37th Agora Souvenir Program

October 26, 2016 PICC, CCP Complex

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PROGRAMME 6:00 PM Registration / Cocktails 6:30 PM Ribbon-cutting: The 37th Agora Winners Gallery DINNER 7:30 PM PROGRAM PROPER

United Neon Ad

Invocation National Anthem Welcome Remarks Pinky T. Yee, CPM 2016 PMA President

AWARDING PROPER I Outstanding Achievement in Advocacy Marketing Angelo King Foundation, Inc.

Outstanding Achievement in Marketing Communications Lucien Dy Tioco, The Philippine Star

Outstanding Achievement in Entrepreneurship, Small Scale Fernandina “DITTA” Sandico, Cache Apparel

Outstanding Achievement in Marketing Management Joseph Charles “Chay” Cruel Asia Brewery, Inc.

Outstanding Achievement in Entrepreneurship, Medium Scale Sheila Mae Velilla, Nutramedica Inc.

Outstanding Achievement in Overseas Marketing Ma. Cristina FormosoDolendo Four Seasons Hotel Shenzhen

Outstanding Achievement in Entrepreneurship, INDUCTION OF AGORA Large Scale AWARDEES as MEMBERS of Dr. Alfredo R.A. Bengzon, M.D., The Philippine Marketing Keynote Speech The Medical City Association for 2017 Assistant Secretary Frederick Pinky T. Yee, CPM Alegre, 2016 PMA President INTERMISSION NUMBER Department of Tourism Director’s Message and Introduction of the Committee Members Alpha Gracias Allanigui, CPM The 37th Agora Director Introduction of the Board of Judges Mylene Abiva, CPM Member, The 37th Agora Screening Council Message from the Chairman of the Board of Judges Simplicio “Jun” Umali, Jr., 2011 Agora Awardee for Marketing Management

Jilian Chavez 2016 Champion, Euro Talent Fest, Prague AWARDING PROPER II Outstanding Achievement in Marketing Education Dr. Roberto “Bobby” Arguelles, Ph.D., St. Louis University - Baguio Outstanding Achievement in Export Marketing Global FoodSolutions, Inc. (GFSI)

INDUCTION OF AGORA AWARDEES as MEMBERS of The Agora Circle Yayu E. Javier, CPM-Asia 2014 PMA President Gratitude Speech and Ceremonial Toast Maeyeth C. Cadungog, CPM The 36th Agora Chairman JP Ong HOST

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A MESSAGE FROM THE VICE PRESIDENT OF THE PHILIPPINES Warmest greetings to all at the 37th Agora Awards!

We extend our congratulations to every winner and nominee; excellence is always worth celebrating and we are happy to see so much of it in our thriving marketing industry. Congratulations as well to every organizer and participant for being a part of something so valuable to our growing economy.

We wish to emphasize our recognition of the value all marketers bring to their fellow Filipinos, connecting businesses to consumers and generating employment all the while. It is our hope that you all recognize and appreciate the positive social impact you continue to have each day, as well as every opportunity you nd to have more, especially in service of those most marginalized in society. As marketers you reach out and eak to people on a massive scale, you have the capacity to sway both hearts and minds.

On this occasion, take the chance to appreciate the work that you do, and to re ect on the many ways you can use your skills and opportunities to pay it forward.

Mabuhay tayong lahat!

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A MESSAGE FROM THE PMA PRESIDENT It is my great privilege to join my colleagues at the Philippine Marketing Association to pay tribute to the remarkable individuals and companies who have earned the distinction of attaining The Agora.

For over three decades, the Agora has represented the highest symbol of excellence in our chosen profession, and our awardees this year have once again proven that the Filipino marketer epitomizes the very best in the world.

I would like to take this opportunity to thank everyone in the PMA and the various committees in charge of this 37th Agora Awards Night. True to the spirit of our organization, we were unwavering in our vision, and passionate in our undertakings.

As the country’s premiere marketing association, we have once again demonstrated the result of inspired individuals working together as a team.

The landscape of marketing – and consequently, the Agora Awards – have come a long way since 1979. Today, the amount and speed of information that consumers are exposed to has placed marketers at a constant state of reinvention. Nevertheless, we can rest assured that the Philippine Marketing Association and the Agora Awards will continue to lead the way and exemplify how outstanding marketing is done in the Philippines.

Mabuhay ang Pilipinas, at Mabuhay ang Philippine Marketing Association!

Leni Robredo

Vice President of the Republic of the Philippines

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Pinky T. Yee, CPM 2016 PMA President

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A MESSAGE FROM THE DIRECTOR The Agora Awards by virtue has been recognizing excellent marketing individuals and organizations in the past 37 years. Our beloved Philippine Marketing Association has proudly maintained an objective, unbiased and thorough awards process that involves search and nominations, research, review, deliberation, validation and judging.

As you know, only a select few can make the cut of being dubbed as the “Royalty of Philippine Marketing”.

The Agora awardees are worth emulating because they brave to pursue their visions. They are relentless to achieve growth, development and, innovation. They are resilient in challenges and quick to respond for the sake of productivity and progress. They march to the beat of their purpose to positively impact stakeholders and the country. Every awardee bears the Filipino brand of creativity, resilience, innovativeness and ingenuity.

The Agora continues to be the beacon of inspiration to those who aspire excellence in their profession and business.

My sincerest gratitude goes to the Agora Committee members, the Screening Council, our partners -SGV & Co. and Nielsen. Let it be known that the committee pursued continuous improvement while staying true to vanguard the Agora’s integrity. It was a privilege and honor to have a notable and distinguished Jury of past Agora Awardees. Thank you for your time.

To the awardees of The AGORA who are the royalty of Philippine marketing, and to us - citizens of this land, let us wear the Philippine flag as our cloak, hold dear and trust the Filipino people like we would a scepter, and regally adorn our head with a crown fitting of God’s people.

Mabuhay ang Agora! Mabuhay ang Filipino!

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A MESSAGE FROM THE CHAIRMAN My first touch point of The Agora Awards was close to two (2) decades ago when I was still fresher and a newbie in the Philippine Marketing Association, Inc. (PMA). At that time, I was clueless of what The Agora stands for. After that first time, I never cease to say YES whenever I get an invitation to join the committee.

And why say YES? The Agora stands for excellence - a quality of being outstanding in your league and working towards unending pursuit of Excellence. It is an honor to be part a team that chases and hunts the pioneers, the creators, the innovators, the great minds, the catalysts, the remarkable, the brilliant ones, the BEST. The Agora Awards is a distinction of quality and greatness.

Now on its 37th Year, The Agora is epic, bolder and fearless.

The journey started when we have expansively searched for Nominations and for Entries to present to our sharp Screening Council for scrubbing and examination before we come-up with our Finalists to present to our distinguished Panel of Judges.

Today highlights The 37th Agora Awards Committee efforts, as we crown our Philippine Marketing Luminaries their respective titles – in recognition of their admirable qualities of flexibility, creativity and ingenuity.

My grateful heart goes to those who labored with us, to our Partners – SGV & Company, and Nielsen Philippines, to our Screening Council, to our Past Agora Awardees, most especially those who comprised our outstanding Panel of Judges in making sure that we keep up to the integrity of The Agora. To our Media Partners and Sponsors, to the PMA Secretariat for their unfaltering support.

