Bridging hearts and wallets for overseas Filipinos BDO Unibank earned a Gold Anvil Award for its “Kabayan Connections” campaign at the 61st Anvil Awards, under the Public Relations Programs – Best Use of Influencer Marketing category. The Bank was among a select group of Gold Anvil recipients, standing out from more than 170 companies that participated in the prestigious awards organized by the Public Relations Society of the Philippines (PRSP). Anchored on credible brand ambassadors and influencers, the campaign delivered timely financial and security tips to overseas Filipinos and their families back home. Piolo Pascual brought depth and institutional trust to the campaign, drawing from his two decades of authentic partnership with BDO. Meanwhile, Small Laude, together with content creators Christian Antolin and Justine Luzares, used light, relatable storytelling to simplify banking concepts and make financial conversations more approachable. More than promoting products, Kabayan Connections focused on building emotional trust. By reflecting the shared realities and aspirations of overseas Filipinos, the campaign fostered meaningful engagement, strengthened financial awareness, and advanced financial inclusion reinforcing BDO’s Alagang Kabayan commitment and its genuine care for Filipinos, wherever they may be.  

By Ruben A.Veloria   SAN NARCISO, Zambales, Philippines – Local government officials and veterans in this municipality marched early morning on Thursday toward the beach front in Barangay La Paz to witness the unveiling of a monument dedicated for Filipino guerillas who saved the entire community from total destruction 1945. In his speech, Zambales Gov. Hermogenes Ebdane Jr. said the monument will remind Zambalenos how Filipino guerillas during World War II saved Barangay La Paz and its residents from certain death and destruction, and helped the allied forces land without enemy resistance. The monument was designed with a four pillars symboling the waves of the sea, and a small banca with two standing male passesngers both waving (to the US sailors). At the left side of the monument is a marker bearing the history of the monument, whle the other marker on the right contains the names of the guerillas who participated in the clearing of La Paz. “This monument will show how grateful we are to the guerillas, led by then Second Lieutenant Arellano Tadena and Sargeant Pablo Magno, who recaptured Barangay Laz from Japanese occupation forces before the Americans initiated the landing procedures. A graduate of Philippine Military Academy (PMA) and former Defence Secretary, Gov. Ebdane explained that as standard military operation on areas occupied by enemy forces, the area should be subjected to air strikes and naval bombarbment before the soldiers will be sent using landing crafts, ready to fire their guns upon reaching the beach. However, using only impovised wig-wag, Lt. Arellano managed to direct the cannons of US Navy Forces to the exact locations of the Japanese artillaries and they were bombarded and destroyed. Arellano and Magno also volunteered to reach the nearest US Navy and informed them that the Japanese forces had already left La Paz, and is now safe. Hence, the bombarbment ad airstikes were cancelled. On January 29, 1945, exactly 81 years today, American and allied forces landed in the same area where the plaza and the monument were erected in La Paz, without firing a shot. That was the first time the American flag was raised in the area since 1942. Later, the incident was later known as the Bloodless Landing. Meanwhile, San Narciso mayor Dr. La Rainne Abad-Samiento, said the monument is a dream come true for all the families of the guerilla members. “Now, with this monument our brave fathers will forever be remembered.” she added. The ceremony also included a a short story telling presentation by Republica Filipina Reenactment Group who reenacted with explanation what transpired on January 29, 1945; a wreath laying by former veterans, and concluded with the 21-Gun Salute, the highest military honor rendered.      

