SM group companies win 15 Philippine Quill Awards

SM Group companies received 15 Philippine Quill Awards, including six Excellence Awards, recognizing communication programs focused on community engagement, customer service, financial education, investor relations, and digital communications.

The awards were given to SM Investments Corporation, the parent company of the SM Group, and several businesses across the group, including SM Foundation, Inc., SM Supermalls, BDO Unibank, Inc., China Banking Corporation, and Signature Series by SM Residences.

“Good communication helps people understand what our businesses do and why it matters to them,” said SM Investments President and Chief Executive Officer Frederic C. DyBuncio. He said the awards reflect the group’s efforts to communicate clearly with the customers, investors, partners, and communities it serves.

SM Foundation received four awards, including three Excellence Awards.

Its “Utilizing Social Good as a Force for Transformation” campaign earned Excellence Awards in Community Relations and Corporate Social Responsibility. Meanwhile, “#SpreadingSocialGood Stories Online: Transforming Lives Through Heartfelt Storytelling” received an Excellence Award for Social Media. The foundation’s social good report was also recognized in the Publications category.

“Communication is an important part of strengthening the impact of development programs,” said SM Foundation Executive Director Debbie Sy. She noted that communication helps communities understand available opportunities, gives people a voice, and brings partners closer to the foundation’s mission.

BDO also received four awards, including three Excellence Awards.

Its campaigns “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” was also recognized with an Excellence Award for Audio/Visual Communication.

BDO Remit’s “Alagang Kabayan: Where Every Kabayan Belongs” received recognition in the Social Media category.

Meanwhile, SM Investments was recognized for SM In Focus, a group-wide online channel designed to strengthen stakeholder communication through YouTube, Facebook, Instagram, and TikTok.

SM Supermalls received three awards for Active Hub, Mindanao and International Coastal 2025, recognizing its community relations and corporate social responsibility initiatives.

“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.”

China Bank received two awards. Its “Investor Relations: Focused on Value” campaign was recognized for Financial Communication and Investor Relations, while “My CBC Campaign: An App Fit for Beauty Queens” was recognized for Marketing, Advertising and Brand Communication.

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

The Philippine Quill Awards, organized by the International Association of Business Communicators Philippines (IABC), recognize outstanding communication programs and practices among organizations in the country.

This year’s winners were selected from more than 800 entries, which were evaluated based on IABC standards.