And finally, to The 37th Agora Awards Committee who gracefully accepted the challenge, diligently performed and victoriously conquered. Maraming Salamat Po Sa Inyong Lahat!

As The Agora continually inspires individuals and companies to aspire, shine and make outstanding marks in the field of Marketing – The 37th Agora Awards Winners are now added symbols of Excellence.

Ladies and gentlemen, we are more than honored to present to you The 37th Agora Award Winners who will join the elite group of The Agora Circle, composed of world-class Filipino Marketers.

Long Live The Philippine Marketing Association!

Long Live The Agora!

Thanks Be to God for protecting us in this journey!

To God Be The Glory!

Alpha Gracias C. Allanigui, CPM

PMA Director – The 37th Agora Awards

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Maeyeth Cayabyab-Cadungog, CPM The 37th Agora Awards Search Chair

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A MESSAGE FROM THE CHAIRMAN OF THE BOARD OF JUDGES Congratulations to the new winners of Marketing’s most coveted award, the 2016 Agora Awards.

The Board of Judges in this year’s search for the Agora Awardees truly found it a privilege and honor to learn first-hand the inspiring success stories of all the nominees. The insights and analysis from the distinguished judges made the process an exhilarating experience in choosing the best as only one exemplary candidate had to be selected to win an Agora Award category.

We are humbled to be part of this momentous event of fellow marketers who implemented strategic innovation and exhibited excellence in the Philippine marketing industry. On behalf of the board of judges, Ms. Christine Fajardo, Mr. Peping De Villa, Mr. Paolo Tibig and Dr. Nards Garcia, I would like to congratulate and thank all the winners for sharing with us their achievements and success stories.

You are truly the best among the best; the champion among champions and the epitome of versatility, innovativeness and ingenuity in the field of marketing.

May you continue to be an inspiration to young marketers and strive harder to be better than your best.

Congratulations to Philippine Marketing Association for a successful 37th Agora Awards.

Simplicio P. Umali, Jr.

Chairman of the Board of Judges

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A MESSAGE FROM THE KEYNOTE SPEAKER On behalf of the Department of Tourism (DOT), our warmest congratulations to all the organizers and committee members of the 37th Agora Awards!

I am deeply honored to keynote this distinguished occasion which recognizes the great men and women in the field of marketing.

Not so long ago, I was among you at the other side of the fence – having marketing and communications as our bread and butter. Today, and while just barely two months old in my new shoes as a public servant, I have already come to appreciate and respect that being one is not an easy job. A distinguished one, it is, and I thank President Rodrigo Roa Duterte for the golden opportunity to contribute to the task of growing this industry.

We all are part of the tourism industry as what we sell are not just destinations but all the components that make up our country. And being the best in what you do counts a lot. Our tourism front liners are the world’s best, bringing fun and soul to the total tourism experience. As such, we enjoin you to be part of this revitalized industry which promises inclusive growth for all.

Congratulations to all the recipients of the Agora Awards, may this important recognition continue to inspire you to better your craft in this highly competitive field. It is our hope to see more of your kind to help us make a dent in our mandate of strengthening our position as a preferred tourism destination.

Mabuhay!

Frederick M. Alegre

Assistant Secretary, Department of Tourism

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THE 2016 BOARD OF DIRECTORS

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THE 37TH AGORA BOARD OF JUDGES

Pinky T. Yee, CPM 2016 PMA President

Director for New Business Goldilocks Bakeshop, Inc.

Germaine A. Reyes, MStat

Executive Vice President/NMC Managing Director Synergy Market Research & Data Analytics

Ma. Cristina Oreta, CPM

Treasurer / Ways & Means President / COO e-Methods for Business Management

Ms. Christine Fajardo

Dr.Leonardo R. Garcia, Jr.

Mr. Marcos Jose S. DeVilla

Director, Novartis Healthcare Philippines, Inc.

President, GlobEra

President, Giga Natural Products Specialist Corp.

Mr. Paolo M. Tibig President & CEO, Vcargo Worldwide

Mr. Simplicio P. Umali, Jr. Chairman of the Board of Judges, President of Gardenia Bakeries Philippines, Inc.

THE 37TH AGORA SCREENING COUNCIL Dr. Elton S. Tan, CPM Vice President - Membership Chairman, President & CEO The E-Hotels, Resorts & Residences

Alexander L. Flores Vice President - Chapters

President Professional Ventures Corporation

Anna Karenina A. Policarpio

Vice President - Youth and Academe COO Dale Carnegie Training

Mark Vincent C. Co, CPM

Vice President - Education & Rsearch Marketing Manager Fair and Square Emporium, Inc.

Alfonso H. Vizcarra Internal Auditor President E-Business Link

Ms. Mylene Abiva, CPM 2009 PMA President President, Felta Multimedia, Inc.

Alpha Gracias C. Allanigui, CPM

Director - Agora Awards Chief Strategy Director United Neon Advertising, Inc.

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Amrei C. Dizon, CME, CPM

Director - PR & Corporate Communications Managing Partner Vitalstrats Creative Solutions

Anna-May E. Jamet

Carmina B. Rodriguez

Director - Consumer Affairs

Director - Government & Community Affairs

President / CEO Bhubhanesh International Ventures, Inc.

VP for Marketing International Ventures for Media & Distribution, Inc

Mr. Henry S. Tenedero, CPM, MDM 2015 PMA President President, Education for All Development Center

Ms. Pinky T. Yee, CPM 2016 PMA President Director for New Business, Goldilocks Bake Shop, Inc

Henry S. Tenedero, CPM, MDM

Immediate Past President / International Affairs President Education For All Development Center

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COMMITTEE MEETINGS, SEARCH & JUDGING

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THE AGORA AWARDS The PMA and the Birth of Professional Marketing in the Philippines The years prior to the inception of the Philippine Marketing Association (PMA) might well be referred to as “the dark ages” of marketing as a profession in the country. Back then, the term “Marketing” solely meant the selling or distribution of products. Likewise, the term “Marketers” often conjured images of fast-talking salesmen making misleading sales pitches for poor quality products. As such, Marketing Practitioners were not able to come forward and present themselves as professionals who are instrumental in allowing consumers to make informed choices.

But all that changed in 1954 when 15 brave pioneers pooled their efforts and private funds to create the PMA. Guided by its long-term goal, notably “To promote Marketing as a noble profession and provide highlevel standards,” this new non-stock, non-profit organization provided high-level guidance to the government, particularly in marketing related issues.

Since its inception, the PMA was committed to the belief that economic and social progress is intricately linked to the free enterprise system.

These beliefs are embodied in the PMA credo: “Our country’s economic progress can be the best achieved in a climate of free enterprise, and business community is valued to economic progress.”

With its credo and objectives, the PMA represented something totally new in the country: an organization firmly grounded in integrity and honesty, and committed to Marketing as a professional enterprise.

The PMA also believed that Marketing should be recognized and appreciated as both an art and science. It also espoused that Marketing was, in truth, a profession in the finest sense of the word. Members were expected to contribute to the profession and to their communities, and to show consumers that profit was not to sole motivation for business.

The PMA has always strived to do all that it can improve the quality of life of the Filipinos.

THE AGORA AWARD: THE GENESIS During the late 1970’s, as it approached its Silver Anniversary, the PMA began searching for a flagship project. A project that would differentiate the Association, honor outstanding marketing practitioners, and further professionalize the field of marketing.