IFUGAO, Philippines — In the heart of Lagawe, Ifugao, the Dinamling family proves that with resilience and the right support, the journey of being Pantawid Pamilyang Pilipino Program (4Ps) beneficiaries can serve to inspire others despite hardships. Living in a simple house in Barangay Abinuan, Bernardo and Juliet tilled rice as well as other crops that they sold at the local market for additional income for their family, while Bernando’s income as Punong Barangay did not suffice the needs of their family. In 2012, after meeting the criteria under the National Household Targeting System for Poverty Reduction (NHTS-PR), or commonly known as Listahanan, the family was enrolled in the 4Ps, embracing every opportunity the program offered. It was through the regular Family Development Sessions (FDS) that they learned vital skills in financial literacy at the same time strengthened their relationships and improved their knowledge on matters of health and wellness. While the program’s educational support helped keep their children in school, Juliet and Bernardo ventured into small-scale hog-raising, poultry business, corn farming and selling soft brooms to create a steady income. Their children likewise diligently tend to the pigs and chickens in their own time away from school. Meanwhile, even as 4Ps beneficiaries, the Dinamlings are also true community pillars. Bernardo is active in the Abinuan Farmers Organization and Juliet in the Abinuan Women’s Organization—working toward a better community. As an offshoot of their active involvement in the community, it allowed them to access and provide additional support and services for fellow farmers. Further, with an eye towards excelling in their education, their daughter Diana Mae is thriving in her 2nd year of college, and Daisy is a consistent honor student. The eldest sibling, Jomar, who works in the construction industry and has a family of his own already, also helps out in the family’s expenses. “Life may be hard, but with patience, determination, and faith, challenges can be overcome. Progress is possible when a family stays united and works hard,” said Juliet, remarking that she hopes to inspire other families with their journey. “Before 4Ps we were hard up in finding ways to make ends meet. Nowadays, we have peace of mind and we are empowered to take leaps of faith to build a better future for our family,” she ended. (With reports from Marjorie B. Tugguinay, SWA, MOO-Lagawe, Ifugao)

  For SM Foundation scholars, graduation marks a transition rather than an endpoint. Long after they leave campus, many alumni remain connected to the Foundation, to one another, and to the communities that helped foster their abilities. The SM Group’s social good arm maintains engagement with its scholars beyond college through alumni activities, job fairs, and mentoring initiatives. Through SM Foundation’s Education Program, this holistic support is reinforced by regional assemblies, helping sustain a network of graduates who remain inspired to support their families, industries, and communities. One such alumnus is Peter Paul Alcober, who earned his Bachelor of Science in Accountancy from Saint Paul School of Professional Studies in 2019. He is now a Finance Business Partner at a multinational company in the NCR. “The years following my undergraduate studies have been a period of continuous growth, discovery, and professional development,” Alcober said. “After graduating, I was able to build a solid foundation in my field, taking on roles that strengthened my financial and analytical capabilities.” Alongside his career, Alcober pursued graduate studies and is set to complete his MBA degree. He described the period after graduation as transformative, requiring discipline and strong time-management skills. “I’ve grown not only in my career but also in my confidence and perspective as a professional,” he said. Alcober said giving back to his family remains central to his life. “One of the most meaningful ways I’ve been able to give back is by providing emotional, practical, and financial support, whether it’s helping with household needs, supporting the education of a younger sibling, or simply being someone they can turn to.” He also stays involved with the SM scholar community, attending activities and mentoring younger professionals. “Whenever there are events, gatherings, or outreach programs, I do my best to attend because it’s a meaningful way to reconnect, give back, and stay engaged with the community that supported me. Staying involved has allowed me to maintain strong relationships with other scholars and continue supporting the Foundation’s initiatives.” Another alumna, Danzel Bacaycay, took up Accountancy from Asia Pacific College in 2011. After gaining experience in finance, she entered the Philippine Air Force Officer Candidate School and was commissioned as a 2nd Lieutenant in 2013. Since then, she has held key finance and leadership roles across several Philippine Air Force units and now serves as Chief of the Command Information and Historical Office of the Air Mobility Command. She is also a third-year law student. “Thirteen years into my service, I still carry the discipline, perseverance, and humility instilled in me by my parents, my faith, and the SM Foundation,” Bacaycay said. During the COVID-19 pandemic, she led the PAF Quarantine Response Team in Mandaue City, supporting public health and humanitarian efforts. “Giving back is not a one-time act, it is a way of life,” she said. “I also remain connected with SM Foundation whenever they reach out for updates, stories, or alumni participation. Every time I am invited to share my journey, I feel honored, it reminds me of how far I have come and how deeply the Foundation has shaped my life.” Both alumni remain active within the SM scholar network, maintaining relationships with fellow graduates and responding when the Foundation calls on them to share their stories. “Once an SM Scholar, always an SM Scholar,” Bacaycay said. “It is a lifelong badge of gratitude, resilience, and purpose.”    

