THE AGORA AWARD: THE GENESIS
THE PMA AND THE BIRTH OF PROFESSIONAL MARKETING IN THE PHILIPPINES
The years prior to the inception of the Philippine Marketing Association (PMA) might well be referred to as “the dark ages” of marketing as a profession in the country. Back then, the term “Marketing” solely meant the selling or distribution of products. Likewise, the term “Marketers” often conjured images of fast-talking salesmen making misleading sales pitches for poor quality products. As such, marketing practitioners were not able to come forward and present themselves as professionals who are instrumental in allowing consumers to make informed choices.
But all that changed in 1954 when 15 brave pioneers pooled their efforts and private funds to create the PMA. Guided by its long-term goal, notably “To promote Marketing as a noble profession and provide high-level standards,” this new non-stock, non-profit organization provided high-level guidance to the government, particularly in marketing related issues.
Since its inception, the PMA was committed to the belief that economic and social progress is intricately linked to the free enterprise system.
These beliefs are embodied in the PMA credo: “Our country’s economic progress can be best achieved in a climate of free enterprise, and business community is valued to economic progress.”
With its credo and objectives, the PMA represented something totally new in the country: an organization firmly grounded in integrity and honesty, and committed to Marketing as a professional enterprise. The PMA also believed that marketing should be recognized and appreciated as both an art and science. It also espoused that Marketing was, in truth, a profession in the finest sense of the word. Members were expected to contribute to the profession and to their communities, and to show consumers that profit was not the sole motivation for business.
During the late 1970’s, as it approached its Silver Anniversary, the PMA began searching for a flagship project, a project that would differentiate the Association, honor outstanding marketing practitioners, and further professionalize the field of marketing.
In 1977, three key members of the LongRange Planning Committee began to meet regularly to brainstorm and evaluate alternatives.
These three pioneers were the late Ernesto G. Roceles ( 1976-1977 PMA President), Renato S. Esguerra ( 1974 PMA President), and Guillermo T. Garcia ( 1974 EVP).
Over informal dinners and open discussions at the old Jade Vine Restaurant on United Nations Avenue, they saw the opportunity to recognize the best marketers in the country. Then, one evening, Mr. Garcia proposed the idea of creating an award that would transform the image of the marketing profession. All three men immediately understood the concept, and this gave birth to The Agora Awards.
While they agreed on The Agora Awards that year, it took a few more years before the project finally came to fruition. Under the leadership of 1979 PMA President Agustin Bengzon, the awards finally saw the light of day. The term “Agora” was an apt name for the new awards. “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
turned out to be the catalyst. During the Association’s silver anniversary, the first Agora Awards night was held. The 1979 awards committee, co- chaired by Willie Garcia and Clarita Ordoñez, started with three key categories: Marketing Management, Marketing Education, and Entrepreneurship. This became the blueprint for the awards, and guided it through its development.
THE TRADITIONAL AND FUTURE PROMISE
Since their inception in 1979, the Agora Awards have honored many distinguished individuals and companies who have made significant contributions to the marketing profession. Over the years, new categories were added. These included Export Marketing and Marketing Company of the Year in 1986. To further recognize the role of entrepreneurs and their contribution to economic growth, the Entrepreneurship category was segmented into Large Scale, Medium Scale and Small Scale in 1989.
In 1997, an international dimension was added to the Awards with the Asia Pacifi c Agora Awards for Marketing Excellence. This was logical outgrowth of PMA becoming a founding member of the Asia Pacifi c Marketing Federation in 1992, along with 12 National Marketing Associations from the region. Signifi cantly, it was during the centennial celebration of the Philippine nation that the PMA “exported” the Agora Awards to members of the Asia Pacifi c Marketing Federation, who have enthusiastically adopted this Filipino originated award of marketing excellence.
In 2003, another category - Advocacy Marketing - was added. This recognized companies with a strong sense of corporate social responsibility and actively gave back to the communities where they operate.
As the media landscape changed, the awards continued to adapt to the industry. To recognize Marketing Professionals from the non- client side, the Outstanding Achievement in Marketing Communications was introduced in 2014. It was fi rst awarded to Dr. Donald Patrick L. Lim of ABS- CBN Corporation.
Now, on its 38th year, the PMA proudly welcomes The Agora Awardees of 2017 into the illustrious company of previous winners. Each year, the torch is passed, and fl ames of excellence showing the way for current and future marketing professionals.
Then and now, The Agora Awards constantly highlights and rewards Filipino ingenuity and innovation in the fi eld of Marketing. And on its 62nd year, The PMA looks forward to continuing to champion The Agora Awards as a platform for serving the marketing profession and the Filipino people.