Marketing Awards Blog

Maggie Gallagher

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Allyson Stewart-Allen Brings Cross-Cultural Marketing Expertise to Judging Committee

Posted by Maggie Gallagher on Mon, Oct 16, 2017 @ 02:32 PM

British television viewers may recognize her as the one-time “Muse of Marketing” on Sky News or for her appearances on BBC’s version of The Apprentice. But countless business executives know her in a more personal light – as a trusted advisor who helps refine their marketing strategy and guide their expansion into new markets.

For the past three decades, the art of bridging cultural barriers has been Allyson Stewart-Allen’s passion. As the founder and CEO of International Marketing Partners, she’s helped more than 200 businesses leverage new opportunities in the United States and internationally.

Allyson headshot.jpgAs an American-born California native who has called the United Kingdom her home for nearly 30 years, Stewart-Allen brings first-hand experience to the international business challenges her clients face. “My goal is that, by helping people bridge cultural or organizational divides, they and their organizations are happier and more able to fulfill their purpose,” she says.

In addition to her work as a consultant, Stewart-Allen has also been active as a public speaker and as mentor for the Mayor of London’s International Business Programme. In addition, she co-wrote Working With Americans, a book designed to educate foreigners on America’s business culture.

This year, she’ll don another title – Judging Committee Chair of the Marketing Awards categories in The 2017 International Business Awards. It’s a role where she can draw on her expertise to not only select winning companies, but provide input that other entrants can draw on as the move forward.

The Stevie Awards are one of the few business competitions that are truly international, providing judges with a great opportunity to compare the achievements of businesses from a global, rather than local, perspective” she says.

An emphasis on ‘localization’

“I have always been fascinated by how businesses operate, particularly in the areas of leadership, sales and marketing,” saysStewart-Allen.

After attending the University of Southern California’s  Marshall School of Business as an undergrad in the early 1980s, she earned her MBA under the tutelage of Peter Drucker, one of the most influential business thinkers of the past half century.

She went on to work for multiple blue-chip advisory firms – PwC, PA Consulting Group and Hay Management Consultants – before establishing International Marketing Partners in 1991. There, she’s surrounded herself with a group of marketing and business development specialists who bring experience in a variety of industries.

Stewart-Allen and her team have counseled dozens of businesses, including the likes of Burberry, HSBC, NBC Universal and SAB Miller. Her firm provides market analysis as well as insights into foreign business cultures that companies can leverage to attain better returns on their marketing investment.

Allysonbbc intvw.jpg“I am a hands-on CEO, so I define what my clients require and work with the Board and their operational teams to meet the agreed objectives, which could mean running a workshop one day, talking to a CEO about the strategy for international growth, running leadership courses or undertaking market research,” she explains.

An improved understanding of overseas markets helps ensure that clients avoid a one-size-fits-all strategy that may not work in every corner of the globe. “As a result of more local approaches and effectiveness, my clients achieve increased brand loyalty, employee loyalty and stakeholder engagement,” Stewart-Allen notes.

In the age of social media, she says, the stakes are even higher when organizations step outside their comfort zone. “It can bring a company’s mistakes to the consumer’s attention within minutes and thereby detrimentally affect the company’s brand, reputation and ability to bounce back.”

Leading the panel of judges for the marketing awards is another avenue for Stewart-Allen to help companies get it right. “My goal is to help businesses operate profitably in an increasingly global environment, at a time when the future is hard to predict,” she says.

Tags: marketing awards, Allyson Stewart-Allen, International Marketing Partners, Marketing Agency of the Year, ceo of the year, final judges, Stevie Awards Judge

Marketing Awards: Asia-Pacific Stevie Awards 2016

Posted by Maggie Gallagher on Tue, Mar 22, 2016 @ 04:32 PM

The 2016 Asia-Pacific Stevie Awards offer a wide range of marketing awards categories to recognize the planning and practice of marketing agencies, teams, professionals, and innovations since July 1, 2014.

The Asia-Pacific Stevie Awards are accepting entries through this Wednesday, March 23. Complete entry details are available at


APSA-guys-2015.gifThe Asia-Pacific Stevie Awards are open to all organizations in the 22 nations of the Asia-Pacific region. The categories for all aspects of business now focus on recognizing innovation in all its forms, wherever and however it is achieved in the workplace. Nominations will be accepted and judged in seven languages – Chinese, English, Indonesian, Japanese, Korean, Malay and Thai.

See the list of marketing categories and entry requirements below:

Information to be submitted online for entries in these categories include:

a. An essay of up to 625 words describing the nominated innovative achievements since July 1 2014. 

b. Optional (but highly recommended), a collection of supporting files, work samples, and web addresses that you may upload to our server to support your entry and provide more background information to the judges.

