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26 September 2023
SM Supermalls marks 40th year with seven major industry awards
SM Supermalls celebrated its 40th anniversary with seven new industry distinctions from three respected award-giving bodies, led by Brand Finance naming the company the ASEAN’s Strongest Retail Brand for 2025.
Brand Finance, the global authority on brand valuation, gave SM a Brand Index Score of 95 out of 100, citing the mall chain’s strong customer loyalty, service innovation, and sustained evolution amid shifting retail trends.
SM also secured four awards from the International Association for Measurement and Evaluation of Communication (AMEC)—one Silver for Best Use of Integrated Communication Measurement/Research and three Gold awards for excellence in planning, research, evaluation, and insights-driven strategy.
SM reported that streamlined communication data allowed it to better analyze customer sentiment, which contributed to a 15% increase in foot traffic at the Mall of Asia.
Rounding out its accolades, SM received two honors from the Philippine Association of National Advertisers (PANA) for marketing excellence and community-oriented initiatives.
SM’s “Book Nook” reading-advocacy project under SM Cares also earned a PANAta bronze award for Best On-Ground Activation following more than 10,000 participants and five million mall interactions in one year.
SM Supermalls president Steven Tan attributed the company’s continued strength to customer-driven innovation.
“Our customers forged us into who we are now,” he said, noting that listening to changing shopper behavior guides the company’s tenant mix, sustainability programs, and mall design strategy.
Executive Vice President for Marketing Joaquin San Agustin echoed that customer centricity remains SM’s core driver.
San Agustin, who was named PANAta Executive Brand Builder of the Year, emphasized that evolving mall experiences and community-focused efforts stem from “real, actionable insights from customers.”
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