The ASEAN Women Entrepreneurs Network (AWEN) has recognized Dr. Catherine "Karen" De Asis as its 2025 Awardee representing the Philippines, honoring her work in lifting Filipino families out of poverty through entrepreneurship.

Organizers formally awarded Dr. De Asis on November 21, 2025, at the Sofitel Phnom Penh Phokeetra in Cambodia during the Pinnacle Entrepreneurs Forum 2025. 

The ceremony honored her alongside awardees from nine other ASEAN countries: Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Singapore, Thailand, and Vietnam.

Dr. De Asis, founding board member and chief brand strategist of MKS Marketing Consulting, advocates for a business-driven approach to poverty alleviation that she believes surpasses traditional charity models.

"While NGOs and charity groups have mission statements that claim to uplift the lives of impoverished families, often assistance is restricted by donations and charity funds raised from soliciting events and challenged by sustainability," the company states in its advocacy platform.

MKS argues that enabling Filipino family businesses to compete successfully in local and global markets creates sustainable employment opportunities across decades and generations. The company says this approach raises living standards for both business owners and their growing number of employees.

MKS Marketing Consulting specializes in brand strategy for Filipino family-owned businesses. The company presented three case studies during the AWEN evaluation that demonstrate this impact.

The first case involved a retail brand that operated 47 branches when it became an MKS client. The company expanded to 350 company-owned branches nationwide over 15 years and now leads its market category, creating thousands of job opportunities.

The second case featured a home appliances company that initially sold only air conditioners. After 10 years, the company expanded its product range to include refrigerators, freezers, televisions, and washing machines, which it now distributes through more than 1,000 dealer outlets nationwide, fueling employment and trade opportunities for dealerships.

The third client, a drugstore retail brand with low initial brand awareness, became a strong competitor in the healthcare drugstore retail category after four years, offering more affordable options for consumers.

MKS recently pioneered the use of AI-generated imagery in Philippine advertising, incorporating it into a brand campaign across television commercials, online platforms, social media, and print.

Dr. De Asis holds a Doctor of Education degree in education leadership and corporate social responsibility with highest distinction from De La Salle University. 

She earned her Master in Business Administration with distinction from Ateneo Graduate School of Business. She completed post-doctoral executive education programs at Stanford Graduate School of Business in 2014, and two programs at Oxford University's Said Business School—Strategic Leadership Executive Education in May 2015 and Strategic Marketing Executive Education in 2016.

She has received three major recognitions: the 2003 Agora Award for Excellence in Marketing Education, the 2008 Outstanding Faculty Award from De La Salle University, and the 2018 Philippines Women Leadership Excellence recognition from the World Women Leadership Congress.

Dr. De Asis has taught at De La Salle Graduate School of Business, Asian Institute of Management, and the MBA Health program at Ateneo Graduate School of Business. 

She participated as a speaker alongside marketing expert Al Ries, author of "Positioning," at the Asian Brand Strategy Conference in Manila. She authored "Color Folders in the Mind: A Branding Story," the first Philippine guidebook on brand management.

‍