By Rachel Magday   Nueva Vizcaya Rep. Atty. Timothy Joseph E. Cayton released an accomplishment report of his work in 2025, saying he starts with listening to people and turns their concerns into bills and resolutions. Cayton said he filed 26 bills and resolutions and co‑authored eight more. He served on 10 House committees, held two vice‑chair posts, and chaired the Technical Working Group for the Gobyernong may PUSO Act. Among the measures he filed are House Bill No. 3713 to declare Naruron Falls in Barangay Oyao, Dupax del Norte, an eco‑tourism site; House Bill No. 2692 to give a Special Teachers’ Month bonus to all public school teachers in October; House Bill No. 2691 to start a universal social pension for all senior citizens; and House Bill No. 4502 to establish integrated watershed management and protection in Nueva Vizcaya. He also filed House Resolution No. 418 asking the House Committee on Natural Resources to investigate Woggle Corporation’s exploration activities in Dupax del Norte and to consider revoking its DENR‑MGB permit. In addition to policy measures, Cayton said he filed several resolutions recognizing outstanding Novo Vizcayanos who have excelled in their chosen fields. He cited a resolution honoring Dr. Kharam B. Molbog, describing him as a two‑time topnotcher for topping both the Medical Technologist and Physician Licensure Examinations, among others who have brought distinction to the province. Cayton described his mix of authored and co‑authored measures as reflecting both independent initiatives and collaborative efforts to address provincial and national concerns, from tourism and environmental stewardship to education and social protection. He said that conversations with residents and stakeholders inform the content and priorities of his proposals Looking ahead to 2026, Cayton reaffirmed his commitment to hands‑on representation and continued community engagement. “As we step into 2026, I remain committed to working hand in hand with you—listening, acting, and making sure our communities, our province, and our nation continue to thrive,” he said. He also thanked the Novo Vizcayanos for their support: “Thank you very much for your continued trust and support; you are the inspiration behind every step of our service.”

By Rachel Magday   As 2025 draws to a close, Nueva Vizcaya continues to prove that a landlocked, agricultural province can be a national standout. Under the leadership of Governor Atty. Jose V. Gambito, the provincial government has garnered major recognitions—for public information, disaster resilience and professional security services—alongside honors in tourism, employment facilitation, participatory governance, digital innovation and jail management. These awards send a clear message: 𝙉𝙪𝙚𝙫𝙖 𝙑𝙞𝙯𝙘𝙖𝙮𝙖 𝙞𝙨 𝙖 𝙥𝙧𝙤𝙫𝙞𝙣𝙘𝙚 𝙩𝙝𝙖𝙩 𝙥𝙚𝙧𝙛𝙤𝙧𝙢𝙨 𝙖𝙣𝙙 𝙙𝙚𝙡𝙞𝙫𝙚𝙧𝙨. 