Honors Stellar Marketing Pioneers
The Philippine Marketing Association (PMA) rolled the carpet for the 43rd Agora Awards Gala at the Manila Ballroom, Manila Marriott Hotel, celebrating the pinnacle of marketing excellence, honoring outstanding individuals and organizations who have significantly shaped the industry landscape.
Honoring this year’s celebration, the 43rd Agora Awards Gala brought a special meaning as it coincided with PMA’s 70th anniversary, encapsulated by the theme: “AGORA S.M.I.L.E. – Stellar Marketing Innovators: Legacy of Excellence.”
With the leadership of Director-in-Charge and Overall Chairperson Alpha Gracias C. Allanigui, the 43rd Agora Awards has become a landmark event over the years, and now, it has expanded its recognition to include groundbreaking new categories to celebrate innovative strategies and transformative contributions that push boundaries and set new standards of excellence.
“We are blessed to have not only notable luminaries but also outstanding enterprises in our Agora roster,” said Allanigui. “These awardees are making waves and consistently raising their game through their legacy of excellence.”
The 43rd Agora Awards introduced new categories to reflect the ever-changing marketing landscape, emphasizing the importance of addressing contemporary challenges and opportunities within the industry. These new categories include Outstanding Achievement in Social Enterprise, which recognizes marketing initiatives that empower communities and drive social change; Outstanding Achievement in Sustainability Marketing, highlighting campaigns that promote environmental responsibility and sustainable practices; and Outstanding Achievement in Marketing Campaign, celebrating groundbreaking strategies and innovative approaches that deliver exceptional results. These additions underscore the awards’ commitment to acknowledging marketers who not only excel in their craft but also contribute meaningfully to society and the planet.
Among the highlights was the Agora Special Trailblazer Award, which honors individuals or companies with triumphs in three distinct Agora categories, showcasing sustained innovation and excellence. This year’s recipient, Century Pacific Food, Inc., exemplified this through its unparalleled achievements, including Agora Company of the Year (2011), Outstanding Achievement in Marketing Management (2014), and Outstanding Achievement in Export Marketing (2018).
Another notable category, the Agora Distinction Award for Nation-Building, celebrates individuals who have elevated the nation’s status through exemplary contributions in their respective fields. This honor was bestowed upon Mansmith and Fielders, Inc., under the leadership of Josiah and Chiqui Go, for their transformative impact on marketing education. Their commitment to fostering a culture of learning, mentorship, and sharing best practices has cemented their role as a cornerstone of marketing innovation and nation-building.
Other winners who embody ingenuity and excellence in their fields included Global Dominion Financing, Inc., SPD Inc., and Avocadoria for Outstanding Achievement in Entrepreneurship across large, medium, and small-scale business categories, respectively. ACEN and Jos Ortega were recognized for their achievements in marketing communication, while Unmeat shone in export marketing. UST and individual educators Enrique Caeg and Dr. Antonio Etrata were celebrated for their contributions to marketing education. The evening also highlighted Rags2Riches’ excellence in social enterprise, Agridom’s sustainability marketing efforts, and Knowledge Channel’s advocacy marketing initiatives. GCash received accolades for its standout marketing campaign, while Greg Banzon and Robert Hechanova were honored for their achievements in marketing management and overseas marketing, respectively.
Significantly, Century Pacific Food’s UnMEAT brand and Greg Banzon each received their second recognition in Export Marketing and Marketing Management, respectively. These distinguished achievements place them on the path to Hall of Fame induction, contingent upon securing another win within the next five years.
COMPLETE LIST OF AWARDEES
Agora Special Trailblazer Award: Century Pacific Food, Inc.
SET 1: Marketing Education and Advocacy
Outstanding Achievement in Marketing Education: University of Sto. Tomas
Outstanding Achievement in Marketing Education – Collegiate: Dr. Antonio E. Etrata – UST
Outstanding Achievement in Marketing Education – Higher Education/Professional: Enrique Pablo O. Caeg, CPM Asia
Outstanding Achievement in Sustainability Marketing: Agridom Solutions Corporation
Outstanding Achievement in Advocacy Marketing: Knowledge Channel Foundation, Inc.
Outstanding Achievement in Social Enterprise: Rags2Riches
SET 2: MarCom & Entrepreneurship
Outstanding Achievement in Marketing Communications – Individual: Joselito B. Ortega
Outstanding Achievement in Marketing Communications – Company/Enterprise: ACEN RES / Tony Valdez
Outstanding Achievement in Export Marketing: UnMEAT
Outstanding Achievement in Entrepreneurship – Small Scale: Czarina J. Sevilla, Avocadoria.ph
Outstanding Achievement in Entrepreneurship – Medium Scale: Sarah P. Deloraya-Matero, SPD Jobs, Inc.
Outstanding Achievement in Entrepreneurship – Large Scale: Patricia P. Palacios, Global Dominion Financing, Inc.
SET 3: Marketing Management
Outstanding Achievement in Overseas Marketing: Roberto Hechanova
Outstanding Achievement in Marketing Management: Gregory Francis H. Banzon, Century Pacific Food, Inc.
Outstanding Achievement in Marketing Campaign: GCash
Agora Distinction Award for Nation-Building Marketing Leadership: Mansmith & Fielders
PMA made the conscious decision not to award a Marketing Company of the Year this year, upholding its commitment to maintaining integrity and ensuring a rigorous, fair judging process.
JUDGING PROCESS
The Agora Awards follows a meticulous and transparent process to ensure that only the most deserving candidates are recognized. Nominations are carefully screened for eligibility, and nominees are informed of their status and submission requirements. Throughout the process, confidentiality is strictly upheld, with all committee members signing agreements to protect sensitive information.
Entries are assessed by category heads and validated via thorough verification, which includes interviews and due diligence. Judges are then selected based on their expertise, forming three panels that evaluate categories aligned with their areas of practice. To maintain objectivity, judges receive documents for review days before deliberations. During the deliberation process, only judges and the official tabulator, SGV, are present, ensuring fairness and impartiality. Winners are announced only after SGV verifies the results.
Chairperson Allanigui expressed her gratitude to the judges, category heads, committees, and supporters who worked tirelessly to bring the event to life. She also shared her personal reflection on leading the Agora Awards: “The Agora Awards is my way of giving back to the marketing and business community. It is a labor of love, a journey of learning and patience, and a constant reminder of Filipino ingenuity. The stories of our nominees and awardees are inspiring testaments to innovation and integrity. For me, the Agora is more than an event—it is a beacon of hope that highlights the brighter side of our nation’s future.”
She concluded by lauding all the awardees, adding, “Their stories remind us that the best marketing comes from the heart, driven by purpose and a desire to uplift and inspire. Congratulations to all the awardees for being true beacons of excellence. May your work continue to inspire businesses to thrive while helping build a brighter future for all.”
To learn more about the PMA’s Agora Awards and see how you can be part of their annual prestigious event, you may visit the Facebook page of the Philippine Marketing Association or https://philippinemarketing.org/agora-awards/
