Kwento Ni Toto: SM Supermalls Honored for Culture-Driven and Consumer-Focused Marketing at the Marketing Excellence Awards 2026

2026/09/01

SM Supermalls Honored for Culture-Driven and Consumer-Focused Marketing at the Marketing Excellence Awards 2026

Toto 9/01/2026 11:48:00 PM

Great marketing goes beyond capturing attention—it builds meaningful connections. At SM Supermalls, every campaign starts with a deep understanding of the communities it serves. From celebrating local culture and turning consumer insights into meaningful experiences to creating launches that reflect the character of each place, SM continues to make every campaign more relevant, relatable and rooted in the community.

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.

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.

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.

Recognized at the 2026 Marketing Excellence Awards, SM Supermalls’ winning campaigns celebrate local culture, deepen consumer understanding, and create meaningful experiences for communities 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.