APAC Tambuli Awards reveals its 2026 winners: Merlee Jayme, Melvin Mangada and David Guerrero named Agency Leaders of the Decade
The APAC Tambuli Awards has released the results of its 20th edition, with winners announced at a ceremony held on Friday, June 5, at the Grand Hyatt Manila in Taguig. Among the top honours, Merlee Jayme, Melvin Mangada and David Guerrero were each recognised as Agency Leaders of the Decade. Ogilvy Manila was named Agency of the Year, while Grab Philippines took home both Company of the Year and Advertiser of the Year.
Three Grand Prix awards were presented: Grab Philippines’ Grab Unblocks the Worst Airport in Asia in the Leaders for Corporate Purpose – Public-Private Partnership category; BBDO Guerrero’s Safetynovela in Masters of Everyday Purpose – Human Centric Solutions; and Ogilvy Manila’s Flight Patterns in Builders of Society – Arts, Culture and Heritage.
The naming of Philippine creative legends Merlee Jayme, Melvin Mangada and David Guerrero as Agency Leaders of the Decade was a special moment on the stage.
In a social media post Merlee Jayme acknowledged the achievement: “So honored to receive the Agency Leader of the Decade award alongside colleagues and mentors David Guerrero and Melvin Mangada.
“A decade is a long time. Long enough to realize that no award is ever earned alone. I share this recognition with the many people who made the journey possible. My partners Alex Syfu & Ronald Barreiro, Diday Veneracion Alcudia, Louie Sotto, Digit Hizon, Edg Samson, JR Ignacio, Kheng Masangkay, RJ Espartinez, Sam Alapan James J Bernardo & all my teams in DM9 Jayme Syfu, Dentsu Jayme Syfu, The Misfits Camp and Jayme HQ. To my creatives who believed in crazy ideas, the clients who trusted them, the mentors who guided me, the partners who challenged me, and my family who stood by me through every late night, risk, and dream: Thank you.”
The full list of winners can be viewed below:
Photos from the night are featured below.
SPECIAL AWARDS
Lifetime Achievement Award
Dr. George T. Yang
Chairman and Founder
McDonald’s Philippines
Business Leaders of the Decade
Margot Torres
Managing Director
McDonald’s Philippines
Business Leaders of the Decade
Bernie Liu
Executive Chairman
Golden ABC
Agency Leader of the Decade
Merlee Jayme
Founder, Chairmom, and Chief Creative Officer
Jayme Headquarters
Agency Leader of the Decade
Melvin Mangada
Chairperson and Chief Creative Officer
TBWA\Santiago Mangada Puno
Agency Leader of the Decade
David Guerrero
Creative Chairman
BBDO Guerrero
Corporate Program of the Decade
McDonald’s: Feed the Mind
Company: McDonald’s Philippines
Agency: Leo Manila
Brand Campaign of the Decade
Nescafé: Nescafé Bangon (To rise)
Company: Nestlé Philippines, Inc.
Agency: Publicis Manila
Chief Marketing Officer of the Year
Joaquin San Agustin
Executive Vice President for Marketing
SM Supermalls
Young Marketing Leader of the Year
Joshua Alexis Decena
Senior Manager, Business Development
Max’s Kitchen, Inc.
Company of the Year
Grab Philippines
Advertiser of the Year
Grab Philippines
Agency of the Year
Ogilvy Manila
Marketing Team of the Year
Cebu Pacific Air
Grand Prix
Leaders for Corporate Purpose
Public-Private Partnership
Grab Unblocks the Worst Airport in Asia
Company: Grab Philippines
Masters of Everyday Purpose
Human Centric Solutions
Safetynovela
Company: Philippine Airlines Inc.
Agency: BBDO Guerrero
Builders of Society
Arts, Culture and Heritage
Flight Patterns
Company: Cebu Pacific Air, Inc.
