In a major recognition of their communications programs and partner-led storytelling, Concepcion Midea Inc. Philippines and Toshiba Lifestyle Philippines took home a combined five trophies at the recent 22nd Philippine Quill Awards.
Organized by the International Association of Business Communicators (IABC) Philippines, the Quill Awards stand as the country’s benchmark for impactful and strategic business communication. For the teams across both brands, the recognitions validate the behind-the-scenes effort invested in listening to partners, elevating customer touchpoints, and creating campaigns that resonate beyond standard advertising.
Leading the recognitions on the trade and internal engagement front, Midea received three awards. The brand earned two trophies in the Customer Relations and Special and Experiential Events categories for “Together Future Ready: 2025 AC Specialist Convention”. Held in Boracay, the four-day convention gathered 160 dealers, influencers, and industry leaders from Luzon, the Visayas, and Mindanao to introduce new inverter air conditioning lines and strengthen distribution partnerships.
Midea also earned an award in the Internal Communication category for “Midea Club: Reinventing Installer and Technician Engagement”. The program supports HVAC technicians through hands-on product training, cashback incentives, and technical competitions, including the Midea Club Flash Installation ASEAN Tournament 2025, where a Filipino technician took home the regional championship in China.
Toshiba Lifestyle Philippines earned two Awards of Excellence for its brand campaign, “Embodying the Takumi Spirit: Toshiba Lifestyle’s ‘Details Matter'”. Recognized across both the Marketing, Advertising and Brand Communication and the Special and Experiential Events categories, the initiative reintroduced the brand through the Japanese philosophy of Takumi—focusing on precision, intentional living, and quiet luxury.
The campaign brought these concepts to life by collaborating with respected cultural figures and Takumi Masters, including two-Michelin-star Chef Josh Boutwood, fashion designer Francis Libiran, and musical director Gerard Salonga. The local Quill recognition builds on regional momentum for the campaign, which earlier secured a Silver Award for Best PR Campaign: Electronics & Tech at the Marketing-Interactive PR Awards in Singapore.
Addressing the wins, General Manager Anna Marie Alejandro pointed out that both achievements stem from a commitment to long-term value and human connections. She credited partner dealers and technicians as the backbone of the business, noting that the honors serve as a benchmark for continuing to raise industry standards and delivering purposeful home solutions across the country.
As both brands look ahead, the recognitions underscore how strategic alignment between cross-functional teams and communication partners translates directly into commercial and reputational success.