Insider Spotlight
Why it matters
That approach earned the group 15 Philippine Quill Awards, including six Excellence Awards, across SM Investments Corp., SM Foundation, SM Supermalls, BDO Unibank, Chinabank and Signature Series by SM Residences.
“Good communication helps people understand what our businesses do and why it matters to them,” SM Investments president and CEO Frederic C. DyBuncio said in a statement.
“These awards reflect the work across the Group to communicate clearly with the customers, investors, partners and communities we serve.”
Driving impact
SM Foundation secured four awards, including three Excellence Awards, for programs covering community relations, corporate social responsibility and social media.
“Communication is an important part of strengthening the impact of development programs,” SM Foundation executive director Debbie Sy said.
“It helps communities understand the opportunities available to them, gives people a voice, and brings partners closer to our mission. That is what spreading social good means to us, using communication to help social good initiatives reach and engage more people.”
Across the group
BDO received four awards, including three Excellence Awards, for campaigns focused on life insurance and family financial planning. BDO Remit’s “Alagang Kabayan: Where Every Kabayan Belongs” was also recognized for social media.
SM Supermalls earned three awards for Active Hub, Mindanao Art and International Coastal 2025, covering community relations and corporate social responsibility. Through Mindanao Art, the company provides Filipino artists a platform to showcase the region’s creativity and cultural heritage.
“Our programs begin with understanding what our customers and communities need,” said SM Supermalls president Steven Tan. “Communication helps us listen, respond and keep improving how we serve them.”
SM Investments was recognized for SM In Focus, its group-wide online channel using YouTube, Facebook, Instagram and TikTok to provide timely insights into the group’s operations and impact, according to a company release.
Beyond communities
Chinabank received two awards for investor relations and marketing communications, while Signature Series by SM Residences was recognized for its premium residential marketing campaign.
The big picture
Organized by the International Association of Business Communicators Philippines, the Philippine Quill Awards recognize communications programs and practices nationwide. This year’s winners were selected from more than 800 entries evaluated against IABC standards. —Princess Daisy C. Ominga | Ed: Corrie S. Narisma