In 1977, three key members of the Long-range Planning Committee began to meet regularly to brainstorm and evaluate alternatives. These three pioneers were the late Ernesto G. Roceles (1976-1977 PMA President), Renato S. Esguerra (1974 PMA President), and Guillermo T. Garcia (1974 EVP).

Over informal dinners and open discussions at the old Jade Vine Restaurant on United Nations Avenue, they saw the opportunity to recognize the best Marketers in the country. Then, one evening, Garcia proposed the idea of creating an award that would transform the image of the marketing profession. All three men immediately understood the concept, and this gave birth to The Agora Awards.

PMA President Agustin Bengzon, the awards finally saw the light of day.

The term “Agora” was an apt name for the new awards. “The Agora” - located near the Acropolis in ancient Athens - was the site of buying and selling in the community, and an important precursor of the free enterprise system.

Ernie Roceles’ publication of “Agora: The Philippine Journal of Marketing” turned to out to be the catalyst. During the Association’s Silver Anniversary, the first Agora Awards night was held. The 1979 awards committee, co-chaired by Willie Garcia and Clarita Ordoñez, started with three key categories: Marketing Management, Marketing Education and Entrepreneurship. This became the blueprint for the awards, and guided it through its development.

LOOKING BACK AND MOVING FORWARD Since its inception in 1979, The Agora Awards have honored many distinguished individuals and companies for their significant contributions to the Marketing Profession. Over the years, new categories were added.

These included Export Marketing and Marketing Company of the Year in 1986. To further recognize the role of entrepreneurs and their contribution to economic growth, the Entrepreneurship category was segmented into Large-Scale, Medium Scale and Small Scale in 1989.

In 1997, an international dimension was added to the awards with the Asia Pacific Agora Awards for Marketing Excellence. This was a logical outgrowth of PMA becoming a founding member of the Asia Pacific Marketing Federation in 1992, along with 12 National Marketing Associations from the region. Significantly, it was during the Centennial Celebration of the Philippine nation that the PMA “exported” the Agora Awards to members of the Asia Pacific Marketing Federation, who have enthusiastically adopted this Filipino originated award of marketing excellence.

In 2003, another category - Advocacy Marketing - was added.

This recognized companies with a strong sense of corporate social responsibility, and actively gave back to the communities where they operate.

As the media landscape changed, the awards continued to adapt to the industry. To recognize Marketing Professionals from the non-client side, The Outstanding Achievement in Marketing Communications was introduced in 2014. It was first awarded to Dr. Donald Patrick L. Lim of ABS-CBN Corporation.

Now, on its 36th year, The PMA proudly welcomes The Agora Awardees of 2015 into the illustrious company of previous winners. Each year, the torch is passed, and the flames of excellence showing the way for current and future Marketing Professionals.

Then and now, The Agora Awards constantly highlights and rewards Filipino ingenuity and innovation in the field of marketing. And on its 61st year, The PMA looks forward to continuing to champion The Agora Awards as a platform for serving the marketing profession and the Filipino people.

While they agreed on The Agora Awards that year, it took a few more years before the project finally came to fruition. Under leadership of 1979

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ROSTER OF AGORA AWARDEES Agora Honorary Awardee for Nation Building

Outstanding Achievement in Marketing Management

MANNY PACQUIAO FORMER PRESIDENT FIDEL V. RAMOS HON. MON JIMENEZ

GATT MAGAY (1979) VICENTE C. DINGLASAN (1980) JUAN B. SANTOS (1982) SANTIAGO T. ROBLES (1983) ROBERTO H. SUMULONG (1984) JOSE LUIS U. YULO, JR. (1985) JAVIER J.L. CALERO (1986) TEODORO L. DIMAYUGA (1986) WINSTON A. MARBELLA (1986) MINA T. GABOR (1987) MANUEL S. URBANO, III (1987) AMADO T. TADENA (1987) AUGUSTO L. DE LEON (1988) CORA DOLOROSO (1988) CARMENCITA N. ESTEBAN (1989) ALEJANDRO CASTILLO (1989) MANUEL B. VILLAR, JR. (1989) CRISTINO L. PANLILIO (1990) TOM C. BANGUIS, JR. (1991) FEDERICO M. GARCIA (1992) EMMANUEL M. CABUSAO (1993) BIENVENIDO S. BAUTISTA, JR. (1994) EMILY A. ABRERA (1995) JOSE MARI A. FRANCO (1996) RAY SILVESTRE N. CANILAO (1997) JOHNIP GO CUA (1998) MA. YOLANDA V. ONG (1999) PAZ SOCORRO G. SINGSON (2000) HERMINIO G. ORDOÑEZ (2002) MANUEL P. QUIOGUE (2003) ANASTACIO R. MARTIREZ (2004) GRACE DEL ROSARIO-CASTAÑO (2005) MENARDO G. “BUTCH” JIMENEZ, JR. (2006) PERPETUO M. DE CLARO (2007) EDWIN C. MAPANAO (2008) MA. BELEN M. FERNANDO (2009) MARIA MARGARITA B. TORRES (2010) SIMPLICIO P. UMALI, JR. (2011) RENE DELA CALZADA (2012) EDWIN S. TOTANES (2013) GREGORY FRANCIS BANZON (2014) BENJIE YAP (2015)

Marketing Company of the Year PHILIPPINE NATIONAL BANK First Awardee (1991) TRIMEC TRADING CORPORATION (1991) EASYCALL E-SERVICES (1992) LAMOIYAN CORPORATION THE FRENCH BAKER (1993) DAI-ICHI ELECTRONICS MFG (1994) POCKETBELL PHILS., INC. (1995) JOLLIBEE FOODS CORPORATION (1996) SMART COMMUNICATIONS, INC. (1997) PHILIPPINE DAILY INQUIRER (1998) BPI CARD FINANCE CORPORATION (1999) GLOBE TELECOM (2000) UNITED LABORATORIES, INC. (2001) SAN MIGUEL CORPORATION (2003) MERCURY DRUG CORPORATION (2004) MEGAWORLD CORPORATION (2004) CHOWKING FOODS CORPORATION (2005) THE PHILIPPINE STAR (2006) UNIVERSAL ROBINA CORPORATION (2007) AYALA LAND, INC. (2008) CEBU AIR, INC. (2008) DIGITEL MOBILE PHILIPPINES INC. (SUN CELLULAR) (2009) CENTURY CANNING CORPORATION (2011) PETRON CORPORATION (2012) ALASKA MILK CORPORATION (2013) ABC-CBN CORPORATION (2015)

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Outstanding Achievement in Marketing Communication DR. DONALD PATRICK L. LIM (2014) DAVID GUERRERO (2015)

