Two industry stalwarts in the region have just been given major roles for this year’s Asia-Pacific Tambuli Awards. Named Chairman of the Overall Executive Jury was Charles Cadell, Asia Pacific President, McCann Worldgroup. Meanwhile, the Jury President of the Creative Executive Jury will be no less than the Chairman and Chief Creative Officer of BBDO Guerrero himself, David Guerrero.
“It is an honor to lead the Jury in Tambuli’s 10th Anniversary year,” notes Cadell. “Over the last decade, the APAC Tambuli Awards has championed the excellent results that come from great work derived off the platform of Human Good. Today, this platform is globally accepted as a critical piece of the marketing communication mix for all clients as their customers demand their preferred brands play a socially responsible role in the world.
After starting his career with Leo Burnett in London, Cadell served in various management positions for the agency in cities such as Hong Kong, Shanghai, Thailand, Malaysia, and Indo China. In 2008, he assumed the position of CEO for Lowe Lintas India, one of the few foreigners to achieve that high a post in the history of the Indian advertising industry. He returned to Singapore in 2011 to oversee McCann Worldgroup. Cadell added, “The work coming from Asia in this field is regarded as world class – and I look forward to seeing more in 2016.”
For the past decade, the APAC Tambuli Awards has honored brands that do good and do well – showing the seamless integration of creativity + human good + results. Case study entries for this year’s edition must demonstrate how brands uplift society, create positive change, and correlate purpose with purchase.
The APAC Tambuli Awards is not an award on charity, advocacy, pro bono, or CSR advertising, even if those campaigns are welcome and encouraged to enter. The award instead focuses on mainstream brand campaigns that celebrate humanity, inspire purpose, and deliver results.
“The dominant trend in our industry is, arguably, the increasing alignment of brands, creativity and the promotion of ‘good’ in the wider community, “ notes BBDO’s David Guerrero. “And in dedicating themselves to recognizing the best work in that area, the APAC Tambuli awards were ahead of their time. So it is with great enthusiasm that I will be sitting down with this incredibly talented and high-achieving jury to judge the entries to this year’s show.”
Even prior to founding BBDO Guerrero in 1998 and serving as its Chairman and Chief Creative Officer, David Guerrero had already been making waves in the advertising industry. Since founding BBDO Guerrero, the agency has since been named one of the top 50 in the world, and has been the most awarded agency in the Philippines by the Gunn Report. “We are all dedicated to take the time to understand and appreciate the best work,” Guerrero added. “To be inspired by it. To inspire others with the work we recognize. And to keep the best of the ‘good’ work coming.”
After recently announcing six new categories for 2016, this promises to be the biggest APAC Tambuli Awards yet. The six new categories are Best of the Decade; Startup for Good; Sustainable Campaign; Arts, Culture & Heritage; Care for the Environment; and Health & Wellness.
The Overall Executive jury determines the top awards to be given out, namely the grand prix and platinum winners. For its part, the Creative Executive jury evaluates entries under the Creative Effectiveness, Design for Good, Innovation for Good, Startup for Good, and the aforementioned special award to be given out just for this 10th year anniversary, the Best of the Decade. Brand campaigns for good with impressive results that were produced and released over the period of January 2005 until December 2015 are qualified to enter the special category on Best of the Decade.
The members of the executive juries will be announced soon.