The Philippine Marketing Association Announces the Finalists for the 33rd Agora Youth Awards
Empowering Gen Z marketers to rewrite the norms and lead with purpose, the 33rd AYA unveils its most future-forward finalists yet.
Manila, Philippines, 26 June 2025 —The Philippine Marketing Association (PMA), AGC Power Holdings Corp. (AGCPHC), and The Business Manual have reaffirmed their commitment to empowering the next generation of Filipino marketers, officially renewing their partnership during the press conference for the 33rd Agora Youth Awards (AYA).
Held at the AGC PHC Studios on June 26, the press conference gathered key figures from the PMA and AGC PHC, Philippine Junior Marketing Association (PJMA) representatives, past Agora Youth Awardees, and members of the press. Attendees were treated to an engaging program that outlined this year’s theme, selection process, and roster of finalists, along with insights on how the AYA has evolved to remain relevant in today’s dynamic marketing landscape.
Organized by the Philippine Marketing Association, the Agora Youth Awards continues its legacy of celebrating exceptional student marketers who exhibit academic excellence, leadership, and a passion for driving innovation and meaningful impact
From Left to Right: Richard Añonuevo, Jennifer Love Reyes, Germaine Angeles-Reyes, Leah Ayeng, Cecile Ngo, Ma. Cristina Oreta, Ramon Galicia, Apples Aberin
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.
In his welcome address, Ramon Galicia, COO of One Mega Group, Inc., a subsidiary of AGC PHC, bolstered his organization’s support and emphasized its shared mission with the PMA in mounting the Agora Youth Awards.
“The Agora Youth Awards is more than just a competition. It recognizes passion, creativity, and potential in young marketers who will one day shape the future of business in the Philippines and beyond. It has always stood for something meaningful, giving young marketers a platform to be seen, heard, and celebrated,” Galicia said.
“That resonates deeply with us. We’ve always believed in nurturing the next generation of creative minds, and it’s especially fulfilling to see some of last year’s finalists now making waves as part of our own roster of talent across our brands. Watching them grow, lead, and thrive has been nothing short of inspiring.”
Testimonials from Past AYA Winners
Past winners who are now making waves in their respective fields also shared their experiences during the press conference, reinforcing how the Agora Youth Awards served as a springboard for their professional journeys.
“The Agora Youth Awards has been nothing but the best opportunity that came into my life,” said Mark Cruz, the grand winner and Valedictorian of last year’s Agora Youth Awards.
Kaye Liwag, another Agora Youth Awardee, said, “Winning the Agora Youth Award reminds us that leadership doesn’t end in school. At The Business Manual, we carry this forward by supporting youth-led initiatives and empowering the next generation through engaging and involving them in almost all our projects and plans.”
“As Brand Associate at The Business Manual, it’s an honor to navigate the fast-paced world of business media, but purpose, integrity, and staying grounded are values I personally acquired as an Agora Youth Awardee,” added Liwag.
33rd Agora Youth Awards Finalists
A much-awaited highlight of the program was the announcement of this year’s finalists for both the Individual and JMA (Junior Marketing Association) categories.
For the Individual Category, the following students from various educational institutions across the country include the following:
Mary Christ E. Pascua – University of Santo Tomas
Sohayla M. Aminoden – Mindanao State University, Main Campus
Rhowileen V. Cauguiran – University of Rizal System, Binangonan
Mardrig C. Matias – Saint Louis University
Janna Victoria G. Villafuerte – Manila Central University
Desiree A. Yumol – Polytechnic University of the Philippines, Manila
Andrea Nicole N. Bagtas – Arellano University, Pasig
Charlotte Danielle S. Esposo– Polytechnic University of the Philippines, Manila
Lia Nicole Angelika M. Bungabong – Silliman University
Shenly D. Ebuenga – Foundation University
Cesar Jr. L. Mayor – Polytechnic University of the Philippines. Manila
Piolo B. Singson – Polytechnic University of the Philippines, Manila
John Reigh N. Valencia – Laguna State Polytechnic University
Rafael Joshua M. Tanteo – San Beda University Manila
Obaidie M. Alawi – Mindanao State University, Main Campus
The following student organizations qualified for the JMA category:
Batangas State University Junior Marketing Executives
Central Luzon State University Junior Marketing Association
Bulacan State University Chamber of Young Business Leaders
Xavier University – Ateneo de Cagayan Junior Marketing Association
University of Santo Tomas Junior Marketing Association
De La Salle University Manila Junior Entrepreneurs’ Marketing Association
San Beda University Manila Junior Marketing Association
Polytechnic University of the Philippines Manila Junior Marketing Executives
Silliman University Junior Marketing Association
University of Makati Junior Marketing Association
The qualified nominees come from school-based marketing organizations under the BSBA Marketing Management and other related degree programs.
A panel of respected AYA alumni led the screening of participants, lending credibility and insight to the selection. Nominees were judged based on their academics, leadership, marketing skills, and values. For the final leg of the competition, each finalist must present a game-changing real-world marketing plan for the case presented.
The judging will take place from August 5-6 while the awarding ceremony will be held on August 8, 2025.
In her parting message, Leah Ayeng, Director for Youth and Academe of the Philippine Marketing Association and CEO of Prestige Quality Paper Products, acknowledged and thanked PMA’s partners for the 33rd Agora Youth Awards and delivered a very powerful message.
“To our aspiring top students and junior marketing associations, remember that the Agora Youth Awards is a platform not just to shine, but to stand for something,” Ayeng said.
“Marketing is not only about strategies and campaigns. Marketing is about shaping narratives that move people and transform ideas. Let this be a reminder that leadership is not defined by time or age, but by commitment, courage, and most especially, credibility.”
Socials followed the program and Memorandum of Agreement signing, with drinks courtesy of PICKUP Coffee.
With over three decades of championing student excellence, the Philippine Marketing Association, through the Agora Youth Awards, remains committed to its mission of shaping future-ready marketers who will drive innovation, inclusivity, and growth across industries.
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 Corp; case sponsors Global Dominion Financing Incorporated and AC Mobility-BYD; sustainability partner and major sponsor Prestige Paper Products; the Philippine Junior Marketing Association; media partner The Business Manual; communications partner San Beda Junior Marketing Corporation; and beverage partner PICKUP Coffee.
