SM Supermalls wins three Marketing Excellence Awards 2026

MANILA, Philippines — SM Supermalls has received two Gold Awards and one Silver at the 2026 Marketing Excellence Awards, the company said in a press release, honoring campaigns that spotlight cultural storytelling, consumer insights, and community‑focused launch marketing.

The recognitions cover three initiatives: SM Lanang’s Mindanao Art campaign, which won Gold for Excellence in Cultural Storytelling; the SM Supermalls Consumer Insights Program, awarded Gold for Excellence in Market Research; and the SM City La Union grand opening, which earned Silver for Excellence in Launch Marketing.

SM Lanang’s program brought Mindanao artists into the mall space to broaden public access to local art, while the Consumer Insights Program uses continuous feedback and data to shape mall experiences nationwide.

The La Union launch highlighted regional identity and positioned the new mall as a lifestyle hub in Northern Luzon.

“At SM Supermalls, we believe meaningful marketing starts with understanding people,” said Joaquin L. San Agustin, executive vice president for marketing. “Whether celebrating local culture, learning from customers, or opening new spaces, our goal is to create experiences that resonate.”

The company said the awards underscore its consumer‑first approach and commitment to campaigns informed by culture, behavior, and community needs.