To honor the next generation of Filipino marketers, the Philippine Marketing Association (PMA) has announced the finalists for the 32nd Agora Youth Awards.
In collaboration with the Philippine Junior Marketing Association (PJMA) and co-presented by AGC Power Holdings Corp., the awards feature two categories: individual students and junior marketing associations or school organizations involved in marketing.
In a statement issued on July 4, PMA described the Agora Youth Awards as an annual search for the country’s top marketing students, recognizing excellence in academic performance, extracurricular achievements, and participation 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 industry landscape," PMA said.
"These initiatives showcase their creativity, strategic thinking, and commitment to pushing the boundaries of traditional marketing practices," it added.
Highlighting excellence nationwide
PMA announced that finalists in the individual category hail from Luzon, the National Capital Region (NCR), and Mindanao.
Among them are 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 the 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 collaboration with PJMA, also spotlights top student marketing associations for their programs and contributions to the advancement of their student marketing members.
Fostering changemakers
PMA Youth Academe Director Leah Marie Ayeng 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," she said.
"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 pivotal changes in the industry," she added.
PMA detailed the rigorous selection process involving multiple stages of assessment, including application reviews, academic record evaluations, and scrutiny of nominees' marketing plans and impacts.
Distinguished judging panel
Judges for the individual category include 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.
Promoting excellence and ethics
PMA highlighted the program's focus on five key areas: academic performance, extracurricular achievements, marketing acumen, values, and personality.
"Students showcase their capabilities by crafting real marketing plans that analyze real-life business cases, enabling them to apply marketing concepts and practices learned during their academic years," PMA said.
"This thorough screening ensures transparency and fairness, subjecting each candidate to comprehensive analysis to validate their accomplishments and assess their potential for future contributions," it added.
Honoring tradition and future leaders
AGC Power Holdings Corp. Chief Executive Officer (CEO) Archie Carrasco, a former recipient of the Agora Youth Award (formerly TOMAS Award), expressed pride in returning to the awards as co-presenter and judge.
"Being part of the Agora Youth Awards is a full-circle moment for me," he said.
"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," he added.
Upcoming ceremony
The 32nd Agora Youth Awards ceremony is scheduled on July 31 at Sequoia Hotel Manila Bay in Parañaque City.
Beyond the awards
In addition to announcing the 2024 Agora Youth finalists, PMA also unveiled plans for StratMark, one of its flagship programs.
StratMark serves as an annual convergence of marketing students, educators, and professionals.
The StratMark Student Conference was also announced, with representatives from the University of Santo Tomas and Our Lady of Fatima University in attendance, highlighting their roles as venue and youth and academe partners, respectively.