organized by
University of Asia and the Pacific School of Communication
ASIA-PACIFIC TAMBULI AWARDS 2017
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 is the pioneer award show globally on effective advertising for good. It 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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Asia-Pacific
Tambuli Awards
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2017
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 at the University of Asia and the Pacific.
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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MATT EASTWOOD
Asia-Pacific
Worldwide Chief Creative Officer Tambuli Awards J. Walter Thompson
2017
“Bill Bernbach once said, “All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level.” By celebrating work that not only does well but does good, the Tambuli Awards lift creativity and, indeed, society to a higher plane. That is a good thing for our industry. And, more importantly, a good thing for our planet.”
MERLEE CRUZ-JAYME
“Chairmom” and Chief Creative Officer Dentsu Jayme Syfu “We live in a crazy world today. There’s a lot of hate around us. As responsible influencers in our industry, it is our duty to help inspire love for humanity with our ideas. That’s why I’m happy that Tambuli Awards push this with their purpose of celebrating goodness in our brands. Our everyday communications should create powerful, meaningful stories that inspire diversity, equality and peace. After all, we’re not here just to solve brand problems. We’re here to change the world.”
JOAKIM BORGSTROM Chief Creative Officer BBH Singapore
“Advertising is a powerful weapon, used well it can have a real impact in the world, it can change peoples minds and behaviours. Let’s make sure we point it in the right direction.”
THIERRY HALBROTH
Managing Partner and Executive Creative Director Publicis Worldwide Hong Kong “In a world made of wallpaper and disposable ads where four-second attentionspan is the new measure, the APAC Tambuli Awards assess the real impact of brands (smartly) putting creative firepower to work for a greater purpose. Awarding creativity and effectiveness in the area of “good” is the only way to reward the collective efforts of our industry in a legitimate manner.”
TAY GUAN HIN
Global Executive Creative Director J. Walter Thompson Singapore
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“We are living in constant change and as our work evolve in an environment that demands the best, it’s good to know that there’s an award show that keeps up with the change in our industry. Recognizing work that not only does good but it’s also good for business. And in today’s ever changing world, it’s a good thing to do.”
DIEGO GRANIZO
President and General Manager Coca-Cola Philippines “The Tambuli awards different from other advertising awards take into consideration the long-term impact of campaigns as well as the consistency of strategy overtime.”
CHEUK CHIANG
Chief Executive Officer Asia Pacific Omnicom Media Group “We live in a world where the strongest, most salient and most compelling brands are those with a strong sense of purpose. We also live in a world where today’s consumers are seeking fulfilment of higher order needs like self actualisation. This is why the Asia Pacific Tambuli awards is so relevant because it recognises and rewards creative with a conscience. Great work that truly makes a difference to society. Great work that epitomises the heart and soul of what we do. Great work for good.”
CHARLES CADELL
President and CEO, McCann Worldgroup Japan President, McCann Worldgroup Asia-Pacific “As consumers increasingly select goods based through the lens of their socially driven and ethically based ecosystems, purpose driven marketing, done well, continues to outperform on behalf of Clients brands. Improving the bottom line while driving human good is something we can all get behind.”
MICHAEL KNOX Chief Creative Officer Grey Group Hong Kong
“Acknowledging the brands who use their powers for good while also achieving great commercial success is an important function of the APAC Tambuli Awards. It’s like the perfect combination. It’s equally inspiring to spend time with such a great list of people, working through the entries and finding the biggest ideas that worked the hardest.”
NICOLAS MENAT
Chief Executive Officer, Asia Publicis One “We are living one of the most important moments we have ever seen in the history of advertising: the digital revolution is changing consumers’ behavior. If the fusion of marketing and technology unleashes an extraordinary creative potential, we should never forget that brands need to have first a clear purpose to open the hearts of consumers. I am very honored to participate to the Asia-Pacific Tambuli Awards and see how the best creativity can transform human behavior in this technology-fueled world.”
Asia-Pacific
Tambuli Awards
2017
AWARD CATEGORIES CREATIVE CATEGORIES
Family Centered Brand
1.
Best of Country
7.
Fashion Brand
2.
Best of Southeast Asia
8.
Health & Wellness
3.
Creative Effectiveness
9.
Poverty Alleviation
4.
Graphic Design
10.
Responsible Citizenship
5.
Innovation
11.
Youth Brand
6.
Insights & Strategic Thinking
7.
Product Design
8.
Public Relations
9.
Regional Brand Development
10.
Startup for Good
11.
Sustainable Campaign
HUMANITY AND CULTURE CATEGORIES
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6.
