The value of a campaign is in its values.

This brochure and its envelope are proudly printed on paper made with 100% post consumer recycled fiber and 100% certified renewable energy.

The value of a campaign is in its values.

The UA&P Tambuli Awards complements

existing industry awards based solely on

either creative merit or human values by

recognizing Integrated Marketing Com-

munications (IMC) campaigns proven to

deliver positive results for both the com-

panies’ shareholders and society at large.

The UA&P Tambuli Awards follows a case

study approach to gauge the efficacy and

social relevance of IMC campaigns.

To further the practice of profitable IMC through the analysis and measurement of corporate brand investments and returns.

To promote societal values through IMC.

OBJECTIVES OF THE UA&P TAMBULI AWARDS

CARMENCITA ESTEBAN PLATINUM AWARDThe Carmencita Esteban Platinum Award is the highest distinction given in this competition. It is awarded to the campaign that has most effectively achieved integration as demonstrated by a remarkable advancement in business performance while at the same time espousing a genuine commitment to social goals. The winner of this award is chosen from among the Gold Award Winners. EFFECTIVENESS AGENCY OF THE YEAR AWARDThe Effectiveness Agency of the Year Award is a special award given in this competition. Agencies that have at least 3 distinct winning entries will qualify for this award.

EFFECTIVENESS ADVERTISER OF THE YEAR AWARDThis is awarded to the winning advertiser of the Carmencita Esteban Platinum Award, the highest accolade given in this competition.

TAMBULI CMO OF THE YEAR*This recognition and distinction is awarded to the Chief Marketing Officer (CMO) who has demonstrated leadership in (a) achieving marketing excellence and profitability for the organization, and (b) promoting societal values through integrated marketing communications.

TAMBULI CEO OF THE YEAR*This recognition and distinction is awarded to the Chief Executive Officer (CEO) who has demonstrated leadership in (a) overall profitability of the organization and (b) promoting societal values through integrated marketing communications and overall management of business.

*By nomination. The award may be given only once to the awardee.

Awards

GOLD

BRONZESILVER

Awards Categories

BEST SMALL BUDGET BRAND CAMPAIGNIntegrated campaigns promoting products or services in the small budget category. BEST ESTABLISHED BRAND CAMPAIGNIntegrated campaigns promoting products or services in the established brand category.

BEST INNOVATIVE AND INTEGRATED MEDIA CAMPAIGNIntegrated campaigns that have inno-vatively used multiple forms of media relevant to the target audiences and are consistent with the overall marketing communications objectives that generate dramatic business results.

BEST INSIGHTS AND STRATEGIC THINKINGIntegrated campaigns that show a deep understanding of consumer motivations, needs, desires, behavior, and brand experiences translated into a powerful and strategic brand communication program that led to dramatic business results. BEST TEENS BRAND CAMPAIGNIntegrated campaigns that promote character formation of the youth and that foster moral uprightness among them (e.g., promotion of virtues such as spirit of service, modesty, concern for others, respect and love for parents and elders, optimism, perseverance, sincerity, responsibility, and moderation).

BEST FAMILY-ORIENTED BRAND CAMPAIGNIntegrated campaigns that support and strengthen the family (e.g., promotion of marriage and fidelity, promotion of a culture of life, love for elders and children, mutual respect, and sharing).

BEST FASHION BRAND CAMPAIGNEffective integrated campaigns that promote clothing and accessories, including shoes and perfumes, while espousing values such as propriety, modesty, good taste, and elegance.

BEST MEDIA-INITIATED CAMPAIGNEffective campaigns promoting

values, initiated by media companies or media agencies.

BEST ADVOCACY CAMPAIGNEffective integrated advocacy campaigns that promote societal values.

BEST PUBLIC RELATIONS (PR) INITIATED CAMPAIGNEffective PR-initiated integrated campaigns that promote societal values.

BEST IN CREATIVE IDEA AND EXECUTIONTo showcase the UA&P Tambuli Awards’ belief that promoting virtue need not be mundane or passé, this award focuses on the creative approach taken to endorse societal values and the degree to which it is successfully effected.

UA&P Tambuli Awards Advisory Board

Vicente DinglasanRelationship Partner, IDS (Philippines), Inc.

