UPHOLDING THE LEGACY of the Marketing Department in San Beda University (SBU), Mark Enriquez Cruz made history after nabbing the Valedictorian title during the 32nd Agora Youth Awards (AYA) last July 31 at The Westin Manila in Pasig City.  

Sponsored by the Philippine Marketing Association (PMA), the AYA is a prestigious competition in the marketing field that “recognizes exceptional Filipino marketing students” and serves as a platform for them to showcase their expertise in creating “effective market plans.” 

The annual program hosts marketing students from across the country to narrow down its applicants to 10 finalists. According to Asst. Prof. Gregorio G. Borja, MBA, CPE, Chairperson of the Department of Marketing Management and San Beda Junior Marketing Association (SBJMA) Moderator, the award had two main categories: the group category for the top Junior Marketing Association of the year, and the individual category, which honors the best marketing for the year.  

In an interview, Cruz explained that to enter the individual category, participants must send a “minimum of 30-page documentation of the things the organization has done inside their schools, communities, and church.” Entering the individual category, Cruz submitted 42 pages that earned him his “cut for the semi-finals” where he made it into the top 15 last July 5. 

His journey through the competition included a presentation for an Indonesian brand, “Tolak Angin,” wherein he faced a challenge of how “the name doesn’t resonate well with the Filipino market.”  

However, he introduced “Tol,” a Filipino avatar that helped bridge the brand’s disconnect from the Filipino market, that earned him the “astonishment” of industry leaders with his innovative marketing strategy. 

Later, it was Cruz’ ability to “connect with judges on a personal level” paired with his “storytelling” prowess that “moved” the industry practitioners, such as the CEO of AGC Power Holdings Corporation, the CEO of AQA, and many more. 

Cruz’ involvement in the AYA began when he served as the host in the year prior. Inspired by the organization’s culture of excellence, he then set his sights on competing for this year.  

Despite SBJMA members bagging multiple salutatorians in the previous AYA’s, Cruz was the first to secure the valedictorian title in eight years, marking a milestone for both him and his University. 

Accordingly, Cruz emphasized that the award was not solely based on academic performance, attributing the success to “leadership, community work, and participation in competitions.”  

Moreover, he was “overwhelmed with gratitude” upon receiving such an award at the event. “I was doing it for all of the people who believed in me, and for the organization that shaped me into the marketer I am today,” Cruz said. 

Following this, Asst. Prof. Borja III said that the tradition of excellence at SBJMA is “something that must continue,” expecting future students to” surpass previous batches and carry the Bedan name with pride.”  

“That’s why we always train them rigorously,” Prof. Borja III added, highlighting how the association instills “passion and dedication to its students.” 

As Cruz stands as the new face of Bedan marketing excellence, the chairperson left an inspiring message for future SBJMA students who aspire to join the AYA: “Keep the passion alive,” encouraging them to learn from the “successes and challenges of their predecessors,” and to “write their own legacy” in the forthcoming AYA competitions. 

(with Prince Piolo Tagarino)