Media Categories 1.
Audio
2.
Brand Activation
3.
Branded Content & Entertainment
4.
Integrated Digital
5.
Integrated Media
6.
Mobile Outdoor
Video Screen
1.
Advocacy
2.
Arts, Culture & Heritage
3.
Care for the Environment
7. 8. 9.
4.
Education & Lifelong Learning
10.
5.
Entrepreneurship
Print Social Media
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2017
Asia-Pacific
OVERALL EXECUTIVE JURY Tambuli Awards
2017
JURY CHAIRMAN
MATT EASTWOOD Worldwide Chief Creative Officer J. Walter Thompson
Matt joined J. Walter Thompson as Worldwide Chief Creative Officer in July 2014. Described by Britain’s
Campaign magazine as a “unicorn” in the communications industry, Matt has overseen some of the most innovative and recognizable creative projects in advertising today. His career has spanned numerous agencies, specialties and countries, including Australia, the UK and US. Matt was a founding partner of M&C Saatchi in Australia before he went on to join DDB Australia as National Creative Director and Vice Chairman. In 2010 he moved to DDB New York as Chief Creative Officer. And in AdAge’s 2013 Awards Report, Matt was listed as the 5th most-awarded Chief Creative Officer worldwide. In 2016, Matt led J. Walter Thompson to a historic year at Cannes, winning a total of 80 Lions – more than the agency had ever won in their 150year history. Most excitingly, J. Walter Thompson moved from 14th to 7th most-awarded network at Cannes, making the agency one of the “biggest movers” at Cannes in 2016. During his career, Matt has won numerous accolades and honors, including Campaign Brief Agency of the Year, Australian Creative Hotshop, AdNews Agency of the Year, Creativity’s Agency to Watch, B&T Agency of the Year, Spikes Network of the Year, and
Campaign magazine Network of the Year. He is a highly awarded creative with an international sensibility, living life as a New Yorker.
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MATT EASTWOOD
KENTARO KIMURA
MERLEE CRUZ-JAYME
Worldwide Chief Executive Director J. Walter Thompson
Co-CEO, Executive Creative Director Hakuhodo Kettle, Tokyo
“Chairmom” and Chief Creative Officer Dentsu Jayme Syfu
CHEUK CHIANG
CHARLES CADELL
TINA SABARRE
CEO Asia Pacific Omnicom Media Group
President and CEO McCann Worldgroup Japan President, McCann Worldgroup Asia-Pacific
Country Director – Retail, Philippines One Johnson & Johnson SEA
DIEGO GRANIZO
NICOLAS MENAT
GINA LORENZANA
President and General Manager Coca-Cola Philippines
Chief Executive Officer, Asia Publicis One
Vice President, Personal Care Unilever Philippines
DAVID GUERRERO
RUPEN DESAI
Chairman and Chief Creative Officer BBDO Guerrero
Executive Vice Chairman Edelman Asia-Pacific, Middle East and Africa
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2017
Asia-Pacific
CREATIVE EXECUTIVE JURY Tambuli Awards
2017
JURY PRESIDENT
KENTARO KIMURA Co-Chief Executive Officer, Executive Creative Director Hakuhodo Kettle Tokyo
Kentaro loves to cross borders. In his younger years, he backpacked through over 35 countries. Not be surprised, after joining Hakuhodo in 1992 he established a unique planning and creative style that eliminates the boundaries of strategic, creative, digital, and PR and works seamlessly through the entire process. He established Hakuhodo Kettle, a one of a kind creative agency in 2006. Truly innovative ideas can come from anywhere. For this reason, everyone at his company is familiar with every field of communication. Bubbling up and serving his clients new ideas, his goal is for Hakuhodo Kettle to set the whole world aboil. Kentaro has won more than 100 awards including 8 Grand Prix in various international advertising festivals such as Cannes Lions, D&AD, One Show, Clio, London, ADC, Adfest, Adstars, and Spikes Asia with Sony, Google, Shiseido, Toyota, and Suntory and other more. He has served as a member of more than 20 jury teams including Cannes Promo Jury, Titanium & Integrated Jury, Promo & Direct Jury president at Adfest, Degital &Mobile Jury president at Spikes Asia, and Executive Jury at New York Festivals. He was the official speaker at Cannes lions in 2013, 2014, and 2015.
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2017
CREATIVE EXECUTIVE JURY KENTARO KIMURA
MICHAEL KNOX
TEENY GONZALES
JOAKIM BORGSTROM
Co-CEO, Executive Creative Director Hakuhodo Kettle, Tokyo
Chief Creative Officer Grey Group Hong Kong
CEO and Chief Creative Officer Seven A.D.
Chief Creative Officer BBH Singapore
BADONG ABESAMIS
THIERRY HALBROTH
DOMINIC STALLARD
Chief Creative Officer Young & Rubicam Philippines
Managing Partner and Executive Creative Director Publicis Worldwide Hong Kong
Executive Creative Director Saatchi & Saatchi Singapore
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2017
Asia-Pacific
Tambuli Awards
MEDIA EXECUTIVE JURY 2017
JURY PRESIDENT
CHEUK CHIANG Chief Executive Officer Asia Pacific Omnicom Media Group
Cheuk is CEO, Asia Pacific for Omnicom Media Group, a global media and communications network with brands like OMD, PHD and M2M that have been built on strong cultures of creativity and innovation. In the Asia Pacific region, Omnicom Media Group has over 4000 staff in 70 offices across 19 markets. Over the past 24 years Cheuk has worked on a number of high profile brands including ANZ, Coca-Cola, Heineken, Heinz, Hennessy, HP, Holden, HTC, Kraft, Mars, Myer, Motorola, Nestle, Nikon, Tiger Beer and Unilever. Prior to joining Omnicom Media Group, Cheuk was at Cummins & Parters in Australia where he had a long and successful spell as MD of the globally acclaimed and highly awarded creative hot-shop.
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In 2002, he was recognised as one of the top executives in the region and conferred Media Magazine’s Suit of the Year award.
In 2010, Cheuk was named Agency Innovator of The Year by the Internationalist Magazine and over the last 6 years, OMD and PHD have won over 100 agency of the year awards across the Asia Pacific region. PHD has been awarded Asia Pacific Media Network of Year 4 out of the last 6 years. Cheuk served as a judge at the Cannes Lions International Festival of Creativity in 2011 and 2013 and is a strong advocate for innovation and creativity. In 2015, Cheuk was named Asia Pacific Agency Head of the Year (Media) by Campaign Asia. In 2016 he continued to lead the charge for creativity and effectiveness taking on additional roles as Chairman of the APAC Effie Awards and President of the Spikes Asia Media jury.
2017
MEDIA EXECUTIVE JURY CHEUK CHIANG
GONZALO FUENTES
ALI REZ
CEO Asia Pacific Omnicom Media Group
Global Chief Executive Officer Media & Digital Practice, Kantar Insights
Regional Creative Director, Middle East & Pakistan IMPACT BBDO
DONALD PATRICK LIM
KIM SHAW
Chief Executive Officer Dentsu Aegis Network
Publisher Campaign Brief Asia
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2017
Asia-Pacific
Tambuli Awards
2017
HUMANITY & CULTURE EXECUTIVE JURY MERLEE CRUZ-JAYME JURY PRESIDENT
“Chairmom” and Chief Creative Officer Dentsu Jayme Syfu
Merlee is the first Filipino to be awarded: The Creative of the Year for Southeast Asia in the Campaign Asia Pacific Agency of the Year. Working as a creative for 27 years, she has also been recognized with The HALL OF FAME AWARD from the Creative Guild of the Philippines and the NEW YORK FESTIVALS CREATIVE ACHIEVEMENT AWARD. She is “Chairmom” and Chief Creative Officer of Dentsu Jayme Syfu and the only woman in the 20 top creative directors in ASIA as reported by Campaign brief Asia last year. Featured as one of CNN’s Leading Women in 2015, she has been awarded CEO of the Year 2016 by the IABC Philippines.
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Her speaking engagements include “Changing the World through Media” at the IAA Global Leadership Forum in London, “Hard Sell and Heart Sell” at the
AdStars Festivals in Busan, Korea and “Gender Equality” in advertising at the SPIKES ASIA in Singapore. Last year, she spoke about the “World’s favorite target market: MOTHERS” at the Lions Health in Cannes, France and was the jury president for the CLIOs in the Direct/engagement/experiential category. This year, she is D&AD’s forewoman for the Press Category. She recently launched her first book “Everyone Can Be Creative”: A handbook that encourages everyone to discover and nurture his/her own creativity. In just one year, her newly integrated agency Dentsu Jayme Syfu has been awarded the 2016 Creative Agency of the Year for the Philippines by Campaign Asia. Lastly, she’s proud of breaking the glass ceiling for women in this mad men’s world.