Agency: Ogilvy Manila
GOLD
Leaders for Corporate Purpose
Inclusive Growth
Advancing Communities with Lasting Impact: How Industry-Anchored Developments Strengthen the Philippines
Company: Aboitiz Economic Estates
Masters of Everyday Purpose
Human Centric Solutions
Grab Unblocks the Worst Airport in Asia
Company: Grab Philippines
Builders of Society
Arts, Culture, and Heritage
The Real Physiognomy Book – Her Face Is Not Her Fate
Company: Unilever Vietnam
Agency: Ogilvy Vietnam
Builders of Society
Tambuli Origins
Safetynovela
Company: Philippine Airlines Inc.
Agency: BBDO Guerrero
Champions for Humanity
Youth Brand
Makeup and Live Selling
Company: Save the Children Philippines
Agency: Seven A.D. Inc.
Champions for Humanity
Building Character
THE VOTE SALE
Company: GCash (Mynt, Inc.)
Agency: PUBLICIS MANILA, INC. / PUBLICIS JIMENEZ BASIC / LEO MANILA
SILVER
Leaders for Sustainability and Corporate Purpose
Corporate Leadership and Culture
Del Monte: 100 Years of Nourishing Goodness
Company: Del Monte Philippines, Inc.B
Agency: Dentsu Creative Philippines
Leaders for Sustainability and Corporate Purpose
People’s Well-being
Del Monte: 100 Years of Nourishing Goodness
Company: Del Monte Philippines, Inc.B
Agency: Dentsu Creative Philippines
Leaders for Sustainability and Corporate Purpose
Public-Private Partnership
Transforming Health for Every Filipino through Public-Private Partnerships
Company: AC Health (Ayala Healthcare Holdings)
Leaders for Sustainability and Corporate Purpose
People’s Well-being
Batang Matatag Campaign
Company: Opella Healthcare Philippines
Agency: McCann Philippines
Leaders for Sustainability and Corporate Purpose
Care for the Environment
SM Green Movement: Turning Commercial Spaces into Engines of Environmental Stewardship
Company: SM Prime Holdings, Inc.
Agency: HAVAS Ortega
Masters of Everyday Purpose
Enhancing Everyday Moment
How Pepsodent Won Ramadan: Ramadan Tanpa Huruf H
(Ramadan Without the Letter H)
Company: Unilever Indonesia
Agency: OLIVER Indonesia
Masters of Everyday Purpose
Delivering Brand Promise
GCash Commute Fast Lane
Company: GCash
Agency: Universal McCann, 1 Digital Media Group, and Rebel Marketing
Builders of Society
Tambuli Origins
Flight Patterns
Company: Cebu Pacific Air
Agency: Ogilvy Manila
Builders of Society
Tambuli Origins
The Never-Ending Chant
Company: Nestlé Philippines
Agency: Ogilvy Manila
Builders of Society
Arts, Culture, and Heritage
Safetynovela
Company: Philippine Airlines Inc.
Agency: BBDO Guerrero
Builders of Society
Responsible Citizenship
Del Monte: 100 Years of Nourishing Goodness
Company: Del Monte Philippines, Inc.
Agency: Dentsu Creative Philippines
Builders of Society
Advocacy
Makeup and Live Selling
Company: Save the Children Philippines
Agency: Seven A.D. Inc.
Champions for Humanity
Health and Wellness
Museum of Speaking Skin
Company: Opella Healthcare Philippines
Agency: Leo Manila
Champions for Humanity
Youth Brand
Nescafé Gisingin ang mundo. Waking up the Filipino youth through inspired acts
Company: Nestlé Philippines Inc.
