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Gen Z Marketers: The Finalists And Winners of the 33rd Agora Youth Awards

These Gen Z marketers to bound to lead a new era driven by AI, sustainability, and environmental responsibility.

The Philippine Marketing Association and AGC Power Holdings Corp. recognized 15 outstanding junior marketers at the 33^rd Agora Youth Awards. The 33rd Agora Youth Awards is the Philippines’ premier search for the next wave of Gen-Z marketing disruptors: young visionaries who dare challenge the norms and reshape the future of the industry.

This year’s theme, “Rewrite the Norms, Challenge the Status Quo,” challenges Gen Z “AI-Nabled” marketers to become the driving force–the disruptors–leading a new era of business where artificial intelligence, sustainability, and environmental responsibility are at the fore. This year’s competition goes beyond recognition, empowering Gen Z to spark real change by aligning with all 17 UN Sustainable Development Goals.

Finalists presented marketing plans for a specific case sponsor, demonstrating their marketing acumen, creativity, and leadership to a panel of judges. They were ranked according to a certain set of criteria, and winners were selected. This year’s case sponsor for the Individual Category was AC Mobility – BYD Cars Philippines, while Global Dominion FInancing Corporation was the case sponsor for the JMA (Junior Marketing Association) category The University of Santo Tomas Junior Marketing Association bagged top honors for the JMA category.

Get to know this year’s finalists and winners.

Rafael Joshua Tanteo — Batch Valedictorian

San Beda University

As Vice President for External Affairs of the San Beda Junior Marketing Association. Rafael successfully secured 54 strategic partnerships, led his organization into 13 national and international competitions, and initiated 18 external engagements, all within a single year.

He attributes his motivation to his family, describing them as his greatest inspiration and the fuel behind his drive to continually excel.

“My journey was inspired by a deep sense of responsibility to my family—particularly my brother with special needs—which grounded my commitment to excellence,” Rafael said in an email interview. “What sustains me is the belief that marketing, when done with purpose, can bridge opportunity gaps, elevate voices, and shape a better future.”

Rafael is eager to hone his craft after graduation, setting his sights on a career in brand management or the broader field of integrated marketing communications.

“My long-term goal is to contribute to organizations that drive both business growth and societal progress,” he says. “It is not merely achieving for oneself, but uplifting others, challenging systems, and leaving lasting value—economically, socially, and ethically.”

For Rafael, success goes beyond personal achievement—it is about acting with impact, purpose, and inclusivity. To get there, he emphasizes the importance of making the first move, staying consistent, seeking support, and remaining open to feedback.

“Ideas gain power through execution, collaboration, and resilience. Don’t wait for perfect conditions. Begin with what you have, and allow passion and discipline to carry it forward,” he advises.

Lia Nicole Angelika Bungabong – Batch Salutatorian

Siliman University

Lia was recognized for the successful staging of BeezLand 2024, a music festival that attracted 800 attendees and brought the entire community together through local music, food, and handcrafted products.

“Our main goal was to make the students feel seen, supported, and celebrated, and I think we did that,” shares Lia.

Upon graduation, Lia hopes to channel her creativity and entrepreneurial drive into the retail and beauty industries. She is especially excited to share her own brand of marketing—one that pushes for better inclusivity and representation, and serves the market in a way that is meaningful and intentional.

“I know how it feels to be part of a market that often goes unnoticed, and I want to change that. I want to bring attention to voices and communities that deserve to be part of the conversation,” says Lia.

This philosophy extends to her leadership style which is open, empathetic, and non-discriminatory.

“Today we need leadership that’s inclusive—one that doesn’t just cater to the elite but listens to and uplifts underrepresented communities. Coming from the province, I want my leadership to be rooted in empathy and opportunity sharing. I want to be someone who opens doors for others who don’t always get invited in,” she declares.

Her advice to others who would like to turn an idea into a product or business?

“Go for it even if it’s scary,” Lia encourages. “Starting something is always messy, but if you believe in the reason behind it and who you’re doing it for, the rest will follow.”

