Philippine Marketing Association Announces 2024 Agora Youth Awards Finalists, Empowering the Next Generation of Filipino Marketers

The Philippine Marketing Association (PMA), in cooperation with the Philippine Junior Marketing Association (PJMA), co-presented with AGC Power Holdings Corp., have announced the finalists for the 32nd Agora Youth Awards. Honoring the next generation of Filipino marketers, the awards feature two categories: individual students and junior marketing associations or school organizations involved in marketing.

The Agora Youth Awards is an annual search for the country’s top marketing students, recognizing excellence in academic performance, extracurricular achievements, and performance in the marketing plan competition.

This year’s finalists from various colleges and universities nationwide have  demonstrated significant marketing skills through diverse initiatives that highlight their ability to adapt to the ever-evolving landscape of the industry. These initiatives showcase their creativity, strategic thinking and their commitment to pushing the boundaries of traditional marketing practices.

The finalists for the individual category came from Luzon, NCR, and Mindanao, namely Kristalyn Agustin from Central Luzon State University; Franco Gabrielle Delatina from Our Lady of Fatima University – Antipolo Campus; Ma. Alexandria Ogalinola from Bulacan State University – Main Campus; Kaye Liwag from Batangas State University – TNEU – Pablo Borbon;  Xyrill Baltazar from National University-Fairview; Sharmaine Allen Bea, Mariel Flores, Raymart Mariano Jr. and Maica Stephamae Orenda from Polytechnic University of the Philippines – Manila & Taguig; Prince Olie Cacho from Pamantasan ng Lungsod ng Maynila; Jarmila Cansancio from Colegio De San Juan De Letran- Manila; Mark Enriquez Cruz from San Beda University;   Madelene Abapo from La Salle University – Ozamiz; Rayan Camid from Xavier University- Ateneo De Cagayan and Mike Ivan Siga from Mindanao State University – Main Campus, Marawi City.

The awards program, in cooperation with the PJMA also spotlights top student marketing associations with their programs and contributions to the advancement of their student marketing members.

In the Junior Marketing Association category, the finalists came from Luzon, NCR, Visayas and Mindanao, including Cavite State University Junior Marketing Association; Central Luzon State University Junior Marketing Association; Bulacan State University Chamber of Young Business Leaders; Mariano Marcos State University Junior Marketing Advocates; De LaSalle University Manila Junior Entrepreneurs’ Marketing Association; Polytechnic University of the Philippines Junior Marketing Executives;  Polytechnic University of the Philippines – Taguig Junior Marketing Association;San Beda University Junior Marketing Association; Siliman University Junior Marketing Association and Xavier University Junior Marketing Association. 

Leah Marie Ayeng, Director of Youth Academe at PMA, emphasized the broader impact of the awards. “The Agora Youth Awards is a platform that looks at community impact beyond competence because that is what it takes to be a changemaker. Now in its 32nd year, PMA’s youth and academe initiatives will take on a new approach with more innovative and practical programs that will enrich our young marketers’ experience and expose them to the pivotal changes in the industry.”

The selection process involves multiple stages of assessment, including application reviews, academic record assessments, and evaluations of nominees’ marketing plans and impacts. The judges for  the individual category are Lea Aquino, Mikaela Manuel, Loise Jan Alvarado, and Bianca Cerdenia. For the JMA category, the judges are Donna Donato, Lloyd Genesiran, and Queen Dy Manly. All judges are past recipients of the Agora Youth Awards.

The program focuses on five key areas: academic performance, extracurricular achievement, marketing acumen, values, and personality. Students demonstrate their capabilities by crafting real marketing plans that study real-life business cases, allowing them to apply marketing concepts and practices learned during their academic years. This thorough screening ensures transparency and fairness, subjecting each candidate to a comprehensive analysis to verify their accomplishments and assess their potential for future contributions.

Archie Carrasco, the CEO of AGC Power Holdings Corp. and a former recipient of the Agora Youth Award (formerly TOMAS Award) expressed his pride in being part of the awards again, this time as co-presenter and judge.  “Being a part of the Agora Youth Awards is a full-circle moment for me. I was once a finalist in 2001, and now, two decades later, I have the honor of serving as a judge. This award  has  been a significant part of my career journey, and I’m honored to give back to this platform.”

The 32nd Agora Youth Awards is presented in partnership with Aseana Holdings Inc., Sequoia Hotel, AQAdvertising, and AIC Group of Companies Holdings Corporation. The Business Manual serves as the official media partner. Additionally, Shoppertainment Live, Zoe Broadcasting, Prestige Paper Products, Philippine Business Coalition for Women Empowerment, and Uniquecorn Strategies PR are supporting the event as creatives and PR partners.  The awards ceremony will take place on July 31, 2024, at Sequoia Hotel Manila Bay in Parañaque City.

During the press conference, the StratMark Student Conference was also announced, with representatives from the University of Santo Tomas, the venue partner, and Our Lady of Fatima University, the youth and academe partner, in attendance. StratMark is the annual convergence of marketing students, educators, and professionals, and is one of the flagship programs of the PMA.