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It has always been said that the hope of a nation
lies in the hands of the youth. And judging the seven people
recently awarded as Young Market Masters, the prospect of marketing
and sales in the country is brighter, more robust and exciting in
the years to come.
The Young Market Masters Awards (YMMA),
an advocacy project of Mansmith and Fielders, Inc., recently honored
seven of the best Filipino marketers and entrepreneurs who are 35
years old and below. This year has proven to be more challenging
since the panel of judges were in search of individuals who are not
only successful but can also inspire the youth to become innovative
entrepreneurs and outstanding brand builders.
“YMMA is all about young men
and women making their mark early in their careers. It is about
promise becoming reality; with actual successes coming from talent
in seeing possibilities and making them come true, in
differentiating their brands, thus creating value through
innovation,” said Chiqui Escareal-Go, president of Mansmith &
Fielders and co-founder of the YMMA. “We are proud to present this
year’s awardees who are not only trailblazers in their field, but
also will surely make a difference in the future.”
Among the seven awardees, two are
female: Cristina “Ichi” Apostol (Awardee for Brand Management),
team publisher of Summit Media and Beverly “Bev” Valenzuela (Awardee
for Category Management), marketing manager of HBC.
The YMMA recognized Ichi’s for
“being the driver of vision and passion behind Preview magazine,
the country’s best-selling fashion magazine.” She was able to
handle the magazine as a brand since it’s not “just a magazine
but a product that has an emotional connection with its audience.”
Now, Preview owns 63 percent of the newsstand sales in the fashion
category and it earned the biggest advertising sales growth rate
among young women’s magazine from 2006 to 2007.
This kind of turn-around was also
implemented with the leadership of Bev in SanSan Cosmetics, a line
of makeup on the shelves of HBC stores. Bev was able to relaunch
SanSan Cosmetics in April 2005 with an integrated communication
campaign. And what a “makeover” it was. Now, SanSan has been
raking double-digit growths each year. With her success, she was
promoted to head the entire marketing department of HBC.
On the other hand, Paolo Gonzales
(Awardee for New Product Marketing) got the right formula for
success in marketing Del Monte Fit ‘n Right, now a much
sought-after drink for all ages who are into “fitness.” Being
the product manager of Del Monte Fit ‘n Right, Paulo was able to
mix the right product with the appropriate marketing campaigns. Also
aligned in the field of fitness is Roberto “Toby” Claudio Jr., (Awardee
for Business Development), vice president of Toby’s Sports. The
largest network of sports stores in the country, Toby’s Sports has
to continue attracting new costumers and retain market leadership.
Thus, Toby’s Arena was born—the country’s first interactive
sports store. Toby was more proud of the fact that it inspires
people, especially the youth, to imbibe their advocacy “Live Life,
Play Sports!”
Donald Patrick Lim (Awardee for
Online Marketing), the president/CEO of Yehey Corp. is responsible
for boosting the market value and profitability of Yehey. While
Raymund Magdaluyo (Awardee for Entrepreneurial Marketing), managing
partner of Red Crab Group of Restaurant, was able to create a
niche—the ‘casual crab and seafood dining’—and was
successful in creating diverse restaurant brands and concepts. As
for reaching out and highlighting the need of overseas Filipinos to
constantly communicate with their loved ones here, Alan Supnet (Awardee
for Marketing Management), segment business head for OFC of Globe
Telecom, spearheaded together with his team the “Globe Kababayan”,
a sub-brand envisioned to identify opportunities in the overseas
Filipino segment.
The Board of Judges for the Third
YMMA include Dr. Cecilio Pedro, president and CEO of Lamoiyan Corp.;
Herbert Sy, president of SuperValue, Inc.; and Dean Philip Juico of
Graduate School of Business, De La Salle Professional School, Inc.
The YMMA is officially endorsed
and supported by the Philippine Franchise Association and Philippine
Retailers Association. The official research partner is TNS while
Platinum sponsor is Abenson. Media partners are Philippine Daily
Inquirer, Inquirer.net and Businessworld.
The search for the fourth
batch of YMMA awardees is now open. For more information, call
722-2318 or 727-7142 or cellphone number 0918-8116888, e-mail: info@mansmith.net
or visit the websites www.mansmith.net or www.youngmarketmasters.com.
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