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 is a native Filipino horn.
It symbolizes authentic effectiveness in its ability to clearly transmit sound to distant places.
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.
The table below summarizes the various scenarios:
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|