Nestlé Philippines received the Effectiveness Advertiser of the Year Award at the 6th Tambuli Awards of the University of Asia and the Pacific (UA&P), a program that recognizes outstanding integrated marketing communications (IMC) campaigns that have both produced business results and incorporated social relevance.
UA&P’s Tambuli award marks the fourth occasion at which the Centennial Campaign of Nestlé Philippines has been accorded the highest honors by an award-giving organization. The company’s Centennial campaign has also garnered the Grand Anvil Award of the Public Relations Society of the Philippines, the Philippine Association of National Advertisers’ PANATA Awards with two gold trophies, and the ARAW Awards in which the company earned the Advertiser of the Year Award.
The MILO Help Give Shoes Campaign won the Gold as the Best Advocacy Campaign, while the Bronze went to BEAR BRAND Powdered Milk Drink for Best Family Oriented Brand Campaign, and to NIDO Fortified for Best Established Brand Campaign.
Publicis Manila, Nestlé Philippines’ agency of record, won Tambuli’s Effectiveness Agency of the Year Award for the second year in a row, while Zenith Optimedia, the Company’s partner media agency, won the Gold for Best Innovative and Integrated Media Campaign for the 100 Years Kasambuhay, Habambuhay of Nestlé Philippines.
Nestlé won in various Tambuli award categories, most of which recognized its 2011 Centennial Campaign with the theme “Kasambuhay, Habambuhay”, a creative tribute to a century of partnership with Filipino families with Nestlé brands as a constant presence in their daily lives.
This year’s Tambuli competition received over a hundred entries from the Philippines’ leading advertising agencies and corporations, as well as from Thailand, Vietnam, India and Malaysia. Using a case study entry approach, the Tambuli Awards equally measure the profitability of IMC campaigns and the promotion of societal values. Entries submitted must prove to have resulted not only in increased profitability, but also in the betterment of society by upholding values such as family centeredness, respect for human dignity, environmentalism, and the importance of privacy, as well as virtues including hard work, punctuality, sincerity, honesty, humility, charity, modesty, and concern for others.
“The celebration of our centennial last year was a special moment in our history, one made possible by the countless Filipino families who have put their trust in Nestlé Philippines through generations. We never forget that it is our loyal consumers who have enabled our Company and our brands to grow and thrive. We thank the Tambuli Awards for giving us this most valued recognition, which will serve as our inspiration as we start our journey to continue to nurture generations of Filipino families in the next 100 years,” Nestlé Philippines Chairman & CEO John Miller said.