Purpose meets performance: The winners of the 20th Asia Pacific Tambuli Awards

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 Ballroom of the Grand Hyatt Manila in Taguig City.

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.

Samir Singh, Executive Vice President for Marketing at Colgate-Palmolive Philippines, welcomes guests during his opening remarks (PHOTO: Jill Tan Radovan)

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 twenty 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

Kenneth Yang and other members of the Yang family accept the award on behalf of McDonald’s Philippines Chairman and Founder George T. Yang. Also in photo are Jerry Kliatchko,Dean, Integrated Marketing & Media and Entertainment Management, School of Media & Marketing University of Asia and the Pacific; adobo Magazine Founder, President and Editor-in-Chief Angel Guerrero; and Samir Singh, Executive Vice President for Marketing at Colgate-Palmolive Philippines (PHOTO: Jill Tan Radovan)

Business Leader of the Decade

Margot Torres – Managing Director, McDonald’s Philippines

Isabel Torres receives the Business Leader of the Decade Award on behalf of her mother, Margot Torres, Managing Director of McDonald’s Philippines (PHOTO: Jill Tan Radovan)

Business Leader of the Decade

Bernie Liu – Executive Chairman, Golden ABC

Bernie Liu, recipient of the Business Leader of the decade award, delivers his acceptance speech (PHOTO: Jill Tan Radovan)

Agency Leader of the Decade

Merlee Jayme – Founder, Chairmom, and Chief Creative Officer, Jayme Headquarters

Advertising maven Merlee Jayme (PHOTO: Jill Tan Radovan)

Agency Leader of the Decade

Melvin Mangada – Chairperson and Chief Creative Officer, TBWA\Santiago Mangada Puno

Agency Leader of the Decade awardee Melvin Mangada (PHOTO: Jill Tan Radovan)

Agency Leader of the Decade

David Guerrero – Creative Chairman, BBDO Guerrero

David Guerrero, Agency Leader of the Decade awardee, thanks the people in the industry he has worked with over the years, as well as his wife Angel and their children, Kimi and Leon, during his acceptance speech (PHOTO: Jill Tan Radovan)

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 Decade

Joaquin San Agustin – Executive Vice President for Marketing, SM Supermalls

SM Supermalls’ Joaquin San Agustin is the Chief Marketing Officer of the Year (PHOTO: Jill Tan Radovan)

Young Marketing Leader of the Year

Joshua Alexis Decena – Senior Manager, Business Development, Max’s Kitchen, Inc.

Joshua Alexis Decena of Max’s (PHOTO: Jill Tan Radovan)

Company of the Year

Grab Philippines

Grab Philippines won both accolades for Company of the Year and Advertiser of the Year (PHOTO: Jill Tan Radovan)

Advertiser of the Year

Grab Philippines

Agency of the Year

Ogilvy Manila

Ogilvy Manila (PHOTO: Jill Tan Radovan)

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

Cebu Pacific’s Candice Iyog and the team behind “Flight Patterns” (PHOTO: Jill Tan Radovan)

Masters of Everyday Purpose – Human Centric Solutions

Safetynovela

Company: Philippine Airlines, Inc.

Agency: BBDO Guerrero

Alvin Miranda, Vice Present for Marketing at Philippine Airlines and BBDO Guerrero’s David Guerrero with teh team behind “Safetynovela” (PHOTO: Jill Tan Radovan)

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

The team behind “Advancing Communities with Lasting Impact: How Industry-Anchored Developments Strengthen the Philippines” (PHOTO: Jill Tan Radovan)

Champions for Humanity – Youth Brand

Makeup and Live Selling

Company: Save the Children Philippines

Agency: Seven A.D. Inc.

The team behind “Makeup and Live Selling” (PHOTO: Jill Tan Radovan)

Champions for Humanity – Building Character

THE VOTE SALE

Company: GCash (Mynt, Inc.)

Agency: PUBLICIS MANILA, INC. / PUBLICIS JIMENEZ BASIC / LEO MANILA

GCash Chief Marketing Officer Neil Trinidad with the team behind “The Vote Sale” (PHOTO: Jill Tan Radovan)

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.

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