Los Premios Tambuli son pioneros en el mundo de la publicidad porque, no sólo premian la efectividad comunicativa, sino el valor social transmitido. Publicidad con Valores.

1. The value of a campaign is in its values.

2. This brochure and its envelope are proudly printed on paper made with
100% post consumer recycled fiber and 100% certified renewable energy.

3. The value of a campaign is in its values.

4. The UA&P Tambuli Awards complements
existing industry awards based solely on
either creative merit or human values by
recognizing Integrated Marketing Com-
munications (IMC) campaigns proven to
deliver positive results for both the com-
panies’ shareholders and society at large.
The UA&P Tambuli Awards follows a case
study approach to gauge the efficacy and
social relevance of IMC campaigns.

5. OBJECTIVES OF THE UA&P TAMBULI AWARDS
To further the practice of profitable IMC through
the analysis and measurement of corporate
brand investments and returns.
To promote societal values through IMC.

6. Awards
CARMENCITA ESTEBAN TAMBULI CMO OF THE YEAR*
PLATINUM AWARD This recognition and distinction
The Carmencita Esteban Platinum is awarded to the Chief Marketing
Award is the highest distinction given Officer (CMO) who has demonstrated
in this competition. It is awarded to leadership in (a) achieving marketing
the campaign that has most effectively excellence and profitability for the
achieved integration as demonstrated organization, and (b) promoting
by a remarkable advancement in societal values through integrated
business performance while at the marketing communications.
same time espousing a genuine
commitment to social goals. The TAMBULI CEO OF THE YEAR*
winner of this award is chosen from This recognition and distinction
among the Gold Award Winners. is awarded to the Chief Executive
Officer (CEO) who has demonstrated
EFFECTIVENESS AGENCY leadership in (a) overall profitability
OF THE YEAR AWARD of the organization and (b) promoting
The Effectiveness Agency of the Year societal values through integrated
Award is a special award given in marketing communications and
this competition. Agencies that have overall management of business.
at least 3 distinct winning entries
will qualify for this award. *By nomination. The award may be
given only once to the awardee.
EFFECTIVENESS ADVERTISER
OF THE YEAR AWARD
This is awarded to the winning
advertiser of the Carmencita Esteban
Platinum Award, the highest accolade
given in this competition.

7. GOLD
SILVER BRONZE

8. Awards Categories
BEST SMALL BUDGET BEST INSIGHTS AND
BRAND CAMPAIGN STRATEGIC THINKING
Integrated campaigns promoting Integrated campaigns that show
products or services in the a deep understanding of consumer
small budget category. motivations, needs, desires, behavior,
and brand experiences translated
BEST ESTABLISHED into a powerful and strategic brand
BRAND CAMPAIGN communication program that led to
Integrated campaigns promoting dramatic business results.
products or services in the
established brand category. BEST TEENS
BRAND CAMPAIGN
BEST INNOVATIVE AND Integrated campaigns that promote
INTEGRATED MEDIA CAMPAIGN character formation of the youth and
Integrated campaigns that have inno- that foster moral uprightness among
vatively used multiple forms of media them (e.g., promotion of virtues such
relevant to the target audiences and are as spirit of service, modesty, concern
consistent with the overall marketing for others, respect and love for parents
communications objectives that and elders, optimism, perseverance,
generate dramatic business results. sincerity, responsibility, and moderation).

9. BEST FAMILY-ORIENTED values, initiated by media companies
BRAND CAMPAIGN or media agencies.
Integrated campaigns that
support and strengthen the family BEST ADVOCACY CAMPAIGN
(e.g., promotion of marriage and Effective integrated advocacy
fidelity, promotion of a culture campaigns that promote societal values.
of life, love for elders and children,
mutual respect, and sharing). BEST PUBLIC RELATIONS (PR)
INITIATED CAMPAIGN
BEST FASHION Effective PR-initiated integrated
BRAND CAMPAIGN campaigns that promote societal values.
Effective integrated campaigns that
promote clothing and accessories, BEST IN CREATIVE IDEA
including shoes and perfumes, while AND EXECUTION
espousing values such as propriety, To showcase the UA&P Tambuli
modesty, good taste, and elegance. Awards’ belief that promoting virtue
need not be mundane or passé, this award
BEST MEDIA-INITIATED focuses on the creative approach taken
CAMPAIGN to endorse societal values and the degree
Effective campaigns promoting to which it is successfully effected.

10. UA&P Tambuli Awards
Advisory Board
Javier Jose Calero Carmencita Esteban
Chairman, Tambuli Awards President,
Advisory Board / Chairman, Philippine Survey
Full Circle Communications and Research Center
Vicente Dinglasan Ramon Jimenez Eric Canoy Jaime Puno
Relationship Partner, CEO and Senior Consultant, President, Former Chairman,
IDS (Philippines), Inc. WOO Consultants Radio Mindanao Network President and CEO, Dentsu,
Young and Rubicam—Alcantara
Raul Juan Esteban Herminio Ordoñez March Ventosa Bobby Barreiro
Managing Director, Chairman Emeritus, Studio 23 and Cable Executive Vice President
Philippine Survey Publicis Manila Channels Head, and Chief Operating
and Research Center ABS-CBN Officer, TV5
The UA&P Tambuli
Awards Board of Judges
will be composed of a
distinct jury of CEO’s and
Andre Kahn Francine Jerry Kliatchko, Ph.D. senior executives from
President, Calero-Racho, Ph.D. Dean, School of advertising agencies
J. Romero & Associates Vice Dean, School of Communication, UA&P and client companies.
Communication, UA&P

11. Entrants Judging Process
Advertising/communication All submitted case studies would
agencies and clients that have undergo a pre-screening process.
implemented integrated marketing
communications campaigns for Shortlisted entries will be evaluated
the period 01 January 2010 to 31 by the Board of Judges. Entries
December 2010 are all encouraged will be ranked independently
to submit entries. and confidentially by each member
on the basis of the following criteria:
Advertising/communication
agencies must get client Ability to meet or surpass desired
endorsement to validate their entry. marketing objectives (25%)
Ability to achieve or surpass marketing
communications objectives (25%)
Impact to promote societal values
a. Presence of values (25%)
b. Execution of values (25%)

12. Rules and Conditions
1. Only integrated marketing third-party research. If the agency
communications campaigns is the source of your research,
released between 01 January you need to indicate “Agency
2010 and 31 December 2010 Research,” including pertinent
are qualified for the Tambuli details such as the date and place
Awards 2011. Campaigns may the research was conducted.
have been introduced earlier but The Tambuli Awards Board has
must have run during this period the right to verify the accuracy of
and have data relative to the your data with the referred source.
qualifying time. Not referring to a source will
result in disqualification.
2. The entry form must be fully
accomplished, including client 5. English translations must
and agency credits as well as be provided for Filipino words or
endorsement signatures from phrases used in your case study.
the client to validate the entry.
6. All text in your case study
3. All entries must be in must be in black font for readability.
typeface. Handwritten entries Colored fonts are not allowed.
are not allowed. However, graphs and charts may
be in colored font.
4. Data presented in the Evidence
of Results section must refer to 7. All entries in the UA&P Tambuli
a specific source. This could be Awards from the Philippines should
client information or agency/ conform to the Philippine Code of

13. Ethics for Advertising as regulated 11. All entries are non-returnable.
by the Advertising Standards
Council. Entries from other Asian 12. If the entries you
countries should conform to the submitted for the awards are
ethical standards of their respective subsequently published, the
countries’ regulating bodies. authors must acknowledge the
UA&P Tambuli Awards.
8. All entries must be work
rendered for legitimate clients that 13. The UA&P Tambuli Awards
have paid for media placements. reserves the right to exclude entries
that do not comply with the rules
9. The decision of the judges and conditions listed above.
is final, and no correspondence is
allowed. Judges connected to an 14. A single entry may be submitted
entry should exempt themselves to only a maximum of THREE
from judging that entry. categories in this competition.
10. It is understood that all entries 15. Only one gold, one silver,
submitted to the UA&P Tambuli and one bronze may be awarded
Awards may be used either in whole for each category. In case there
or part, in any way the organizers is a tie in certain categories,
deem appropriate, including dupli- the Board of Judges may also
cation and publication, while honor- decide to give a maximum of
ing at all times the confidentiality two silvers or bronzes.
of specified information.

14. Fees Please submit all your entries to:
The entry fee for each campaign The UA&P Tambuli Awards 2011
per category is Php6,500.00. School of Communication
3/F College of Arts and Sciences Bldg.
Entry fee for Asia-Pacific is US$190.00 University of Asia and the Pacific
Pearl Drive, Ortigas Center
A separate fee is required for Pasig City, Philippines
each category in which the campaign
is entered. For inquiries, you may contact
Ms. Karla Pelayo at 6370912
Please make the checks payable local 393 or via email at
to University of Asia and the Pacific karla.pelayo@uap.asia.
Foundation, Inc.
You may visit the
Payments made for wrong, UA&P Tambuli Awards website:
disqualified or withdrawn entries www.tambuliawards.com
are non-refundable. for more information.
Key Dates
31 March 2011 (Thursday)
Deadline for submission
of case study entries
08 June 2011 (Wednesday)
UA&P Tambuli Awards 2011 Conference
09 June 2011 (Thursday)
UA&P Tambuli Awards 2011 Awards Night

16. ORGANIZED BY:
IN PARTNERSHIP WITH: SUPPORTED BY:
SPONSORS AND CORPORATE PARTNERS:
MEDIA SPONSORS: