The years prior to the inception of the Philippines Marketing Association (PMA) might well be referred to as “the dark ages “of marketing as a profession in this country.
Back then, the term “Marketing “solely meant the selling or distributions of products. Likewise, the term “Marketers” often conjured images of fast-talking salesmen making misleading sales pitches for poor quality products. As such, Marketing Practitioners were not able to come forward and present themselves as professionals who are instrumental in allowing consumers to make informed choices.
But that all changed in 1954 when 15 brave pioneers pooled their efforts and private funds to create the PMA. Guided by its long-term goal, notably “To promote Marketing as a noble profession and provide high-levels standards,” this new non-stock, non- profit organization provided high-level guidance to the government, particularly in marketing related issues.
Since its inception, the PMA was committed to the belief that economic and social progress is intricately linked to the free enterprise system. These beliefs are embodied in the PMA credo: “Our country’s economic progress can be the best achieved in a climate of free enterprise, and business community is valued to economic progress.”
With its credo and objectives, the PMA represented something totally new in the country: an organization firmly grounded in integrity and honesty, and committed to marketing as a professional enterprise.
The PMA also believed that Marketing should be recognized and appreciated as both an art and science. It is also espoused that Marketing was, in truth, a profession in the finest sense of the word. Members were expected to contribute to the profession and to their communities, and to show consumers that profit was not to sole motivation for business.
The PMA has always strived to do all that it can improve the quality of life of the Filipinos.
THE TRADITIONAL AND FUTURE PROMISE
Since their inception in1979, the Agora Awards have honored many distinguished individuals and companies who have made significant contributions to the Marketing Profession. Over the years, new categories were added. These included Export Marketing and Marketing Company of the Year in 1986. To further recognize the role of Entrepreneurs and their contribution to economic growth, the Entrepreneurship category was segmented into Large-Scale, Medium Scale and Small Scale in 1989.
In 1997, an international dimension was added to the Awards with the Asia Pacific Agora Awards for Marketing Excellence. This was logical outgrowth of PMA becoming a founding member of the Asia Pacific Marketing Federation in 1992, along with 12 National Marketing Associations from the region. Significantly, it was during the Centennial Celebration of the Philippine nation that the PMA “exported” the Agora Awards to members of the Asia Pacific Marketing Federation, who have enthusiastically adopted this Filipino originated award of marketing excellence.
In 2003, another category –Advocacy Marketing-was added. This recognized companies with a strong sense of corporate social responsibility and actively gave back to the communities where they operate.
As the media landscape changed, the awards continued adapt to the industry. To recognize Marketing Professionals from the non-client side. The Outstanding Achievement in Marketing Communications was introduced in 2014. It was first awarded to Dr. Donald Patrick L. Lim of ABS-CBN Corporation.
Now, on its 37th year, the PMA proudly welcomes The Agora Awardees of 2016 into illustrious company of previous winners. Each year, the torch is passed, and flames of excellence showing the way for current and future Marketing Professionals.
Then and now, The Agora Awards constantly highlights and rewards Filipino ingenuity and innovation in the field of Marketing. And on its 62nd year, The PMA, looks forward to continuing to champion The Agora Awards as a platform for serving the marketing profession and the Filipino people.