Three award-winning campaigns showcase
how SM Supermalls transforms insights into experiences that resonate with
Filipino communities.
SM
Supermalls’ two Gold Awards and one Silver Award at the Marketing Excellence
Awards 2026 recognize the company’s commitment to cultural storytelling,
consumer insights, and impactful launch marketing.
MANILA, Philippines, 8th August 2026 — Great marketing goes beyond capturing
attention—it creates genuine connections. At SM Supermalls, every campaign
begins with understanding the communities it serves, from celebrating local
culture and uncovering consumer insights to creating launches that reflect the
identity of a place.
This commitment was recognized at the Marketing Excellence
Awards 2026, where SM Supermalls received two Gold Awards and one Silver Award,
affirming its consumer-first approach to creating meaningful, maxed-out
experiences for Filipino communities.
Recognized
at the 2026 Marketing Excellence Awards, SM Supermalls’ winning campaigns
celebrate local culture, deepen consumer understanding, and create meaningful
experiences for communities nationwide.
One of the Gold Awards recognized SM Lanang’s Mindanao Art
for Excellence in Cultural Storytelling. More than an art initiative, the
campaign transformed the mall into a platform for Mindanao’s artists,
showcasing local creativity while fostering a deeper appreciation for
Mindanao’s rich artistic heritage. By bringing art closer to everyday
audiences, SM Lanang created meaningful cultural experiences that resonated
beyond the gallery walls.
Another Gold Award was given to the SM Supermalls Consumer
Insights Program under Excellence in Consumer Insights/Market Research. Built
on continuous listening and data-driven consumer understanding, the program
enables SM Supermalls to create more relevant experiences, strengthen customer
engagement, and respond to the evolving lifestyles of the communities it serves
nationwide.
Completing the recognition was a Silver Award for the SM City
La Union Grand Opening in the Excellence in Launch Marketing category. The
campaign went beyond introducing a new mall—it celebrated La Union’s identity
and growing community, welcoming residents and visitors with experiences that
reflected the province’s vibrant culture while establishing SM City La Union as
Northern Luzon’s newest lifestyle destination.
“At SM Supermalls, we believe meaningful marketing starts
with understanding people,” said Joaquin L. San Agustin, SM Supermalls
Executive Vice President for Marketing. “Whether we’re celebrating local
culture, learning from our customers, or opening new spaces that serve
communities, our goal has always been to create experiences that genuinely
resonate. These recognitions inspire us to continue creating programs that are
relevant, purposeful, and meaningful for every Filipino.”
The recognitions reflect SM Supermalls’ continued commitment
to creating experiences shaped by insight, inspired by local communities, and
anchored in meaningful connections. As the country’s most-loved mall, SM
Supermalls remains focused on delivering meaningful, maxed-out experiences that
celebrate the people, places, and stories that make every community unique.