Cesar Mayor Jr. – Top 3

Polytechnic University of the Philippines

Cesar takes pride in launching Markethletics, a platform where marketing strategies and branding are showcased through the dynamic and competitive lens of sports. The event gathered hundreds of students from the Polytechnic University of the Philippines and other colleges and universities.

He hopes to explore more opportunities to develop innovative and impactful projects as he pursues a career in brand management, event management, or influencer marketing.

“I’m really passionate about strategy, creativity, and execution, so I see myself working in industries where I can lead brand partnerships, digital activations, or even large-scale events that make real impact,” he shares.

Cesar explains that marketing is more than just selling. It’s about being able to connect with your market by creating value, sparking conversations, and making people feel. He hopes to be able to contribute by bringing in his fresh ideas, executing with impact, building genuine connections, and combining his creativity with strategic thinking.

“What keeps me going is the thought that every project I work on could spark something in someone whether it’s inspiration, action, or even confidence,” adds Cesar.

For others who may also have creative ideas they wish to pursue, his advice is simple. “Just start,” says Cesar. “Don’t wait for everything to be figured out. Instead, take small steps, ask for help, learn as you go, and most importantly, believe that your idea is worth building.”

Charlotte Esposo – Top 4

Polytechnic University of the Philippines

Charlotte headed her school’s Regional Directors’ Training Program, which helps members hone their leadership potential, connect with mentors, and discover their untapped talent and skills. Projects like this have motivated her to pursue a career in marketing, particularly in events management.

“I really love connecting with people and making relationships with different brands from different industries as we create something impactful and relatable, which will benefit many individuals,” shares Charlotte.

She believes leadership should inspire positive change and action from others. “Today’s business landscape calls for a leadership style that is purpose-driven. Everything is possible and executable with enough resources but not everything comes from a core of having a purpose that aims to influence positively,” she says.

Mardrig Matias – Top 5

Saint Louis University – Baguio City

Mardrig considers himself an approachable, competent, and transparent leader who draws inspiration from creating solutions for his community. He believes that today’s world calls for an empathetic, innovative and purpose-driven style of leadership, which he hopes to practice when he joins the corporate world.

“Today’s world should not only revolve around ROIs and numbers. We should understand people, be creative, and create a long-term good for the community,” says Mardrig.

He plans to get into marketing or brand management, preferably with a company that champions innovation and sustainability.

Piolo Singson – Top 6

PUP Manila

Staging of the marketing event “Sparking Torches” at PUP Manila was most memorable and impactful for Piolo, as it taught him about servant leadership.

“It was when I truly embodied the meaning of ‘to serve and not be served,’” he admits.

Which is why as a future manager, his goal is to become a leader who inspires action and stays grounded in his values.

“I lead by showing up, being consistent, and making sure ideas are actually brought to life. I’m still learning and evolving, but I aim to lead with passion, ambition, and purpose,” he says.

His interest in marketing spans many different areas, from digital marketing and retail media to advertising, but he has recently been leaning more into brand management and is excited about leading campaigns.

Obaidie Alawi – Top 7

Mindanao State University

Obaidie organized a digital training program for artisans in Tugaya, Lanao del Sur. The program taught participantst how to promote their crafts on Facebook, TikTok, Shopee, and Lazada, and helped them maintain and grow their brands in online marketplaces.

“I realized their struggle was never a lack of passion but a lack of access,” Obaidie says.

He hopes to continue empowering both individuals and companies in building brands, particularly through content creation, storytelling, and brand-building, whether via brand management or publishing.

“I’d love to explore industries like magazines, digital publishing, and lifestyle media where I can bring human stories to life,” he declares.

As a student leader, Obaidie leads by example, always putting others first.

“Today’s world needs leaders who are empathetic, grounded, and action-oriented. I try to lead by example, to show up in moments that matter, and to always put people first,” says Obaidie.

Rhowileen Cauguiran – Top 8

University of Rizal System, Binangonan

Rhowileen launched JMAlasakit—a purpose-driven initiative which aims to ignite the spirit of malasakit among student marketers through the simple act of helping fellow students in need. The project has grown into a movement which brings people together during calamities and is envisioned to make a lasting difference through future projects in education, health, environment, and job creation.

Rhowileen hopes to bring the same creativity and passion in her prospective role in brand and event management, or public relations.

