MANILA, PHILIPPINES – The Philippine Marketing Association (PMA) once again affirmed its enduring mission of shaping future marketing leaders as it proudly staged the 33rd Agora Youth Awards (AYA) awarding ceremony at the state-of-the-art showroom of BYD Philippines in ASEANA, Parañaque City.
For more than three decades, AYA has been the flagship platform of PMA in cultivating excellence among young marketers. Anchored on driving Artificial Intelligence and Sustainability as transformative forces in marketing,” this year’s search reflects the pulse of today’s Gen Z — young disruptors who embrace change, adapt with agility, and carry the responsibility of redefining the marketing discipline in the Philippines.
From its unveiling of finalists last June 25 at the Estancia headquarters of co-presenter AGC Power Holdings Corporation, to the intense marketing plan presentations hosted by Global Dominion Financing Inc. (GDFI) for the Junior Marketing Association (JMA) Category and AC Mobility-BYD Philippines for the Individual Category, the 2025 edition of AYA culminated in a night that brought together Gen Z disruptors, industry luminaries, and academic leaders for one common purpose: to honor excellence in marketing innovation.
PMA President Ma. Cristina Oreta, CPM, opened the occasion by recognizing the dedication and resilience of the participants. “You stayed up countless nights, perfecting your ideas, and showed us that passion and purpose, when put together, can create something truly powerful,” she said. Oreta also reminded the finalists that while their journey is one of excellence, the pursuit of success is never instantaneous: “There are no shortcuts to real success.”
Leading AYA’s success
PMA Youth and Academe Director Leah Marie Ayeng, CPM, CEO of Prestige Quality Paper Products, Inc. and a former AYA awardee, gave life to the vision of this year’s AYA into one successful milestone. As Director-In-Charge, she took the lead in solidifying the theme–– ‘Gen Z Disruptors: The Search for the Next Generation Marketing Catalysts –– “that captures the energy and impact of this generation of bold thinkers, fearless innovators and socially conscious leaders who are transforming the landscape of marketing not just through creativity, but through conscience,” according to Leah Marie.
She shared her personal testimony on how the program became a transformative force in her professional journey. “It ignited in me a lifelong mission to live with purpose and to give back. Today, I return not just as a director in charge of youth and academe, but as a mentor, an advocate, and a witness to how the platform continues to shape lives,” Leah Marie remarked, as most of the AYA winners have established their mark as successful leaders in their respective fields. She also emphasized the human dimension of marketing beyond data-driven performance: “Beyond strategy, metrics, and the brilliant presentations of these students, marketing — at its best — is actually a human endeavor, more than anything else. It’s about the heart over our mind. And it’s about the power to inspire courage in others, especially those in the margins who need a reason to believe in their own potential.” As our young breed of marketers were posed with the challenge of responding to the call of the times, Leah Marie mentioned about the power of community fostering a culture of support and collaboration, and where ideas, matched with creativity and strategic thinking among stakeholders, spark relevant and purposeful change.
Pathway to the Finals
In the JMA Category, 10 Junior Marketing Associations representing universities nationwide presented their innovative marketing plans to address a case from GDFI. The participants came from institutions such as Batangas State University-TNEU, Central Luzon State University, De La Salle University–Manila, Xavier University–Ateneo de Cagayan, San Beda University, Silliman University, University of Makati, Polytechnic University of the Philippines, Bulacan State University, and University of Santo Tomas. After rounds of rigorous presentations, Silliman University placed third, Batangas State University–TNEU secured second, and the University of Santo Tomas emerged as the Grand Winner. UST’s rigorous preparation, including extensive research and the development of a special feature in their marketing plan, earned them to bag the championship.
Patricia Poco-Palacios, former Agora Youth Awardee and President and CEO of GDFI, highlighted the deeper impact of her work and why she was drawn to the case sponsorship: “What began as a job became a mission. An opportunity to help solve some of the world’s pressing challenges through financing — advancing financial inclusion, empowering women, and fighting poverty.” Patricia also acknowledged the significance of empowering the youth through AYA: “It combines the power of the youth and technology to amplify the role of credit in supporting women-led MSMEs.”
In the Individual Category, from 72 contenders, 15 finalists earned recognition for their marketing plans addressing the challenge posed by AC Mobility–BYD Philippines. Starting as a volunteer to help in the AYA Committee two years ago, Tanteo, has emerged as this year’s Batch Valedictorian quipping, “I just don’t accept this award as a recognition for what I’ve done, but as a reminder of what I still need to do- to push boundaries, to empower more young people, and to prove that marketing at its best, is about building a better world.” Ultimately, Rafael Joshua M. Tanteo of San Beda University–Manila was rightful to claim the top honor.
The other students who ranked in the Top 15 include Shenly D. Ebuenga from Foundation University (Top15), Janna Victoria G. Villafuerte from Manila Central University (Top 14), Sohayla M. Aminoden from Mindanao State University, Main Campus (Top 13), Desiree A. Yumol from Polytechnic University of the Philippines, Manila (Top 12), John Reigh N. Valencia from Laguna State Polytechnic University (Top 11), Mary Christ E. Pascua from University of Santo Tomas (Top 10), Andrea Nicole N. Bagtas from Arellano University, Pasig (Top 9), Rhowileen V. Cauguiran from University of Rizal System, Binangonan (Top 8), Obaidie M. Alawi from Mindanao State University, Main Campus (Top 7), Piolo B. Singson from Polytechnic University of the Philippines, Manila (Top 6), Mardrig C. Matias from Saint Louis University (Top 5), Charlotte Danielle S. Esposo from Polytechnic University of the Philippines, Manila (Top 4), Cesar Jr. L. Mayor from Polytechnic University of the Philippines, Manila (Top 3), and Lia Nicole Angelika M. Bungabong from Silliman University (Top 2).
AC Mobility-BYD Philippines Brand Marketing Director Jill Peña, herself a former AYA awardee, reminded finalists of the enduring value of integrity and purpose in one’s professional journey: “This title as an Agora Youth Award finalist and winner will open doors for you. What happens after that is entirely up to you. Walk through and toward every opportunity bravely, with courage. As you navigate your careers, always remember your why, your purpose. No matter how far you go, protect your integrity. Life can take many things away, but never let it take your good name.”
The evening also carried powerful insights from AGC Power Holdings Corporation’s Chairman and CEO, Archie Carrasco, who encouraged the finalists to balance intelligence, empathy, and resilience as they enter the industry:
- On IQ (Intelligence Quotient): “Knowledge expires quickly in a fast-changing industry. So keep learning. Stay curious. Your degree is not the end of your education; it is only the start.”
- On EQ (Emotional Quotient): “In marketing, you can’t connect to an audience if you cannot first connect with people. And in moments of conflict or crisis, it’s not your IQ that will save you—it’s your EQ.”
- On AQ (Adversity Quotient): “If you have AQ, you will see obstacles as detours — not dead ends. You will pivot, innovate, and keep moving forward.”
As the 33rd Agora Youth Awards concluded, the quest to cultivate purpose-driven and forward-thinking marketers continues. By embracing AI and sustainability as enablers of this era, and by giving young disruptors a platform to showcase their talents, the PMA reinforces its mission to sustain the discipline of marketing as both a science and a human-centered practice that transforms lives.
