Gen Z Disruptors Take Center Stage at the 33rd Agora Youth Awards
The Philippine Marketing Association honors a fresh batch of young marketers.
The Philippine Marketing Association (PMA), in partnership with AGC Power Holdings Corp. (AGCPHC), successfully hosted the 33rd Agora Youth Awards at the BYD Aseana Manila Bay showroom on August 8, 2025.
The 33rd Agora Youth Awards (AYA) 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 competition aligns with the “AI-Nabled Pinoy Marketer” theme of the PMA’s 71st anniversary, pushing the boundaries of what young marketers can achieve by integrating AI, innovation, and sustainability into real-world solutions.
Ten finalists in the the Junior Marketing Association (JMA) Category and 15 students under the Individual Category vied for the top honors in the competition.
No Shortcuts to Real Success
In her welcome address, PMA President Ma. Cristina Oreta acknowledged the efforts of the young marketers, saying, “You stayed up countless nights, perfecting your ideas, and showed us that passion and purpose, when put together, can create something truly powerful.”
Oreta, however, offered a word of caution: “Winning is just the beginning. The road ahead won’t always be easy. There are no shortcuts to real success.”
PMA Youth and Academe Director Leah Marie Ayeng, herself a recipient of the award back in 1999 when it was called the Ten Outstanding Marketing Students of the Philippines (TOMAS), proudly shared that winning the award opened doors for her professional career.
It also sent her on a mission. “It ignited in me a lifelong mission to live with purpose and to give back. Today, I return not just as a director in charge of youth and academe, but as a mentor, an advocate, and a witness to how the platform continues to shape lives.”
“Beyond strategy, metrics, and the brilliant presentations of these students, marketing–at its best–is actually a human endeavor, more than anything else. It’s about the heart over our mind. And it’s about the power to inspire courage in others, especially those in the margins who need a reason to believe in their own potential,” Ayeng added.
Patricia Poco-Palacios, 2004 Agora Youth Awardee and President and CEO of Global Dominion Financing Inc. (GDFI), this year’s case sponsor for the JMA Category, delivered a keynote speech that highlighted the key qualities of an Agora Youth Awardee.
“An idealistic and relentless spirit–hindi marunong mag-quit. Confident in one’s abilities, and if not yet fully confident, then certain in the ability to learn, to adapt, and to do whatever it takes to rise to the challenge. Agora Awardees take on hard things because we are changemakers.”
An Opportunity to Solve Problems
Poco-Palacios also offered the audience a glimpse into her life working at GDFI.
“What began as a job became a mission. An opportunity to help solve some of the world’s pressing challenges through financing. Advancing financial inclusion, empowering women, and fighting poverty,” she said.
“That’s why being the Case Sponsor in this year’s Agora Youth Awards is so meaningful. Imagine: it combines the power of the youth and technology to amplify the role of credit in supporting women-led MSMEs (Micro, Small, and Medium Enterprises).”
Winners of the JMA Category
Finalists from junior marketing associations in 10 universities across the country presented their marketing plans for GDFI before a panel of judges at a separate event.
The roster of presenters included representatives from Central Luzon State University, De La Salle University – Manila, Xavier University – Ateneo de Cagayan, San Beda University, University of Makati, Polytechnic University of the Philippines, and Bulacan State University.
Silliman University secured 3rd place in the competition, Batangas State University–TNEU claimed 2nd, and the University of Santo Tomas emerged as the grand winner in the JMA Category of the 33rd Agora Youth Awards.
Winners of the Individual Category
Out of 72 contenders, 15 finalists for the Individual Category were honored during the awarding ceremony. They were ranked based on their pitches for AC Mobility-BYD, this year’s Case Sponsor. The Top 15 are as follows:
Shenly D. Ebuenga – Foundation University (Top 15)
Janna Victoria G. Villafuerte – Manila Central University (Top 14)
Sohayla M. Aminoden – Mindanao State University, Main Campus (Top 13)
Desiree A. Yumol – Polytechnic University of the Philippines, Manila (Top 12)
John Reigh N. Valencia – Laguna State Polytechnic University (Top 11)
Mary Christ E. Pascua – University of Santo Tomas (Top 10)
Andrea Nicole N. Bagtas – Arellano University, Pasig (Top 9)
Rhowileen V. Cauguiran – University of Rizal System, Binangonan (Top 8)
Obaidie M. Alawi – Mindanao State University, Main Campus (Top 7)
Piolo B. Singson – Polytechnic University of the Philippines, Manila (Top 6)
Mardrig C. Matias – Saint Louis University (Top 5)
Charlotte Danielle S. Esposo– Polytechnic University of the Philippines, Manila (Top 4)
Cesar Jr. L. Mayor – Polytechnic University of the Philippines. Manila (Top 3)
Lia Nicole Angelika M. Bungabong – Silliman University (Top 2)
Rafael Joshua M. Tanteo – San Beda University Manila (Top 1)
Courage in Every Step of the Way
According to AC Mobility–BYD Brand Marketing Director Jill Peña, receiving the TOMAS award 23 years ago marked the start of a career she remains “deeply passionate about” to this day.
“Marketing, as you will all discover, is a dynamic and ever-evolving discipline,” she told the young marketers. “It stretches you, and if you allow it, it transforms you.”
“This title as an Agora Youth Award finalist and winner will open doors for you. What happens after that is entirely up to you. Walk through and toward every opportunity bravely, with courage. As you navigate your careers, always remember your why, your purpose. No matter how far you go, protect your integrity. Life can take many things away, but never let it take your good name,” Peña added.
In his acceptance speech, 33rd Agora Youth Awards Batch Valedictorian Rafael Joshua M. Tanteo expressed gratitude to those who helped shape him as a young marketer: first and foremost, his mother, whose unwavering support shone as she cheered from the back of the venue during his moment on stage; his professors and mentors, who equipped him with knowledge and believed in his potential; and his fellow students and members of the San Beda Junior Marketing Association, who shared his journey.
Moreover, Tanteo emphasized that success does not require coming from a place of privilege. “What you need is the courage to start, to believe in yourself, the humility to learn, and the heart to keep going, even when no one’s clapping,” he said.
“Tonight, I don’t just accept this award as a recognition of what I’ve done; I accept it as a reminder of what I still need to do: to push boundaries, to empower more young marketers, and to prove that marketing, at its best, is about building a better world.”
Stepping Into the Real World
Archie Carrasco, Chairman and CEO of AGC Power Holdings Corp, the co-presenter of the 33rd Agora Youth Awards, delivered an inspiring yet thought-provoking speech.
Carrasco focused on the three things one must have to thrive in the real world: IQ or Intelligence Quotient; EQ or Emotional Quotient, and AQ or Adversity Quotient.
“Knowledge expires quickly in a fast-changing industry,” he cautioned. “So keep learning. Stay curious. Your degree is not the end of your education; it is only the start.”
Talking about EQ, Carrasco underscored the importance of having empathy, resilience, and self-awareness. “In marketing, you can’t connect to an audience if you cannot first connect with people,” he said. “And in moments of conflict or crisis, it’s not your IQ that will save you—it’s your EQ.”
Carrasco believes that one’s AQ is probably the most important of the three. “If you have AQ, you will see obstacles as detours—not dead ends. You will pivot, innovate, and keep moving forward.”
Further, he shared one last piece of advice.
“As you step out from being students into becoming young professionals, carry these three with you —IQ, EQ, and AQ—and you will not only build a career, you will build a legacy.”
Read more:
The Philippine Marketing Association Announces the Finalists for the 33rd Agora Youth Awards
32nd Agora Youth Awards Finalists: The New Generation of Marketers
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