SM Group wins 15 Philippine Quill Awards

PASAY CITY, Philippines — SM Group companies received 15 Philippine Quill Awards, including six Excellence Awards, for communications programs covering community engagement, customer service, financial education, investor relations and digital communications, SM Supermalls said.

The awards were given to SM Investments Corp., the parent company of the SM Group, and several businesses and foundations within the group, including SM Foundation Inc., SM Supermalls, BDO Unibank Inc., China Banking Corp. 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 Chief Executive Officer Frederic C. DyBuncio said.

“The awards reflect efforts across the group to communicate with customers, investors, partners and communities,” he added.

SM Foundation accounted for four of the awards, including three Excellence Awards.

Its “Utilizing Social Good as a Force for Transformation” campaign received Excellence Awards in Community Relations and Corporate Social Responsibility.

Its “#SpreadingSocialGood Stories Online: Transforming Lives Through Heartfelt Storytelling” campaign was recognized with an Excellence Award for Social Media, while its social good report received an award under Publications.

“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.”

BDO received four awards, including three Excellence Awards, the company said.

“Life Insurance: The Key to Heaven?” and “Tuloy ang Plano: Making Plan B a Family Necessity” received Excellence Awards for Marketing, Advertising and Brand Communication.

“Your Child’s Dreams Need a Plan B” received an Excellence Award for Audio/Visual Communication, while BDO Remit’s “Alagang Kabayan: Where Every Kabayan Belongs” was recognized under Social Media.

SM Investments was also recognized for SM In Focus, an online, group-wide communications channel that uses YouTube, Facebook, Instagram and TikTok to provide information on the group’s operations and impact.

SM Supermalls received three awards for Active Hub, Mindanao and International Coastal 2025, covering Community Relations and Corporate Social Responsibility.

“Our programs begin with understanding what our customers and communities need,” SM Supermalls President Steven Tan said. “Communication helps us listen, respond and keep improving how we serve them.”

China Bank received two awards, with its Investor Relations: Focused on Value campaign recognized for Financial Communication and Investor Relations.

Its My CBC Campaign: An App Fit for Beauty Queens was recognized for Marketing, Advertising and Brand Communication.

Signature Series was recognized for “Setting a New Mark in Premium Residential Living” under Marketing, Advertising and Brand Communication.

The Philippine Quill Awards are organized by the International Association of Business Communicators Philippines (IABC), which recognizes communications programs and practices in the country.

The company said this year’s winners were selected from more than 800 entries evaluated against IABC standards.