Asia Pacific Tambuli Awards organized by the School of Communication at the University of APAC enjoins brands to promote purpose

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Jerry Kliatchko.jpgAt a time when “brand purpose” or “ads for good” were not prevalent in marketing communication parlance, the Asia Pacific Tambuli Awards began in Manila in 2005 as the pioneer award show globally to recognize creative and effective brands with purpose, honoring brands that show the seamless integration of creativity + purpose + results. The case study entries submitted must demonstrate how brands correlate purpose with purchase.


Jerry Kliatchko, the organizer of the Asia Pacific Tambuli Awards (pictured), and the dean of the Integrated Marketing Communication (IMC) program at the School of Communication of the University of Asia and the Pacific (UA&P) said, “The Asia Pacific Tambuli Awards is not an award show for CSR advertising, advocacy, ads for charity, or ads for good, even if those campaigns are welcome and encouraged to enter. Since the inception of Tambuli, the award has always focused on mainstream brand campaigns that celebrate humanity, inspire purpose, and deliver results.” Kliatchko adds, “the award encourages brands to promote values or purpose in their core marketing communication campaigns to positively inspire millions of consumers across the globe to do good for humanity.” Moreover, Kliatchko opines, “our experience over the past thirteen years in running the award show reveals that clients like Unilever, Procter & Gamble, Nestle, and several others, have been able to demonstrate that brands that stand for a meaningful purpose are those that resonate powerfully with people, and effectively deliver business results.”

Agency and client entrants to the award show also contribute to the development of future talent for the marketing communications industry in Asia Pacific, through the Tambuli Scholarship Fund. Part of the entry fees generated from the entries is channeled to building a scholarship program for deserving students in the IMC program at UA&P, the organizer of the award show.


Deadline for submission of entries is on March 29, 2019. The complete list of categories and entry form are available at For inquiries, email

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