32nd Agora Youth Awards Finalists: The New Generation of Marketers
At the recent 32nd Agora Youth Awards of the Philippine Marketing Association (PMA), the nation's top students were recognized for their acumen in marketing.
The students were asked to integrate sustainability and artificial intelligence (AI) into their marketing plans. They localized marketing strategies for existing international products, highlighting the values that are important to Philippine culture. This year's Agora Youth Awards were co-presented by The Business Manual.
Out of the 15 finalists of the Agora Youth Awards, 10 were selected as winners, and the top marketer of the group was ultimately chosen as the class valedictorian.
The Business Manual talked with the finalists for this year's competition, and they shared their thoughts on the roles they are targeting to take on, as well as what marketing personally means for them -- starting with this year's class valedictorian and Best Marketing Student of the Year Mark Cruz.
Mark Enriquez Cruz, San Beda University [Winner - Valedictorian]
Mark Enriquez Cruz was honored as the Valedictorian of the 32nd Agora Youth Awards. His active membership in the San Beda Junior Marketing Association enabled him to excel in numerous projects, initiatives, events, and national and international competitions, setting a high standard within the junior marketing community and positioning him as an inspiration to his peers.
Believing that modern-day changemakers have a responsibility to instill transformation wherever they go, Cruz acknowledges the pervasive presence of AI in today's world. ”Admittedly, AI has its advantages and disadvantages and it is up to us to use what we learned inside our own universities to engage in initiatives and organize events for the in-depth discussion of AI, Sustainability, and the marriage of both,” By merging these topics, his goal is to cultivate a deeper understanding and sense of responsibility, ultimately making sustainability a lasting legacy for future generations.
When asked about future plans, Cruz says he aspires to be a leader in the marketing field, with a passion for public relations, advertising activations, and initiatives. He envisions himself holding positions such as Public Relations Officer or Account Executive for agencies in both the local and international marketing scenes.
Prince Olie Cacho, Pamantasan ng Lungsod ng Maynila [Winner - Top 2]
Prince Olie Cacho’s project, The Synergy Training Program of the Philippine Junior Marketing Association (PJMA), showcased how to hone the next generation of leaders with extensive and immersive development programs. His goal was to develop holistic generational leaders who can serve both today and in the future. This project made him stand out in the Agora Youth Awards earning the ranking of Top 2 Marketing Student of the Year.
For Cacho, being a sustainable changemaker and student leader comes with the responsibility to integrate AI into sustainability efforts. “Leveraging AI’s efficiency and speed enables student leaders to streamline processes and optimize resources, enhancing the quality and impact of crafting sustainable actions in local fields,” he says.
Cacho aspires to be a prominent figure in the media and entertainment industry, driven by his passion for creativity. He envisions himself actively involved in various creative endeavors, particularly in event production.
Mike Ivan Siga, Mindanao State University [Winner - Top 3]
Mark Ivan Siga spearheaded a project themed "Unleashing the Power of Young Marketistas and Negosyanteens in Mindanao," which is a dynamic initiative designed to equip marketing and business students with essential knowledge and skills for entrepreneurial success. By promoting local products while fostering a global mindset, Siga’s project showcases his ability to merge marketing strategies with entrepreneurial goals, positioning him as an influential changemaker.
“Students have the potential to become powerful agents for a greener future,” Siga says. He emphasizes that AI allows them to bridge the gap between complex data and actionable solutions, empowering local communities to make informed decisions for a more sustainable tomorrow. His perspective highlights the importance of leveraging advanced technologies to drive environmental sustainability and community development, reflecting his commitment to using AI as a tool for positive change.
Looking ahead, Siga is targeting a variety of roles within the marketing and communications sphere, including Brand Manager, Product Marketing Manager, Market Research Analyst, Advertising Manager, and Public Relations Manager. His primary interest lies in the entertainment and advertising industries, where he can effectively leverage his advertising specialization.
Kristalyn Agustin, Central Luzon State University [Winner - Top 4]
Kristalyn Agustin created a valuable project that earned her a finalist position in the Agora Youth Awards. Her initiative aimed to connect micro, small, and medium enterprises (MSMEs) with business students, enhancing product promotion capabilities for MSMEs while offering practical, hands-on experience to students. By fostering a mutually beneficial relationship, the project supported sustainable development and real-world learning. The mission, encapsulated by the theme “Partnership for the Goals, Partnership with Sustainable Development,” highlights Agustin’s commitment to driving growth and meaningful collaboration within the community and among future business leaders.
