The region’s most purposeful brands, businesses, agencies, and leaders took center stage on June 5, 2026, as the Asia Pacific Tambuli Awards celebrated its 20th anniversary with a gala awards ceremony at the Grand Hyatt Manila in Taguig City.
It was a night filled with red-carpet glamour, with men and women dressed to impress in the sharpest suits and stunning gowns who, as the evening progressed, would prove that their savvy and impact extend beyond formal attire.
For two decades, the Asia Pacific Tambuli Awards has stood as one of the region’s most important benchmarks for marketing and brand effectiveness—not simply because it celebrates successful campaigns, but because it recognizes work that delivers business results while creating meaningful impact on people and society. In an industry often measured by reach, impressions, and revenue, Tambuli has consistently championed a more enduring standard: performance with purpose.
First organized by the School of Media and Marketing of the University of Asia and the Pacific in 2005 as the Integrated Marketing Communication Effectiveness Awards, Tambuli has evolved into a respected platform that has grown alongside the region’s marketing industry, helping shape conversations around purpose-driven growth long before it became a global business imperative.
To commemorate its milestone year, the 2026 awards introduced the Decade Awards to recognize the brands, companies, and leaders that have helped define and elevate purpose-driven marketing over the past 20 years.
Below is the complete list of winners at the 20th Asia Pacific Tambuli Awards.
SPECIAL AWARDS
Lifetime Achievement Award
Dr. George T. Yang – Chairman and Founder, McDonald’s Philippines
Business Leader of the Decade
Margot Torres – Managing Director, McDonald’s Philippines
Business Leader of the Decade
Bernie Liu – Executive Chairman, Golden ABC
Agency Leader of the Decade
Merlee Jayme – Founder, Chairmom, and Chief Creative Officer, Jayme Headquarters
Agency Leader of the Decade
Melvin Mangada – Chairperson and Chief Creative Officer, TBWA\Santiago Mangada Puno
Agency Leader of the Decade
David Guerrero – Creative Chairman, BBDO Guerrero
2026 Asia Pacific Tambuli Awards Chief Marketing Officers of the Decade
Joaquin San Agustin – SM Supermalls
Candiece Iyog – Cebu Pacific Air
Neil Trinidad – GCash
Francis Flores – PICKUP Coffee
Pamela Takai – Nestlé Philippines
Sandra Puno
Albert Cuadrante – UnionBank of the Philippines
Ma. Belen Fernando
Paolo Mercado
Corporate Program of the Decade
McDonald’s: Feed the Mind
Company: McDonald’s Philippines
Agency: Leo Manila
Brand Campaign of the Decade
Nescafé: Nescafé Bangon (To rise)
Company: Nestlé Philippines, Inc.
Agency: Publicis Manila
Chief Marketing Officer of the Year
Joaquin San Agustin – Executive Vice President for Marketing, SM Supermalls
Young Marketing Leader of the Year
Joshua Alexis Decena – Senior Manager, Business Development, Max’s Kitchen, Inc.
Company of the Year
Grab Philippines
Advertiser of the Year
Grab Philippines
Agency of the Year
Ogilvy Manila
Marketing Team of the Year
Cebu Pacific Air
GRAND PRIX
Builders of Society – Arts, Culture, and Heritage
Flight Patterns
Company: Cebu Pacific Air, Inc.
Agency: Ogilvy Manila
Masters of Everyday Purpose – Human Centric Solutions
Safetynovela
Company: Philippine Airlines, Inc.
Agency: BBDO Guerrero
Leaders for Corporate Purpose – Public-Private Partnership
Grab Unblocks the Worst Airport in Asia
Company: Grab Philippines
GOLD
Leaders for Corporate Purpose – Inclusive Growth
Advancing Communities with Lasting Impact: How Industry-Anchored Developments Strengthen the Philippines
Company: Aboitiz Economic Estates
Champions for Humanity – Youth Brand
Makeup and Live Selling
Company: Save the Children Philippines
Agency: Seven A.D. Inc.
Champions for Humanity – Building Character
THE VOTE SALE
Company: GCash (Mynt, Inc.)
Agency: PUBLICIS MANILA, INC. / PUBLICIS JIMENEZ BASIC / LEO MANILA
Builders of Society – Arts, Culture, and Heritage
The Real Physiognomy Book – Her Face Is Not Her Fate
Company: Unilever Vietnam
Agency: Ogilvy Vietnam
Builders of Society – Tambuli Origins
Safetynovela
Company: Philippine Airlines Inc.
Agency: BBDO Guerrero
Masters of Everyday Purpose – Human Centric Solutions– Integrated Media
Grab Unblocks the Worst Airport in Asia
Company: Grab Philippines
SILVER
Leaders for Sustainability and Corporate Purpose – Corporate Leadership and Culture
Del Monte: 100 Years of Nourishing Goodness
Company:Del Monte Philippines, Inc.B
Agency: Dentsu Creative Philippines
Leaders for Sustainability and Corporate Purpose – People’s Well-being
Del Monte: 100 Years of Nourishing Goodness
Company: Del Monte Philippines, Inc.B
Agency: Dentsu Creative Philippines
Leaders for Sustainability and Corporate Purpose – Public-Private Partnership
Transforming Health for Every Filipino through Public-Private Partnerships
Company: AC Health (Ayala Healthcare Holdings)
Leaders for Sustainability and Corporate Purpose – People’s Well-being
Batang Matatag Campaign
Company: Opella Healthcare Philippines
Agency: McCann Philippines
Leaders for Sustainability and Corporate Purpose – Care for the Environment
SM Green Movement: Turning Commercial Spaces into Engines of Environmental Stewardship
Company: SM Prime Holdings, Inc.
Agency: HAVAS Ortega
Masters of Everyday Purpose – Enhancing Everyday Moments
How Pepsodent Won Ramadan: Ramadan Tanpa Huruf H (Ramadan Without the Letter H)
Company:Unilever Indonesia
Agency: OLIVER Indonesia
Masters of Everyday Purpose – Delivering Brand Promise
GCash Commute Fast Lane
Company: GCash
Agency: Universal McCann, 1 Digital Media Group, and Rebel Marketing
Builders of Society – Tambuli Origins
Flight Patterns
Company: Cebu Pacific Air
Agency: Ogilvy Manila
Builders of Society – Tambuli Origins
The Never-Ending Chant
Company: Nestlé Philippines
Agency: Ogilvy Manila
Builders of Society – Arts, Culture, and Heritage
Safetynovela
Company: Philippine Airlines Inc.
Agency: BBDO Guerrero
Builders of Society – Responsible Citizenship
Del Monte: 100 Years of Nourishing Goodness
Company: Del Monte Philippines, Inc.
Agency: Dentsu Creative Philippines
Builders of Society – Advocacy
Makeup and Live Selling
Company: Save the Children Philippines
Agency: Seven A.D. Inc.
Champions for Humanity – Health and Wellness
Museum of Speaking Skin
Company: Opella Healthcare Philippines
Agency: Leo Manila
Champions for Humanity – Youth Brand
Nescafé Gisingin ang mundo. Waking up the Filipino youth through inspired acts
Company: Nestlé Philippines Inc.
Agency: Publicis Manila
Champions for Humanity – Education and Lifelong Learning
BRAINCHARGE: THE ANTI BRAINROT CAMPAIGN
Company: TELKOMSEL
Agency: Hakuhodo Digital Indonesia
BRONZE
Leaders for Sustainability and Corporate Purpose – Inclusive Growth
Lighting The Way For Every Working Student: A Workplace Designed To Unlock Their Best Self
Company:McDonald’s Philippines
Agency: TBWA\Santiago Mangada Puno
Leaders for Sustainability and Corporate Purpose – Inclusive Growth
Weekend Market with Benguet Farmers
Company: DMCI Homes
Leaders for Sustainability and Corporate Purpose – Inclusive Growth
Beyond Connectivity: Building an Inclusive Digital Livelihood Ecosystem for Farmers and MSMEs
Company:PLDT and Smart
Leaders for Sustainability and Corporate Purpose – Inclusive Growth
GCash – Wais Tindera
Company: GCash
Agency: Project Duo Integrated Communications Corp.
