Tambuli Awards marks 20 years of championing purpose-driven brands and impact

For two decades, the Asia Pacific (APAC) Tambuli Awards has championed a simple but powerful idea: that people, businesses, and brands can drive performance through purpose.

This vision took center stage once again as industry leaders, marketing practitioners, communication professionals, and business executives gathered on June 5 at Grand Hyatt Manila in Taguig City for the APAC Tambuli Awards 2026, organized by the University of Asia and the Pacific (UA&P) School of Media and Marketing.

Named after the indigenous Filipino horn traditionally used to gather communities and relay important messages, the Tambuli Awards recognizes organizations and leaders whose work creates meaningful value for both business and society. Now in its 20th year, the awards continue to promote values rooted in UA&P’s Christian identity while advancing conversations on responsible leadership and purposeful growth.

This year's competition, carrying the theme "Believe," attracted 245 entries from across the region, with 62 finalists advancing to the final stage of judging. Participating entries came from the Philippines, Indonesia, Vietnam, and the United Arab Emirates, reflecting the awards' growing regional reach and influence. Serving as APAC Tambuli Awards Grand Executive Jury President was Mr. Samir Singh, Executive Vice President for Marketing of Colgate-Palmolive Asia-Pacific.

Celebrating Purpose in Action

The Tambuli Awards recognizes excellence across three broad categories: Brand Purpose, Corporate Purpose, and People.

Brand Purpose Awards honor organizations that positively impact people and society through their values, actions, and offerings. Corporate Purpose Awards recognize businesses whose programs and initiatives create sustainable transformation in workplaces, cultures, and communities. Meanwhile, the People Awards celebrate leaders who exemplify purpose-driven leadership in marketing, communications, and business.

Among the evening's highest honors were the Grand Prix awards, recognizing outstanding examples of purpose translated into measurable impact.

Cebu Pacific Air's "Flight Patterns," developed with Ogilvy Manila, received the Grand Prix in the Builders of Society: Arts, Culture, and Heritage category for demonstrating how brands can contribute to the common good while strengthening cultural connections.

Philippine Airlines' "Safetynovela," created with BBDO Guerrero, earned the Grand Prix in the Masters of Everyday Purpose: Human-Centric Solutions category, highlighting how a brand's core function can be leveraged to make everyday experiences safer and more meaningful.

The team behind Philippine Airlines' "Safetynovela," with Agency Leader of the Decade David Guerrero of BBDO Guerrero (6th from left). With them are (1st & 2nd from left) Nestlé Philippines Chairman & CEO Mauricio Alarcon, Union Bank of the Philippines President & CEO Ana A. Delgado, who both served as members of the 2026 Tambuli Awards Grand Jury, and (rightmost) Grand Executive Jury President Samir Singh, EVP for Marketing of Colgate-Palmolive Asia-Pacific.

Meanwhile, Grab Philippines' "Grab Unblocks the Worst Airport in Asia" received the Grand Prix under Leaders for Corporate Purpose: Public-Private Partnership, exemplifying how collaboration between the private and public sectors can address real-world challenges while creating value for communities.

Several campaigns and initiatives also received the Gold recognition, including Aboitiz Economic Estates' "Advancing Communities with Lasting Impact: How Industry-Anchored Developments Strengthen the Philippines"; Save the Children's "Makeup and Live Selling"; GCash's "The Vote Sale"; Unilever Vietnam's "The Real Physiognomy Book – Her Face Is Not Her Fate"; Philippine Airlines' "Safetynovela"; and Grab Philippines' "Grab Unblocks the Worst Airport in Asia."

Honoring a Decade of Purpose

Introduced as part of the awards' 20th anniversary celebration, the Tambuli Decade Awards recognized leaders, brands, campaigns, and organizations whose sustained commitment to purpose has created lasting impact over the past decade and beyond.

"Nescafé Bangon (To Rise)," by Nestlé Philippines and Publicis Manila, received the Brand Campaign of the Decade award for delivering sustained impact through purpose-driven marketing. McDonald's Philippines' "Feed the Mind," developed with Leo Manila, was named Corporate Program of the Decade for its enduring contribution to education and community development.

The awards also recognized outstanding leadership through the Business Leader of the Decade honors awarded to Margot Torres of McDonald's Philippines and Bernie Liu of Golden ABC. Agency Leaders of the Decade included Merlee Jayme of Jayme Headquarters, Melvin Mangada of TBWA\Santiago Mangada Puno, and David Guerrero of BBDO Guerrero.

In a special tribute to marketing excellence over the years, the APAC Tambuli Awards also recognized past recipients of the Chief Marketing Officer of the Year award, culminating in the recognition of Joaquin San Agustin of SM Supermalls as both the 2026 Chief Marketing Officer of the Year and one of the distinguished marketing leaders honored during the anniversary celebration.

Joaquin San Agustin (4th from right) of SM Supermalls is the 2026 Chief Marketing Officer of the Year of the APAC Tambuli Awards.

(L-R) UA&P President Atty. John Philip R. Yeung and adobo Magazine Founder, President & Editor-in-Chief Angel Guerrero stand next to the Chief Marketing Officers of the Decade that include Joaquin San Agustin, Candice Iyog, Neil Trinidad, Francis Flores, Pamela Takai, Sandra Puno, Albert Cuadrante, Blen Fernando, and Paolo Mercado. UA&P School of Media and Marketing Dean Dr. Jerry Kliatchko is at far right.

Recognizing Leadership and Excellence

Among the major individual and organizational awardees this year were Joshua Decena of Max's Kitchen, Inc., named Young Marketing Leader of the Year; Cebu Pacific Air, recognized as Marketing Team of the Year; Ogilvy Manila, named Agency of the Year; and Grab Philippines, which received both Advertiser of the Year and Company of the Year honors.

Joshua Decena of Max's Kitchen, Inc. received the Young Marketing Leader of the Year Award at the 2026 Tambuli Awards.

Cebu Pacific Air is named 2026 Tambuli Marketing Team of the Year.

The evening's highest individual distinction, the Lifetime Achievement Award, was conferred on Dr. George T. Yang, Chairman and Founder of McDonald's Philippines, in recognition of his enduring contributions to business leadership and nation-building.

A Platform for Purpose-Driven Leadership

Over the past 20 years, the APAC Tambuli Awards has evolved into one of the region's leading platforms for recognizing marketing and business excellence grounded in societal impact. More than a celebration of successful campaigns, it serves as a call for organizations to align business performance with meaningful contributions to people and communities.

For the University of Asia and the Pacific, the awards reflect a continuing commitment to fostering responsible leadership and strengthening the dialogue between academia and industry.

“Tambuli's most important contribution is inspiration,” said Mr. Roshan Uttamchandani, member of the organizing committee of Tambuli Awards and faculty member of SCM. “By recognizing businesses, brands, and leaders that drive performance and business growth through positive impact and uplifting human dignity, we show the world that ‘values’ and ‘value’ are not mutually exclusive, but rather intricately connected. Thus, we inspire more people in industry (as well as future talent entering the workforce) to do the same, creating a culture of marketing that better reflects what marketing truly is at its core: creating value for people, in order to earn value from people.”

As it enters its third decade, the APAC Tambuli Awards continues to sound the call embodied by its namesake—a call for businesses, brands, and leaders to create value not only for their organizations but also for society.

The complete list of winners may be viewed here.