San Beda University, Xavier University Students Win Top Prize at PMA’s 32nd Agora Youth Awards

Young marketing brilliance emerged at the 32nd Agora Youth Awards as the Philippine Marketing Association (PMA), in cooperation with the Philippine Junior Marketing Association (PJMA), recognized the country’s top marketing students at its recently concluded awarding ceremony on July 31, 2024, at The Westin Manila, Ortigas, Pasig City. 

Launched in 1991, the Agora Youth Awards is an annual competition recognizing excellence in academic performance, extracurricular achievements, and performance in the marketing plan competition. The awards include categories for individual students and Junior Marketing Associations (JMA) or the school-based marketing organizations.

Mark Cruz from San Beda University was named class valedictorian and Best Marketing Student of the Year. The other students who ranked in the top ten for the individual category are Prince Olie Cacho from Pamantasan ng Lungsod ng Maynila, Mike Ivan Siga from Mindanao State University, Kristalyn Agustin from Central Luzon State University, Franco Gabriele Delatina from Our Lady of Fatima University, Kaye Liwag from Batangas State University, Raymart Mariano Jr. and Maica Stephamae Orenda from Polytechnic University of the Philippines, Rayan Camid from Xavier University, and Xyrill Baltazar from National University Fairview.

For the JMA category, Xavier University Junior Marketing Association clinched first place, followed by San Beda University and Silliman University.

PMA President Kathy Mercado highlighted the significance of this year’s awards, stating, “As we celebrate our 70th anniversary with the theme ‘SustAInability Marketing,’ we also recognize the creativity, dedication, and achievement of our young marketing triumphant leaders. Our awardees have not only excelled in their fields but have also embraced the values of innovation and sustainability, setting new standards of excellence.”

Leah Marie Ayeng, PMA Director of Youth and Academe, emphasized the organization’s dedication to nurturing the next generation of marketing professionals. “The Agora Youth Awards looks at community impact beyond competence as it is the key to developing ‘changemakers’. PMA is carrying out the mission to be an enabler of learning and development in the marketing realm, promoting excellence in marketing education and continuing the 70 years of legacy of bringing marketing brilliance.”

This year, students were challenged to integrate sustainability and AI in their marketing plans. Individual contestants localized marketing strategies for existing international products,  highlighting the values that are important to Philippine culture, while school-based organizations for the JMA category developed marketing plans to help SMEs scale globally in terms of marketing.

The panel of distinguished judges for the finals was composed of industry experts and thought leaders from various sectors. The judges for the individual category were Archie Carrasco, Chairman & CEO of AGC Power Holdings, Inc.; Faye Arellano-Martinez, CPM, Co-founder & CEO of AQAdvertising Inc.; Joselito Ortega, Chairman & CEO of Havas Ortega and former PMA President; Albet Buddahim, CPM, VP and Chief Marketing Officer of Primer Group of Companies; Patricia Poco-Palacios, President & COO of Global Dominion Financing, Inc.; and Jill Christine Pena, Brand Marketing Director of AC Mobility.  

For the JMA category, the judges were Therese Castrojas-Galang, Chief Marketing Officer of Airspeed; Bryan Lato, CPM ASIA, Managing Director of 360Next Creative Solutions/PMA IPP; Jenny Wieneke, CFO & Marketing Director of Tokyo Tempura; Jorge Noel Wieneke, Co-Founder of Potato Corner and Agora Awardee Entrepreneurship Awardee; Paul Anthony De Guzman, Programs Development Manager of Philippine Center for Entrepreneurship – GoNegosyo; and Ana Joy Rocero, CEO & Co-Founder of UNICON DMS.

The event also featured a keynote speech from Rosemarie Rafael, Chairperson and President of AIC Group of Companies Holding Corporation, and an inspirational talk from Archie Carrasco, Chairman and CEO of AGC Power Holdings Corp. Carrasco shared his journey from being a past awardee to a leader in the industry, encouraging the young marketers to pursue their dreams with determination.

The 32nd Agora Youth Awards was co-presented by AGC Power Holdings Corp, with venue partners The Westin Manila and Blogapalooza. Case sponsors included Airspeed, AQAdvertising, Inc., and Tolak Angin. Prestige Quality Paper Products Corp. served as the sustainability partner and major sponsor, alongside Primer Group of Companies, Hydro Flask, and Jansport.

Additional support came from Shoppertainment LIVE, Uniquecorn Strategies PR, Philippine Business Coalition for Women Empowerment, and ZOE Broadcasting Network as the event, creatives, and PR partners. U-BIX Corporation and Orange Leaf were printing partners, while Nice Print Photography provided photo and video coverage. DIGISTAR PH handled production, and logistics support came from National University Fairview and Our Lady of Fatima University. Food sponsors included McDonald’s, Jimini Foods Group, Pizza Pedricos, Cibo, and Santino. Product sponsors were Makati Life Medical Center, Manulife, Altos Region, Watsons, Growers, Sofy, and TGP. Digital Out-of-Home Philippines was the official billboard partner, with The Business Manual as the official media partner.