Outstanding Achievement in Marketing Education PETER D. GARRUCHO, JR. (1979) OSCAR P. LAGMAN (1980) OSCAR P. LAGMAN (1980) TEODORO M. JURADO (1982) DR. EDUARDO L. ROBERTO (1983) DR. EDUARDO L. ROBERTO (1983) NARCISO R. DEOMANPO (1984) DR. VIOLETA A. LLANES (1985) DR. FELICITAS U. EVANGELISTA (1986) LEONORA REYES (1987) DR. ANTONIO V. CONCEPCION (1987) MARIA DELIA B. AYRAN (1989) JOSE M. FAUSTINO (1991) ROGER B. BUHAY (1992) DR. CAROLINA T. PRADA (1993) JOSIAH L. GO (1994) DR. CONRADO E. IÑIGO, JR. (1995) CORAZON R. ARBOLEDA (1996) DR. LEONARDO R. GARCIA, JR. (1997) LUZ SUPLICO-JEONG (1998) DR. FELIX M. LAO, JR. (1999) MA. VICTORIA M. AC-AC (2000) RAMON R. OSORIO (2002) TOMAS B. LOPEZ, JR.(2001) KAREN V. DE ASIS (2003) DR. JEROME G. KLIATCHKO (2005) FREDDIE M. SERAPIO (2006) SLYVIA B. CONCEPCION (2007) BENISON Y. CU (2008) CHERE’ CATO YTURRALDE (2011) MA. JULIE TANADA (2012) ENRIQUE SORIANO (2013) MA. VICTORIA ROSAS (2014) CARL MARK B. MINIANO, PH.D., DBE (2015)

Outstanding Achievement in Export Marketing

Outstanding Achievement in Entrepreneurship RICARDO SILVERIO (Large) (1979) ANTONIO R. DE JOYA (D) /JOSELITO R. DE JOYA (Medium) (1980) ANASTACIO T. FRANCISCO (1982) ROSARIO G. CHEW (1983) MARIANO QUE (1984) ROBERTO L. DEL ROSARIO (1985) TONY TAN CAKTIONG (1986) JOSE A. BONIFACIO, JR. (1987) GERONIMO A. DANGO (Small) (1989) RICARDO E. REYES (Medium) (1989) WILSON C. LIM (Large) (1989) ATTY. ENRIQUE A. SOBREPENA, JR. (Large) (1990) DR. ZOSIMO A. ACHA (Medium) (1990) VIRGILIO TAN DYTUCO (Small) (1990) SOCORRO RAMOS (Large) (1991) ANTONIO C. GOMEZ (Medium) (1991) ANTONIO R. MERCADO (D) (1992) HERMAN M. MONTENEGRO (1993) POLICARPO L. ASCALON (Large) (1994) BONIFACIO R. ISIDRO (Medium) (1994) JIMMY N. GOW (Large) (1995) AMABLE R. AGUILUZ (Medium) (1995) DR. JOVITO Y. DEAUNA (Small) (1995) ROBERT F. KUAN (1996) DR. ROLANDO B. HORTALEZA (Large) (1997) CORAZON D. ONG (Medium) (1997) TOMAS J. VIRAY (Medium) (1998) ATTY. JOSE A. LAPID, JR. (Small) (1998) HENRY SY, SR. (Large) (1999) LOLITA O. HIZON (Medium) (1999) CARLO S. LLAVE (Small) (1999) BERNIE H. LIU (2000) BEN CHAN (2000) ROGELIO S. NEMENO (2000) DR. ABRAHAM F. PASCUAL (2001) AMABLE C. AGUILUZ, IX (2001) FRANCISCO ENRIQUE M. BERNARDO (2002) FREDDIE GO (Large) (2003) JONATHAN JAY P. ALDEGUER (Medium) (2003) ROBERTO R. GANDIONCO, JR. (Large) (2004) HENRY LIM BON LIONG (2004) RICARTE A. GAPUZ, JR. (Medium) (2005) CELESTINO E. REYES (Medium) (2005) BUTCH S. ALBARRACIN (Medium) (2006) MARIANO S. MANAS, JR. (2006) ROSANNA L. LLENADO (Small) (2007) DENNIS MENDIOLA (Large) (2007) ALFRED XEREZ-BURGOS, JR. (Large) (2008) SEBASTIAN A. TAMAYO (Medium) (2008) DUSTIN B. ANDAYA (Medium) (2008) EDGAR SIA II (Large) (2009) SARI V. YAP (Medium) (2009) TERESITA L. NGAN TIAN (Small) (2009) RICHARD JOSHUA V. SANZ (Medium) (2010)

JUSTIN S. UY (Large) (2010) JULITA PECANA URBINA (Small) (2011) SHARON MAGDAYAO (VINA MORALES) (Medium) (2011) BENJAMIN IU LIUSON (Large ) (2011) DARLYN SANDRA TY (Small) (2012) RITA NERI (Small) (2013) CATHREINE ILACAD (Medium) (2013) DENNIS UY (Large) (2013) MARCOS JOSE DEVILLA (Small) (2014) PAULO TIBIG (Medium) (2014) JIMMY THAI (Large) (2014) WILLIAM TIU LIM (Large) (2015) CATHERINE C. SALIMBANGON (Medium) (2015) DR. MAYNOLL D. MONTALBO (Small) (2015)

Asia Pacific Agora Awards for Marketing Excellence / Outstanding Achievement in Overseas Marketing ELEANOR S. MODESTO (1997) DIOSDADO C. SALVADOR, JR. (1998) MALU C. DY-BUNCIO (1999) WILFRIDO E. ARCILLA (2000) CESAR M. DELA CRUZ (2001) BIENVENIDO C. NILES, JR.(2002) PINKY DAVID (2006) RAMON B. VERGEL DE DIOS (2007) ARISTOTLE G. DIMITU (2008) MA. FATIMA DE VERA-FRANCISCO (2009) IRWIN C. LEE (2013) AURELIO S. GERMAN, III (2014) RAUL FALCON (2015)

ELENA S. LIM (1979) RUFINO M. REYES(1980) NOEMI L. SALUDO (1982) RESTY R. LERMA (1984) LEONARDO B. DE OCAMPO (1986) VICTORIA S. FABREGAS (1987) DOMINADOR M. NAZARENO, SR. (D) (1989) LEONARDA O. CAPUYAN (1990) TERESITA T. HAO CHIN (1992) LORNA V. QUISUMBING (1993) LOURDES RAGAS CHAN (1994) MARISSA M. ANDAL (1996) BENSON U. DAKAY (1997) ALBERT L. DE RIVERA (1999) LUIS P. LORENZO, JR. (2000) LUIS RAYMUND F. VILLAFUERTE, JR. (2001) PHILIP C. YOUNG (2004) JOCELYN CAMPOS-HESS (2006) JUSTINO R. ARBOLEDA (2007) JOVELITO M. CIPRIANO (2008) JONATHAN Y. DEE (2009) IMELDA J. MADARANG (2010) KENNETH CHEN C0BONPUE (2011) BEN CHAN (2012) PETE DELANTAR (2013) INTEGRATED MICROELECTRONICS, INC (2015)

Outstanding Achievement in Advocacy Marketing METROBANK FOUNDATION, INC. (2003) SM FOUNDATION, INC.(2004) RONALD MCDONALD HOUSE (CHARITIES) (2005) SAN MIGUEL FOUNDATION (2005) AYALA FOUNDATION, INC. (2007) ABS-CBN FOUNDATION INC. (2009) NOVARTIS HEALTHCARE PHILS. (2010) JOLLIBEE FOUNDATION (2011) LAMOIYAN FOUNDATION (2012) BATO BALANI (2013) GMA KAPUSO FOUNDATION (2013) HOLCIM PHILIPPINES (2014) PHILIPPINE CENTER FOR ENTREPRENEURSHIP FOUNDATION, INC. (GO NEGOSYO) (2015)

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THE 37TH AGORA EXECUTIVE COMMITTEE & SEARCH TEAM

Alpha Gracias C. Allanigui, CPM

Maeyeth C. Cadungog, CPM

Director for New Business Goldilocks Bakeshop, Inc.

