The Agora Way

The Agora Way Book Cover

 

For close to four decades, the Agora Awards in Marketing Excellence have recognized outstanding achievements in different fields and different sectors of Philippine business.

The distinction is one that is difficult to earn but rightfully stirs up a strong sense of pride in its recipients. Since the Awards were first given out by the Philippine Marketing Association (PMA) in 1979, close to three hundred have been awarded.
This year, the PMA has collected stories from close to 30 members of its august Agora Circle to share their experiences and guiding principles. In this way, these past winners are able to leave a lasting legacy to the succeeding generations of Filipino professionals who will move the industry and profession forward and take it to even greater heights.

“THE AGORA WAY: Shared Lessons and Values on Philippine Marketing Excellence” contains a range of sound advice: from lessons learned from his father by Lance Gokongwei to joining the big leagues by Paulo Tibig to advice on remaining relevant and sustaining business from marketing communication professional David Guerrero. Think of it as a handbook for a masterclass in Philippine marketing excellence.

This takes even further the Agora Circle’s commitment to share their journey and knowledge with future marketing professionals in various communities.

In the book are Agora awardees for Entrepreneurship Ditta Sandico for her clothing and design studio that features indigenous fabrics and Nol Montalbo of Mt Albo spa, recognized for elevating the traditional therapy Hilot into a trendy massage service. Both business owners talk openly about their humble beginnings and how they succeeded.
Joining them for Marketing Management are Margot B. Torres for McDonald’s Philippines, Edwin Totanes of Universal Robina corporation and Joseph Charles Cruel of Asia Brewery who narrate highlights of their illustrious marketing careers. The Agora recognizes too, expatriate marketing professionals like Lito German and Cristina Dolendo who are occupying top marketing positions overseas.

Among the awardees for Export Marketing are Bench/ lifestyle + clothing stores and GIGA natural products whose CEOs Ben Chan and Marcos de Villa recount the challenges of entering a highly competitive Asian market.
Eduardo Roberto, Leonardo Garcia and Chere’ Cato Yturralde are among the educators who shared their marketing insights.

Marketing Company of the Year awards have been given to homegrown companies like PNB – Philippine National Bank, Lamoiyan Corporation Official, Globe Telecom, Cebu Pacific Air, Smart Communications, Inc., Chowking PH, Universal Robina Corporation and Ayala Land, Inc. 2015 awardee for Company of the Year, ABS-CBN Broadcasting Corporation gave a truly inspiring narrative of a company that experienced a rebirth when it found its true mission.
Jollibee Group Foundation and Lamoiyan Foundation, both Agora awardees for Marketing Advocacy, define the principles that their companies have long upheld and how these are translated into corporate social responsibility (CSR) programs.

The newest category, Marketing Communications Management, are represented in the book by Philippine Star’s Lucien Dy Tioco and BBDO Guerrero | Proximity Philippines’ David Guerrero.
“THE AGORA WAY: Shared Lessons and Values on Philippine Marketing Excellence” published by the Philippine Marketing Association will be launched in the forthcoming General membership meeting of the PMA on April 26 at the Marco Polo Hotel Ortigas. Books will be sold in bundles so that one copy can be donated to a public senior high school.

 

Interested buyers may contact the Philippine Marketing Association Secretariat at Tel: (02) 6361451 .