Skip to main content

SM Supermalls Earns Top Honors in Marketing Excellence

By

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.
I been writing romance and science fictions for a long time and blogging is one of my escape and inspiration. Writing is not an easy job and researching is more tedious. But while sharing my experience and interest through blogging, I happened to see a whole new world.

Comments

Post a Comment

SM Leads with Accessibility, Earns 23 Industry Honors

By
With inclusivity and access as a key pillar in SM’s corporate purpose, inclusive spaces and facilities enhance the SM Group’s portfolio of malls, offices, and retail spaces. It is this universal implementation of accessible environments, and commitment to advance disability inclusion that bagged SM Group industry distinctions from The Philippine Foundation For the Rehabilitation of the Disabled Inc. (PFRD) and the National Council on Disability Affairs (NCDA). Through its Corporate Social Responsibility arm, SM Cares, disability-friendly facilities are overseen and supported nationwide with manpower training in line with industry standards to effectively accommodate Persons With Disabilities. “Every single person entering and engaging in the spaces built by SM deserves to feel welcomed and accommodated,” said Engr. Junias M. Eusebio, SM Supermalls Vice President for Operations and Program Director for Disability Affairs, SM Cares. “Our benchmark for true inclusivity expressed well is w...
Image