Marketing Excellence Awards Philippines 2025 finalists unveiled

The finalists for the 5th annual Marketing Excellence Awards Philippines have been revealed, spotlighting the country’s most innovative and resilient marketing campaigns from the past year.

Reflecting shifts in the industry, two new categories were introduced this year: ‘Excellence in Customer Data Privacy Assurance’ and ‘Excellence in Live-Streaming Marketing.’ The awards now span 44 categories, with winners competing for gold, silver and bronze trophies, and the ultimate title of “Marketer of the Year.”

A distinguished panel of 13 senior marketers from leading brands including Action Republic Corporation, Alfamart Trading Philippines, Amorepacific Philippines, CIMB Bank Philippines, Colgate-Palmolive Philippines, DB Schenker, Globe Telecom, Kenny Rogers Roasters, Lotus Pharmaceutical, Magnolia, Megawide Construction Corporation, Smart Communications, and Unilever rigorously reviewed entries to uphold judging fairness and quality.

“The calibre of entries this year has been nothing short of outstanding. It’s heartening to witness the innovation and passion driving the marketing industry forward,” said Roche Vandenberghe, chief marketing officer of Globe Telecom. “Congratulations to all the finalists — your hard work and creativity truly shine through.”

D’Artagnan Aguilar, chief marketing officer of CIMB Bank Philippines, echoed similar sentiments, noting that the judging process was no easy feat. “It has been an honour to serve as a judge in such a high-calibre competition. The submissions this year were exceptional, and those who made it to the finalist stage truly deserve the recognition,” said Aguilar.

Meanwhile, Tob Castañeda, growth marketing head of Smart Communications, pointed out that in today’s attention economy, the campaigns that stood out were those rooted in purpose. “It takes more than clever ideas to stand out. The most memorable entries for me were those built on deep customer insights and designed to create meaningful impact. It’s always inspiring to see such thoughtful and purposeful marketing come to life,” stated Castañeda.

In tandem, Michael Ryan Miranda, cluster head for sustainability and marketing communications (Philippines-Indonesia) at DB Schenker, highlighted a shift in what makes campaigns successful today. “Before, it was all about the likes. Now, we’re seeing campaigns that truly understand the customer journey — focusing on authenticity and relatability. Many entries this year impressed with strong storytelling and emotional resonance,” he said.

Adding to this, Lorent Adrias, marketing director of Kenny Rogers Roasters, underscored the power of simplicity and strategic clarity. “The most effective campaigns weren’t necessarily the most complex — they were the ones with focus. Knowing your audience and having a clear strategy made all the difference. This year’s standout entries showed how smart thinking can translate into real business impact,” saod Adrias.

The full list of finalists is now live here.

Teams that made the cut can connect with MARKETING-INTERACTIVE to explore exclusive awards packages designed to celebrate their achievements.

Bianca Mariz
Regional Project Manager
Tel: +65 6692 9031 Ext 821
Mobile: +63 9171620568
Email: biancam@marketing-interactive.com

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