31st Agora Awards
Created by the Philippine Marketing Association since 1979 to honor and recognized world-class Filipino businesses and marketing practitioners for their commitment and dedication to pursue marketing excellence by their expertise, out of the box ideas and concepts, and by their pioneering achievements, the Agora Awards is the most coveted award in the Business and Marketing sector in the Philippines because once in a lifetime only a business organization and an individual is named or awarded as an Agora Awardee of the present or current year.
The Agora Awards is divided on seven categories but for this year 2010, only winners from the five categories were named and the other two left vacant because there is no one qualified for the two left categories.
The Seven Categories of Agora Awards are:
1. Outstanding Achievement in Entrepreneurship
2. Outstanding Achievement in Marketing Education
3. Outstanding Achievement in Advocacy Marketing
4. Outstanding Achievement in Export Marketing
5. Outstanding Achievement in Marketing Management
6. Asia Pacific Agora Awards for Marketing Excellence
7. Marketing Company of the Year
The winners or Agora Awardee for the five categories:
1. RFM Corporation – for Outstanding Achievement in export Marketing
2. Novartis Healthcare Philippines – for Outstanding Achievement in Advocacy Marketing
3. Profood International Corporations – for Outstanding Achievement in Entrepreneurship-Large Scale
4. Food Asia Corporation – for Outstanding Achievement in Entrepreneurship-Medium Scale
5. Ms. Margarita “Margot” Torres, VP(vice president) for Marketing of McDonald’s Philippines – got the Outstanding Achievement in Marketing Management
The Agora Awards is Philippines’ own rewards for its home-grown world-class Marketing Brilliant Children.
The Agora Awards night was held at Hotel Intercontinental Grand Ballroom last November 23,2010.
“The Agora Awards is the beacon of Filipino marketing excellence that spotlight admirable qualities of versatility, innovativeness and ingenuity. Through the Agora, the Filipino is hailed as a world-class marketer endowed with a proven flair of out-of-the-box thinking and trailblazing achievements. Because of the Agora, marketing excellence shines through with a distinctively Filipino touch.
As symbolized by the butterfly undergoing its metamorphosis, emerging victoriously from its cocoon, the Agora Awards represent all that is best and brightest about our profession – and about our beloved country.
The butterfly’s wings in the Agora Award’s logo are the national colors of the Philippines. And just as the butterfly soars triumphantly upwards to achieve excellence, we believe that the Philippines itself will soon undergo a positive transformation. The illustrious winners of the coveted Agora Awards bestowed on this special evening will no doubt play key roles in bringing about a brilliant future for Filipino business and consumers in the years to come.”
—Philippine Marketing Association(PMA)
The Beginnings of Origin of the AGORA Awards :
“During the late 1970s, as it approached its Silver Anniversary, the PMA began searching for a flagship project, something that would differentiate the Association, honor outstanding marketing practitioners, and further professionalize the field of marketing. During the fateful year of 1977, three key members of the Long-Range Planning Committee began to meet regularly to brainstorm and evaluate alternatives: the late Ernesto G. Roceles (1976-1977 PMA President) Renato S. Esguerra (1974 PMA President), and Guillermo T. Garcia (1974 EVP). Their usual venue for informal dinners and open discussions was the old Jade Vine Restaurant on United Nations Avenue. One evening Garcia proposed the idea of creating an award that would transform the image of the marketing profession. All three men immediately understood that the concept, which would eventually evolve into what we now know as the Agora Awards, was a good one. They endorsed it enthusiastically.
However, the gestation period was prolonged and it was a couple more years before the project finally came to fruition under the leadership of 1979 PMA President Agustin Bengzon. The term “Agora” was eventually selected to described the new awards. And what an apt metaphor! The Agora, located near the Acropolis in ancient Athens, was the site of buying and selling in the community and an important precursor of the free enterprise system.
Ernie Roceles’ publication of Agora: The Philippine Journal of Marketing turned out to be the catalyst, and it was during the Association’s Silver Anniversary year that the first Agora Awards were held. The 1979 awards committee, co-chaired by Willie Garcia and Clarita Ordoñez, settled on the three key categories of Marketing Management, Marketing Education and Entrepreneurship and developed the procedural framework that has stood as the model ever since.”
—Philippine Marketing Association (PMA)
Up until now the promise and prestige of the Philippine Marketing Association (PMA) through its founded AGORA Awards lives on and continue to inspire more Filipino Marketing Intellectuals and Filipino Businesses.
Among its former Business Companies Awardees were :
(1)Philippine National Bank, (2)Trimec Trading Corp.,(3) Easy Call Phils., Inc., (4)Lamoiyan Corp., (5)The French Baker, (6)Dai-ichi Electronics Manufacturing, (7)Pocketbell Philippines,(8) La Tondeña Distillers, Inc., (9)Jollibee Food Corp., (10)Smart Communications, Inc. (11)Philippine Daily Inquirer,(12) BPI Card Finance Corporation,(13) Globe Telecom, (14)United Laboratories, Inc.,(15) San Miguel Corporation, (16)Megaworld Corporation, (17)Mercury Drug Corporation, (18)Chowking Foods Corporation, (19)The Philippine Star,(20) Universal Robina Corporation,(21) Ayala Land, Inc., (22)Cebu Air, Inc.