2017
HUMANITY & CULTURE EXECUTIVE JURY MERLEE CRUZ-JAYME
RAOUL PANES
VIKAS MEHTA
“Chairmom” and Chief Creative Officer Dentsu Jayme Syfu
Chief Creative Officer Leo Burnett Group Manila
Group CMO & President, Marketing Services Mullen Lowe Lintas Group India
CELEVEL BUTLER
LAWIN BULATAO
TAY GUAN HIN
Managing Director, Integrated Brand, SEA Edelman Singapore
Executive Creative Director Havas Creative
Global Executive Creative Director J. Walter Thompson Singapore
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2017
Asia-Pacific
Tambuli Awards
PLENARY JURY 2017
MEDIA CATEGORIES JURY
KITTY LUN
JEFF SAEZ
KEN LINGAN
MARCO BEZZERA
Head of Creative Shop, Greater China Facebook
Chairman and President NuWorks Interactive Labs
Country Head Google Philippines
International Executive Creative Director J. Walter Thompson Dubai
ONAT ROLDAN Managing Director Cheil Philippines
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ALEXIS CHIU
PATRICK HENRY TOM
RON CASTRO
Managing Director of South China Saatchi & Saatchi
Founder/Head of Creative, Liberum13
Former Managing Director, Goodyear Philippines and ASEAN Distributor Markets
CREATIVE CATEGORIES JURY
CHAD MACKENZIE
PAT MICIANO
DINESH SWAMY
National Executive Creative Director Grey Australia
Executive Creative Director DDB MNL
Senior Creative Director Razorfish India
SOMPAT TRISADIKUN
ERICK ROSA
Executive Creative Director Leo Burnett & Arc Worldwide Thailand
Executive Creative Director MullenLowe Singapore
JAMES MOK
ALISTAIR WOOD
Asia Pacific Executive Creative Director FCB New Zealand
Chief Creative Officer Publicis Manila, Inc.
HUMANITY AND CULTURE CATEGORIES JURY
TOTI SOLIONGCO
BRANDIE TAN
Marketing Communications Consultant Executive Creative Director Part-time Faculty Member J. Walter Thompson Philippines UA&P School of Communication
AJAY THRIVIKRAMAN
CHRISTINA LAO
CJ JIMENEZ
Marketing Director Golden Arches Development Corporation (McDonald’s Philippines)
Chief Strategy Officer, Publicis JimenezBasic
VICO BENEVIDES
Global Client Chief Creative Officer – APAC Executive Creative Director Brazil / Publicis Asia LATAM GTB
TOMAZ MOK
Chairman & Creative Chief McCann Erickson China
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Asia-Pacific
Tambuli Awards
2017
RAMON JIMENEZ, JR.
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. Fast-forward 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 Philippines’ biggest agency
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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.
PAMELA TAKAI Director for Marketing Beverages Asia-Pacific, Middle East and Africa Mondelez
Pam’s journey as Chief Marketing Officer has been about creating impact in delivering business results, in championing marketing excellence, and in developing next generation leaders in a broad multi-country capacity.
the business model to improve its profitability and launched innovations and communications that revived a declining category. The work in India has won an Asia Pacific Effie Award in 2016.
Her first foray was as Chief Marketing Officer of Kraft Foods Philippines. During her tenure, she was able to turn-around a stagnant business into a high growth company achieving double-digit growth and gaining share across its categories. She has revitalized the brand campaigns enabling Kraft to be recognized as one of the respected marketing companies in the country. She was recognized as one of the Young Market Masters given her achievements in this business.
With a proven track record of business performance, Pam was also given the complex challenge of building and pioneering a regional marketing organization and driving marketing excellence in MDLZ Asia Pacific. She was the champion for driving Fearless Marketing in Asia Pacific – leading critical functions such as Media, Digital & Consumer Engagement, Consumer Conversation, Marketing Capability and Excellence, Brand Planning and Strategy, and Design in all markets across the region.
Her leadership was not contained in the Philippines. As leader of the Beverage business in Asia Pacific, she has transformed and enabled the company to gain significant market share growth in this category notably in its priority markets like India and the Philippines. She has transformed
But Pam is most proud as a people developer enabling future leaders to grow under her coaching. The Philippines has been a source of talent pool in the region. She is an inspiring leader who brings out the best in people.
2017 ASIA-PACIFIC
TAMBULI AWARDS WINNERS
View the complete list of the year’s best entries at www.tambuliawards.asia.
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organizer
University of Asia and the Pacific
media partner and adobo-tambuli asia-pacific conference co-presentor
School of Communication
media partners
corporate sponsors
website sponsor
venue sponsor
auditor