ABS-CBN romped away with two awards in the inaugural Best Media-Initiated Campaign category of the Tambuli Awards 2010 in July. “Boto Mo, I-Patrol Mo (BMPM): Ako ang Simula” and “Bro, Ikaw ang Star ng Pasko” Christmas integrated campaign, the only awardees in the category, were cited for their successful combination of creativity, values and integrated marketing effectiveness.

Robert Labayen, head of ABS-CBN’s creative communications management (CCM) division, said that “Bro, Ikaw ang Star ng Pasko” promoted the values of resilience and unity, of Filipinos coming together as one people to rise from disaster, while “BMPM” promoted the values of good citizenship and vigilance. The CCM helped conceptualize and produce both campaigns with ABS-CBN’s marketing, production, and other departments.

The Tambuli Awards, given out by the University of Asia and the Pacific (UA&P), is the first and only award in the country that recognizes both the business and societal values of marketing communications campaigns.

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