Tambuli Awards 2009

Now dubbed the “Tambuli Awards,” the biannual Integrated Marketing Communications Effectiveness Awards (IMCEA) once again honors marketing campaigns that have valued both business results and socially relevant marketing communications. Launched by the University of Asia and the Pacific (UA&P) School of Communication in 2005, the IMCEA is the first and only award-giving body in the Philippines that recognizes profitability of integrated marketing communications campaigns while simultaneously promoting societal values.
This year’s name change emphasizes the event’s use of the tambuli, an indispensable tool in the lives of early Filipinos, as its symbol of effectiveness. A vital instrument of communication and precaution, it now stands for marketing communicators who create and deliver messages focused on results that build long-lasting value for their organization, their markets and stakeholders, and for the common good of society.
The Tambuli Awards 2009 introduces the biggest development in its history yet with the inclusion of participants from other Asian countries. Two new categories are introduced: Most Effective Teens Brand Campaign and Most Effective Family-Oriented Brand Campaign. A special award, called the Effectiveness Agency of the Year Award, will also be given to the communication agency with at least 3 distinct winning entries based on the judges’ criteria.
In 2007, during the second and most recent IMCEA, Publicis Manila brought home the Gold Award in Best Innovative and Integrated Media Campaign for its work with Nestlé Philippines, in the “Choose Wellness, Choose Nestlé” campaign.
The Tambuli Awards come in Gold, Silver and Bronze, depending on the entries’ level of achievement within the given category as determined by the judges. Gold Winners in turn qualify for the Tambuli’s highest distinction, the Carmencita Esteban Platinum Award. It is awarded to the campaign that has most effectively achieved integration demonstrated by a remarkable advancement in business performance while, at the same time, espousing a genuine commitment to social goals. Since 2005, however, IMCEA participants have yet to qualify for the award.
Traditionally, the Tambuli Awards judges has included some of the most respected names in the advertising industry. Previous years have seen rosters with industry personalities Emily Abrera, JJ Calero, Minyong Ordoñez, Jose Cuisia Jr., Vicente Dinglasan, Delfin Gonzalez Jr., Nanette Diyco, Mariles Gustilo, Rey Icasas, Barbara Locsin, Abby Jimenez, Raul Alvarez, Nena Barredo, Lorenzo Barros, Nonna Nañagas, Jaime Puno and March Ventosa. The IMCEA Advisory Board is also composed of industry leaders together with representatives from UA&P. The board members are: JJ Calero, Carmencita Esteban, Mon Jimenez, Minyong Ordoñez, Vicente Dinglasan, Eric Canoy, Jaime Puno, RJ Esteban, Dr. Francine Racho, and Dr. Jerry Kliatchko.
Following a case study entry approach, the Tambuli Awards aspires to be the benchmark and resource for effective integrated marketing communications programs. Eligible to enter are advertising/communication agencies and clients that have implemented integrated marketing communications (IMC) campaigns using more than one communication channel. Entrants are encouraged to discuss the impact of the competitive environment, pricing, distribution, and other factors that might affect market equilibrium. The evidence of results must relate directly to the campaign’s objectives and provide sources of data, research involved and the time period covered for the results provided. The case must not only prove that the campaign resulted in increased sales but more importantly, show how it was profitable for the brand; that a clear payback or profit occurred as a result of the IMC investments made.
However, for an entry to win a Tambuli Award, it should also show how it promoted societal values. Entrants must include a qualitative description of how the campaign contributes to the betterment of society. Some examples of ideals that may be highlighted are: truth, justice, peace, family life, service and industriousness, respect for human life and dignity, care for the environment, concern for the needy, solidarity and racial harmony, and defense of the rights of individuals and communities.
The Tambuli Awards 2009 is organized by UA&P School of Communication in partnership with the Marketing & Opinion Research Society of the Philippines, BusinessWorld and InterMedia Consulting, Inc. Category sponsors are Millward Brown Asia Pacific-Philippines, Radio Mindanao Network and Philippine Survey and Research Center-Research International. Media sponsors are adobo magazine and FocusMedia Audiovisuals.
The deadline for the submission of entries is on April 17, 2009. For inquiries, you may contact Ms. Dette Malayo at 637-0912 loc 393 or via email at dmalayo@uap.edu.ph.