“I want to champion meaningful storytelling and ethical, purpose-led campaigns that connect brands with people in ways that truly matter. Whether it’s through community-led initiatives or dynamic campaigns, I want to contribute ideas that uplift voices, champion sustainability, and inspire movement,” Rhowileen says.

For fellow students who have their own creative ideas, Rhowileen encourages to just get it off the table.

“Don’t be afraid to try, even if it means failing at first,” advises Rhowileen. “You’ll hear a lot of ‘no’s,’ but embrace each one as an opportunity to learn and refine your vision. “

Andrea Nicole Bagtas – Top 9

Arellano University

Andre organized Governor’s Forum 2025: Magnifying New Realities, which gathered various junior marketing associations across the Philippines to collaborate and align on a shared vision for progress.

She hopes to bring the same leadership with her into the corporate world and work in industries and projects that promote sustainability and youth empowerment.

“I aspire to take on a transformational leadership role,” Andrea shares. “I want to be in spaces where marketing doesn’t just drive purchases—it shapes culture, builds communities, and inspires change.

Bagtas notes that the future of marketing is now shifting from mere persuasion to purpose, and with the help of AI and global connectivity, she believes we now have the tools to create smarter and more personal campaigns that are also more inclusive and transformative ingredients that in turn enable people to do more good.

Both idealistic and ambitious, Andrea is excited about the role she could play in this new era.

“My contribution will be leading initiatives that push boundaries, challenge outdated systems, and prove that marketing can be both profitable and principled. I want to design strategies that don’t just grow brands, but also uplift people, empower the youth, and leave a legacy of impact,” declares Andrea.

Mary Christ Pascua – Top 10

University of Santo Tomas

Mary Christ created a learning program for an Aeta community in Tarlac, which included building a community library and inviting an educator to teach reading and writing.

“Through every initiative, I aim to amplify the inclusive stories of the community and open doors for better opportunities,” shares Mary Christ.

She hopes to be able to apply these learnings and skills in her future career in event marketing. Mary Christ’s experience in community development helped her discover her passion in creating experiences and connecting with a diverse range of individuals that she feels is a good fit for that field.

“My experience as Community Development Director and Director for Global Linkages at Harvard World Model United Nations made me realize that my passion lies in crafting meaningful experiences, connecting with diverse people worldwide, and sharing knowledge that fosters a sustainable future,” says Mary Christ.

Mary Christ plans to initiate more meaningful projects when she joins the marketing industry, and use marketing as a tool not only to promote and sell, but also to inspire and spark hope.

“Real initiatives can touch the target audience and drive actions for the common good. These experiences taught me to listen to people’s needs and tailor projects that truly make a difference,” she shares.

John Reigh Valencia – Finalist

Laguna State Polytechnic University

John led the marketing event “Celebrating Milestones, Embracing Marketing Excellence,” a recognition event which showcased the power of meaningful storytelling, student leadership, and community-driven marketing, while honoring the achievements and growth of the marketing majors in his university.

A graduating student himself, he is exploring brand marketing, event planning and creative direction as his future career options.

“I am especially drawn to industries like food, lifestyle, and entertainment, where I can help bring ideas to life and create experiences that people will remember. My interest lies with events because they are all about energy, emotion, and making people feel something,” shares John.

Desiree Yumol – Finalist

PUP Manila

Desiree led her school’s JMA Chapter’s year-long corporate social responsibility initiatives called the “Juan Movement,” which taught her to use marketing as a force for sustainable change and student empowerment.

“These experiences embodied my core belief to disrupt with heart, not hype, making marketing smarter, greener, and built to matter,” notes Desiree.

In the future, she hopes to continue to make an impact in brand marketing, but remains open to other marketing roles, as long as it helps her grow and step out of her comfort zone.

Sohayla Aminoden – Finalist

Mindanao State University

Sohayla spearheaded the first-ever “Bangsamoro Business Innovation Summit”—a seven-day event that aims to empower local micro, small, and medium enterprises (MSMEs) in the Bangsamorro region and prepare students to be future-ready in marketing and entrepreneurship. The event included activities such as Arabic book launches, exhibitions, business consultations, intellectual property registration, and workshops on branding and IP basics.