Leaders for Sustainability and Corporate Purpose – Corporate Leadership and Culture
FROM DRIVERS TO DIRECTORS
Company:GRAB Philippines
Agency: GIGIL MANILA
Leaders for Sustainability and Corporate Purpose – People’s Well-being
SM Supermalls’ Active Hub
Company: SM Prime Holdings, Inc.
Agency: Havas Ortega
Leaders for Sustainability and Corporate Purpose – Inclusive Growth
Del Monte: 100 Years of Nourishing Goodness
Company: Del Monte Philippines, Inc.
Agency: Dentsu Creative Philippines
Leaders for Sustainability and Corporate Purpose – Continuing Education
BOOK NOOK:Leaders for Corporate Purpose: Continuing Education
Company:SM Supermalls
Agency: RIPPL MARKETING SOLUTIONS INC.
Masters of Everyday Purpose – Delivering Brand Promise
2-Minute Drive-Thru Challenge
Company: McDonald’s Philippines
Agency: TBWA\Santiago Mangada Puno
Masters of Everyday Purpose – Enhancing Everyday Moments
Sachet Loans
Company: GCash
Agency: Publicis JimenezBasic
Masters of Everyday Purpose – Human Centric Solutions
RCBC ATM Go: The Philippines’ First Kapitbahay (Neighborhood) ATM
Company: RCBC
Masters of Everyday Purpose – Delivering Brand Promise
Chicky
Company: Grab Philippines
Agency: GIGIL Manila
Masters of Everyday Purpose – Human Centric Solutions
A Million Recommendations
Company: Grab Philippines
Agency: GIGIL Manila
Masters of Everyday Purpose – Human Centric Solutions
Kween Yasmin All-Purpose Font
Company:Canva
Agency: GIGIL Manila
Masters of Everyday Purpose – Delivering Brand Promise
McDo Math
Company: McDonald’s Philippines
Agency: VML Manila
Masters of Everyday Purpose – Human Centric Solutions
Grab Asenso: Digital Diskarte Program (Caravan)
Company: Grab Philippines
Agency: BridgesPR
Builders of Society – Responsible Citizenship
Green Movement Builders of Society: Responsible Citizenship
Company: SM Supermalls
Agency: RIPPL MARKETING SOLUTIONS INC.
Builders of Society – Family Centered Brand
Rent A Bapak – Kopi Tubruk Gadjah
Company: Savoria
Agency: Hakuhodo Digital Indonesia
Champions for Humanity – Health and Wellness
Batang Matatag Campaign
Company: Opella Healthcare Philippines
Agency: McCann Philippines
Champions for Humanity – Health and Wellness
Bring Your Self Back
Company: Haleon
Agency: Gigil Manila
Champions for Humanity – Youth Brand
Cream Silk Queens
Company: Unilever Philippines
Agency: Publicis Media – pubU
Champions for Humanity – Health and Wellness, Integrated Media
Gifted Kids in Action
Company: Wyeth Philippines, Inc.
Agency: Ogilvy Manila
Champions for Humanity – Health and Wellness
Retrato
Company: Abbott Laboratories, Inc.
Agency: Seven A.D. Inc.
Champions for Humanity – Building Character
Safe Sound Check
Company: Project Inclusion Network
Agency: Jayme Headquarters
The Asia Pacific Tambuli Awards continues to push the industry toward a higher standard—one where success is measured not only by business results, but by the positive impact brands create in society. For 20 years, the program has championed the idea that purpose and performance are not opposing forces, but the most powerful drivers of meaningful and effective work.
READ MORE:
McDonald’s, Publicis Groupe Philippines, and Ogilvy Manila lead 2026 APAC Tambuli Awards finalists
WTF? APAC Tambuli Awards gathers industry leaders to decode the future of marketing in its 2026 executive conference
The 2026 Asia Pacific Tambuli Awards gather industry titans for 2026 juries
