Alaska Milk Corp. named Marketing Company of the Year

MANILA, Philippines – In recognition of its innovative marketing programs that have resulted in its unprecedented growth from a family-owned company to a P15-billion corporation, the Philippine Marketing Association (PMA) named Alaska Milk Corporation the Marketing Company of the Year.

Alaska Milk was cited as well for its good corporate citizenship and the high esteem it receives from peers in the industry as the PMA conferred its most prestigious accolade during the 34th Agora Awards held at The Peninsula Manila in Makati, recently.

Alaska Milk President and CEO Fred Uytengsu thanked the PMA for the singular honor and cited the Agora Awards for encouraging the drive for excellence in the trade.

He accepted the award in behalf of his late father who laid the groundwork for the company's present success.

"This has been a remarkable journey which started forty years ago when my father first started it and we were primarily a manufacturing driven organization and we transformed ourselves into a marketing and sales organization," said Uytengsu.

He said Alaska Milk made optimum use of its resources by being creative in its marketing campaigns and investing in forceful, persuasive initiatives.

Such campaigns include the timeless TV commercial “One-on-One” where blonde Michael, the Alaska boy, outplayed professional basketball player Cisco Oliver in a game. The secret of the boy's abilities is then revealed as he drinks a glass of nutritious Alaska milk.

Forty years later, the jingle in the iconic ad, composed by the Jose Mari Chan “Wala pa ring tatalo sa Alaska” remains firmly ingrained in the hearts of Filipinos.

The PMA, through the Agora Awards, recognizes deserving companies and individuals who have devoted their time, talent and expertise to honing their skills in their respective areas. The awards is meant to encourage marketing practitioners to strive for excellence and contribute to the growth and development of the marketing profession.

Uytengsu said the biggest reason for the growth of Alaska Milk is its people, from the President/CEO and the Mancom to the ordinary office employees and factory workers. The people in the Alaska organization work in an environment that encourages the pursuit of excellence. They exercise teamwork, discipline, determination and integrity at their jobs.

Everyone in the Alaska organizations works with passion and commitment in their singular pursuit for excellence. They always give their best because they work under a simple philosophy which is: Good enough never is.

Other awards conferred during the evening include: Outstanding Achievement in Advocacy Marketing to GMA Kapuso Foundation, Bato-Balani Foundation; Outstanding Achievement in Entrepreneurship to Rita Neri of Rita Neri Event Planners (Small Scale), Catherine Ilacad of Posh Nails (Medium Scale) and Dennis Uy of Phoenix Petroleum (Large Scale).

Other winners include: Enrique Soriano III of Ateneo Graduate School for Marketing Education; Pete Delantar of Nature's Legacy for Export Marketing; Irwin Lee, President of P&G United Kingdom for Overseas Marketing Excellence; and Edwin Totanes, Vice President of Universal Robina Corporation for Marketing Management.

Former President Fidel V. Ramos was conferred the Honorary Agora. He was introduced by Senator Grace Poe-Llamanzares who also delivered the Keynote Message.

The 34th Agora Awards was held at the Rigodon Ballroom of The Peninsula Manila last October 9. It was meant as celebration of the Filipino ingenuity, creativity and innovativeness. PMA President Vicente Reyes gave the Welcome Remarks.

The theme this year is “Creating Relevance Through Value Marketing.” Through this theme PMA facilitates a more significant interconnection among members. Through the efforts of the PMA the marketing industry continues to improve through projects which impact the public consciousness in positive ways.

For more information, please log on to www.philippinemarketing.net.ph.