Awards NewsPress Release

P&G Philippines wins top Marketing and Sustainability honors at 2023 Asia Pacific Tambuli Awards

MANILA, PHILIPPINES — Consumer goods company Procter & Gamble (P&G) Philippines has won four accolades at the Asia Pacific Tambuli Awards in recognition of the marketing excellence of its people and the waste reduction sustainability efforts of its brands.

The APAC Tambuli Awards is an awarding body that recognizes businesses and brands that champion purpose and create a significant impact in the lives of people, drive business growth, and contribute to the common good of society.

Kristine Tang Chan, P&G Philippines Vice President for Marketing, was named “Chief Marketing Officer of the Year” for her notable leadership in transforming P&G’s multi-million dollar brands into a powerful Force for Growth and a Force for Good in the Philippines and Asia. In her 16 years in P&G, she successfully led the growth of various Fabric and Home Care brands like Tide, Downy, and Joy across the Philippines, Vietnam, Malaysia, Singapore, Thailand, and Japan. On top of building brands, Kristine has shown her passion and commitment to developing the next generation of P&G marketing leaders. She coaches and grows the best brand-building talent in the Philippines and across Asia, from new hires to senior brand leaders.


P&G Asia Pacific, Middle East, and Africa Regional Brand Director Mariel Chavez was recognized as the “2022 Young Marketing Leader of the Year” for her versatile leadership and ability to transform various business challenges and consumer opportunities into relevant initiatives that resulted in sustainable sources for growth for Tide and Downy Philippines. Mariel delivered three-peat growth highlighted by Tide’s campaign evolution into “Tide Perfect Clean”. Mariel also grew the Downy business despite pandemic challenges through her “Downy Bye Bye Bahayrus” Campaign.

Ralph Morales, P&G Philippines Laundry Brand Director, won the “2023 Young Marketing Leader of the Year” award, earning P&G a back-to-back in this category. Morales played a pivotal role in Ariel’s business turnaround to regain market leadership. Prior to this, he also drove record-high success for Gillette with innovative campaigns like “Gillette Rewards” and “Groom-from-home.” Morales also has a passion for building future brand leaders. He was awarded “P&G Coach of the Year” in 2022 and teaches marketing classes at one of the top universities.

P&G’s Project LESS Sustainability Initiative was awarded the Bronze Award in the Corporate Purpose and Sustainability — “Care for the Environment” category. Project LESS led to the company’s reduction of waste via use of more sustainable packaging alternatives across its supply chain operations. With Project LESS, P&G shifted its product bundling and customization packaging by converting single-use laminate-based bellybands and stickers to 100% FSC-certified papers; introduced flexible and sustainable point-of-sale materials (POSMs) and displays; and rendered P&G cartons into sustainable honeycomb-like wrappers for last mile packaging in e-commerce deliveries.

“P&G is honored to have its Marketing talent and sustainability initiatives recognized at this year’s Asia Pacific Tambuli Awards. This is a testament to P&G’s commitment to being a Force for Growth and a Force for Growth in the Philippines by leading purposeful and sustainable brand campaigns that uplift the economy and empowers communities we serve,” said Anna Legarda, P&G Philippines Communications and Sustainability Director.

adobo Magazine is an official media partner of the 2023 Tambuli Awards.

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