Ramon JimenezCEO and Senior Consultant, WOO Consultants

Javier Jose CaleroChairman, Tambuli Awards Advisory Board / Chairman, Full Circle Communications

Carmencita EstebanPresident, Philippine Survey and Research Center

Herminio OrdoñezChairman Emeritus, Publicis Manila

Eric CanoyPresident, Radio Mindanao Network

Raul Juan EstebanManaging Director, Philippine Survey and Research Center

Jaime PunoFormer Chairman, President and CEO, Dentsu, Young and Rubicam—Alcantara

March VentosaStudio 23 and Cable Channels Head,ABS-CBN

Andre KahnPresident,J. Romero & Associates

Bobby BarreiroExecutive Vice President and Chief Operating Officer, TV5

Francine Calero-Racho, Ph.D.Vice Dean, School of Communication, UA&P

Jerry Kliatchko, Ph.D. Dean, School of Communication, UA&P

The UA&P Tambuli Awards Board of Judges will be composed of a distinct jury of CEO’s and senior executives from advertising agencies and client companies.

Advertising/communication agencies and clients that have implemented integrated marketing communications campaigns for the period 01 January 2010 to 31 December 2010 are all encouraged to submit entries.

Advertising/communication agencies must get client endorsement to validate their entry.

Entrants Judging Process

All submitted case studies would undergo a pre-screening process.

Shortlisted entries will be evaluated by the Board of Judges. Entries will be ranked independently and confidentially by each member on the basis of the following criteria:

Ability to meet or surpass desired marketing objectives (25%)

Ability to achieve or surpass marketing communications objectives (25%)

Impact to promote societal valuesa. Presence of values (25%)b. Execution of values (25%)

1. Only integrated marketing communications campaigns released between 01 January 2010 and 31 December 2010 are qualified for the Tambuli Awards 2011. Campaigns may have been introduced earlier but must have run during this period and have data relative to the qualifying time.

2. The entry form must be fully accomplished, including client and agency credits as well as endorsement signatures from the client to validate the entry.

3. All entries must be in typeface. Handwritten entries are not allowed.

4. Data presented in the Evidence of Results section must refer to a specific source. This could be client information or agency/

third-party research. If the agency is the source of your research, you need to indicate “Agency Research,” including pertinent details such as the date and place the research was conducted. The Tambuli Awards Board has the right to verify the accuracy of your data with the referred source. Not referring to a source will result in disqualification.

5. English translations must be provided for Filipino words or phrases used in your case study.

6. All text in your case study must be in black font for readability. Colored fonts are not allowed. However, graphs and charts may be in colored font.

7. All entries in the UA&P Tambuli Awards from the Philippines should conform to the Philippine Code of

Rules and Conditions

Ethics for Advertising as regulated by the Advertising Standards Council. Entries from other Asian countries should conform to the ethical standards of their respective countries’ regulating bodies.

8. All entries must be work rendered for legitimate clients that have paid for media placements.

9. The decision of the judges is final, and no correspondence is allowed. Judges connected to an entry should exempt themselves from judging that entry.

10. It is understood that all entries submitted to the UA&P Tambuli Awards may be used either in whole or part, in any way the organizers deem appropriate, including dupli-cation and publication, while honor-ing at all times the confidentiality of specified information.

11. All entries are non-returnable.

12. If the entries you submitted for the awards are subsequently published, the authors must acknowledge the UA&P Tambuli Awards.

13. The UA&P Tambuli Awards reserves the right to exclude entries that do not comply with the rules and conditions listed above.

14. A single entry may be submitted to only a maximum of THREE categories in this competition.

15. Only one gold, one silver, and one bronze may be awarded for each category. In case there is a tie in certain categories, the Board of Judges may also decide to give a maximum of two silvers or bronzes.

The entry fee for each campaign per category is Php6,500.00.

Entry fee for Asia-Pacific is US$190.00

A separate fee is required for each category in which the campaign is entered.

Please make the checks payable to University of Asia and the Pacific Foundation, Inc.

Payments made for wrong, disqualified or withdrawn entries are non-refundable.

31 March 2011 (Thursday)Deadline for submission of case study entries

08 June 2011 (Wednesday)UA&P Tambuli Awards 2011 Conference

09 June 2011 (Thursday)UA&P Tambuli Awards 2011 Awards Night

Fees

Key Dates

Please submit all your entries to:

The UA&P Tambuli Awards 2011School of Communication3/F College of Arts and Sciences Bldg.University of Asia and the PacificPearl Drive, Ortigas CenterPasig City, Philippines

For inquiries, you may contact Ms. Karla Pelayo at 6370912 local 393 or via email at karla.pelayo@uap.asia.

You may visit the UA&P Tambuli Awards website: www.tambuliawards.com for more information.

ORGANIZED BY:

IN PARTNERSHIP WITH: SUPPORTED BY:

MEDIA SPONSORS:

SPONSORS AND CORPORATE PARTNERS: