About

The Asia Pacific Tambuli Awards

Recognizing creative and effective brands with purpose.
Creativity + Brand Purpose + Results.

Our bias: mainstream brand communication, not CSR, not advocacy, not ads for good, even if these campaigns are welcome to enter.

Case studies must demonstrate the direct link between purpose and purchase.

In Tambuli, we define purpose as values espoused by a brand that defines what a brand stands for and why it exists, portrayed in brand advertising messages such as an upright attitude, behavior, situation, skill, or relationship, that make or change the life of a person, family, or society for the better.

Entries from Asia Pacific, Australia, New Zealand, and the Middle East are accepted, including campaigns created or initiated from anywhere in the world but aired in these regions.

The Asia Pacific Tambuli Awards is an award show that began in Manila in 2005 and opened to the Asia Pacific region in 2012.

The Tambuli (a native Filipino horn), is organized by the School of Communication of the University of Asia and the Pacific (UA&P) in collaboration with industry partners.

Tambuli Seal

Tambuli is a native Filipino horn.

It symbolizes authentic effectiveness in its ability to clearly transmit sound to distant places.

Tambuli Scholarship Fund

Agency and client entrants to this award help in developing future talent for the marketing communications industry in Asia Pacific, through the Tambuli Scholarship Fund of the Integrated Marketing Communication (IMC) program in UA&P.

Definition of Brand Purpose

In Tambuli, we define purpose as values espoused by a brand that defines what a brand stands for and why it exists, portrayed in brand advertising messages such as an upright attitude, behavior, situation, skill, or relationship, that make or change the life of a person, family, or society for the better.

Definition of Results

  1. Met or surpassed business and marketing objectives and financial targets (business outcomes, financial returns).

  2. Created huge impact and behavioral change in people’s lives and in society. For example:

    • Rewriting history books to include Martial Law atrocities in the Philippines
    • More Indian men doing domestic chores as a result of the Ariel “Share a Load” campaign in India
    • Eradication of violence in soccer matches in Brazil due to “Police Mom” campaign
    • Saving lives of children in India below 5 years old through Lifebuoy’s “Help A Child Reach 5” campaign

Evaluation of Business Results

  1. Both business results (e.g., sales, market share) and marketing results (e.g., awareness, trial, usage, image, etc.) will be looked into in the evaluation.

  2. Entries will score HIGH in effectiveness if both business and marketing results AT LEAST MEET OBJECTIVES and at least one of them SURPASSES OBJECTIVE. Importance is given to OBJECTIVES vs. vis-à-vis "IMPROVED" RESULTS (for example objectives vis-à-vis improved results from the previous year or previous period) as this clearly shows if indeed the campaign delivered the desired business results, and that the company recognizes it.

  3. Entries will score MEDIUM in effectiveness if both business and marketing results just meet (not surpass) objectives. For entries that did not indicate "objectives" but discussed how results "improved" performance, a score of MEDIUM will be given if it improved both business and marketing results.

  4. Entries will score LOW in effectiveness for all other results not mentioned above (i.e., if it only met either business or marketing results but not both).

The table below summarizes the various scenarios:
Effectiveness Score
Business Results
(Sales, Market Shares)
Marketing Results
(Awareness, Trial, Usage, Image, etc.)
HIGH Scenario 1 Surpass objective Surpass objective
Scenario 2 Surpass objective Met objective
Scenario 3 Met objective Surpass objective
MED Scenario 4 Met objective Met objective
Scenario 5 Met or surpass objective Better than before
Scenario 6 Better than before Met or surpass objective
Scenario 7 Better than before Better than before
LOW Scenario 8 Met or surpass objective Not provide results
Scenario 9 Not provide results Met or surpass objective
Scenario 10 Better than before Not provide results
Scenario 11 Not provide results Better than before
CNN Interview on the 2019 edition of the APAC Tambuli awards.

CNN Interview on the 2019 edition of the APAC Tambuli awards.

Posted by CNN Philippines on 2019 May 29, Wednesday