𝙂𝙤𝙫𝙚𝙧𝙣𝙖𝙣𝙘𝙚 𝙬𝙞𝙩𝙝 𝘾𝙞𝙩𝙞𝙯𝙚𝙣 𝙄𝙣𝙫𝙤𝙡𝙫𝙚𝙢𝙚𝙣𝙩 Nueva Vizcaya ranked among the Top 10 nationwide for the DILG SubayBAYANI Award, honoring LGUs that excel in participatory governance, citizen engagement, and evidence-based monitoring of local infrastructure projects 𝙏𝙤𝙪𝙧𝙞𝙨𝙢 𝙥𝙧𝙤𝙢𝙤𝙩𝙞𝙤𝙣𝙨 𝙖𝙣𝙙 𝙚𝙫𝙚𝙣𝙩 𝙚𝙭𝙘𝙚𝙡𝙡𝙚𝙣𝙘𝙚 (𝘼𝙏𝙊𝙋 𝙋𝙚𝙖𝙧𝙡 𝘼𝙬𝙖𝙧𝙙𝙨-𝘿𝙊𝙏) First Runner-Up – Best Tourism Promotions Video Second Runner-Up – Best Tourism Promotions Brochure Second Runner-Up – Best Event Hosting (R2 Synergy Summit) 𝙀𝙢𝙥𝙡𝙤𝙮𝙢𝙚𝙣𝙩 𝙛𝙖𝙘𝙞𝙡𝙞𝙩𝙖𝙩𝙞𝙤𝙣 𝙖𝙣𝙙 𝙥𝙪𝙗𝙡𝙞𝙘 𝙨𝙚𝙧𝙫𝙞𝙘𝙚 (𝘿𝙊𝙇𝙀 𝙧𝙚𝙘𝙤𝙜𝙣𝙞𝙩𝙞𝙤𝙣) The Public Employment Service Division (PESD) was recognized by DOLE for performance in employment facilitation, including job placement, job-search assistance, career development support, and implementation of DOLE programs 𝘿𝙞𝙜𝙞𝙩𝙖𝙡 𝙜𝙤𝙫𝙚𝙧𝙣𝙖𝙣𝙘𝙚 𝙡𝙚𝙖𝙙𝙚𝙧𝙨𝙝𝙞𝙥 (𝘿𝙄𝘾𝙏-𝙨𝙪𝙥𝙥𝙤𝙧𝙩𝙚𝙙 𝙞𝙣𝙞𝙩𝙞𝙖𝙩𝙞𝙫𝙚) The province was cited as a Champion of Digital Governance under a DICT-supported initiative, recognizing leadership and support for ICT programs, partnerships, capacity-building, and digital inclusion efforts. 𝙉𝙖𝙩𝙞𝙤𝙣𝙖𝙡 𝙧𝙚𝙘𝙤𝙜𝙣𝙞𝙩𝙞𝙤𝙣 𝙞𝙣 𝙘𝙤𝙧𝙧𝙚𝙘𝙩𝙞𝙤𝙣𝙨 (𝙉𝙪𝙚𝙫𝙖 𝙑𝙞𝙯𝙘𝙖𝙮𝙖 𝙋𝙧𝙤𝙫𝙞𝙣𝙘𝙞𝙖𝙡 𝙅𝙖𝙞𝙡) The Nueva Vizcaya Provincial Jail (NVPJ) was named Most Outstanding Provincial Jail in the Philippines, reflecting improvements in facilities and humane management, safety and order, and rehabilitation programs such as livelihood and skills training 𝙀𝙭𝙘𝙚𝙡𝙡𝙚𝙣𝙘𝙚 𝙞𝙣 𝘾𝙤𝙢𝙢𝙪𝙣𝙞𝙩𝙮 𝙍𝙚𝙨𝙞𝙡𝙞𝙚𝙣𝙘𝙚 The Office of Civil Defense and the Cagayan Valley DRRMC cited the provincial government for service, commitment and achievements in disaster preparedness and risk-reduction that strengthen community response and recovery capacity. 𝙋𝙧𝙤𝙛𝙚𝙨𝙨𝙞𝙤𝙣𝙖𝙡 𝙂𝙪𝙖𝙧𝙙 𝙁𝙤𝙧𝙘𝙚: 𝙇𝙞𝙘𝙚𝙣𝙨𝙚𝙙 & 𝙍𝙚𝙖𝙙𝙮   The Philippine National Police – Regional Civil Security Unit 2 awarded a Certificate of Recognition to Nueva Vizcaya’s Government Guard Force for professionalism, discipline and full compliance. The unit is the first and only Government Guard Force in Cagayan Valley granted a License to Operate (LTO), noted for operational capability and readiness in 2025 inspections. 𝙈𝙤𝙙𝙚𝙡 𝙄𝙣𝙛𝙤 𝙐𝙣𝙞𝙩: 𝙏𝙞𝙢𝙚𝙡𝙮 & 𝘼𝙘𝙘𝙪𝙧𝙖𝙩𝙚 𝙋𝙪𝙗𝙡𝙞𝙘 𝙄𝙣𝙛𝙤𝙧𝙢𝙖𝙩𝙞𝙤𝙣 The Public Affairs and Information Assistance Division (PAIAD) won 2nd Place in the Provincial category at Gawad PAHAYAG 2025 of the Philippine Information Agency II for consistent, accurate and timely public information—particularly on disaster response and public services. 𝐋𝐨𝐨𝐤𝐢𝐧𝐠 𝐀𝐡𝐞𝐚𝐝 As Nueva Vizcaya closes 2025 with a full slate of recognitions, the challenge now is sustainability: to keep raising the bar, to ensure that awards translate into long-term benefits, and to maintain a style of governance that brings people along every step of the way. Under Gov. Atty. Jose V. Gambito’s leadership, the province has shown the direction and discipline needed to turn short-term wins into lasting gains. If the last quarter of 2025 is any indication, one thing is clear: 𝙉𝙪𝙚𝙫𝙖 𝙑𝙞𝙯𝙘𝙖𝙮𝙖 𝙞𝙨 𝙣𝙤𝙩 𝙟𝙪𝙨𝙩 𝙨𝙝𝙞𝙣𝙞𝙣𝙜—𝙞𝙩 𝙞𝙨 𝙨𝙚𝙩𝙩𝙞𝙣𝙜 𝙖 𝙨𝙩𝙖𝙣𝙙𝙖𝙧𝙙. With the continued collective action of the provincial government and the people of Nueva Vizcaya, there appears to be no obstacle to sustaining this momentum in the years ahead.            

By Explore Unseen Travel PH   He started fixing cars in Tondo… now he drives a billion-dollar empire. From grease to greatness — this is the story every dreamer needs to hear. Ramon S. Ang didn’t grow up with wealth, influence, or privilege. He was a young boy from Tondo, Manila — a place known more for its hustle than luxury. While others dreamed of fame, Ramon dreamed of engines. He would spend hours tinkering with machines, fascinated by how every part worked together to make something move. He didn’t know it then, but that fascination would be the first spark of a billion-peso empire. THE STRUGGLE YEARS Life wasn’t easy. He wasn’t born with connections or a famous last name. But what he did have — was grit. After finishing Mechanical Engineering at Far Eastern University, Ramon started as a small-time mechanic. Grease on his hands, sweat on his brow — yet, he never complained. He believed that every screw he turned was a step toward something greater. He learned not just how machines worked, but how people worked. He saw that business wasn’t only about brains or money — it was about understanding value and serving others. THE TURNING POINT His skills and determination caught the attention of Eduardo “Danding” Cojuangco, one of the most powerful businessmen in the country. Conjuangco saw in Ramon something rare — not just intelligence, but integrity and drive. That mentorship changed everything. Ramon became Conjuangco’s trusted right-hand man in San Miguel Corporation (SMC) — a company once know only for beer. But under his leadership, SMC transformed into a powerhouse spanning infrastructure, energy fuel, and manufacturing. He didn’t just manage a company — he rebuilt an empire. THE HEART BEHIND THE BILLIONAIRE Even after all the success, Ramon Ang never forgot where he came from. When typhoons hit, when the pandemic struck, and when people lost jobs — he stepped up. He donated billions to rebuild communities, provided relief, and kept businesses running to protect employees. To him, “business is not just about profit — it’s about purpose.” He believes that when you take care of people, success follows naturally. LESSONS FROM HIS LIFE STORY: Your background does not define your future. Skill and humility can open doors that money cannot. Leadership is not about power — it’s about people. From a mechanic in Tondo to a titan of industry, he proved that you don’t need to be born rich to build something great. You just need vision, grit, and the heart to serve others. Some of the companies of Ramon Ang now: San Miguel Corporation, Petron Corp, Top Frontier Investment Holdings Inc, SMC Global Power Holdings Corp., San Miguel Properties Inc., Eagle Cement Corporation and a stake in Ginebra San Miguel Inc.  

