AGC Power Holdings Corp. elevates the search for the next generation of changemakers
The 32nd Agora Youth Awards (AYA): The Search for the Next Gen Z Changemakers, co-presented by AGC Power Holdings Corp. (AGC PHC), culminated with the recognition of the top Junior Marketing Association (JMA) and Top Student of the Year last July 31 at the Westin Ortigas. AYA finalists, previous winners, and key industry figures were invited to the awards night.
The Power of We
The partnership between AYA and AGC PHC began with Carrasco delivering his first keynote address at the marketing conference, “Juan Big Idea,” organized by the Philippine Marketing Association (PMA) and the Philippine Junior Marketing Association (PJMA), earlier this March. Carrasco himself was one of the few back-to-back Agora awardees in 2000 for both the individual and group categories, back when it was called TOMAS (Individual Category) and TOSMA (Group Category).
Since meeting there, Director for Youth and Academe Leah Ayeng and the Agora Youth Awards Board of Directors knew that their fellow Agora awardee would be the perfect partner for AYA 2024. After meeting at the AGC PHC studios, an agreement was struck with Carrasco’s offer to “elevate” this year’s awards.
Agora Awardees Assemble
The final panel of judges included Carrasco and other fellow awardees and notable figures:
- Albet Buddahim, VP and Chief Marketing Officer of Primer Group of Companies
- Faye Martinez, Co-Founder and CEO of AQA Advertising, Inc.
- Jill Peña, Brand Marketing Director AC Mobility
- Patricia Poco-Palacios, President and COO Global Dominion Financing, Inc.
- Jos Ortega, Chairman and CEO of Havas Ortega.
After hearing the presentations of the top 15 individuals, the judges deliberated in private on the top marketing plans presented and who would best represent this batch as “valedictorian.”
Official Media Partner
A notable participant in the competition was AGC PHC’s media title, The Business Manual (TBM), which served as the official media partner. The 15 finalists were invited to the AGC PHC headquarters by TBM to have their photos taken, complete with grooming and studio setup.
After the shoot, the students were given an office tour and introduced to different editorial team members of the various media brands housed under AGC PHC. Their final stop included a brief yet engaging talk with Carrasco. He took a break from his schedule to greet the students, share some words of wisdom, and snap a selfie with them.
And the award goes to…
The evening’s ceremony was marked by emotional and inspiring moments. The Top JMA award was proudly earned by Xavier University, while Valedictorian Mark Cruz from San Beda University Manila was honored as Top Student of the Year. The atmosphere was filled with tears of joy and pride as the winners were celebrated for their remarkable achievements.
In his closing remarks, Carrasco expressed his admiration for the awardees and finalists, stating, “I see in each of you the same hope and ambition that I once carried. I see a generation ready to take on the world, to innovate, and to lead with integrity and passion. The future of marketing, and indeed the future of our society, is in your hands.”
Full Circle
As co-presenter, AGC PHC played a crucial role in elevating this year’s event’s planning and production. Reflecting on his journey, Carrasco shared in his speech, “Two decades ago, I was in your shoes, a hopeful student, eager to carve out a path in the world of marketing and leadership. To be here now, in front of the bright, promising faces of our future marketers and leaders, is a testament to the power of dreams, determination, and unwavering perseverance.”
The event’s success was further highlighted by the remarks of Leah Ayeng, PMA Director for Youth and Academe. “Now in its 32nd year, PMA’s Youth and Academe initiatives take on a new approach with more innovative and practical approaches that will enrich our young marketer’s experience and expose them to the pivotal changes in the industry,” she stated. Ayeng also emphasized the collaborative effort that led to the event’s elevation, recounting how Carrasco personally approached her with the vision to enhance the 32nd AYA. Her affirmative response set the stage for AGC PHC and AYA to work closely together.