E01. Award for Innovation in Brand Development
E02. Award for Innovation in Brand Renovation / Re-Branding
E03. Award for Innovation in Branded Entertainment
E04. Award for Innovation in Content Marketing / Branded Editorial
E05. Award for Innovation in Cross-Media Marketing
E06. Award for Innovation in Paid Media Planning & Management
E07. Award for Innovation in Product Placement
E08. Award for Innovation in Sponsorships
E09. Award for Innovation in Social Media Marketing

E10. Most Innovative Advertising or Marketing Agency of the Year: Your nomination must cite innovation since July 1 2014 in at least three (3) of the following areas: Agency Management or Structure, Advertising, Branding, Branded Entertainment, Content Marketing, Cross-Media Marketing, Media Planning, Product Placement, Social Media Marketing, and Sponsorships.

E11. Most Innovative Advertising or Marketing Team of the Year: Your nomination must cite innovation since July 1 2014 in at least three (3) of the following areas: Agency Management or Structure, Advertising, Branding, Branded Entertainment, Content Marketing, Cross-Media Marketing, Media Planning, Product Placement, Social Media Marketing, and Sponsorships.

E12. Most Innovative Marketing or Advertising Professional of the Year: Your nomination must cite innovation since July 1 2014 in at least one (1) of the following areas: Agency Management or Structure, Advertising, Branding, Branded Entertainment, Content Marketing, Cross-Media Marketing, Media Planning, Product Placement, Social Media Marketing, and Sponsorships.

Some of the Gold Stevie Award winners in the marketing categories from 2015 are listed below. See their entries which are linked:

Marketing - Campaign: Agricultural / Industrial / Building
BIG IDEA LAB, Daegu, South Korea: Peruvian program

Marketing - Campaign: Culture & The Arts
E-Plus Entertainment Productions (M) Sdn Bhd, Selangor, Malaysia: Melaka Art and Performance Festival (MAPFest)

Marketing - Campaign: Financial Products & Services, Insurance or Real Estate
KMC MAG Group, Metro Manila, Philippines: KMC Celebrates Its 5th Anniversary

Marketing - Campaign: Brand Experience of the Year
Tecsia Lubricants, Singapore: Food-grade lubricant awareness campaign for Propak Asia 2014

Small-Budget Marketing Campaign of the Year
Stephen Gill Associates, Derby, Derbyshire, United Kingdom and Singapore: Refrigeration and Air-Conditioning (RAC) industry awareness

Mobile or Viral Marketing Campaign of the Year
MetLife Asia Ltd., Hong Kong: MetLife China: Delivering Easy-To-Use and Tailored Mobile-Based Services for Enhanced Customer Relationship Management in China

Online Marketing Campaign of the Year
Allianz Ayudhya Assurance Pcl., Bangkok, Thailand: Social Media for Sales

Tags: marketing awards, innovation awards, Asia-Pacific, Asia-Pacific Stevie Awards

Stevie Awards Winner Creates Online Security for eShoppers

Posted by Maggie Gallagher on Sat, Mar 22, 2014 @ 10:57 AM

Globe Telecom in Manila, the Philippines won a Gold Stevie® Award for New Product or Service Introduction of the Year in the marketing awards categories of The 2013 International Business Awards, the world’s only international, all-encompassing business awards program. (Entries to The 2014 International Business Awards and the Asia-Pacific Stevie Awards are now being accepted.)

1403GlobeGCASH is a mobile money service of G-Xchange, Inc. a wholly owned subsidiary of Globe Telecom, one of the leading telecommunications companies in the Philippines. It allows subscribers to convert their money to GCASH (stored automatically in the subscriber’s “GCASH wallet”) and use this to purchase airtime load, send money, and pay their bills—all at the speed of a text message.

Operating as an innovative mobile money service in the Philippines, a traditional, third world nation, is very challenging. To illustrate, a good 80% of Filipinos transact in cash and only 20% actually venture into the convenience of credit and debit cards - for safety (less exposure to fraud), and because Filipinos shun the thought of being in debt.

We asked Paolo Baltao, president of G-Xchange, Inc., what he saw as the biggest challenges to online shopping in The Philippines in 2014.

“Only a small percentage of Filipinos own credit cards which can be used for online shopping,” said Baltao, “while those who do are hindered from shopping from foreign websites (i) because of the hassles and fees required when the package reaches Philippine grounds; and (ii) because not all foreign merchants ship internationally.”