Agustin believes that students and AI can form a dynamic team, working collaboratively towards sustainability efforts. She recognizes that as the world constantly evolves, modernization and advancements are inevitable, and adapting to these changes thoughtfully is crucial. By integrating AI into sustainability initiatives, students can harness the power of technology to create a more significant impact. Agustin emphasizes, “While students bring big ideas and creativity to the table, AI can assist in executing these ideas efficiently, analyzing data, and optimizing solutions. This synergy between human innovation and AI capabilities can lead to more effective and sustainable outcomes.”
From the time she began exploring marketing, Agustin has been committed to pursuing a career as a Chief Marketing Officer. Her passion for marketing drives her to develop innovative strategies and enhance customer engagement. With a particular interest in the fashion industry, she is thrilled by the challenges of staying ahead of trends, creating compelling brand narratives, and using data to make informed decisions that connect with diverse audiences.
Franco Gabriele Delatina, Our Lady of Fatima University [Winner - Top 5]
Franco Gabriele Delatina led his most ambitious project, MADWORLD 2024, held last May at the SMART Araneta Coliseum. The event united the entire collegiate marketing community in the country. Attendees had opportunities to network with various companies and brands through invited guest speakers. Delatina's project showcased his capabilities and strong leadership skills, aligning with the values embodied by the Agora Youth Awards.
As an Agora candidate, Delatina advocates for the significant role students can play in integrating AI into local sustainability efforts through a strategic approach. He emphasizes the need for thorough research to identify community sustainability challenges like energy consumption or waste management. “By collaborating with local stakeholders, including businesses and government bodies, students can gain insights into sustainability goals and the potential applications of AI to address these challenges.” Delatina believes detailed implementation plans ensure AI solutions are feasible and tailored to local needs. He also highlights the importance of education campaigns to engage the community and ensure the ethical use of AI. Monitoring AI's impact and advocating for supportive policies further demonstrate students' commitment to sustainable innovation.
In the future, Delatina is targeting the role of Head of Events. He is particularly interested in industries such as marketing, entertainment, and corporate events management. These fields offer dynamic environments where he can leverage his skills in organizing large-scale events, fostering community engagement, and creating memorable experiences for both clients and attendees. Delatina aims to continue building his expertise in these areas, contributing to the success and innovation of events on a grand scale.
Kaye Liwag, Batangas State University [Winner - Top 6]
Kaye Liwag led the event Markifest 2023: Empowering Local Business. In collaboration with the Department of Trade and Industry (DTI), the event showcased local products and featured a marketing pitch competition for startups. This project highlights her dedication to supporting local businesses and her ability to organize impactful events that drive community engagement.
Liwag emphasizes that students can effectively integrate AI into local sustainability efforts by challenging the stereotype of AI as merely an assistant. “By challenging the stereotype of AI as a mere assistant rather than a potential replacement and conducting thorough research with actionable outcomes, students can effectively leverage their abilities to integrate AI into local sustainability efforts.” This involves focusing research on local environmental issues and using AI to develop practical solutions.
At this stage in her career, Liwag is still exploring her niche in marketing and is searching for a role where she can best fulfill her purpose. She is open to various opportunities that will help her find her personal fit and make a meaningful impact in the field.
Raymart Mariano Jr., Polytechnic University of the Philippines [Winner - Top 7]
Raymart Mariano Jr. believes that while each finalist has a unique journey, they are united by a common goal: to inspire others through their diverse advocacies as student leaders. Mariano's personal brand embodies hope and resilience, demonstrating that transforming challenges into strengths can lead to meaningful impact. His approach reflects a commitment to empowering and uplifting others, showcasing his leadership and determination.
As today's changemakers, Mariano emphasizes the potential of AI to solve various problems by integrating sustainable projects and activities that benefit both the present and the future. “Always remember that we, students, hold the key to our future, and today is the right time to build our foundation as changemakers.” He believes that by utilizing AI effectively, students can address challenges and contribute to sustainability, reinforcing their role in shaping a better world.
Mariano envisions specializing in on-ground activations for various brands, focusing on enhancing brand visibility and driving sales. He is particularly interested in the entertainment and food industries. Mariano aims to leverage his creativity and expertise to make a significant impact in these dynamic fields.
