MANILA, Philippines - Jollibee’s immediate past vice president for marketing Albert Cuadrante was named Chief Marketing Officer of the Year at the Tambuli Awards 2013, during the awards night held recently at the University of Asia and the Pacific. Under Cuadrante’s leadership, Jollibee won the most number of awards and recognition from various marketing and advertising organizations. He pursued groundbreaking programs that uphold the welfare of Filipino family and promote positive values. These include the Build-A-Classroom project, a fund-raising program in partnership with its Franchisees Association that was aimed at helping address the classroom gap; the expanded Maaga ang Pasko campaign that saw the continued growth of its Jolly Toy Scout network across the country; and the annual Jollibee Family Values Awards that seeks to honor exemplary Filipino families through shared values and good deeds to their communities.
Cuadrante served as Jollibee’s vice president for marketing from October 2009 to March 2013. Effective April 1, he assumed his new role as general manager of Greenwich, one of the brands under the Jollibee Foods Corporation group and the country’s leading pizza and pasta chain. Taking over his post is the new Jollibee marketing head Harvey Ong, who is a seasoned marketer himself with over 20 years of experience in local and regional brand management in various industry-leading multinational companies.
Jollibee also won two Tambuli Awards for its “The Happy Filipino†campaign — a Bronze Award in the Advocacy category and a Silver in the Integrated Digital or Mobile-Led Program. The Happy Filipino project (www.thehappyfilipino.com) was launched in August 2012 as Jollibee’s support for the Department of Tourism’s “It’s More Fun in the Philippines†campaign. The two-part online video featured YouTube sensation Bogart the Explorer and his foreigner friend Kirk as they explored the Philippines. The videos showcased the countless reasons why Filipino joyfulness is contagious. It also captured the country’s unique local culture, as well as its people’s warm hospitality and happy character. The UA&P Tambuli Awards honors the best advertising campaigns that have valued both business results and socially relevant marketing communications.