Continued Baltao: “We developed GCASH American Express Virtual Pay to respond to the growing customer preference for online shopping and e-commerce, and to ensure that the product will guarantee security, convenience, and the promise of package delivery straight to the Philippine doorstep.”

Meeting the Challenge

“As GCASH goes deeper into the world of payments, it is constantly faced with the challenge of innovating to fit the consumer’s ever-changing lifestyle,” added Balata. “Winning the Stevie® Award in 2013 provided international recognition of GCASH as one of the world’s best when it comes to product and service innovation. It also strengthened the value proposition of GCASH as the leading mobile money service in the Philippines.”

“We are elated with the global recognition that winning the Stevie® Award has given the brand,” concluded Baltao. “Not only does it add value to our innovation: it also serves as an inspiration to continue to innovate.”

Asia-Pacific Stevie Awards

Baltao is exited by the prospect of the upcoming Asia-Pacific Stevie® Awards. “Given the growing number of excellent businesses in the Asia-Pacific region, the Asia-Pacific Stevie® Awards couldn’t have come at a better time,” he said. “These Awards will provide an opportunity for more Asia-Pacific players to gain recognition for superb business practices and innovative services.”

Innovation and Security

GCASH American Express® (GCASH Amex) Virtual Pay gives subscribers a virtual account linked to their GCASH wallets. The first of its kind, GCASH Amex Virtual Pay introduces a secure way of shopping from sites that accept American Express as a mode of payment. All subscribers are automatically assigned an American Express card bin linked to the subscriber’s GCASH wallet, and a security code, which they can change anytime for security. As an additional account safety measure, an SMS is sent for every successful transaction made using the service. This way, subscribers are alerted when someone tries to use their accounts.

End-to-End Shopping Experience

Having assured Filipinos that the service is secure, G-Xchange proceeded with developing an end-to-end shopping experience tailored for the Philippine market. A partnership with a reliable freight forwarding company was formed: My Shopping Box (MSB) issued personalized U.S. addresses to all subscribers, enabling Filipinos to have foreign packages delivered straight to their doorsteps at affordable rates.

The Filipino proclivity towards U.S. goods had been dampened somewhat by the extra steps (and fees) they needed to take in order to receive their foreign purchases. Now, MSB settles local duties and delivers the packages that could otherwise only have been acquired by waiting for big brown boxes packed lovingly by any of the 9.5 million overseas Filipino workers—or by purchasing it locally for three times its value.

Outstanding Performance

To date, GCASH Amex Virtual Pay has performed outstandingly and achieved the following results in the first year of its launch:

-        Grew its subscriber base over 200 times in the span of 6 months from 895 subscribers in October 2012, to 195,560 subscribers in April 2013;

-        Enjoyed a 180% increase in the subscriber’s average daily transaction count;

-        100% positive feedback on social networking sites—a first-ever for Globe Telecom in 2012;

-        Second highest ROI contributor to total Globe Telecom’s publicity efforts in 2012.

While still conducting its operations in a conservative local environment, GCASH Amex Virtual Pay is slowly gaining a bigger reach over its market because of the relevance of the service in addressing local concerns. It is, after all, a service built for Filipinos, by Filipinos. Through this, Globe Telecom is able to bridge another gap and connect its subscribers not only to each other, but also to the rest of the world.

Future Innovation

Concludes Baltao: “Seeing the Philippines adapt more and more to technological advancements, especially in the mobile money industry inspires me to constantly offer newer product and service innovations that will all work towards creating a wonderful world for our consumers.

About Paolo Baltao

Paolo Baltao is the President of G-Xchange, Inc. (GXI), a wholly owned subsidiary of Globe Telecom. GXI pioneered a cardless and cashless mobile commerce service called GCASH. Launched in the Philippines in October 2004, GCASH has over 1 million subscribers today.

Before he became President, Paolo held several positions in GXI, including International Remittance & Banking Business Development Head, Financial and Government Services Segment Head, and OFW & Money Remittance Segment Head. He was responsible for the formulation of the product strategy, management of product portfolio, creation and implementation of business strategies, and acquisition of international and domestic partners.

Prior to working for GXI, Paolo had 13 years of experience in product management and business development in the pharmaceutical, banking and remittance, and telecommunications industries.

About Globe Telecom

Globe Telecom is a leading full service telecommunications company in the Philippines, serving the needs of consumers and businesses across an entire suite of products and services including mobile, fixed, broadband, data connections, internet and managed services.  Its principals are Ayala Corporation and SingTel who are acknowledged industry leaders in the country and in the region. For more information, visit  Follow us on Twitter: and Facebook:

Tags: marketing awards, International business awards, stevie awards, Online security, Paolo Baltao, IBAs, Asia-Pacific, online shopping, GCASH