Chief Strategy Officer United Neon Advertising, Inc.

Lead Consultant/Owner PAX Associated Marketing and Management Services

Marketing Manager Anvil Publishing, Inc.

Ria Teodora M. Salvana

Nike E. Mora

Arlene Padua, CPM-Asia

Pinky T. Yee, CPM 2016 PMA President

Category Search Head Marketing Management

Consumer Engagement Center Phils., Unilever

Agora Search Chair

Director-in-Charge

Category Search Head Marketing Communications President and Managing Director Animo Marketing, Inc.

Category Search Head Overseas Marketing

President and Managing Director Post10 Worldwide, Inc.

Vicente S. Reyes, CPM

Gwenn Jessica B. Galvez

Category Search Head Marketing Company

Agora Book Chair

John Alexis C. Revilla, CPM

Category Search Head Export Marketing

Managing Director Executive Decisions

Marketing Head One Source Solution Insurance Agency Corporation

Vinzel E. Frago

Erick K. Bartolome

Category Search Head Marketing Education

Category Search Head Entrepreneurship (Large)

Faye Marie ArellanoMartinez

Account Executive

President Open Space Media, Inc.

Category Search Head Entrepreneurship (Medium) Account Director AQ Advertising, Inc.

PRODUCTION & SUPPORT TEAM

Tess RotaquioGuevarra Support Chair

Amrei C. Dizon, CME, CPM Search Support &

Executive Director for Finance Creatives and Admin, Managing Partner, Catalytx Advertising, Inc. Vitalstrats Creative Solutions

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Loyva Conje Fernandez

Marlette Mercado

Gina Dimayuga

Accounts & Creative Director Prodlab Events Management

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Executive Director

Sr. Operations Manager OOH & Print Services Set Check

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Philippine Marketing Association

Lira Ligero

Carmella Revelliza

Event Officer

Event Coordinator

Philippine Marketing Association

Philippine Marketing Association

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THE 37TH AGORA WINNER’S HIGH TEA

37th Agora Awards

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OUTSTANDING ACHIEVEMENT IN

ADVOCACY MARKETING

ANGELO KING FOUNDATION, INC. (AKFI)

AKFI has an unprecedented network of more than 150 partner organizations with close to 500 projects in total.

Established in September 1978, Angelo King Foundation Inc. was intended to institutionalize the various funding assistances of its founder, Angelo King, a self-made businessman turned philanthropist.

2. INFRASTRUCTURE PRIORITY: Building donation is a distinct mark of AKFI. AKFI pursues projects: (a) that would encourage beneficiaries to help themselves in an enduring way; (b) that are sustainable; (c) and that will withstand time so that more than the present generation will benefit;

Angelo King champions the old Chinese proverb: “Give man a fish & you feed him for a day; teach him to fish and you feed him for a lifetime.”

Hence, the preference for infrastructure. It replicates infrastructure that are proven successful across communities of beneficiaries established by partners.

The Angelo King Foundation Incorporated (AKFI) is committed to poverty alleviation by empowering people to help themselves through creation of opportunities for self-reliance, development, and excellence in local socio-economics, education & culture, health, and spiritual sectors.

From his own core values, the essence of AKFI’s brand came to be. Mr. King once said: “When I started the foundation, I dreamt of making it unique from all others. I wanted charity works to avoid the traditional way of alms-giving and applying merely palliative measures.” He wanted the Foundation to be established solidly, to withstand time and live beyond his lifetime in an endless mission of giving hope and making dreams come true.

Together with its partners (project proponents & implementers), AKFI set up an efficient and sustainable means of developing self-reliant and productive communities and institutions, where people in need have equal access to available resources.

AKFI’s Brand of Charity All programs are planned and implemented under the blueprint of AKFI’s brand of charity. AKFI is a multi-sectoral grant foundation. It provides financial assistance usually to jumpstart programs or projects that are in line with its vision in various sectors of society, namely, community development, livelihood, education & culture, health, and spiritual — benefiting people of all ages and regardless of socio-economic class.

Three principles best described AKFI’s programs: • Implemented through collaborative partnership; •Sustainable across generations, with wider reach, and have multiplying benefit effect --thus, the priority on infrastructures, like buildings and multi-purpose centers •Targets multi-sectoral / multi-beneficiary Key Strategies Essentially, as a grant foundation, AKFI is not engaged in traditional marketing practices. It is more into collaborative and tactical social marketing. It is marketing by results and by example. To implement and promote its mission of empowering people to help alleviate their own poverty, AKFI employs three (3) engaging key strategies: 1. PARTNERS: AKFI partners with efficient implementing or operational project proponents by enabling them financially to implement their programs that are aligned to AKFI’s vision-mission AKFI believes in the doctrine of synergism wherein the working together of two or more entities produces an effect greater than the sum of their individual effects. Accomplishing through and with others have enabled AKFI to cover wider grounds in realizing it’s vision of self-reliance and a life of dignity for all. It is also proven to be more cost effective and the deeper understanding of beneficiaries is there.

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3. WIDE MASS REACH: AKFI adopts programs and projects implemented at the grassroots level with the widest reach possible benefiting directly the intended beneficiaries.

Being multi-sectoral and truly committed to expansive social transformation and people empowerment, AKFI overcame the limits of geography. Projects are found from Batanes to Tawi-Tawi in the Philippines and even extended it to China and Rome.

The nature of the projects – buildings, equipment, scholarships, endowment funds, even school and medical kits distributed during its earlier years – are all designed to eventually have compounding benefits and multiplying beneficiaries. AKFI jumpstarts projects that are sustainable over generations so that more people will benefit and will actually experience the value of AKFI’s advocacies and realize their long-term impact, not just for themselves but for their families, too.

AKFI believes that when initial goals of projects are achieved, the many others who witness the success would follow suit be inspired and support the projects. AKFI helps to initiate, empowers, then ensures that people get involved and stay committed to the undertaking.

Notable as well is the renewed partnership of AKFI with the CommunityBased Monitoring System (CBMS) of the DLSU-Angelo King Institute for Education & Business Studies. The CBMS-AKFI Development Grant Program was launched. This initiative aims to help local communities in improving access to quality basic education for children. Information gathered by CBMS are used by LGUs. There is also the CBMS - Dr. Angelo King Award wherein a grant is given to grassroot endeavors that help solve local problems.

The diversity of the projects is a proof that AKFI’s role is not just a benefactor but an innovator of public-spirited efforts. As the nature of AKFI charity, wherein projects are sustained, permanent and with compounding benefits and reach, it is unlikely that the true number of people helped in all projects can be tracked. It is sufficient to know that AKFI’s projects through its partners are continuously being used at present by thousands if not millions of people through the years.

