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, 8 August 2026 — Good marketing does more than get noticed — it builds real connection. At SM Supermalls, that starts with understanding the communities a campaign is actually built for, whether that means celebrating local culture, digging into what customers actually want, or shaping a mall launch around the identity of the place it's opening in.

That approach earned SM Supermalls two Gold Awards and one Silver Award at the Marketing Excellence Awards 2026, affirming a consumer-first strategy the company has leaned into across its campaigns 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.

Gold: Mindanao Art, SM Lanang

The first Gold Award went to SM Lanang's Mindanao Art initiative, under Excellence in Cultural Storytelling. The campaign turned the mall itself into a platform for Mindanao's artists — putting local creativity in front of everyday mallgoers rather than confining it to a gallery, and building appreciation for the region's artistic heritage in the process.

Gold: SM Supermalls Consumer Insights Program

The second Gold Award recognized the SM Supermalls Consumer Insights Program, under Excellence in Consumer Insights/Market Research. Built on ongoing customer listening and data, the program is what lets SM Supermalls keep pace with how its communities' lifestyles are actually changing, rather than guessing at it.

Silver: SM City La Union Grand Opening

Rounding out the wins was a Silver Award for the SM City La Union Grand Opening, under Excellence in Launch Marketing. Rather than treating the opening as just another ribbon-cutting, the campaign built the launch around La Union's own identity and growing community — introducing SM City La Union as Northern Luzon's newest lifestyle destination on the province's own terms.

In Their Own Words

“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.”

Taken together, the three wins point to the same throughline: campaigns shaped by real insight, grounded in local communities, and built around genuine connection. As the country's most-loved mall, SM Supermalls continues to focus on experiences that celebrate the people, places, and stories that make each community distinct.