Agency: Publicis Manila
Champions for Humanity
Education and Lifelong Learning
BRAINCHARGE: THE ANTI BRAINROT CAMPAIGN
Company: TELKOMSEL
Agency: Hakuhodo Digital Indonesia
Bronze
Leaders for Sustainability and Corporate Purpose
Inclusive Growth
Lighting The Way For Every Working Student: A Workplace Designed To Unlock Their Best Self
Company: McDonald’s Philippines
Agency: TBWA\Santiago Mangada Puno
Leaders for Sustainability and Corporate Purpose
Inclusive Growth
Weekend Market with Benguet Farmers
Company: DMCI Homes
Leaders for Sustainability and Corporate Purpose
Inclusive Growth
Beyond Connectivity: Building an Inclusive Digital Livelihood Ecosystem for Farmers and MSMEs
Company: PLDT and Smart
Leaders for Sustainability and Corporate Purpose
Inclusive Growth
GCash – Wais Tindera
Company: GCash
Agency: Project Duo Integrated Communications Corp.
Leaders for Sustainability and Corporate Purpose
Corporate Leadership and Culture
FROM DRIVERS TO DIRECTORS
Company: GRAB Philippines
Agency: GIGIL MANILA
Leaders for Sustainability and Corporate Purpose
People’s Well-being
SM Supermalls’ Active Hub
Company: SM Prime Holdings, Inc.
Agency: Havas Ortega
Leaders for Sustainability and Corporate Purpose
Inclusive Growth
Del Monte: 100 Years of Nourishing Goodness
Company: Del Monte Philippines, Inc.
Agency: Dentsu Creative Philippines
Leaders for Sustainability and Corporate Purpose
Continuing Education
BOOK NOOK:Leaders for Corporate Purpose: Continuing Education
Company: SM Supermalls
Agency: RIPPL MARKETING SOLUTIONS INC.
Masters of Everyday Purpose
Delivering Brand Promise
2-Minute Drive-Thru Challenge
Company: McDonald’s Philippines
Agency: TBWA\Santiago Mangada Puno
Masters of Everyday Purpose
Enhancing Everyday Moments
Sachet Loans
Company: GCash
Agency: Publicis JimenezBasic
Masters of Everyday Purpose
Human Centric Solutions
RCBC ATM Go: The Philippines’ First Kapitbahay (Neighborhood) ATM
Company: RCBC
Masters of Everyday Purpose
Delivering Brand Promise
Chicky
Company: Grab Philippines
Agency: GIGIL Manila
Masters of Everyday Purpose
Human Centric Solutions
A Million Recommendations
Company: Grab Philippines
Agency: GIGIL Manila
Masters of Everyday Purpose
Human Centric Solutions
Kween Yasmin All-Purpose Font
Company: Canva
Agency: GIGIL Manila
Masters of Everyday Purpose
Delivering Brand Promise
McDo Math
Company: McDonald’s Philippines
Agency: VML Manila
Masters of Everyday Purpose
Human Centric Solutions
Grab Asenso: Digital Diskarte Program (Caravan)
Company: Grab Philippines
Agency: BridgesPR
Builders of Society
Responsible Citizenship
Green Movement Builders of Society: Responsible Citizenship
Company: SM Supermalls
Agency: RIPPL MARKETING SOLUTIONS INC.
Builders of Society
Family Centered Brand
Rent A Bapak – Kopi Tubruk Gadjah
Company: Savoria
Agency: Hakuhodo Digital Indonesia
Champions for Humanity
Health and Wellness
Batang Matatag Campaign
Company: Opella Healthcare Philippines
Agency: McCann Philippines
Champions for Humanity
Health and Wellness
Bring Your Self Back
Company: Haleon
Agency: Gigil Manila
Champions for Humanity
Youth Brand
Cream Silk Queens
Company: Unilever Philippines
Agency: Publicis Media – pubU
Champions for Humanity
Health and Wellness – Integrated Media
Gifted Kids in Action
Company: Wyeth Philippines, Inc.
Agency: Ogilvy Manila
Champions for Humanity
Health and Wellness
Retrato
Company: Abbott Laboratories, Inc.
Agency: Seven A.D. Inc.
Champions for Humanity
Building Character
Safe Sound Check
Company: Project Inclusion Network
Agency: Jayme Headquarters
