Japan McCann Worldgroup Holdings Japan Inc.

“It is an honour to lead the Jury in Tambuli’s 10th Anniversary year. Over the last decade, the APAC Tambuli Awards has championed the excellent results that come from great work derived off the platform of Human Good.

Today, this platform is globally accepted as a critical piece of the marketing communication mix for all Clients as their customers demand their preferred brands play a socially responsible role in the world. The work coming from Asia in this field is regarded as world class – and I look forward to seeing more in 2016.”

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Overall Executive Jury Members

Cheuk Chiang

Rupen Desai

Tom Doctoroff

CEO Asia Pacific Omnicom Media Group

Former Regional President Lowe + Partners Asia Pacific

CEO Asia Pacific J. Walter Thompson

Diego Granizo

David Guerrero

Stephen Lau

President and General Manager Coca Cola Philippines

Creative Chairman BBDO Guerrero

Vice President and General Manager Colgate Palmolive Philippines

Alexandra Prieto-Romualdez

Anne Rayner

Jacques Reber

President and Chief Executive Officer Philippine Daily Inquirer

Global Head of Communications Research TNS

Chairman and CEO NestlĂŠ Philippines, Inc.

Kim Shaw

Pamela Takai

Dick Van Motman

Publisher Campaign Brief Asia

Marketing Director Asia Pacific Mondelez International

Chairman and CEO Dentsu Aegis Network/Southeast Asia

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2016 CREATIVE EXECUTIVE JURY

Creative Executive Jury President

DAVID GUERRERO Creative Chairman BBDO Guerrero

“The dominant trend in our industry is, arguably, the increasing alignment of brands, creativity and the promotion of ‘good’ in the wider community. And in dedicating themselves to recognizing the best work in that area, the APAC Tambuli awards were ahead of their time. So it is with great enthusiasm that I will be sitting down with this incredibly talented and highachieving jury to judge the entries to this year’s show.

We are all dedicated to take the time to understand and appreciate the best work. To be inspired by it. To inspire others with the work we recognize. And to keep the best of the ‘good’ work coming.”

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Creative Executive Jury Members

Andy Greenaway

Scott McClelland

Executive Creative Director Asia-Pacific SapientNitro

Executive Creative Director BBH Asia Pacific

John Merrifield Chief Creative Officer Asia Pacific Google

Brandie Tan Executive Creative Director Publicis JimenezBasic

Norman Tan

Sompat Trisadikun

North Asia Chief Creative Officer, China Chairman J. Walter Thompson Shanghai

Chief Creative Officer The Leo Burnett Group Thailand

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2016 PLENARY JURY

Vico Benevides

Executive Creative Director Blue Hive/JWT Brazil

Alexis Chiu

Managing Director Saatchi & Saatchi South China

Dave Ferrer

Executive Creative Director J. Walter Thompson Manila

Morihiko Hasebe

Lawin Bulatao

Executive Creative Director Havas Creative

Chris Chiu

Executive Creative Director Hakuhodo Inc.

Former Chief Executive Officer/ Chief Creative Officer Leo Burnett Singapore

Jerry Hizon

Executive Creative Director Dentsu Jayme Syfu

Ivan Carrasco

Vice President Creative Services Ogilvy Mexico

Claudia Cristovao

Group Creative Director AKQA Japan

Mayuko Kamo

Senior Creative Director Dentsu Japan

Raul Castro

Chairman & CEO McCann Worldgroup Philippines

Arturo Diaz CEO/ Creative Vice President Archer Troy Mexico

Thomas Hongtack Kim

Chief Creative Officer and Founder Playground Korea

Elvis Chau

Executive Creative Director/Partner Anomaly Shanghai

Marco Eychenne Executive Creative Director and Partner CX Agency Lavender Australia

Robert Labayen

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Integrated Creative Communications Management Head ABS-CBN

Christina Lao

Joey Ong

S.Subramanyeswar

Marketing Director Golden Arches Development Corporation/ McDonald’s Philippines

Chief Creative Officer ASPAC/LAW

Laurie Lee

Executive Creative Director Instinct & More/ BBDO Moscow Group

Executive Creative Director Campaigns & Grey

Gigi Lee

Raoul Panes

Tay Guan Hin

Chief Creative Officer Leo Burnett Group Manila

Donald Patrick Lim

Executive Creative Director Tequila Manila

Client Partner Facebook Philippines

Executive Creative Director Y&R Malaysia

Chief Digital Officer ABS-CBN Corporation

Pat Miciano

Executive Creative Director DDB Philippines

Tomaz Mok

Chairman and Creative Chief McCann Erickson China

Yaroslav Orlov

National Planning Director Mullen Lowe Lintas Group India

Rizzo Tangan

Regional ECD South East Asia and Global Executive Creative Director J. Walter Thompson Singapore

Marci Reyes

Ajay Thrivikraman

Global Client Chief Creative Officer Publicis Asia-Pacific

Erick Rosa

Executive Creative Director Mullen Lowe Singapore

Joey Tiempo

Executive Creative Director TBWA\Santiago Mangada Puno

Cristina Sabarre

Country Director – Retail, Philippines One Johnson & Johnson SEA

Alistair Wood

Chief Creative Officer Publicis Manila, Inc.

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S pec i a l

Awa r d

TAMBULI CRIMSON AWARD An award on leadership for good, honoring an eminent industry leader in marketing communications for his or her contribution to the advancement of the profession, while creating positive change and impact in one’s country, region, or the world.

Tambuli Crimson Awardee

RAMON JIMENEZ JR. Secretary of Tourism Republic of the Philippines For his valuable contribution as Secretary of Tourism of the Republic of the Philippines, in promoting the Philippines globally through the excellent use of marketing communications, showcasing the beauty and treasures of the Philippine islands and its people. And for his exemplary achievements in Philippine advertising, notably through the eponymous ad agency he and his wife Abby co-founded – now known as Publicis JimenezBasic – which advocates authentic Filipino advertising in steering brands to success.

To listen to Mon Jimenez is to listen to passion personified. As a sage to young copywriters and art directors, he likens an advertising creative’s career to a game of tennis. He says that if one keeps playing with the same person every time, one never elevates his game. Match up against players better than oneself, then one sharpens his skills. It’s a philosophy Mon J, as he is fondly called, lives – continuosly reinventing himself. He was the revered Executive Creative Director of the powerhouse Ace Saatchi & Saatchi and he could have happily stayed on and steered the agency to more glories. Instead, Mon J chose to join his intrepid wife Abby in the start-up Jimenez & Partners. Soon, the creative shop was punching above its weight and racking up clients on the strength of its creative reputation and the couple’s hands-on leadership which advocates that no account is too small. Among its famous campaigns was for the ice cream brand Selecta, then a David battling the Goliath brand Magnolia. Fastforward to today and we see the wisdom of never underestimating small challengers. The start-up agency itself went on to become the other half of the

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Philippines’ biggest agency merger: JimenezBasic, a genuine fusion of strengths. By the time Mon and Abby retired, it had become one of Publicis’ marquee agencies in the country. As before, they could have just rested on their laurels. But it’s in the hardworking couple’s DNA to live life to the fullest. With a stellar career selling the country’s famous brands, Mon J heeded a higher calling in 2011: selling the country to the world as the Philippines’ Secretary of Tourism.

It may be a thankless job but he finds fulfillment in improving the country’s tourism and helping create jobs for millions. Hopping on planes to visit the country’s numerous towns and cities to meet with locals and finding ways to attract more tourists is now a way of life for him. A different creative endeavor for the former ad man. Known for his straightforward, down-to-earth charm, Mon J today still continues to blaze new trails in his storied life. As he notes, there’s a fiesta every day in the Philippines. There’s always a happy day in these islands. It’s that kind of optimism that has steered Mon J to where he is now.

And as his tenure in government winds down, he will have his sights trained on other adventures.

Tambuli Crimson Awardee

ANGEL GUERRERO Founder, Publisher & Editor-in-Chief Adobo Magazine The adobo magazine is no doubt a major catalyst in bringing Philippine advertising and the Filipino creativity into the regional and global stage. Through its excellent and incisive reportage of local and regional industry trends, news and events, adobo has made the Filipino’s creative prowess and ingenuity more palpable across the international scene.

Described as “a force of nature,” by John Merrifield, the CCO of Google Asia Pacific, Angel Guerrero is the restless and idea-driven woman behind adobo magazine. Conceived as the advertising and marketing industry’s resource in print and digital formats, the magazine is now celebrating a decade of existence as the word on creativity.

From its humble beginnings in the home office of the Guerrero residence, it was Angel, burning with creative passion, who guided the bimonthly publication from issue to issue. Chronicling the Philippine advertising industry’s success in the region and the world, “the word on creativity” has offered a front-row seat to relevant industry events. Undergoing necessary changes along the way, the magazine became a way to throw the spotlight upon the creative talent behind the ad and marketing industry—reaching audiences beyond the Philippines in France, Thailand, Korea and Singapore—to name a few countries.

“I don’t just run a magazine, I run an industry,” she once said, and it’s no idle boast. Championing print and digital initiatives, as well as cheering on the advertising and marketing industry in its various forms, Angel is a well-entrenched member of several advertising and marketing organizations. Through her, adobo magazine has gone on host its own Design Awards, Creative Rankings, Football Cup, and inspiring talks ranging from its Main Courses, Masterclasses— and the mother of them all: the annual Festival of Ideas, which encourages the exchange of ideas, believing that cross-pollination can only result in better collaborations and products/services for everyone. And many industry people cite adobo as the reason why they became aware of their career options in the ad and marketing industry.

Embodying passion, vigor, truth, and the celestial love of good, adobo magazine and Angel Guerrero are on a quest to help raise the bar for creatives everywhere.

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LIFETIME ACHIEVEMENT AWARD The Tambuli Lifetime Achievement Award is given to an outstanding, highly respected, and accomplished leader in the marketing communications industry for at least 25 years, and known to uphold and believe in the mission and core values of the APAC Tambuli Awards.

JAVIER JOSE CALERO Jayjay Calero, past Chairman and CEO of J. Walter Thompson Philippines, is the first recipient of the Tambuli Lifetime Achievement Award. Mr. Calero’s more than 40-year career at J. Walter Thompson includes eight years as Chairman, fifteen years as President, and seven years as the first Filipino to be appointed Chairman and Regional Director International Vice President for Sri Lanka, Malaysia, Indonesia, Singapore and the Philippines.

Mr. Calero chose advertising as his first job and remained in it as his lifetime career. He retired as JWT (Philippines) chairman in 1998, only to be recalled to navigate the agency once more as it meets the new millennium. Gifted with what his Spanish forbears call don de gente, meaning a way with people, he made many friends in all segments of the industry. Among clients, he forged a trustworthy partnership. Among the media, he created felicitous give-and take.

Among co-workers in advertising, he made lifelong friends. (From Movers and Shakers of Philippine Advertising)

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2016 CHIEF MARKETING COMMUNICATIONS OFFICER OF THE YEAR AWARDEE GINA LORENZANA Vice President, Personal Care Unilever Philippines

As a business leader, she built leading edge capabilities in Marketing by putting the right people in the right place and attracting Filipino marketing leaders back to the Philippine business.

She embedded discipline through scorecards and measurements to hold the team accountable in delivering results. She crafted brands for life in landing global innovation to locally-relevant marketing mix (GLOCAL) by putting the Filipino consumer at the heart, through deep consumer connectivity & local insight. These delivered profitable broad-based growth & winning market shares, is recognized in Unilever globally as well as externally through numerous award-giving bodies.

capabilities across ecosystems in beauty/PR to achieve scale and competitive advantage in Personal Care. The next frontier is to grow the business through Digital and Data Transformation.

Gina leads in future-proofing the business.

She encourages pioneering mindset through partnerships with startups, media companies for marketing innovation and building superior

Gina is truly passionate about beauty and people development and her values transcends in the business she leads to create the biggest positive social impact to Filipinos everywhere.

Her excellent leadership in various geographies and business challenges, delivered great results, whilst managing her personal role as mother and wife. This is never easy, but Gina clearly demonstrated that work-life integration is possible.

She is the role model of Diversity & Inclusion, and has been instrumental in creating agile working practices to inspire, develop and retain women leaders in the business.

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2016 Asia-Pacific Tambuli Award Winners View the complete list of the year’s best entries at www.tambuliawards.asia.

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