The PMA and the Birth of Professional Marketing in the Philippines
The coveted Agora Awards seeks to only recognize the cream of the crop when it comes to the dynamic and inclusive discipline of marketing. These exemplary individuals become torchbearers of ingenuity and gamechanging marketing strategies, serving as beaco
The years prior to the inception of the PMA might well be referred to as “the dark ages” of marketing as a profession in the country. Back then, marketing solely meant the selling or distribution of products. Likewise, marketers often conjured images of fast- talking salesmen making misleading sales pitches for poor quality products. 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 nonstock, 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 are intricately linked to the free enterprise system.
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, striving to do all that it can to improve the quality of life of Filipinos.
THE AGORA AWARD: THE GENESIS
Under the leadership of 1979 PMA president Agustin Bengzon, the Agora Awards was born to honor outstanding marketing practitioners and further professionalize the field of marketing.
Since its inception, the Agora Awards have honored many distinguished individuals and companies who have made significant contributions to the marketing profession.
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 first awarded to Dr. Donald Patrick Lim of ABSCBN 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 flames of excellence show the way for current and future marketing professionals.
Then and now, the Agora Awards constantly highlights and rewards Filipino ingenuity and innovation in the field 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.