At the recently concluded awarding ceremony held on July 31, 2024, at The Westin Manila, Ortigas, Pasig City, the 32nd Agora Youth Awards showcased young marketing brilliance. The Philippine Marketing Association (PMA), in collaboration with the Philippine Junior Marketing Association (PJMA), recognized the nation’s top marketing students.
The Agora Youth Awards were first introduced in 1991 and are an annual competition that honors outstanding achievement in extracurricular activities, academic performance, and marketing plan competition. The Junior Marketing Associations (JMA), or school-based marketing organizations, and individual students are also recognized in separate categories for the awards.
Mark Cruz from San Beda University was named class valedictorian and Best Marketing Student of the Year. The other students who ranked in the top ten for the individual category are Prince Olie Cacho from Pamantasan ng Lungsod ng Maynila, Mike Ivan Siga from Mindanao State University, Kristalyn Agustin from Central Luzon State University, Franco Gabriele Delatina from Our Lady of Fatima University, Kaye Liwag from Batangas State University, Raymart Mariano Jr. and Maica Stephamae Orenda from Polytechnic University of the Philippines, Rayan Camid from Xavier University, and Xyrill Baltazar from National University Fairview.
For the JMA category, Xavier University Junior Marketing Association clinched first place, followed by San Beda University and Silliman University.
PMA President Kathy Mercado highlighted the significance of this year’s awards, stating, “As we celebrate our 70th anniversary with the theme ‘SustAInability Marketing,’ we also recognize the creativity, dedication, and achievement of our young marketing triumphant leaders. Our awardees have not only excelled in their fields but have also embraced the values of innovation and sustainability, setting new standards of excellence.”
Leah Marie Ayeng, PMA Director of Youth and Academe, emphasized the organization’s dedication to nurturing the next generation of marketing professionals. “The Agora Youth Awards looks at community impact beyond competence as it is the key to developing ‘changemakers’. PMA is carrying out the mission to be an enabler of learning and development in the marketing realm, promoting excellence in marketing education and continuing the 70 years of legacy of bringing marketing brilliance.”
This year, students were challenged to integrate sustainability and AI in their marketing plans. Individual contestants localized marketing strategies for existing international products, highlighting the values that are important to Philippine culture, while school-based organizations for the JMA category developed marketing plans to help SMEs scale globally in terms of marketing.
The panel of distinguished judges for the finals was composed of industry experts and thought leaders from various sectors. The judges for the individual category were Archie Carrasco, Chairman & CEO of AGC Power Holdings, Inc.; Faye Arellano-Martinez, CPM, Co-founder & CEO of AQAdvertising Inc.; Joselito Ortega, Chairman & CEO of Havas Ortega and former PMA President; Albet Buddahim, CPM, VP and Chief Marketing Officer of Primer Group of Companies; Patricia Poco-Palacios, President & COO of Global Dominion Financing, Inc.; and Jill Christine Pena, Brand Marketing Director of AC Mobility.
For the JMA category, the judges were Therese Castrojas-Galang, Chief Marketing Officer of Airspeed; Bryan Lato, CPM ASIA, Managing Director of 360Next Creative Solutions/PMA IPP; Jenny Wieneke, CFO & Marketing Director of Tokyo Tempura; Jorge Noel Wieneke, Co-Founder of Potato Corner and Agora Awardee Entrepreneurship Awardee; Paul Anthony De Guzman, Programs Development Manager of Philippine Center for Entrepreneurship – GoNegosyo; and Ana Joy Rocero, CEO & Co-Founder of UNICON DMS.
The event also featured a keynote speech from Rosemarie Rafael, Chairperson and President of AIC Group of Companies Holding Corporation, and an inspirational talk from Archie Carrasco, Chairman and CEO of AGC Power Holdings Corp. Carrasco shared his journey from being a past awardee to a leader in the industry, encouraging the young marketers to pursue their dreams with determination.
AGC Power Holdings Corp. co-presented the 32nd Agora Youth Awards alongside Blogapalooza and The Westin Manila as venue partners. Airspeed, AQAdvertising, Inc., and Tolak Angin were the sponsors of the case. Prestige Quality Paper Products Corp., together with Primer Group of Companies, Hydro Flask, and Jansport, was a major supporter and partner in sustainability.
Additional assistance was provided by the event’s creatives and PR partners, Shoppertainment LIVE, ZOE Broadcasting Network, Uniquecorn Strategies PR, and the Philippine Business Coalition for Women Empowerment. Partners in printing were U-BIX Corporation and Orange Leaf, with picture and video coverage provided by Nice Print Photography. Production was managed by DIGISTAR PH, with logistics assistance provided by Our Lady of Fatima University and National University Fairview. McDonald’s, Pizza Pedricos, Jimini Foods Group, Cibo, and Santino were among the food sponsors. Makati Life Medical Center, Manulife, Altos Region, Watsons, Growers, Sofy, and TGP were the product sponsors. The Business Manual served as the official media partner, and Digital Out-of-Home Philippines was the official billboard partner.
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