Where Filipino Marketing Shines Brightest

As the Philippine marketing community looks ahead to a new year, one of its most anticipated milestones returns with renewed purpose and prestige. The Philippine Marketing Association (PMA) has officially announced the 44th Agora Awards, reaffirming its place as the country’s highest recognition for marketing excellence. Carrying the theme “Luster: Glow of Greatness,” this year’s awards put the spotlight on brilliance that goes beyond visibility—honoring work that leaves a lasting mark on business, society, and the nation.

Set to culminate in a grand gala in January 2026 at the Winford Hotel in Manila, the 44th Agora Awards will celebrate individuals and organizations whose strategies demonstrate not only creativity and effectiveness, but also integrity, purpose, and measurable impact. These are marketers whose ideas move markets, strengthen brands, and inspire confidence in the Filipino capability to compete on a global stage.

Overall Chairperson Alpha Gracias C. Allanigui underscored that the theme reflects more than surface success. “Luster,” she shared, represents leadership that uplifts—marketing achievements that illuminate pathways for others to follow. Winning an Agora, she emphasized, is not simply an accolade, but a symbol of responsibility and influence that inspires future generations of marketers and business leaders.

This year’s awards continue PMA’s tradition of a rigorous, evidence-based judging process, covering a wide range of competitive categories. These include Marketing Company, Export Marketing, Sustainability Marketing, Advocacy Marketing, Social Enterprise, Marketing Communication Company, and Marketing Campaign—each recognizing excellence in strategy, execution, and impact. The program also honors Marketing Education Institutions that play a critical role in shaping the next wave of marketing professionals.

On the individual level, the Marketing Luminaries categories celebrate exceptional leaders—from marketing management and communication specialists to overseas Filipino marketers, entrepreneurs across business scales, and distinguished marketing educators in higher education.

As PMA prepares to unveil the next set of Agora Awardees, the message is clear: greatness in marketing is not fleeting. It glows through bold thinking, disciplined strategy, and a commitment to making a meaningful difference. In this arena, excellence does not merely shine—it sets the standard.