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APAC Tambuli 2020: Theme Revealed for This Year’s Awards, with a Special Focus on Creating Experiences for Consumers As Humans

MANILA, PHILIPPINES – The annual advertising awards show that celebrates creative and effective brands with purpose, the Asia Pacific Tambuli Awards, returns with a call to refocus. As more data-driven campaigns and initiatives arise, this year’s theme reminds advertisers to focus on consumers as actual individuals, and not just numbers on a piece of paper: “Consumers are humans. Not targets. Not data. Not statistics.” 

Themed “HX: The Humans Behind CX. Experience + Purpose + Results“, the jury board of local and international advertising, marketing, and brand leaders, is looking for campaigns that bring out purposeful human experiences (HX), more so than “consumer experiences” (CX).

The APAC Tambuli Awards team explained the theme as such:

Consumers are humans. Not targets. Not data. Not statistics. 
That’s why we’d rather call it human experience (HX), not consumer experience (CX). 
Humans experience brands at multiple touchpoints that either delight or dismay.
Delightful experiences become more meaningful with purpose – brands that solve problems, create change, and uplift people’s lives.
Purposeful experiences create brand loyalists; but more importantly, advocates.
Rediscover the role of brand purpose in creating meaningful human experiences that drive results. 

The deadline for entries is set on March 31, 2020 with the black-tie awards night schedule for June 2, 2020 at The Peninsula Manila, Philippines. Entry forms may be downloaded at

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