BACKGROUND In July 2005, the University of Asia and the Pacific (UA&P) School of Communication in Manila launched the Tambuli Awards.

BACKGROUND The award is distinct from all other existing effectiveness awards in that it gives equal importance to creativity, business results and promotion of societal values.

Celebrating profitable marketing that promotes societal values, the Tambuli Awards turns up the volume, broadening its call for entries outside of the Philippines and into the rest of the Asian region. The tambuli, the awards’ symbol of effectiveness, was an indispensable tool in the lives of early Filipino inhabitants, serving as a means of communication and precaution. For us, it stands for marketing communicators who create and deliver messages focused on results that build long-lasting value for their organization, their markets and stakeholders, and for the common good of society.

Objectives of the Tambuli Awards Since its launch in 2005, the Tambuli Awards has aimed to fulfill two objectives: 1.To further the practice of profitable integrated marketing communications (IMC ) through the analysis and measurement of corporate brand investments and returns 2.To promote societal values through IMC

Best Small Budget Product Brand Campaign Integrated campaigns promoting products in the small budget category Best Small Budget Service Brand Campaign Integrated campaigns promoting services in the small budget category Best Established Product Brand Campaign Integrated campaigns promoting products in the established brand category Best Established Service Brand Campaign Integrated campaigns promoting services in the established brand category Best Innovative and Integrated Media Campaign Integrated campaigns that have innovatively used multiple forms of media relevant to the target audiences, and consistent with the overall marketing communications objectives that generate dramatic business results. Best Insights and Strategic Thinking Integrated campaigns that show a deep understanding of consumer motivations, needs, desires, behavior, and brand experiences translated into a powerful and strategic brand communication program that led to dramatic business results Best Teens Brand Campaign Integrated campaigns that promote character formation of the youth and that foster moral uprightness among them (e.g. promotion of virtues such as spirit of service, modesty, concern for others, respect and love for parents and elders, optimism, perseverance, orderliness, sincerity, responsibility, and moderation. Best Family-Oriented Brand Campaign Integrated campaigns that support and strengthen the family (e.g promotion of marriage and fidelity, promotion of a culture of life, love for elders and children, mutual respect, and sharing)

Best Fashion Brand Campaign Recognizes effective integrated campaigns that promote clothing and accessories, shoes, perfumes, and other fashion-related items Best Media-Initiated Brand Campaign Recognizes effective campaigns that promote values initiated by media entities Best in Creative Idea and Execution To showcase that Tambuli Awards’ belief that promoting virtue need not be mundane or passé, this award will focus on the creative approach taken to endorse societal values and the degree in which it is successfully effected.

Carmencita Esteban Platinum Award The Carmencita Esteban Platinum Award is the highest distinction given in this competition. It is awarded to the campaign that has most effectively achieved integration demonstrated by a remarkable advancement in business performance while at the same time espousing a genuine commitment to social goals. Winners of this award are chosen from among the Gold Award Winners. Effectiveness ADVERTISER of the Year Award A special award to be given to the winning client of the Carmencita Esteban Platinum Award, the highest accolade given in this competition. Effectiveness AGENCY of the Year Award A special award reserved for one agency that wins in at least three distinct categories.