The 12th Globe Media Excellence Awards (GMEA@12) recognized 15 journalists and digital storytellers whose work brought important community issues to wider public attention and showed how technology and local initiatives influence daily life across the regions. Guided by the theme “#DigitallyForward: One Barangay at a Time,” this year’s program centered on the role of regional media in amplifying stories on expanding access to technology, helping families reach their aspirations, and contributing to national development. “We honor journalists and creators who capture how digital tools open doors for families, workers, and communities,” said Yoly Crisanto, Globe Group Chief Sustainability and Corporate Communications Officer. “The rapid move into digital spaces shows how ready Filipinos are to embrace change. Through GMEA@12, we reaffirm our commitment to bringing technology closer to every home so people can pursue new paths and strengthen the bonds that drive progress.” The GMEA@12 winners are: INTEGRATED NEWS CATEGORY Radio News Report of the Year First place went to John Paul Hervas of Radyo Pilipinas Iloilo, who reported on DTI’s assistance to the online businesses of Guimaras MSMEs. Rowena Capistrano of DYRF 1215 Cebu placed second for a story on barangay service delivery. Sheila Gravinez of DYMR Radyo Pilipinas Cebu took the third spot for a feature on farmers shifting to digital selling. TV News Report of the Year Jaira Mae Mondez-Alis of PTV Davao won first and second place for a feature on a DICT livelihood beneficiary and a report on Davao City’s aerial patrol effort, respectively. Queenie Grace Joligon of MyTV Cebu placed third for covering an invention developed from waste materials. Online News Report of the Year Morexette Marie Erram of CDN Digital topped the category with a report on Cebu City’s flooding concerns and also ranked third for another flooding-related piece. Jonnavie Villa of Cebu’s The Freeman placed second for a story on teacher migration. Photo of the Year Alan Tangcawan of MyTV Cebu’s images of flood aftermath and monsoon impact placed first and second place, respectively. Ralph Lawrence Llemit of SunStar Davao earned third for a portrait of a barefoot father and daughter walking through rain and flood. DIGITAL STORYTELLING CATEGORY Best Blog Post Mars Mosqueda Jr. of BusinessNews.ph (Cebu) won first place for a piece on digitalizing sari-sari store operations and second for a feature on solar-powered water access. Third place was secured by Cebu-based blogger Marjorie Maano of Dakilanglaagan, who wrote about Piso WiFi use. Best Social Media Video ABS-CBN News’ Annie Fe Perez-Gallardo earned first place for a story on animal population control in Cebu City and third for a video on mangrove protection. Joanne Clarisse Espinosa of MyTV Cebu placed second for documenting a market vendor’s waste-fuel invention. SPECIAL AWARDS Newsmaker of the Year was awarded to Mildred Galarpe, Editor-in-Chief of Cebu’s SunStar Publishing Inc. while Editor of the Year was presented to Cristina Alivio of SunStar Davao. The Globe of Good Story of the Year went to Queenie Grace Joligon of MyTV Cebu for “Paglaum Gikan Sa Basura: Ang Imbensyon ni Benito,” her feature on Benito Samson and his diesel-from-plastic invention. Samson’s group, Carbonhanong Alyansa, was also named the Featured Community and granted ₱20,000. All first and second place winners will receive cash prizes and an UNOSINOTRA GMEA@12 trophy made with casted sawdust composites, organic corn-based filament and biodegradable polymer sourced from renewable corn starch, demonstrating Globe’s commitment to circular practices. Third place awardees will receive cash prizes and certificates. GMEA@12 continues to reflect Globe’s three sustainability pillars: Digital Enablement and Inclusion, Societal Well-being, and Climate Action. The recognized stories promote access to technology, support community development, and champion bold action on climate resilience and environmental protection.        

Brand Finance, AMEC, and PANA awards reinforce mall giant’s commitment to customers In its 40-year anniversary, SM Supermalls has more to celebrate with its receipt of seven key industry distinctions from three respected and influential award giving bodies. Recognizing SM’s best practices in line with its evolution into a bold new era of service to customers and surrounding communities, Brand Finance crowned the mall giant as ASEAN’s Strongest Retail Brand for 2025. Adding to this are wins from the International Association for Measurement and Evaluation of Communication (AMEC) with one silver and three gold awards, and two awards from the Philippine Association of National Advertisers (PANA) for SM’s marketing excellence and community service.  “Our customers forged us into who we are now,” said SM Supermalls President Steven Tan. “Their satisfaction influences how we operate and continue to evolve. It is because of our pursuit of shared success with our customers and partners that we’ve remained tenacious in innovating so we can meet them where they are at, satisfying not just what they need, but want and could want in the future.” Sharpened instincts, elevated service Customer centricity continues to fuel SM’s drive for evolution as it enters a new era of service. Tan emphasized anticipating and meeting the changing palate of its customer base amid a fast-evolving retail landscape through innovations led with sustainability and reinforced with diversification. “We’re relentlessly focused on satisfying modern customer considerations and buying behavior with the design of our malls, intuitively clustering tenants to maximize their exposure. Tenants such as first in market, world class local and global brands have been added to our portfolio so our customers have more variety and choice, while our evolved discipline of marketing to our customers ensure each visit to our malls enhances their experience.” It is this thrust that earned SM the title of ASEAN’s Strongest Retail Brand for 2025, awarded by Brand Finance, the world’s leading brand valuation consultancy. Across the whole country, SM Supermalls scored a hefty Brand Index Score of 95.00 out of 100.  Enhanced mall traffic and customer engagement fueled by streamlined data  But keeping a strong pulse on customer sentiments meets the challenge of volume and disjointed data threads. To overcome this, SM streamlined its assessment of communication data to understand customers better, meeting and satisfying shopper attentiondirectly with strategic resource funneling. Because of this, SM saw an increase in drive-to-mall intent, with one of the key highlights being increased foot traffic in Mall of Asia by 15%. This practice earned SM four distinctions from AMEC: one Silver for Best Use of Integrated Communication Measurement/Research, and four gold awards for Most Effective Planning, Research, and Evaluation – APAC; Most Effective Planning, Research, and Evaluation in Consumer Communications; and Most Impactful Use of Insights and Analytics Recommendations. SM Supermalls Executive Vice President for Marketing Joaquin San Agustin underscored how customer centricity is rooted in one essential priority—listening. “Apart from enhancing customer experience within our malls, closely listening to the change in their sentiments allowed us to evolve, speak their language, and sharpen our instinct for the kind of elevated service they are looking for. Listening to our customers grounds all our efforts in real, actionable strategies,” said San Agustin Driving stronger value for communities by reinventing the roll of malls Enriching its customer-focused operations, SM also integrated sustainability measures into its mall initiatives to strengthen community impact. “Our commitment to our customers naturally grew into a dedication to enriching our surrounding communities by maximizing the foot traffic we receive and the mall space we have,” said Tan. “With this, customers started associating us with a brand that goes beyond what a mall is and the role it plays in the every day,” said Tan.  SM Cares, the Corporate Social Responsibility arm of SM Supermalls, launched “Book Nook” in SM Aura and SM Podium as a means of sharing the joy of reading and providing a conducive environment for moderated learning sessions across different age groups. What started as a post-pandemic initiative aimed at addressing book accessibility issues, grew into a larger scale advocacy of setting up a dedicated space not just for reading but learning in SM malls. Powered by book donations from generous partners and mallgoers, Book Nook generated 64 reading sessions with a total of more than 10,000 participants on top of more than five million mall interactions throughout one year. The initiative was so successful that apart from receiving a bronze Best Showcase for On Ground Activation from the PANAta awards, the concept launched a third iteration in SM North EDSA, with the SM Aura space undergoing remodeling for re-opening in 2026. “Our efforts to evolve and redefine the role we play in the communities we occupy stem from the heart of our operations, which are our customers,” said San Agustin. “SM would not have been able to grow to its current scale now if not for them, and it is only right that we persist in our mission to deliver the best to them, our partners, stakeholders, and communities.” San Agustin was also the recipient of the PANAta Executive Brand Builder of the Year Award.