Among the nontraditional communication campaigns recognized in this year’s Tambuli Awards are “Manila 2012: The Philippine Hosting of the 45th Asian Development Bank Annual Meeting of Governors” and the “Multiply Origination Awards: A Call to Be a Business Standout Campaign.” Both campaigns were spearheaded by Greenbulb PR, one of the country’s leading independent integrated marketing communications solutions firms.
“Before, it used to be about the type of publicity you got—the number of times you made the papers or came out on TV. Now, it’s about how you drive communications to make a difference in the community, in the country, and even society as a whole,” says Leah Caringal, managing director of Greenbulb PR. “It’s an entirely new way of marketing; it may not be the easiest, but it’s definitely the most fulfilling time to be a practitioner.”