(First row from left: Patron, Santos, Suarez, Vega, Chua, Corrales, Encarnacion. Second row from left: Gerodias, Nacpil, Co, Tiu, Keh, Valencia, Evardone)
Advocacy-based Mansmith and Fielders Inc. revealed the 14 winners for the 17th Mansmith Young Market Masters Awards (YMMA) 2022. The Mansmith YMMA is the most sought-after recognition for young marketers and entrepreneurs, 35 years old and below, and the only marketing award in the country with no entry fees.
This has brought the number of YMMA winners since its inception in 2006 to 169. Many of the awardees were young brand or marketing managers who have since become CEOs or CMOs, as well as accomplished entrepreneurs. Most notable are Edgar Sia II (YMMA 2010) now chairman of Double Dragon; Mian Datu (YMMA 2016) now co-managing director of URC; Christian Lim (YMMA 2012) , now country director for PH and Guam of Apple; Francis Flores (YMMA 2010) now SVP of Smart; Dondi Gomez (YMMA 2007) now CMO of Jollibee; Pam Tiu-Takai (YMMA 2011) now CMO of Nestle; Kristine Tang (YMMA 2012) now VP marketing of P&G; Lester Estrada (YMMA 2012) now VP marketing of P&G Singapore; Candice Iyog (YMMA 2007) now VP Marketing of Cebu Pacific Air; Dorothy Dee-Ching (YMMA 2016) now VP Marketing of Unilever, and many more.
Judges for this year are: Rudyard Arbolado, president and CEO of Inquirer; Jane Basas, president and CEO of Mediaquest (YMMA Awardee herself in 2007) and Manolo Escueta, independent director of Union Bank and former chairman of Pascual Consumer Health.
There are four (4) winners for marketing management who were recognized for their outstanding work on growing the market and capturing opportunities through insight driven innovation especially during the pandemic that resulted in huge jumps in market shares. These are Karlo Patron of Johnson and Johnson Philippines for Bactidol, Karole Santos of Jollibee and Burger King, Katrina Suarez of Johnson and Johnson for Aveeno, and Jose Marteen Vega of L’Oreal Philippines for Garnier.
Five (5) winners for brand management were recognized for their successful brand programs that outpaced competition, turned around declining shares, and gained record high sales, executed locally and across Asia. This they did through sharper target insighting, changing price perceptions while leveraging on various touchpoints, among others. These are Gabriel Chua of P&G Singapore for Head and Shoulders, Carlos Corrales of Unilever for Cream Silk, Jessica Biscocho Encarnacion of P&G Singapore for Rejoice, Nina Santos Gerodias of P&G Singapore for Pampers, and Yves Jan Nacpil of McDonald’s Philippines.
For the entrepreneurship category, Avin Ong of Fredley Group of Companies expanded Macau Imperial Tea aggressively and became a major brand during the pandemic when others were conservative, and Christine Tiu of Amami jewelry (for social entrepreneurship) successfully lead the artisans to merge traditional Filipino designs with contemporary styles to appeal to the new subsegment she spotted.
Three more winners in other marketing categories include Earl Keh of Unilever RFM for Magnum in Business Development, Sheena Valencia of Primer Group’s The Travel Club in Retail Marketing and Cebu-based Beatrice Evardone of Republiq Group for Geographical Marketing.
More details of the accomplishments of each of these young marketing rock stars along with other previous winners can be read at www.youngmarketmasters.com. Inspire someone today by sharing their stories.
Josiah Go is chair and chief innovation strategist of Mansmith and Fielders Inc., and co-founder of the annual Mansmith Young Market Masters Awards