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OUTSTANDING ACHIEVEMENT IN

37th Agora Awards

MARKETING EDUCATION

DR. ROBERTO ‘BOBBY’ ARGUELLES, Ph.D AME President Saint Louis University — ­ Baguio

GLOBAL FOOD SOLUTIONS, INC. (GFSI)

Being a new entry in the food categories it manufactures, distributes and exports, with only 7 years of commercial operation, it boasts to be the first in the Philippines to be certified in Food Safety System Certification (FSSC: 22000-2010) in the food categories of Tropical Fruit Preserves, Frozen Fruits and Vegetables, Pasteurized Shrimp Paste and Salted Tiny Shrimp Fry. It’s one of the few in its product categories to be certified for Hazard Analysis and Critical Control Points (HACCP), Good Manufacturing Practices (GMP), HALAL with its Pasteurized Shrimp Paste and Salted Tiny Shrimp Fry to be E.U. accredited.

It has also been successfully inspected by USFDA and US Veterinary Inspectors to qualify as accredited supplier of all USA Military Bases worldwide.

GFSI has developed our local popular and favorite delicacies under its Dani’s Brand Buko Pandan Salad and Buko & Fruit Salad for the Philippine as well International Markets.

GFSI’s products are currently exported to more than 32 countries which are being distributed in retail market, food service/ institutional market, as well as commissaries.

It was awarded by ASEAN SME Excellence Awards for Growth

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EXPORT MARKETING

From its inception, Global FoodSolutions, Inc. (GFSI) has already envisioned to be a World-Class Food Manufacturing and Food Solutions for Food Service, Institutional and Food Ingredients markets satisfying Global Taste. GFSI aims to make Filipino cuisine to be embraced by the mainstream market.

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Category by the ASEAN Business and Investment Summit (ABIS) which was held in the recent Laos ASEAN Summit last September 2016.

GFSI continuously improves and raises its bar for excellence in quality, service and product innovation through its close collaboration and relationship with its stake holders. The stakeholders are the backbone of the GFSI’s growth and success as they are aligned with the company’s long term objectives and goals.

GFSI has strengthened its partnership and assists its farmers partners to be globally competitive by enabling them to be Good Agricultural Practices (GAP) compliant.

GFSI Sales and Marketing Head Nicole Young-Chu cascaded to the Global Family the value and practices the “Passion for Excellence. GFSI is adept on current or emerging manufacturing as well as marketing trends and techniques and cutting edge possibilities. The continuous search for change and improvement making GFSI to be a highly motivated organization and propelling it to a new height.

“Teachers do not teach for the income; teachers teach for the outcome” -unknown As a professor for the last 23 rewarding years, he has realized one important value for changing the lives of his students – that is – the passion for teaching. As a professor in Marketing, he has embraced the love of learning -- certainly not for the money!

Dr. Roberto M. Arguelles is a Full Professor at Saint Louis University, the “Light of the North”. He holds a doctorate degree in Philosophy in Management from the University of the Cordilleras, Magna cum Laude. He completed the Applied Research in Socio-Economic Sciences at the University of Ghent, and Small Enterprise Development Program at the Catholic University of Leuven, in Belgium and was a Visiting Professor at the Universitas Atma Jaya Yogyakarta, Indonesia.

His dedication in teaching and practice allowed him to share his marketing expertise with the Association of Marketing Educators since 1999. He is now the National President of the Association of Marketing Educators, Philippines. He received the following titles and awards: Certified Professional Marketing Educator (CPME); Diplomate in Business Education (DBE); Registered Business Educator (RBE); Accredited Marketing Educator (AMEd); among others.

With one heart and one soul, his Louisian journey to academic excellence and leadership with a missionary heart continues.

With his passion in research, he has captured the community of scholars. He is an international Peer Reviewer of journals and published researches in local and international journals.

He has also presented research papers in Belgium, Thailand, India, Indonesia and the Philippines. He is a trainor on Research, Curriculum Development, and Management Development Programs in the Philippines and abroad and co-authored books on management, which include Principles of Management and Organization, and Entrepreneurship Principles and Practices: A Modular Approach.

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37th Agora Awards

For his fellowship training, Dr. Bengzon was a Senior Fellow in Electroencephalography at the Montreal Neurological Institute in Canada, an International Post-doctoral Research Fellow in Electromyography at the National Institute of Disease and Blindness in Maryland, United States and an International Fellow in Computerized Tomography at the Cleveland Clinic.

He joined The Medical City, then known as ABM Sison Hospital, upon his return from his fellowship training in May 1967.

However, the hospital experienced financial difficulties and in 1969, the management team had to make a very difficult decision – they had to decide whether to close the hospital down or find new investors so that operations could continue.

The management team decided that they would continue to operate the hospital and to achieve this goal, it was decided that leaders from the medical and business professions would combine to create a revolutionary model of governance where both professions would complement rather than conflict. Soon thereafter the hospital was able to raise funds, purchase a new

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wing and acquire new equipment. In 1975, ABM Sison Hospital was renamed The Medical City.

The experience during the early years of ABM Sison Hospital made Dr. Bengzon realize that doctors were bad managers bad with finances. To make himself a better manager, he enrolled in an MBA course (Senior Executive Program) at the Ateneo De Manila and graduated in 1972.

After the renaming of the hospital, TMC embarked on expansion programs that included the opening of the first satellite clinic in Antipolo in 1996, the transfer of the hospital to its present site in 2004 and acquiring Great Saviour International Hospital which was later renamed The Medical City Iloilo in 2011.

To date, TMC healthcare network is composed of hospitals in Clark, Iloilo, Sta. Rosa, Pangasinan, Guam, a clinic in Dubai and 39 ambulatory clinics in and around Metro Manila and in key cities in the provinces. The guiding principle of the healthcare network is patient partnership, where the doctors and patients collaborate to come up with the best care plan for the patient.

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ENTREPRENEURSHIP — MEDIUM SCALE

DR. ALFREDO R. A. BENGZON, M.D. President & CEO The Medical City

Dr. Alfredo R. A. Bengzon is the President and CEO of The Medical City (TMC), the country’s largest healthcare network.

A Doctor of Medicine Graduate of the University of the Philippines in 1961, Dr. Bengzon had his residency training in Neuropsychiatry at the Philippine General Hospital and was a Research Fellow in Neuropharmocology at the Freie Universitat Berlin in Germany. After his stint in Germany, Dr. Bengzon moved to the University of Wisconsin for his residency in Neurology.

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MS. SHEILA MAE VELILLA President and CEO Nutramedica Inc.

In the pharmaceutical industry that is too dominated by multinationals, who would have thought that a homegrown micro enterprise like Nutramedica is tenacious enough to survive the competition––thanks largely to its creativity and innovation that by addressing the consuming public’s concerns, primarily hairloss, it could gain big-time.

Established by entrepreneur Sheila Mae Velilla in 2004, this 100-percent Filipino firm develops beauty and healthcare products out of natural and mostly indigenous ingredients. It was one of the pioneers in the commercialization of virgin coconut oil (VCO). Eventually, the success of its own branded “healthiest oil on earth” had it bought by a big company.

It was business as usual for Nutramedica after the acquisition as it continued to develop more VCO-based skin care products. The firm’s latest, and now banner product, is the Novuhair product line. This breakthrough solution is nature’s answer to hairloss since its made of 19 different herbal ingredients. It comes in topical scalp lotion, herbal shampoo and herbal conditioner that enhance the growth of one’s crowning glory.

Launched in 2009, Novuhair was a tremendous success. This could be attributed to the firm’s initial study of the market and right timing, as well as smart use of resources by coming up with an effective trimedia campaign out of low-budget high-impact marketing.

the United States (US), in December of this year. Such bold effort of the company to export Novuhair in the US and also in the Middle East opens the opportunity for proudly Philippine-made product to penetrate the global arena.

Leveraging on its organic growth from a micro enterprise to medium scale in a span of 12 years, Nutramedica continues to further develop, market and distribute high-quality pharmaceutical, nutraceutical and biocosmetic goods that could bring honor to the country.

The firm raises the bar in entrepreneurship with its faithful adherence to best business practices, such as provision of highquality products and excellent services, adaptability to market trends, constant innovation, diversification of trade, and giving back to society.

Above all, the company sets a good example given the core values that are highly ingrained among its more than 30 employees : integrity, trust, fairness, discipline, humility, leadership, teamwork and faith in God. “Great things in business are never done by one person, they are done by a team of people,” Velilla said as a borrowed statement from the late Steve Jobs.

At present, the brand is widely accepted not only here but also abroad. It is set to enter the international market, particularly in

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37th Agora Awards

She started her own company called Cache Apparels in 1985 and has grown her company from a handful of sewers to creating an atelier that serves the growing needs of the populace.

As a designer her mission is simple, her advocacy direct. She strives to craft smart, timeless pieces using organic indigenous fabrics, in the hopes of promoting her country’s natural resources and advocating a sustainable way of life. Her passion for fabrics has transformed itself into a life devoted to promoting the use of these local textiles and supporting communities that produce them.

In 2005, she trail blazed and marketed herself as the “wrap artiste” of Philippine fashion, focusing mainly on designing wraps made of Banaca, which is a fabric made of Banaca and Abaca that she pioneered in developing. Like the butterflies’ gossamer wings, she wraps women in wonder. She has produced several hundreds of her Mariposa wraps that now grace the front covers of lifestyle magazines as well as worn by a prominent roster of women around the world.

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As a young child, growing up and immersing herself with the Mangyan tribes of Mindoro have been part and parcel of what molded her into the woman she is now. They were her first teachers in the art of weaving, and this will come full circle as she goes back and devote herself to their community once again.

Ditta Sandico was recognized as one of The Outstanding Women in Nation Service (TOWNS) in 2004. Today, she continues her endeavor in raising awareness to our country’s local fabrics and uplifting the rich Filipino heritage. By cultivating designs that uses the Banaca fabric and bringing it to the mainstream of Filipino society, she was able to help more than 200 families in the rural areas of Catanduanes. She continues to grow the business as she expands in different regions to uphold the use of indigenous fiber and local traditional weaving. In 2016, Ditta Sandico was awarded during the WIN conference held in Rome, an international awards giving body that gives credence to deserving women leaders who have served as inspiration to their communities.

She shares an inspiring quote taken from the words of Robin Sharma - “To really lead is to grow more leaders and to shine a light on people’s gifts and talents.”

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OVERSEAS MARKETING

MS. FERNANDINA ‘DITTA’ SANDICO Designer/Owner Cache Apparel

Ditta Sandico is a Filipino fashion designer who has worked on her craft for 31 years. She has become a byword in the local crafts community and has continually carved her niche in the international scene.

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MA. CRISTINA FORMOSO-DOLENDO Director for Marketing Four Seasons Hotel (Shenzhen)

Currently the Director of Marketing of Four Seasons Hotel Shenzhen in China – Cristina Dolendo has honed her craft internationally for the past 26 of her 37 years in the hotel marketing industry.

Having graduated her high school from Assumption Convent (Makati), Cristina developed her interest in the Communication Arts at the University of Ateneo de Manila. This led to what would become a lifetime of hotel marketing adventure. She began her journey first at the Regent of Manila as a PR Executive before transferring to the iconic Westin Philippine Plaza where the next 10 years saw her grow to become one of the most influential hotel PR Directors where she founded together with a group of famous editors - Bulong Pulungan. After 10 years in the Public Relations field, Cristina had the opportunity to move into Westin’s management internship program where for almost a year she learned the ropes of hotel operations before shifting gears to hotel Sales. The next phase of her career was focused on the art of negotiations. This opened the door for international exposure as she took her first foreign assignment opening at the Portman Hotel in Shanghai ( then a Shangrila) . Subsequently she was promoted to Director of Marketing where she found her true calling. For in Marketing – the discipline of Sales, Public Relations, Revenue Management/Reservations and Catering/ Conference Services inspired Cristina’s love for challenges.

After 4 1/ 2years of driving the hotel to its leadership position, she moved on to open what was then the first Philippine 5-star hotel resort , Shangrila Mactan Island- where she learned resort marketing. Soon after, China beckoned once more – this time to join Peninsula’s Palace Hotel in Beijing. And after 4 years, a chance to learn regional sales by helming the Peninsula’s Regional Sales office in London for half a year. The opportunity to work with Four Seasons Hotels & Resorts, the world’s premier

luxury hotel management company with over 100 properties globally- proved to be too great a temptation to resist. Soon after – Cristina was back in Asia to work with the Regent of Kuala Lumpur, then again to open a hotel in Shanghai the second time around with the company’s first China property in 2002. In 2004, she moved to Four Seasons Hotel Singapore to drive the market leadership of the property for the next 8 years. In 2012 she was back on the road to China, opening the Four Seasons’ 8th property in Shenzhen – a vibrant young city awarded by UNESCO as a “ City of Design” for its contemporary architectural wonders. With a 17 years history with the Four Seasons, Cristina has collected awards as “Best Marketing Hotel “for her work in Shanghai, Singapore and Shenzhen last year. Her role in mentoring talents has also earned for her awards of recognition in both the Singapore and Shenzhen hotels.

Looking back at the career path she has taken – Cristina says “it is true that you have to love what you do. The choice to make it a job or a craft , can sometimes make the difference between excelling or just getting by. The fact, that every day is always a new adventure in my line of work is what keeps me inspired, for in the hotel industry – no 2 days are ever the same! “

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37th Agora Awards

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MARKETING MANAGEMENT

MR. LUCIEN DY TIOCO Executive Vice President ­— Sales and Marketing Philippine Star and Business World

MR. JOSEPH ‘CHAY’ CRUEL Vice President for Non-Alcohol Marketing, Business Development and International Business, Asia Brewery, Inc.

Lucien is a True Marketing Man Lucien Dy Tioco is a complete marketing man who learns from the past, anticipates and gets inspired by the future and all its possibilities and applies all learning to current realities.

He is a trailblazer in brand management and marketing strategy that produce the healthiest and unprecedented bottom-line that has not been seen in the media industry.

LDT is also loved by a many because he is an excellent people manager who are able to recognize and tap the expertise of teams to achieve unparalleled success in the field of marketing.

He is a marketing whiz that sits on the table of the BIG BOYS. His opinions and strategies are sought after by senior executives, board members and owners in deciding on new initiatives that aim to further expand business.

LDT started his career with a short stint at OctoArts International, after which moved and stayed with The Philippine Star, where he is soon to celebrate his 30 years of loyalty. He is a graduate of AB Journalism from the University of Santo Tomas and have a Masters Degree from the University of Western Australia. He is now the Executive Vice President of PhilStar Media Group, the biggest multi-media conglomerate in the country.

