The Philippine Marketing Association (PMA) has announced the finalists of the 32nd Agora Youth Awards, which aims to honor the next generation of Filipino marketers.

The Agora Youth Awards is an annual search for the country’s top marketing students, recognizing excellence in academic performance, extracurricular achievements, and performance in the marketing plan competition.

Co-presented by AGC Power Holdings Corp. and held in collaboration with the Philippine Junior Marketing Association (PJMA), the awards feature two categories: individual students and junior marketing associations or school organizations involved in marketing.

List of Finalists

The finalists, selected from various colleges and universities nationwide, have demonstrated significant marketing skills through diverse initiatives that highlight their ability to adapt to the ever-evolving landscape of the industry. These initiatives showcase their creativity, strategic thinking and their commitment to pushing the boundaries of traditional marketing practices.

The finalists for the individual category came from Luzon, NCR, and Mindanao:

• Kristalyn Agustin from Central Luzon State University
• Franco Gabrielle Delatina from Our Lady of Fatima University – Antipolo Campus
• Ma. Alexandria Ogalinola from Bulacan State University – Main Campus
• Kaye Liwag from Batangas State University – TNEU – Pablo Borbon
• Xyrill Baltazar from National University-Fairview
• Sharmaine Allen Bea, Mariel Flores, Raymart Mariano Jr. and Maica Stephamae Orenda from Polytechnic University of the Philippines – Manila & Taguig
• Prince Olie Cacho from Pamantasan ng Lungsod ng Maynila
• Jarmila Cansancio from Colegio De San Juan De Letran- Manila
• Mark Enriquez Cruz from San Beda University
• Madelene Abapo from La Salle University – Ozamiz
• Rayan Camid from Xavier University- Ateneo De Cagayan
• Mike Ivan Siga from Mindanao State University – Main Campus, Marawi City

The finalists for the top student marketing associations have implemented impactful programs and contributed to the advancement of their student members. In the Junior Marketing Association category, the finalists came from Luzon, NCR, Visayas and Mindanao:

• Cavite State University Junior Marketing Association
• Central Luzon State University Junior Marketing Association
• Bulacan State University Chamber of Young Business Leaders
• Mariano Marcos State University Junior Marketing Advocates
• De LaSalle University Manila Junior Entrepreneurs’ Marketing Association
• Polytechnic University of the Philippines Junior Marketing Executives
• Polytechnic University of the Philippines – Taguig Junior Marketing Association
• San Beda University Junior Marketing Association
• Siliman University Junior Marketing Association
• Xavier University Junior Marketing Association

Archie Carrasco, the CEO of AGC Power Holdings and a former recipient of the Agora Youth Award (formerly TOMAS Award), expressed his pride in being part of the awards again, this time as a co-presenter and judge.  “Being a part of the Agora Youth Awards is a full-circle moment for me. I was once a finalist in 2001, and now, two decades later, I have the honor of serving as a judge. This award  has  been a significant part of my career journey, and I’m honored to give back to this platform.”

Leah Marie Ayeng, Director of Youth Academe at PMA, emphasized the broader impact of the awards. “The Agora Youth Awards is a platform that looks at community impact beyond competence because that is what it takes to be a changemaker. Now in its 32nd year, PMA’s youth and academe initiatives will take on a new approach with more innovative and practical programs that will enrich our young marketers’ experience and expose them to the pivotal changes in the industry,” she said.

Selection Process and Criteria

The selection process for the awards involves multiple stages of assessment, including application reviews, academic record assessments, and evaluations of nominees’ marketing plans and impacts. The judges for the individual category are Lea Aquino, Mikaela Manuel, Loise Jan Alvarado, and Bianca Cerdenia. For the JMA category, the judges are Donna Donato, Lloyd Genesiran, and Queen Dy Manly. All the judges are past recipients of the Agora Youth Awards.

The program focuses on five key areas: academic performance, extracurricular achievement, marketing acumen, values, and personality. Students demonstrate their capabilities by crafting actual marketing plans that study real-life business cases, allowing them to apply marketing concepts and practices learned during their academic years. This thorough screening ensures transparency and fairness, subjecting each candidate to a comprehensive analysis to verify their accomplishments and assess their potential for future contributions.

The 32nd Agora Youth Awards is presented in partnership with Aseana Holdings Inc., Sequoia Hotel, AQAdvertising, and AIC Group of Companies Holdings Corporation. The Business Manual serves as the official media partner. Additionally, Shoppertainment Live, Zoe Broadcasting, Prestige Paper Products, Philippine Business Coalition for Women Empowerment, and Uniquecorn Strategies PR are supporting the event as creatives and PR partners.  The awards ceremony will take place on July 31, 2024, at Sequoia Hotel Manila Bay in Parañaque City.

During the press conference, the StratMark Student Conference was also announced, with representatives from the University of Santo Tomas, the venue partner, and Our Lady of Fatima University, the youth and academe partner, in attendance. StratMark is the annual convergence of marketing students, educators, and professionals, and is one of the flagship programs of the PMA.