SM Supermalls Earns Recognition for Culture, Consumer Insights, and Community Marketing at the 2026 Marketing Excellence Awards

Three award-winning campaigns showcase how SM Supermalls transforms insights into experiences that resonate with Filipino communities.

Effective marketing is more than simply gaining attention—it is about building authentic connections. At SM Supermalls, campaigns are rooted in a deep understanding of the communities they serve, from highlighting local culture and consumer insights to developing launches that capture the unique character of each location.

This community- and consumer-focused approach earned SM Supermalls recognition at the Marketing Excellence Awards 2026, where it took home two Gold Awards and one Silver Award, highlighting its commitment to delivering meaningful and memorable experiences for Filipino communities.

One of the Gold Awards recognized SM Lanang’s Mindanao Art for Excellence in Cultural Storytelling. More than an art initiative, the campaign transformed the mall into a platform for Mindanao’s artists, showcasing local creativity while fostering a deeper appreciation for Mindanao’s rich artistic heritage. By bringing art closer to everyday audiences, SM Lanang created meaningful cultural experiences that resonated beyond the gallery walls.

Another Gold Award was given to the SM Supermalls Consumer Insights Program under Excellence in Consumer Insights/Market Research. Built on continuous listening and data-driven consumer understanding, the program enables SM Supermalls to create more relevant experiences, strengthen customer engagement, and respond to the evolving lifestyles of the communities it serves nationwide.

Completing the recognition was a Silver Award for the SM City La Union Grand Opening in the Excellence in Launch Marketing category. The campaign went beyond introducing a new mall—it celebrated La Union’s identity and growing community, welcoming residents and visitors with experiences that reflected the province’s vibrant culture while establishing SM City La Union as Northern Luzon’s newest lifestyle destination.

“At SM Supermalls, we believe meaningful marketing starts with understanding people,” said Joaquin L. San Agustin, SM Supermalls Executive Vice President for Marketing. “Whether we’re celebrating local culture, learning from our customers, or opening new spaces that serve communities, our goal has always been to create experiences that genuinely resonate. These recognitions inspire us to continue creating programs that are relevant, purposeful, and meaningful for every Filipino.”

The awards highlight SM Supermalls’ ongoing dedication to creating experiences driven by consumer insights, inspired by local communities, and built around authentic connections. As the country’s most-loved mall, SM Supermalls continues to deliver meaningful, maxed-out experiences that showcase the people, places, and stories that give each community its distinct character.