He also wears his heart in these sleeves by developing and implementing company initiatives that help communities around the country.

His courage in overhauling the business and marketing model of Philippine Star by transforming the print-based media organization into a multi-media content producer and marketer revved up the industry considered by naysayers as a dying platform. His digital marketing strategies paid off. And it paid off big time with Philippine Star edging out its fiercest competitors in terms of revenues and incomes.

And in spite all his successes, humility remains to be his mostcherished value - indeed the mark of a true leader.

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Truly, LDT is a rare and remarkable marketer envied by many.

Unsurpassed and unrivalled for his many initiatives. He is a devout God-fearing family man.

Joseph “Chay” Cruel is currently the Vice President of Domestic Marketing Non Alco, International and Business Development for the Non-Alcoholic Division of Asia Brewery.

Under his management, he is able to sustain and further grow the business of Cobra Energy Drink, Absolute Distilled Water, Summit Drinking Water, Vitamilk Soy Drink and Sunkist Soda among others.

He spearheads International Business and Strategic Partnerships for Asia Brewery. This paved the way for Asia Brewery to forge partnerships with equally established companies from other countries.

Previously, he was with Smart Telecommunications, Remy Martin, RFM Swift and Universal Robina Corporation, the latter where he launched the highly successful C2 Green Tea as Senior Brand Manager and for which he won the Mansmith Young Market Masters Awards (YMMA) for Consumer Brand Management in 2005.

He earned his undergraduate degree, Bachelor of Arts in Business Administration, in Miriam College. He further honed his skills by taking up Masters of Business Administration at De La Salle University, and further complemented it by taking a Marketing Diploma at Ateneo Graduate School CCE. He is happily married and a doting father to two beautiful daughters.

He is fueled with the belief that, “Every journey begins with a single step. Rest if you must, but keep going. Great things do take time.”

A highly experienced marketing practitioner he is frequently invited as guest speaker in topics for brand management and promotions not just locally but as well as in international business events.

His passionate dedication to the marketing field fuels his desire to mentor budding talents in the industry. In fact, he used to be a part of Miriam College faculty, teaching subjects on Marketing and Sales Management. He was also a former Board of Director for Association of Marketing Educators of the Philippines.

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37th Agora Awards

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THE 37TH AGORA COMMITTEE & WINNERS

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THE 37TH AGORA AWARDS

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THE 37TH AGORA AWARDS

CONGRATULATIONS!

CONGRATULATIONS!

OUTSTANDING ACHIEVEMENT IN

OUTSTANDING ACHIEVEMENT IN

ENTREPRENEURSHIP — SMALL SCALE

MS. FERNANDINA ‘DITTA’ SANDICO Designer/Owner Cache Apparel

ADVOCACY MARKETING

MR. TEDDY M. KINGSU President Angelo King Foundation, Inc. (AID Philippines)

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THE 37TH AGORA AWARDS

CONGRATULATIONS!

CONGRATULATIONS!

OUTSTANDING ACHIEVEMENT IN

OUTSTANDING ACHIEVEMENT IN

OVERSEAS MARKETING

MA. CRISTINA FORMOSO-DOLENDO Director for Marketing Four Seasons Hotel Shenzhen

ENTREPRENEURSHIP - LARGE SCALE

DR. ALFREDO R. A. BENGZON, M.D. President & CEO The Medical City

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THE 37TH AGORA AWARDS

CONGRATULATIONS!

CONGRATULATIONS!

OUTSTANDING ACHIEVEMENT IN

OUTSTANDING ACHIEVEMENT IN

MARKETING MANAGEMENT

MR. JOSEPH ‘CHAY’ CRUEL Vice President for Non-Alcohol Marketing, Business Development and International Business, Asia Brewery, Inc.

MARKETING COMMUNICATIONS

MR. LUCIEN DY TIOCO Executive Vice President ­— Sales and Marketing Philippine Star and Business World

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Ms. Faye Arellano Ad

SGV:

Seventy Years of Strength, Growth and Vision

SGV@70 With 70 remarkable years under its belt, SGV remains a dynamic force in the Philippine professional services industry. Capitalizing on its strength, growth and vision, SGV aims to maintain its position as an innovative gamechanger that boldly reinvents itself to meet global business challenges.

Assurance | Tax | Transactions | Advisory

6760 Ayala Avenue, Makati City, 1226 Metro Manila, Philippines Tel: (632) 891-0307 www.ey.com/ph

SyCip Gorres Velayo & Co. (SGV) is the country’s largest professional services firm with eight offices around the country and membership in Ernst & Young (EY) Global, one of the Big Four accounting firms in the world. In line with its drive to grow and evolve in order to keep pace with the rapidly changing needs of international business, SGV maintains its focus on the bigger and global business picture as it enters its 70th year in the industry.

With progressively stringent regulatory requirements, increased business complexity and new competition paradigms, local and global audit firms are challenged to find new ways to sustain business growth while holding fast to tried-and-tested value systems and processes.

More and more, auditors are called to move beyond the compliance space into the role of true business advisors who are interested in economic development, committed to client service and dedicated to strengthening capital markets.

Strength

Growth

Founded in 1946, SGV has established an unmatched track record for going the extra mile to ensure consistent and high-quality service and incisive thought leadership for its clients. Its strength has continued to grow over the last seven decades, leveraging on the diligence and competence of its people, layered upon the foundation of its intrinsic integrity-based values and given direction by proactive, forward-thinking leadership.

What started as a one-man company has now grown to become an organization composed of thousands of professionals. In addition to its reach and presence within the Philippines, historically, SGV also pioneered in 1964 the SGV Group, which was one of the first Filipino multinational entities. The SGV Group established member firms across ASEAN and in other parts of the world, including Indonesia, Thailand, Taiwan, Malaysia, Vietnam, Japan and Saudi Arabia.

SGV’s strength is evident in the Philippine audit industry – quantified in the number of its people, clients and alumni. From quality client service to the personal and professional development of its people, SGV’s deep and abiding quest for excellence flows through the entire organization – and even beyond, as seen in the numerous professionals who have gone on serving as outstanding leaders in both the public and private sectors. Believing that knowledge is always the key to success, SGV actively promotes thought leadership among local and foreign business entities in order to help develop a sustainable business environment. Through publications such as its Doing Business in the Philippines brochure, which has been translated into various languages, SGV aims to help increase the inflow of foreign direct investment in the Philippine economy.

In 2002, SGV became the Philippine member firm of EY Global Limited. Backed by EY’s global resources and market intelligence, SGV has moved to the next stage of its development – expanding its global footprint by establishing shared service centers that showcase topcaliber Filipino talent and professionalism to clients in other countries. This focus on global competitiveness is timely, particularly with the creation of the ASEAN Economic Community. Now, there are even more opportunities for Filipino professionals to shine on regional and global stages.

With strength, naturally comes dynamic and organic growth over generations of outstanding professionals.

Vision SGV’s strength and growth are the fruits of the vision that has guided the Firm since its inception and which has been passed down through generations of SGV leaders.

Stewardship is nurtured in SGV so that new generations of professionals will continue to be inspired by its timeless vision. One of the Firm’s very first objectives was to prove that Filipino accountants were just as good, if not better, than accountants from other countries. Today, SGV continues to hone and invest in its people with the goal of sustaining this dream of Filipino excellence.

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