The SM Group is putting communication at the center of how it connects with customers, communities, investors and other stakeholders, earning 15 Philippine Quill Awards, including six Excellence Awards, in the 2026 edition of the communications program.
The recognition covered a broad range of initiatives, from community and social good campaigns to financial education, investor relations, customer engagement and digital content.
The awards were given to SM Investments Corporation, SM Foundation, SM Supermalls, BDO Unibank, China Banking Corporation and Signature Series by SM Residences.
What did the SM Group win at the Philippine Quill Awards?
The 15 awards reflect different ways SM Group companies communicate with the audiences they serve.
For a diversified group with interests spanning retail, banking and property, the recognition also highlights how communications increasingly extend beyond traditional corporate announcements. Digital platforms, social media, community programs and educational campaigns have become important ways for companies to explain their work and engage with stakeholders.
Frederic C. DyBuncio, president and chief executive officer of SM Investments, said effective communication helps people understand what the group's businesses do and why it matters to them.
SM Foundation highlights social good through storytelling
SM Foundation received four awards, three of which were Excellence Awards.
Its “Utilizing Social Good as a Force for Transformation” campaign received Excellence Awards for Community Relations and Corporate Social Responsibility.
The foundation's #SpreadingSocialGood Stories Online: Transforming Lives Through Heartfelt Storytelling was also recognized with an Excellence Award for Social Media. Its social good report received recognition under Publications.
The recognition underscores the role of storytelling in development work. Beyond reporting what a program does, effective communication can help communities understand available opportunities while giving partners and beneficiaries a clearer view of its impact.
Debbie Sy, executive director of SM Foundation, described communication as an important part of strengthening the reach and impact of development programs.
BDO uses communication for financial planning and family conversations
BDO Unibank also received four awards, including three Excellence Awards.
Two campaigns, “Life Insurance: The Key to Heaven?” and “Tuloy ang Plano: Making Plan B a Family Necessity,” received Excellence Awards under Marketing, Advertising and Brand Communication.
Meanwhile, “Your Child's Dreams Need a Plan B” received an Excellence Award for Audio/Visual Communication.
BDO Remit's “Alagang Kabayan: Where Every Kabayan Belongs” was recognized under Social Media.
The range of winning campaigns shows how financial institutions can use communication not only to promote products, but also to frame conversations around financial preparedness, family goals and the needs of Filipinos living and working abroad.
SM Investments expands its digital stakeholder communication
SM Investments was recognized for SM In Focus, a group-wide online channel designed to provide information and insights about the group's operations and impact.
The platform uses YouTube, Facebook, Instagram and TikTok, reflecting how corporate communication has expanded beyond traditional reports and press releases.
For companies with large and diverse stakeholder groups, these platforms can make corporate information more accessible by presenting business developments, sustainability initiatives and other stories in formats familiar to digital audiences.
SM Supermalls recognized for community-focused programs
SM Supermalls received three awards for Active Hub, Mindanao and International Coastal 2025, under Community Relations and Corporate Social Responsibility.
The recognition highlights the role of malls as more than retail destinations. Community programs, cultural initiatives and environmental activities have become part of how large retail developments engage with the communities around them.
Steven Tan, president of SM Supermalls, said the company's programs begin with understanding the needs of customers and communities, with communication helping the organization listen and respond.
Chinabank earns recognition for investor and customer communication
China Banking Corporation (Chinabank) received two awards.
Its “Investor Relations: Focused on Value” campaign was recognized for Financial Communication and Investor Relations.
The bank's “My CBC Campaign: An App Fit for Beauty Queens” received recognition under Marketing, Advertising and Brand Communication.
Together, the awards represent two very different communication priorities: providing information for investors while also creating consumer-facing campaigns around a digital banking product.
Signature Series recognized for residential marketing
Signature Series by SM Residences received an award for “Setting a New Mark in Premium Residential Living” under Marketing, Advertising and Brand Communication.
The recognition adds the property sector to the range of SM Group businesses represented in this year's awards.
Why the Philippine Quill Awards matter
The Philippine Quill Awards are organized by the International Association of Business Communicators Philippines (IABC Philippines) and recognize communication programs and practices across organizations in the country.
For 2026, the winning entries were selected from more than 800 submissions evaluated against IABC standards.
The breadth of the SM Group's awards is notable because the winning work goes beyond a single type of corporate communication. Community relations, social media, financial communication, customer engagement and investor relations all form part of the larger conversation between organizations and their stakeholders.
For consumers and communities, that shift matters. Corporate communication is no longer limited to annual reports or formal announcements. Increasingly, people encounter companies through social platforms, community programs, educational content and digital experiences.
The Philippine Quill recognition suggests that for major organizations such as SM, how they communicate what they do is becoming an increasingly important part of how they build relationships with the people they serve.