MANILA, PHILIPPINES – Celebrating its 19th year, the Asia-Pacific Tambuli Awards returned on June 3, 2025 at the Grand Hyatt Manila in Taguig City — recognizing the most powerful work in the industry that have sparked purpose and lasting impact.
David Cruse Beal, Global CMO of the Jollibee Group, and this year’s Grand Executive Jury President at the Asia Pacific Tambuli Awards, opened the ceremony with a triumphant declaration: “It is not just a celebration of creativity, but it’s also a movement that recognizes work that creates genuine impact.”
Receiving hundreds of shortlisted works, the 2025 APAC Tambuli has given out 19 Bronze Tambulis, 13 Silver Tambulis, 7 Gold Tambulis, and 3 Grand Prix winners. Later that evening, the Tambuli Awards also paid tribute to visionary leaders whose influence continue to shape and elevate the industry.
GCash, under the leadership of Chief Marketing Officer Neil Trinidad, was hailed as the 2025 APAC Tambuli Awards Marketing Team of the Year. “I’ve always believed that as marketers, the greatest impact that we can have goes beyond the kind of piece we create, but in the lives that we help transform. That’s why at GCash, we’re guided by our purpose of finance for all. We believe that in pursuit of financial inclusion and progress, that no Filipino should be left behind,” Neil shared.
Meanwhile, Agnes Isabelle Adviento, AVP and Senior Brand Manager for Nescafé & Starbucks at Nestlé Philippines, was recognized as the 2025 APAC Tambuli Awards Young Marketing Leader of the Year, and applauded for her strategic brand leadership and dynamic approach to innovation.
Mary Catherine Elizabeth Santamaria, Chief Customer and Marketing Officer at Bank of the Philippine Islands, was named the 2025 APAC Tambuli Awards Chief Marketing Officer of the Year for her transformative, customer-first leadership in the financial sector.
“This honor called for reflection, and in their words, I saw that I remained true to my personal commitment to be the best that I can be, and to do good for the nation. I am deeply grateful to my mentors and bosses.” She also gave some advice in her speech to young marketers: “To young marketers, life is a journey. Don’t rush to be a boss. Learn, explore, and stay curious. Think big, try new things, and focus on becoming a better version of yourself every day, so you can inspire others too.“
Jayme Headquarters and The Misfits Camp Founder and ChairMom Merlee Jayme was bestowed with the inaugural APAC Tambuli Awards Agency Leader of the Year award.
This year, the 2025 APAC Tambuli Awards honored Ayala Corporation Chairman Jaime Augusto Zóbel de Ayala with the APAC Tambuli Lifetime Achievement Award, recognizing his enduring contributions and impact. In his absence, the award was accepted on his behalf by his daughter, Mariana Zobel de Ayala.
“In the Philippines, the needs are specific, concrete, and often urgent: access to housing, healthcare, energy, education, financial tools, and digital connection. These are building blocks of everyday life, yet for many, they remain out of reach. Our response has been to meet these needs where we can through businesses that bring solutions closer and through partnerships that extend what we alone cannot provide,” Mariana said in a speech that her father has written.
It was a standout night for McDonald’s Philippines, which took home both the Advertiser of the Year and the Tambuli Company of the Year awards. Additionally, Adi Timbol-Hernandez, Assistant Vice President for Corporate Relations and Impact at McDonald’s Philippines, was recognized as the 2025 APAC Tambuli Awards Corporate Communications Officer of the Year.
“I saw that I remained true to my personal commitment to be the best that I can be and to do good for the nation,” Adi added. “I’ve done my best work with leaders who inspire me and teammates who share my values. I work hard, not just to meet expectations, but to exceed them too, because I believe in the impact that we can achieve together.”
Speaking to adobo Magazine exclusively, McDonald’s Philippines Managing Director Margot Torres traced the success of the company to their recent shift in corporate mindset.
“Recently, we redefined our Brand Purpose to integrate what we do for consumer marketing, corporate marketing, and local marketing. With more clarity, we are able to embrace our role as marketers and communicators to truly make a positive impact in the lives of the communities we serve and contribute to nation-building.”
Margot cited that great ideas that they’ve used in their marketing efforts weren’t just rooted on their iconic menu, but also on their corporate efforts like the “McDonald’s ReClassified” campaign.
“We have always advocated for inclusive and quality education since McDonald’s Classroom, Night Classroom, and the flagship programs of Ronald McDonald House Charities like Read to Learn and Bahay Bulilit,” she added.
Leo Manila, which has earned a total of six APAC Tambuli Awards, including a Grand Prix for their work for McDonald’s Philippines, won the 2025 APAC Tambuli Agency of the Year.
adobo Magazine is an official media partner of the 2025 Asia-Pacific Tambuli Awards.