Sohayla’s goal was for the project to spark more innovation in the region, improve business capabilities, and build a strong and more inclusive business ecosystem.

The project’s success has prompted Sohayla to look into a career in brand or events management.

”I am deeply drawn to brand management because I enjoy creating strategies that shape how people connect with a brand. I’m also passionate about event management, as I love dedicating my time and creativity to organizing impactful events, something I have poured my entire college journey into,” she shares.

Janna Victoria Villafuerte – Finalist

Manila Central University

For a long time, Janna couldn’t see herself as a leader. She lacked confidence in her own abilities. However, other people’s faith and encouragement pushed her out of her shell and drove her into becoming a student leader.

“I realized I was just afraid to step out of my comfort zone,” she says. “But a lot of people saw my potential even when I couldn’t see it for myself”.

Janna says she has learned to love leadership and sees it as an opportunity to inspire and support others to be better.

Janna is still considering whether to pursue a career in marketing or entrepreneurship after graduation. Either way, she wants to lead with purpose and continue to engage in meaningful projects that go beyond profit.

Shenly Ebuenga – Finalist

Foundation University

Shenly spearheaded the “Sustainable Innovation Challenge: The Mystery Box Edition”, which aims to enhance the knowledge, entrepreneurial skills, and critical thinking of students.

In the future, Shenly wants to work in industries that focus on sustainability and innovation.

“Because I want to contribute to work that is not only profitable but also meaningful. My dream is to work on campaigns that improve lives—campaigns that are not just smart, but humane,” she says.

As a marketer, she also wants to help make better sense of things and concepts for people.

“I want to be someone who doesn’t just make things look good—but someone who makes things make sense for people,” explains Shenly. “I want to be a voice that reminds teams to ask, ‘Is this truly serving the people we’re trying to reach?’ In doing that, I hope to create marketing work that’s honest, impactful, and lasting.”

Purpose-driven Leadership

The Agora Youth Awardees stand out as much more than success-oriented individuals, but as doers who define leadership through purpose, empathy, integrity, and inclusivity. For them, success is defined not by titles or income, but by the impact you create and the people you uplift.

”For me, success is creating an impact that outlives you. It is no longer measured by profit alone—it’s measured by the positive change, opportunities, and legacy we leave for others.”

Andrea Nicole Bagtas, Arellano University

”I define success as using what we know to uplift communities and create positive change. For our generation, it’s about leading with purpose and ensuring progress is shared by all.”

Sohayla Aminoden, Mindanao State University

”I always try to lead with kindness, clarity, and purpose—making sure that people feel heard and guided, not just managed.”

Shenly Ebuenga, Foundation University

What’s equally striking is their willingness to leap before they feel wholly prepared, knowing that one can never be fully ready, and that success comes only to those willing to take the risk.

“The biggest breakthroughs don’t come from waiting—they come from doing,” reminds John Reigh Valencia of Laguna State Ploytechnic University. “The world’s not waiting, and neither should you.”

“Use what you have, trust your purpose, and take the first step—the rest will follow,” adds Obaidie Alawi of Mindanao State University.

*33rd Agora youth Awards Finalists with officers of the Philippine Marketing Association*

JMA Category Finalists

Ten finalists in the the Junior Marketing Association Category were also recognized.

University of Santo Tomas – Grand Winner (Top 1)
Batangas State University – (Top 2)
Silliman University – (Top 3)
Central Luzon State University (Top 4)
De La Salle University – Manila (Top 5)
Xavier University – Ateneo de Cagayan (Top 6)
San Beda University-Manila (Top 7)
University of Makati (Top 8 )
Polytechnic University of the Philippines (Top 9)
Bulacan State University (Top 10)

The 33rd Agora Youth Awards is made possible through the efforts of the Philippine Marketing Association and the support of its partners: co-presentor AGC Power Holdings; case sponsors Global Dominion Financing Incorporated, AC Mobility, and BYD Cars; sustainability partner and major sponsor Prestige Paper Products; the Philippine Junior Marketing Association; media partner The Business Manual; communications partner San Beda Junior Marketing Association; and beverage partner PICKUP Coffee.