Skip to main content

SM Supermalls recognized for culture, consumer insights, and community marketing at the Marketing Excellence Awards 2026

 

SM Supermalls recognized for culture, consumer insights, and community marketing at the Marketing Excellence Awards 2026
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.

###

About SM Supermalls
SM Supermalls is one of Southeast Asia's largest mall developers and operators, with 90 malls in the Philippines and 9 in China. For generations, SM has grown alongside Filipino communities by creating destinations where people, businesses, and opportunities come together.
Through "My SM", SM continues to evolve with the changing lifestyles of Filipino communities—creating places where people can discover, connect, move, play, and recharge through thoughtfully designed experiences, better connectivity, and spaces that bring everyday life closer together.
My SM. Your Most Loved Supermall.

Comments

Post a Comment

Popular posts from this blog

#CosmetifiedxGerifiedPH Collaboration: Seoul Skin's Kiss and Blush

Women today are more empowered than ever. We now wear more than one hat, and we are soaring high! And the lady boss of Cosmetified is one living proof among many others. --- After more than two decades, my grade school bestfriend and I finally meet again! We catch up about life and it was amazing to know that we are now the lady bosses of our chosen careers - yours truly as a licensed engineer and her, as a licensed nurse.    But hey, we are definitely more than just our professions - we are kikays, too! ♥️ ♥️ ♥️ We meet not just to catch up on life but also to collaborate for all of you amazing ladies following our blog! In this collaboration series, we will be featuring products that Cosmetified offers in their shopping platforms and social networking sites. Cosmetified was founded on 2016 and started selling authentic imported beauty products via pre-order basis. One of the first items they offer are Blair products from Japan, including Blair Lip La...
24 comments
Read more

Mermaid Island Natural Beauty Review + Giveaway!

If you can't be a unicorn, be a mermaid.  Whimsical and beautiful. That's how I would want to live in this fast-paced marathon we all cramming to run into that we call life.In our everyday hustle, it is good to stop and smell the roses, as they say. To see the beauty in small things, to be quaint amused even. How exciting and whimsical it would be to dive into the ocean and swim away! There's actually a list of reasons why one should opt to be a mermaid. For me, I'd like to become a mermaid even just in a parallel universe so I won't have to worry about clothes. Just pick a pair of clams your size and your good to go! Postpartum meant falling hair like crazy! If I were to become mermaid, I would definitely wear my crowning glory - luscious and swaying in the breeze!  But honesty, sometimes, I want to be a mermaid just to lure some people to their deaths! lol Shh, oooookay, enough of this.. --- Last week, I encountered Mermaid Island when I attended Bl...
13 comments
Read more

State-of-the-Art G.A.O.C. Dental Clinic Opens in SM Megamall

Once upon a time, when people experience toothache ought for an extraction, all they do is gargle and drink bilog (gin) for anesthesia and pray not to get tetanus before a)        pulling the rotten molar with a plier (sanitized in alcohol/hot water, whichever is available) if you’re drunk-brave enough not to feel the pain b)        tying your tooth to an open door and let someone kicked it close in surprise Most preferred letter B for that swabeng one kick pain but if you’re a sadist, it’s letter A landslide! Finally, gargling and drinking bilog again for pain reliever. Chew on ice, or if you have extra bucks, sorbetes (dirty ice cream)! Just make sure you have extra coins for an antibiotic just in case the sore gum started pumping out pus. I just remembered my Nana’s stories about her time. Good thing we are high-tech now. But let’s face it, when we hear the word dentist, all we can think about is pain. I...
7 comments
Read more